The article is devoted to the introduction of lean production tools into the activities of companies operating in the B2B market. The use of lean manufacturing tools involves a certain way of thinking and allows you to consider any activity in terms of value for the consumer and the reduction of all types of waste. If you do not analyze the losses that occur in the course of the company’s activities, this can lead to a strong increase in costs and, possibly, to instability in the company’s work. The authors analyze and offer an adaptable list of types of losses for activities related to customer service in the B2B market, and also evaluate the impact of these losses on changes in costs. The stages that are not of value to the consumer and are not necessary are identified. Key results: a study was made of the process of servicing consumers in the B2B market and ways of optimization were shown that make it possible to optimize communication with consumers.