This being my first post, I should let you know that I'll be blogging to offer news, and rants from my desk, as I develop SPIKE brand into a viable and relevant company.

Today's Rant
First, let me say that most independent pet store owners get into the business based on a real love for animals. It is not an immediately obvious path to becoming a retail tycoon! That being said I'm often frustrated at hearing retailers bemoan the fact that they're too busy to dive into the nature of the products they sell. They don't seem to have the time to hear it in traditional sales calls or in the body of detailed product information spec's.They're too busy to cull the B.S. from most vendor supplied information about products. Often they seem to get their evidence anecdotally..." I read some where that this product does this".

The flip side of this is that consumers contact me complaining that their favorite pet store doesn't employ knowledgeable staff. They want to rely on retail pet store staff to be informed purveyors. These same consumers are just as likely, however, to be duped by marketing or well-meaning online posts offering downright misleading or questionable advice.

I struggle with how, as a manufacturer, do I navigate these waters? How do I get the message across that much of what is offered by some companies is based on pure fiction without seeming like a "basher" or a "whiner".

Regulatory agencies seem not to have the resources to enforce their mandates. Retailers lack the incentive and/or expertise to properly vet manufacturers' claims. Consumers are poorly served and don't know who to trust. I don't want to become an Enforcer. But, I do have an obligation to convey what I know about products that are clearly not delivering on their stated claims. Where I'm wrong please let me know. I can, absolutely, be swayed by objective evidence.

Up until now, when I've seen a competitor making claims that I know, or suspect, are misleading I contact them directly. Most times I'm politely dismissed. However, the odd time they will acknowledge a mistake and correct it...I love that. Everyone makes mistakes and deserves the opportunity to fix a problem. In those instances where my suspicions are groundless based upon evidence to the contrary, I've usually learned something and am happy to get back to business.

Lately, I've been met with companies that willfully try to confuse or mislead customers. Over the course of subsequent posts I'll offer examples of this and hope for your comments.

Thanks for taking a look.
ian
www.spikebrand.com.