China Tobacco Account Manager Case Article

Rao Junqing is an account manager of Tobacco in Dongxiang County, Fuzhou City, Jiangxi Province. The area under his jurisdiction is located in the southeast of Dongxiang County. It is the south gate of Dongxiang, adjacent to Taiyang Town, Linchuan District, and to the east. A-level highway passes through the territory, with convenient transportation. The area under its jurisdiction covers an area of ??145 square kilometers, with a registered population of 40,000, 21 village committees, more than 230 natural villages, and 125 cigarette retail households. The growth process from salesman to account manager in the past two years has made him deeply understand the sour, sweet, bitter and spicy work of customer service management. Especially in recent years, Jiangxi Fuzhou Tobacco Network has been established in the process of studying far away from Anhui, Zhejiang, Shanghai, Dalian, and studying the advanced experience of brother provinces and cities such as Fujian and Jiujiang, and constantly exploring and progressing. As an account manager, Rao Junqing personally I have a deep feeling about network construction: a high-quality and efficient network is built on a team of high-quality account managers and high-quality services. The core content of network construction is not things, but people. To become a high-quality account manager, you must be based on the word "diligence", which is what he does in a down-to-earth manner.

1. Frequent communication

As an account manager, diligent communication means being diligent with your hands, feet and mouth. "Hand work" means working diligently to help cigarette dealers arrange the display of cigarettes and make monthly plans and weekly arrangements in a timely manner. "Diligence" means moving around frequently. Regardless of the size of the customer, the distance, wind or rain, the customer must be visited according to the visit plan. "Being diligent" means communicating more with customers, diligently understanding the market situation, and grasping market trends.

The above "three diligences" enabled Rao Junqing to quickly enter the role of account manager. When he first started working as an account manager, in order to fully understand the customer situation and master customer information, he visited the villages and towns in the jurisdiction and made multiple consecutive visits to 125 customers in the jurisdiction. He also kept a diary of the visits and never left his notebook to talk about work. , talk about daily life, carefully observe the changes of customers, write down big and small things in notebooks, understand customers, shorten the distance with customers, and become their friends while solving problems for customers.

During daily market visits, we often find that some customers fail to sell some cigarettes in a timely manner due to insufficient estimation of the market, and do not pay attention to the purchase time, resulting in long-term unsalable backlogs. Once, during a routine visit to Chen Wenxing, a third-level customer in Huwei Township, Rao Junqing found a row of "Dongfanghong" cigarettes at the bottom of the counter. After asking the store owner Chen Wenxing how the cigarettes were selling, the store owner discovered that there were more than 30 cigarettes and they had been basically sold recently. There was no sales on the website, and he panicked for a moment. According to the purchase receipt, the goods were four or five months old. Rao Junqing told him that the sales of this brand of cigarettes were not very good in the local market, and he needed to sell them as soon as possible. He also took the initiative to help him contact other customers to help him sell them. , with his help, more than 30 cartons of "Dongfanghong" cigarettes were finally sold out after a month. Afterwards, Chen Wenxing was so grateful that he took Rao Junqing's hand and said, "Xiao Rao, thank you so much for helping me. If you hadn't been so careful in your work, my 'Dongfanghong' cigarettes might have gone moldy. I will lose more than 2,000 yuan, and my store has been open for two months. You are really our own manager!" Rao Junqing smiled sincerely and said to him: "It's my job to reduce your losses and make more money. Work, this is also an important part of our tobacco industry's implementation of the important thought of "Three Represents" and "Two Supremacy, Two Maintenance". This is what I should do. I should pay more attention to selling cigarettes in the future, and I will also I will give you some guidance and suggestions in a timely manner." Then he told him some business skills in cigarette sales. After this incident, business owner Chen Wenxing became more supportive of tobacco work. When the cigarette self-discipline group was established in July, he actively participated and actively mobilized surrounding retail households to participate. Because there are many customers like Chen Wenxing, the construction of Dongxiang County Tobacco's Huwei cigarette business self-discipline group is progressing very smoothly and is well maintained. Chen Wenxing has now become the leader of the Huwei self-discipline group.

2. Diligent cultivation

The modern market is changing rapidly. Enterprises have a good understanding of market information and sales trends, and cigarette dealers have an understanding of various tobacco sales policies and supply conditions. , are all delivered through the account manager, who acts as a bridge between the previous and the following. As an account manager, you must convey tobacco and market information in both directions. Tobacco policies should be publicized frequently and explained frequently. Market information should be frequently reported and asked for instructions. You should guide cigarette dealers in sales and provide a basis for the formulation of scientific and reasonable tobacco policies. You must truly become a leader in tobacco. The "eyes" and the "ears" of cigarette dealers.

