Question: Message Strategies: Negative Announcements on Routine Matters You're a marketing manager for Stanton, one of the premier suppliers of DJ equipment (turntables, amplif ers, speakers, mixers, and related accessories). Your company's latest creation, the FinalScratch system, has been flying off retailers' shelves. Both professional and amateur DJs love the way that Final Scratch gives them the feel of working with vinyl records by letting them control digital music fi les from any analog turntable or CD player while giving them access to the endless possibilities of digital music technology. (For more information about the product, go to www.stantondj.com .) Sales are strong everywhere except in Music99 stores, a retail chain in the Mid-Atlantic region. You suspect the cause: The owners of this chain refused to let their salespeople attend the free product training you offered when Fina Scratch was introduced, claiming their people were smart enough to train themselves. To explore the situation, you head out from Stanton headquarters in Hollywood, Florida, on an undercover shopping mission. After visiting a few Music99 locations, you're appalled by what you see. The salespeople in these stores clearly don't understand the Final Scratch concept, so they either give potential customers bad information about it or steer them to products from your competitors. No wonder sales are so bad at this chain.
Your task: You're tempted to pull your products out of this chain immediately, but you know how difficult and expensive it is to recruit new retailers in this market. However, this situation can't go on; you're losing thousands of dollars of potential business every week. Write a letter to Jackson Fletcher, the CEO of Music99 (14014 Preston Pike, Dover, DE 19901), expressing your disappointment in what you observed and explaining that the Music99 sales staff will need to agree to attend product training or else your company's management team will consider terminating the business relationship. You've met Mr. Fletcher in person once and talked to him on the phone several times, and you know him well enough to know that he will not be pleased by this ultimatum. Music99 does a good job selling other Stanton products-and he'll probably be furious to learn that you were "spying" on his sales staff .