B2B sales for a distributor or manufacturer is a system of ongoing contracts with stores, restaurants and retail points. Its heart is not advertising but the sales process: CRM, telephony, KPIs and trust in the brand.
With Hilol Meat, within 2 months we set up CRM/ERP, IP telephony, a KPI-driven sales team and work with influencers. The result — B2B contracts with 80+ stores.
In short:
- A B2B retail network is a process, not advertising.
- CRM and telephony from day one.
- A sales team with KPIs.
- Influencers and content for brand trust.
Why does a distributor need a system?
A store owner doesn't easily take on a new supplier. They look at quality, price, delivery and trust. If a sales agent visits once and leaves, it is not enough — you need constant contact.
Without a system, sales agents keep their own databases, it is unknown who they talked to, and the results are unstable.
What was done at Hilol Meat?
- CRM/ERP — every store, every conversation and order in one place.
- IP telephony — calls are recorded and analyzed.
- A sales team with KPIs — clear targets for calls, meetings and contracts.
- Influencers — to introduce the brand to consumers, and to give the store owner the signal that "people ask for this product".
Why does an influencer help B2B?
A store owner takes the products their own customers ask for. The influencer creates consumer demand, and the sales agent brings that demand to the store. Pressure from both sides means a faster contract.
Where do most people go wrong?
The mistake is only adding more sales agents. Many agents, no system — high costs.
The right way is process and KPIs first, then expanding the team. More: Building a B2B sales department.
Conclusion
In short, a retail network is built with a system.
- Connect CRM and telephony.
- Set KPIs for the sales team.
- Introduce the brand to consumers and create demand.
- Measure the result by the number of stores and repeat orders.
We will build a system for your retail network — book a consultation.
About the author. Safarmurod Abduroziqov is the founder and CEO of AURA Digital: 6 years in marketing, 50+ IT projects, ~$1M in managed ad budget. Telegram · LinkedIn
Frequently asked questions
Does a distributor need marketing?
Yes. Brand trust and consumer demand influence the store owner's decision; the sales process closes the contract.
How can you speed up contracts with stores?
With CRM, IP telephony, a KPI-driven sales team and influencers. At Hilol Meat, contracts with 80+ stores were signed in 2 months.
Are influencers useful for B2B?
Indirectly, yes: they create consumer demand, and the store owner takes the product people ask for.
What KPIs do you set for sales agents?
The number of calls, meetings, new contracts and repeat orders.