Perfect Store Visit Checklist for FMCG Sales Reps

TL;DR

The perfect visit is a checklist habit: stock, shelf, price, promo, display, and order close.

Key Takeaways

• Checklist consistency beats ad-hoc selling.
• Availability and visibility improvements often unlock immediate growth.
• Store-level photos and notes improve coaching quality.

Definitions

• OSA (On-Shelf Availability): percentage of listed SKUs physically available on shelf.
• Share of Shelf: your visible shelf space compared with competitors.

Checklist/Framework

1. Confirm listed SKU availability and identify stockout risks.
2. Check shelf sequence, facings, and blocking by brand/pack.
3. Validate shelf price and promo ticket execution.
4. Build one incremental display where allowed.
5. Capture proof: before/after photo and action log.
6. Close order and next visit commitment.

Examples

A confectionery team introduced a five-minute checklist at every call. The process surfaced recurring out-of-stock issues on fast sellers and missing price labels. Fixing these basics delivered an immediate uplift in sell-out without additional media investment.