Retail & Field Execution
Boots on the ground, run by people who've actually sold at retail.
Retail can’t be grown from a spreadsheet. Distribution and marketing only convert when someone is physically at the outlet — taking orders, checking stock, fixing displays, and building the retailer relationships that drive repeat purchase. We recruit, train, and manage that team so execution is real, not theoretical.
Scope
What's included
Best for
Brands that need managed feet-on-street sales and merchandising in a new or underperforming market.
- Recruitment and training of field sales executives, deployed fast
- Order booking, retail servicing, and merchandising audits
- Route planning and territory coverage design
- Ongoing field performance management and weekly reporting
Field Operating Model
How We Run Your On-Ground Sales Force
Rigorous daily discipline, transparent digital order booking, and metric-driven territory coverage.
01
Beat Route Planning & Outlet Universe
Designing permanent journey plans (PJPs) ensuring reps visit 35–45 retail outlets daily in high-density markets with zero route overlapping.
02
Secondary Order Booking & SFA Integration
Transparent reporting on Total Calls, Productive Calls, Lines per Bill (LPB), and Territory Secondary Sales Volume with zero management overhead for you.
03
Merchandising & Planogram Compliance
Auditing eye-level placement, FIFO stock rotation, POS visibility, and competitor stock movement on every single retail call.
04
Weekly Performance Cadence & KPI Review
Transparent reporting on Total Calls, Productive Calls, Lines per Bill (LPB), and Territory Secondary Sales Volume with zero management overhead for you.
What founders ask about this service
Straight answers about how this works in practice.
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What is retail field execution and why does it matter?Retail field execution is the ongoing ground-level activity that keeps your product visible, in stock, and actively sold at retail — order booking from retailers, merchandising (shelf positioning, display standards), competitor monitoring, and retailer relationship management. Without consistent field execution, even well-distributed products lose shelf space and sell-through declines.
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How do I build a field sales team for a new Indian city or state?Building a field team requires recruiting the right profiles (territory sales executives, merchandisers), training them on your product and sales process, designing efficient route plans and territory coverage, and putting in place a reporting cadence you can act on. SalesOrbit handles the full build — recruiting, training, and managing the team — so you get execution speed without a permanent overhead.
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What does a field sales executive do in FMCG in India?A field sales executive (FSE) in FMCG visits a set of retail outlets on a daily or weekly route, takes orders from retailers, checks stock levels and shelf presence, manages displays and point-of-sale material, handles retailer queries and complaints, and reports on competitor activity. They are the link between your distributor and the end retailer, and their effectiveness directly determines sell-through.
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Should I hire field sales staff directly or outsource to a GTM partner?Hiring directly gives you control but carries fixed cost, management overhead, and slow ramp-up — especially in a market you're new to. Outsourcing to a GTM partner like SalesOrbit gives you a trained, managed team on the ground in weeks, with performance reporting from day one and no long-term headcount commitment. As your market matures, you can transition the team in-house if needed.
Presence you can measure, week by week.
Tell us your target territory and coverage ambition, and we’ll scope the team, routes, and reporting cadence.
Keep exploring
You've read this far. You probably have a market in mind.
Let’s talk about it — no pitch deck, just an honest conversation about what it would actually take.