Looking back on this year's work process, from the "135" working method to the construction of retail customer terminals, from the cultivation of "532" and "46 1" brands to the promotion of cigarette sales structure, I gradually changed from a fledgling tobacco worker to a fledgling tobacco worker with my continuous study and practice in my post. To sum up my work as an account manager this year, the main idea that needs to be clear in concept is that we are waiters of retail customers and salesmen of the company. Secondly, what needs to be recognized ideologically is that "135" working method is the software foundation, theoretical system and tool for serving customers. The construction of retail terminal mainly refers to improving the image of cigarette sales terminal and building a good sales platform and cigarette display platform when consumers buy cigarettes; Brand cultivation is the refining of brands in the market, and it is the process of constantly searching for cigarette brands that should be sold in their own markets by cultivating brands. "135" working method, retail terminal construction and brand cultivation all revolve around a central point, that is, organically combine all the work to achieve mutual benefit and win-win for the company and retail customers. The direct significance of improving cigarette sales structure is to further realize the double profits of the company and retail customers. Therefore, every part of the account manager's work is complementary, and the unified goal of all work is to pave the way for improving the cigarette sales structure, thereby improving the cigarette sales structure and increasing the profits of the company and retail customers. Next, I will take how to improve the cigarette sales structure as the main line running through this article, and summarize my own measures to improve the cigarette sales structure in 20 1 1. First of all, aim at the target market and subdivide the operating conditions of customers. The market in the jurisdiction is like a hand with different fingers. Different consumer groups have created different market environments, which is the main reason for the different operating conditions of retail customers. Use the historical sales data of customers in V3 system to "navigate", select customers with large sales volume and better sales of more than three types of cigarettes as target customers, and then divide the scattered target customers into target customer groups according to the regional division standard. During daily visits, focus on target customers, with peripheral customers as the secondary focus, and give business guidance on key tasks such as terminal construction, brand cultivation and cigarette sales structure improvement. Second, strengthen the construction of target customer terminals and build a good brand display platform. The selected target customers are mainly tobacco hotels and supermarkets within the jurisdiction, followed by some scattered convenience stores and grocery stores. Taking these customers as the primary goal of upgrading hardware facilities for terminal construction, we should focus on the placement of zero boxes of cigarettes, the alignment of labels, the display of whole cigarettes and the advertising of cigarette brands, further establish the image of cigarette retail terminals, build a cigarette brand publicity platform, improve the "exposure" of high-end brands, increase the sales of high-end cigarettes, and achieve the purpose of improving the cigarette sales structure. Third, precision marketing falls to the "fine" place, and the analogy uses "Dongfeng". High-end brand cigarettes are often the tight cigarette brands that target customers are eager for because of the large profit margin. However, due to the principle that the total amount of cigarettes with tight brands is slightly balanced, there is a phenomenon that demand exceeds supply in the market. In daily visits, on the one hand, we actively communicate with customers, help customers analyze the actual business situation, collect customer demand information of high-end brands and report it truthfully. On the other hand, taking the precision marketing of high-end brands as the breakthrough point, we should instill in customers the necessity of improving the terminal image, expand the width of two or more cigarette combinations to increase the effectiveness of profits, and improve the enthusiasm of customers to order new cigarettes for the counter. Take advantage of the "Dongfeng" of high-end brand precision marketing to effectively change the traditional business philosophy of retail customers. Flexible marketing of high-end brands according to local conditions can not only improve the profitability of customers at a single level, but also lay a good foundation for further improving the cigarette sales structure. Fourth, insist on placing orders without relaxation, and the effect will be subject to placing orders online. At present, retail customers have developed a set of "hard skills" in the face of all kinds of marketers, and it sometimes happens that they "forget" after making promises in person. If the service strategy of "improving cigarette structure" is implemented in daily visits, it will trigger two potential service strategies, namely "promotion of key brands" and "listing of well-known brands". For the retail customers who have implemented the brand cultivation strategy, it is necessary not only to clearly mark the brands that are expected to be listed on the daily visit record, but also to use the "order follow-up" function of the online booking platform of "New Business Alliance" to promote them to customers in this round of ordering. Confirm whether the recommended brand has been ordered by the customer. If the customer has not ordered it, he can visit the customer at home and warmly remind the customer to order the recommended cigarette brand to ensure the implementation effect of the service strategy of "improving cigarette structure". Fifth, it is not feasible to seek "quality" by quantity, but it is king to improve "quality" and increase profits. The accumulation of quantity leads to a qualitative leap. Large quantity and quantity are the traditional management concepts left over from the cigarette market in the past. In order to optimize market resources, control large retailers, and realize a virtuous circle of cigarette sales market, after implementing the measure of agreed total supply, sometimes due to the influence of many factors such as poor customer planning, unscientific distribution or changes in surrounding market environment, the monthly agreed total supply of customers will be insufficient. In order to avoid this situation, it is an effective measure to set a reasonable weekly limit for customers on the premise of grasping the company's supply information in time and finding out the surrounding sales environment and cigarette sales of customers. This is not only an effective measure to prevent the underutilization of the monthly agreed total supply, but also a favorable means to improve the cigarette structure. Balance customers' purchase of middle and low-grade cigarettes with weekly limit, avoid the situation that four kinds of cigarettes are mainly sold in the market when lighting cigarettes, and let customers combine all kinds of cigarettes organically when lighting cigarettes, so as to achieve the purpose of controlling the total amount, improving the structure and increasing profits. Sixth, improve the structure, seize the opportunity of the festival, and people in heaven and earth