In an earlier article I highlighted how the Route to Market landscape and challenges in SE Asian markets have dramatically changed in the last number of years.

To illustrate this I focused on Vietnam, which for most FMCG multinationals is a key market.

I am now exploring the five most critical RtM focus areas shaping the future of FMCG in Vietnam in a little more detail.

1. Omnichannel Expansion – click to read this post & article

2. Data-Driven Distribution – click to read this post & article

3. Sales Force Empowerment

4. Channel Mix Optimisation

5. Consumer-Centric Engagement

In each I will explore how to plan for success using the 3 steps of Assessment, Blueprint and Catalyst. This is just as I have in the past when looking at Distributor Selection as follows:

• The Assessment Phase
• The Blueprint Phase
• The Catalyst Phase 

These phases follow the process that we call the A-B-C of Route to Market. This model simplifies the world of RtM into a series of three steps that any RtM practitioner can execute.

Now let’s look at the third critical focus area, Sales Force Empowerment:

Your sales team is your frontline. In Vietnam’s fragmented FMCG market, execution excellence depends on how well you empower them.

ASSESSMENT: Where to Play 

• Process audit: Review current workflows for order capture, inventory checks, and promo execution. Identify bottlenecks that slow down retail activation.
• Tech adoption: Assess CRM penetration and mobile tool usage. Many field reps still rely on manual reporting, which limits visibility and speed.
• Execution gaps: Measure compliance on planograms, promotions, and retailer engagement. Poor compliance often leads to lost sales and weak brand presence.

BLUEPRINT: How to Play 

• Mobile CRM apps: Equip reps with tools for instant order capture, stock checks, and promo tracking. This reduces errors and accelerates response times.
• Performance dashboards: Provide real-time KPIs like outlet coverage, SKU availability, and promo compliance. Visibility drives accountability.
• Training programs: Go beyond product knowledge. Train reps on negotiation, relationship building, and category management to strengthen retailer partnerships.

CATALYST: How to Win

• Incentive alignment: Link bonuses to execution KPIs, not just volume. Reward compliance and quality of retail activation.
• Gamification: Introduce leaderboards and digital badges to boost engagement and morale.
• Feedback loops: Create two-way communication between field teams and marketing for faster campaign adjustments.

In Summary

• Benefit: Stronger retailer relationships, better execution, and higher conversion.
• Deliverables: Sales force capability audit, CRM deployment roadmap, incentive design toolkit.

Example KPIs: % outlet coverage, promo compliance rate, average order value per visit, CRM adoption rate.

What we do at Enchange Supply Chain & RtM Consultancy

• Deliver sales growth for our clients
• Work globally, with our local experts
• We are Route to Market & Supply Chain experts

At Enchange our passion is helping companies improve their route to market and supply chain so they can sell more, at a higher margin and lower cost.