How do account managers cultivate new products?

With the rapid development of social economy, people's living standards have undergone fundamental changes. In this best historical period of brand cultivation, how to make the brand grow rapidly has become a major issue facing the tobacco industry. As the main person in charge of the front line of cigarette marketing service, account managers have a more real understanding of the market situation of the brand, a deeper understanding of the essential characteristics of the brand, and a more unique insight into the development and cultivation of the brand. Cultivating brand is the top priority of "improving cigarette quality" at present. On the occasion of the listing of Jinye (Jubantang), according to the brand cultivation requirements of county-level tobacco companies and the actual situation in the jurisdiction, this paper talks about how to do a good job in cultivating new brands: First, the ideological understanding is in place, "the brand is being cultivated and the market is being created", which is an indisputable truth in tobacco marketing. Therefore, for the listing of new cigarettes, account managers must first overcome their fear of difficulties and cultivate their confidence, high fighting spirit and enthusiasm. At the same time, the account manager should fully understand the newly cultivated cigarettes, understand the selling points of cigarettes, distinguish the difference between this pack of cigarettes and other brands of cigarettes, and understand the consumer groups of this pack of cigarettes. For example, from the packaging point of view, Jinye (full of hard celebrations) is not much different from the previous "Century Red Flag Canal", especially with a sign of Red Flag Canal on it, which has obvious local characteristics; At the same time, the price is slightly higher than the best-selling brand "Jinye" (hard red flag canal), and the substitution conditions are good, which can meet the growing consumer demand. After fully understanding the new product, it is easy for the account manager to carry out the work with a clear aim and improve the cultivation efficiency. Second, it takes a transition period for new products to be accepted by consumers when the goals are set in place. Therefore, account managers should not make the mistake of killing the goose that lays the golden egg, but follow the law of brand development step by step. At the initial stage of listing, don't focus on sales, but pay more attention to the over-the-counter rate and sales rate of brands. We should start with customers who are receptive to new products and willing to sell new cigarettes, such as supermarkets, shopping malls, tobacco hotels, etc., to maximize brand promotion and gradually build social influence. At the same time, we should focus on the sales of these customers, take some representative customers as samples, conduct analysis, find out the existing problems, formulate rectification measures, increase visits to these target customers, increase inventory checking, grasp the inventory and sales of these customers in time, and urge customers to do a good job. Third, the main role of consumer guide in-place account manager in the process of brand cultivation is publicity and guidance, and the key is guidance. Do a good job in consumer guide, mainly from the following aspects: (1) business guidance. The quality of customers will directly or indirectly affect the promotion of cigarette sales structure. Therefore, in order to gradually improve the cigarette sales structure of customers, we need to strengthen our visits to them and help them place reasonable orders. At the same time, we should explain cigarettes to them more and teach them some business skills to help them change their business concepts as soon as possible. (2) Horizontal comparison. Some customers can objectively upgrade the cigarette structure to a higher level, but due to the traditional business philosophy, they unilaterally believe that their sales structure cannot be improved. At this time, we might as well use the method of horizontal comparison. Select customers in areas with similar economic development levels, talk about their business methods and sales performance, and stimulate the sense of progress of target customers. (3) scientific display. The effect of commodity display affects cigarette sales, so we should pay enough attention to the display of customer cigarette products. The principle is "high first, then low" and "focus first, then general", that is, middle and high-grade brands and key cultivation brands are placed in a conspicuous position, and low-grade cigarettes are put less or not. Cigarette display is the basic work of brand cultivation, which requires account managers to display cigarettes well. Through the on-site guidance of account managers and the independent creativity of retail customers, customers are encouraged to consciously maintain the counter display of key cultivated brands, enhance the visual impact, and ensure that consumers can "see and buy". As an excellent account manager, we should guide customers to display cigarettes clearly, neatly and dynamically, fully create the display atmosphere of terminal brands, and promote the development of brand cultivation. (4) Opportunity utilization. Increase market research. Once the account manager gets the information, he must firmly seize this opportunity so that the work of pulling the structure can be carried out in time. When I visited Wang, I learned that his son was getting married and was going to use gold leaves (hard red flag canal). I lost no time in recommending Jinye (Hard Jubilee Hall) to him. Because of the harmonious relationship and publicity, the client accepted my suggestion. At the same time, due to the psychological comparison of consumers who do business with cigarettes, people around them gradually use gold leaves to hold happy events. (5) Take the lead in setting an example. Many account managers are cigarette consumers themselves. When recommending new cigarettes, they should set an example and smoke whatever they grow. They can also let qualified retail customers suggest smoking new cigarettes themselves, which can play a good demonstration role. Fourth, pay attention to cigarette sales of small and medium-sized customers. Some account managers often regard "big customers" as the target customers for new product cultivation, while ignoring small and medium-sized customers, which is very wrong. After all, the total number of big customers is limited.