will show their magical powers. The concept of being poor for a year rather than a year, and the consumption concept of emphasizing ostentation and extravagance at weddings and funerals are deeply rooted in consumers' hearts. National legal holidays, major social activities and various banquet celebrations are not only the peak period of cigarette sales, but also the favorable stage to enhance the cigarette sales structure. So, how to improve the cigarette sales structure during the holiday season? Ancient military strategists said: the weather, geographical location and people are harmonious, and the three are not allowed, and the war is not levied. It means that when fighting, we must pay attention to the natural climatic conditions, geographical environment and people's hearts. I think it's not bad to use Sun Tzu's art of war to improve the cigarette sales structure by means of festivals, but we must adjust measures to local conditions. Weather, not only refers to the peak season of cigarette sales, but also refers to the early supply period of cigarette sales peak season. At this stage, it is necessary to increase the publicity of customers' company supply information, collect accurate marketing information of customers' high-end brands, analyze the impact of customers' upcoming potential sales opportunities, such as thank-you banquet, wedding season, Christmas and other major social activities on cigarette sales structure, actively guide customers to increase cigarette inventory, enhance cigarette inventory structure, and seize market opportunities to increase customers' profits. Geographical location refers to the market within the jurisdiction that is conducive to improving the cigarette sales structure. By analyzing the market environment, consumption level and consumption characteristics of the jurisdiction, we can find the key areas, sub-key areas and ordinary areas to improve the cigarette sales structure, and give priority to the limited working hours in the areas with the highest output value in order to maximize work efficiency. Harmony with people is the target customer group to improve the cigarette sales structure. According to the customer's actual operating conditions, surrounding market environment and historical sales data, determine the target customer group, and focus on personalized service and differentiated service for these customers. Through the combination of on-site visit and telephone visit, we will strengthen business guidance to target customers and continuously improve their cigarette sales structure. It is an effective working method to improve the cigarette sales structure during the festival by closely linking the weather, geographical location, people and people. Seven, promotional activities are not "promotional" at once. Only by finding the corresponding promotion methods can we promote structural growth. Cigarette brands in promotional activities are all more than three brands, and effective use of promotional activities is also one of the measures to improve cigarette sales structure. 20 1 1, the most favorable promotional activities in this region are "Lanzhou brand Spring Festival integral oil change customer feedback activity", "Taishan series towel change activity" and "Yunyan (Ruanbao) year-end true feelings feedback activity". The market influence, consumer awareness, recognition and social reputation of these three brands in the jurisdiction are different. According to the development trend of different brands in the jurisdiction, it is the first problem to formulate a reasonable work plan and promotion method for promotion activities, effectively combine promotion activities and improve the cigarette sales structure. As an old brand cigarette produced in the province, "Lanzhou" brand is a mature cigarette brand with high consumer loyalty, awareness and recognition, and its sales volume has been growing steadily. Therefore, the promotion method of this kind of cigarette brand promotion activities, on the one hand, should convey the promotion information to customers in time to make them familiar with the relevant contents of the promotion activities; On the other hand, it is necessary to maintain the background information of customers, adjust the weekly limit of customers in time, and feed back the background information to customers who have increased the supply of promotional brands. "Taishan Shen Xiu" among the "Taishan" brands is a newly introduced brand, which belongs to the brand introduction period, and "Taishan Luxury" is a brand in the brand growth period. The common characteristics of the two brands are the low recognition of customers and consumers, and the unstable consumer groups, especially "Taishan Luxury", which entered the recession period ahead of schedule. When promoting this kind of cigarette brand, first, customers should be familiar with the relevant contents of the promotion activities. Further publicize the relevant information and selling points of the brand to customers, enhance customers' awareness of the brand, especially for the newly launched "Taishan Shen Xiu", cooperate with relevant promotional materials, publicize new cigarettes to customers, and actively guide the counter to try to sell new cigarettes; Secondly, focus on the promotional items of promotional activities, stimulate customers' desire to buy the brand, and let promotional activities be promoted among customers with historical sales in the jurisdiction; Thirdly, do a good job of customer order follow-up and remind customers to order this brand of cigarettes in time, so as to achieve the work effect of promotion activities. "Yunyan Ruanbao" belongs to the second-class cigarette in the growing period and near maturity, with stable consumer groups, high awareness and great brand influence. For the promotion of this kind of cigarettes, first of all, finding the target customer group is the key. Because there are many promotional products in this "Yunyan Softbao" promotion, it is necessary to inform customers of the relevant contents of the promotion in time, with the focus on how to obtain different levels of promotional products, as long as the enthusiasm of customers is stimulated. Second, inform customers of the current cumulative order quantity of the brand and the corresponding promotional items in stages, so as to achieve the effect of speeding up the pace and maximize the structural space of cigarettes through promotional activities. According to different cigarette brand promotion activities, we can finally achieve the goal of improving cigarette sales structure by choosing the corresponding promotion methods. Eight, the cultivation of new products can not be ignored, small sales affect the big structure. Cultivating new cigarettes is the daily work of account managers. Because customers don't know the sales prospect of new cigarettes, the general order quantity is relatively small, but some customers who sell cigarettes at the same price will order trial sales, and the structure of new cigarettes is more than three categories. If a customer lights a cigarette every time he buys a new cigarette, it seems that the improvement of the structure can be ignored, but if 50% of customers in the jurisdiction can light a cigarette for each brand, it is not a small number. As some new products are gradually recognized by customers and consumers, the increase in sales volume will inevitably further enhance the cigarette sales structure, so the "butterfly effect" of cultivating new cigarettes in improving the cigarette sales structure can not be ignored.