Editor's Note: Under the profound influence of the current global financial crisis, the situation of maintaining the growth and level of the tobacco industry is extremely severe. The structural upgrading of the trinity of consumers, retail customers and commercial enterprises is the key measure to challenge and overcome difficulties. Based on the core and pivotal role of account managers in this trinity, guiding consumption habits and guiding business models has become an important topic for account managers at present. Starting from this article, Tobacco Online selected three articles to introduce how account managers can effectively guide consumption, namely retail terminal, consumer terminal and terminal shopping guide skills. In order to help account managers effectively guide consumption under the current severe macro-situation and internal task pressure, lengthen the cigarette consumption structure, create greater wealth for the country and create a better consumption environment for consumers. Tobacco Online Transfer from China Tobacco Enterprise Management Consulting Network In the process of promoting the continuous change of consumption concept, the strength consists of top-down marketing pull and bottom-up market thrust. As shown in the following table, retail terminal, as the birthplace of cigarette consumption, is the bridgehead and key point to guide the consumer market. A retail customer said: "I have worked in a supply and marketing cooperative before, and I have a certain understanding of the retail industry, and I also know the importance of actively recommending cigarettes to customers. If you recommend a cigarette to a customer, he may not accept it, but if you don't recommend it, they will definitely not buy it. Therefore, in order to manage cigarettes well, our rural retail customers need to change their business concepts, master certain business skills and improve their business level. In this way, we can gradually improve the cigarette sales structure of the store and get more profits in the improvement of the cigarette sales structure. " It shows that the retail terminal plays a key role in guiding consumption, and its role directly affects the final result. Then, in practical work, how to better play the role of retail terminals in guiding consumption? The author thinks that it should be carried out from the following three aspects: first, select demonstration retail customers to classify retail customers, and then extract them according to a certain proportion. Seize the core customers, give play to the demonstration effect, and establish a consumer market guidance base. 1. Select a model retail customer. Although guiding consumption needs to be changed and improved as a whole, it needs to be implemented in a planned, targeted and selective way in practice. Not every client is suitable for guidance. It is called "catching big fish in the right pond" to choose the right person to do the right thing. After analysis, account managers should choose retail terminals with strong driving ability, wide radiation benefits and lively business ideas as demonstrations. 2. Fully guide retail customers through various methods. Choose the right pond and use the right method to catch more fish. For the selected retail customers, the account manager should actively take various effective and practical ways to guide and ensure that "one is selected". 3. Form a demonstration effect of the terminal market. If we pay close attention to retail terminals, even the largest terminals and more channels have limited influence. Only through their influence on the surrounding consumer business circles can we achieve initial results and ensure "one belt". 4. Realize the extension to consumers. The influence of consumer business circle will eventually be reflected in consumers. The business circle can have enough energy to guide and control consumers' buying behavior and habits, which shows that the extension is successful. The so-called "take a piece and live a piece". 5. Stimulate the consumer market. The ultimate goal of influencing consumers is to stimulate the consumer market, that is, to successfully transform consumers' consumption desire and consumption ability into buying behavior, thus enhancing the consumption power of the market. Second, the main methods to guide retail customers. The change of retail customers' consumption concept does not happen naturally, and it needs to be guided positively through appropriate and effective means. As for the method, as the saying goes, "there is no constant force in the army, and the water is unpredictable." Only effective or not, it doesn't matter whether it is good or bad. 1, concept guidance: upgrading cigarette structure is the inevitable product of upgrading management level. With the improvement of consumers' living standards, consumers put forward higher requirements for cigarette consumption from three angles and levels: "value, health and taste". As the only position to meet consumption, retail terminals must conform to this trend, choose the right time and the right way to improve their store level, so as to better improve their management level and gain greater value. 2. Policy guidance: demonstration customers and brand stores. Make full use of market control means and measures, carefully select a number of influential, operational and managerial retail channels through careful market analysis and business circle investigation, build image terminals and model customers, give certain support and inclination in policies, and scientifically incubate brand stores with strong radiation. 3. Interest orientation: sufficient profit space. Scientifically select cigarette brands and specifications with sufficient profit margin to attract retail customers to upgrade their cigarette sales structure with higher profits and greater value. 4. Supply guidance: the supply is stable and guaranteed. You cannot make a silk purse out of a sow's ear. Without the stability and guarantee of supply, good guidance methods will fail. Therefore, on the one hand, the account manager should keep abreast of the supply situation and choose brands and specifications with more secure supply to recommend to customers; On the other hand, we should take precautions, actively look for alternative brands, fight more early and less Monday morning quarterback. 5, information guidance: timely and fully convey the cigarette brand information. After mastering the supply information, the account manager should actively, timely and accurately transmit it to the retail customers, and guide the customers to operate through the information. 6. Promotion and guidance: cigarette promotion activities. When the key recommended cigarette brands are listed on the counter, they should actively promote them and take rich and effective measures to expand their influence and improve their sales rate. 7. Service guidance: thoughtful marketing service. Service is an important guarantee to guide the promotion of sales structure, and efficient and timely service can greatly relieve customers' worries after arriving at the counter. Service should be business-oriented and strengthen the value and experience of service. Third, the key link guides retail customers 1 to place orders. Scientific cigarette lighting is mainly "four things to do well": make inventory before cigarette lighting; Make a good choice of alternative brands; Make full financial preparations; Do a good job of telephone interview and post-sales check. 2. Inventory guide. For inventory management, we mainly master the formula of "12 14", that is, cleaning up a family property-defining two concepts of cigarette inventory-mastering the principle of weekly sales and monthly sales-using four methods of complete structure and partial quantity-four inventory management methods 3. Guide the display of goods. Recommended cigarettes should pay more attention to the display of goods. The main methods are: method 1: obvious display method 2: maximum display method (or counter display) method 3: vertical centralized display method 4: family display principle (factory display) method 5: lever (light) display method 6: highlight display method 7: connecting with promotional materials and advertisements 8. This is an effective response to special circumstances. The account manager must give a convincing explanation at the first time and actively prepare to change the brand or specification, so that the retail terminal will be minimized because of shortage. 5. New product consumer guide. For the new brand consumption guide, account managers should pay attention to the seamless link between the brand itself and the retail terminal. On the one hand, we should find a marketable sales channel for the new brand, on the other hand, we should fully explain the corresponding knowledge and information of the new brand and highlight the core selling points of the new brand. 6. Seize the opportunity for sales guidance. The account manager should guide customers to seize all favorable opportunities for sales guidance. The main ways are wedding market, group buying market and special time market such as holidays. 7. After-sales service in the consumer guide: constant affirmation and constant attention. For account managers, the correct sales concept should be "off-site sales", be responsible for off-site sales and work hard for marketing.