Since April 2005, Dongxiang County’s best-selling provincial low-grade cigarette soft “South” market has been in short supply, and the contradiction between supply and demand has become acute. In order to alleviate the tight supply and demand, Tobacco introduced similar brands from outside the province such as "Golden Dragon", but the market response was not satisfactory and sales have been slow to increase. On one side, the cigarette dealers in the market are complaining that there are no low-end cigarettes for sale. On the other side, the "Golden Dragon" introduced by Tobacco cannot be sold. Customers are not satisfied and Tobacco is also anxious. Under the instruction and arrangement of the tobacco leaders, the county tobacco account managers conducted a market survey and found several reasons for the above situation: First, cigarette dealers still held out hope, believing that the shortage in the soft south was only temporary and would not last a few years. They would rather wait a few days without selling cigarettes than take the risk of selling new products; secondly, the taste of "Golden Dragon" is not suitable for local consumption, and there are few repeat customers. Cigarette dealers dare not purchase for fear of not being able to sell; Third, the promotion of "Golden Dragon" is not in place, and cigarette dealers do not know much about the brand. In response to these circumstances, Dongxiang County Tobacco promptly adjusted relevant marketing policies, and the account managers conducted extensive publicity to cigarette dealers: First, the shortage of "soft south" cannot be solved in a short time, and according to this year's cigarette factory production plan, it cannot be solved within the year , to dispel the passive waiting mentality of cigarette dealers, so as to cooperate with tobacco market development and cultivation work; secondly, to promote to cigarette dealers that "Golden Dragon" is produced by Wuyan Group, with an annual production and sales volume of several million boxes, and is a large-scale cigarette manufacturer in the country. The enterprise has a rapid growth momentum in production and sales, and the quality of its products is reliable. Don’t be afraid that it cannot be sold. The key is to guide smokers to consume; third, increase publicity efforts, and make phone calls, deliveries, inspections, and account managers communicate with cigarette dealers. Vigorously promote "Golden Dragon" cigarettes to make more cigarette dealers understand the brand. Through the joint efforts of all parties, the sales volume of "Golden Dragon" in the area that Rao Junqing is responsible for has grown rapidly, and the contradiction of tight sales in "Soft South" has been alleviated. Therefore, as an account manager, you must be very keen to capture market information, provide timely feedback and promote relevant policies, so that you can truly become the "eyes" of tobacco and the "ears" of cigarette dealers.

3. Diligent coordination

In the area that Rao Junqing is responsible for, there is a village committee called "Shuinan Village". The locals call it the 57th ethnic group in my country - the barbarians. Why? The village is located in a remote area,* ** has a population of more than 4,700; all of them are surnamed Rao, and the clan concept is very strong. It is one of the famous difficult villages in Dongxiang County. There are 15 cigarette retail households in this village. They have not supported or cooperated with tobacco work for a long time, and they only sell cigarettes. During routine inspections and routine visits to customers, he always ignores her, doesn't look good, and sometimes makes sarcastic remarks, which makes it difficult to carry out work. Many people shake their heads when mentioning "Shuinan" Village. At that time, Rao Junqing took over this area and did not understand the situation. He made several trips to try to get a feel for it, but he ran into trouble every time. As soon as he entered the store and explained his identity and purpose, the two most common words spoken by the cigarette dealers were: " "The boss is not here" and "I don't know" made Rao Junqing very passive and his work has not progressed. However, Rao Junqing also has a stubborn personality. The more difficult things are, the more he has to deal with them. He thought, "Three feet of ice cannot be frozen in a day." ". There is always a solution to everything. Later, through careful investigation and inquiries from various parties, it was found that the village director has a high prestige in the village and the villagers are willing to listen to him. After learning this situation, Rao Junqing reported it to the company leaders in time , want to use the village director to do the work of these cigarette dealers, so that they can be included in tobacco management and services. After learning about it, the tobacco leaders of Dongxiang County attached great importance to it, contacted the local village committee in the name of the organization, and sent Rao Junqing to be stationed in Shuinan. For more than a week, I lived and ate in the village committee, communicated with the village director, and with the help of the village director, visited various retail households, and worked patiently and meticulously. After more than a week of hard work, the cigarette dealers were able to complete the project. The work was completed, and all 15 cigarette dealers in the village were included in the tobacco service management network. Now they all buy tobacco, and other tasks have been carried out smoothly, and Rao Junqing and the village director have become good friends. When Rao Junqing goes to Shuinan Village, the cigarette dealers will greet me warmly or stay at home for dinner. Through this incident, Rao Junqing deeply feels that the account manager and the cigarette dealers must communicate frequently and only with heart. Only by changing hearts, treating each other sincerely, and respecting zero-cigarette dealers can we win the respect, understanding and support of cigarette dealers

4. Be diligent in "brainwashing"

As the situation develops. , the tobacco industry has also transformed from the planned economy in the past to a market economy, and the degree of marketization has continued to increase.

To do a good job, it is no longer enough to have enthusiasm; you also need to have the corresponding knowledge and skills. Therefore, Rao Junqing continuously strengthens his studies and "recharges" himself, thereby promoting the continuous improvement of his theoretical level and work skills. Rao Junqing has now obtained the qualification of a junior marketer and is proficient in using the 05 version sales system and CRM management system for customer analysis and guidance. Now he is strengthening his typing practice to lay the foundation for the implementation of online office in the future. Theory must be tested and applied in practice. Rao Junqing often uses his professional knowledge to guide customers in cigarette management, and has achieved certain results. In the area under his jurisdiction, there is a new customer named Zhang Manqin. Since he has never done business before and does not know how to operate, the cigarettes are piled up in a mess in the store. Customers cannot see what cigarettes he has in the store and what brand he wants. Cigarettes are also hard to find. Although the store is located at the entrance of the farmer's market and has a very good location, sales have been unable to increase. He often complained to Rao Junqing. After understanding and analyzing, Rao Junqing suggested that he make a beautiful display shelf, place all brands of cigarettes neatly, and clearly mark the prices. Customers can see it at a glance as soon as they enter the store. Under Rao Junqing's guidance, his cigarette sales increased rapidly, and his monthly sales increased from 68 to 68. The number of items increased to 367 and was very stable. Three months later, the cigarette dealer applied for a third-level customer level from Tobacco. He sighed and said: "I never thought that selling cigarettes requires so much knowledge!"

Nothing is difficult in the world, as long as there are people who are willing. Since working as an account manager, Rao Junqing has always believed that he is just doing what he should do in his position.