Bike trade sales tips #1: The relationship triangle

Kicking off a series of articles from knowledgeable cycle sales veteran John Styles, ‘Bike Trade Sales Tips’ gets underway with some straightforward pointers on body language and breaking down barriers with bike shop customers…

In my 20-plus years as a sales rep in the industry, I’ve been lucky enough to set foot in over 600 stores across different countries. I’ve listened to (literally) thousands of sales conversations. And I’ve noticed some great habits and techniques along the way. Though oftentimes I notice only a minority of salespeople practice these techniques.

So, here’s a simple tip I spotted in a few stores. If we wanted to give this one a name, perhaps we just call it “The Triangle.” And it’s simple: try to start by positioning you, the consumer, and the bike, in a triangle. Stand the bike up so you can both observe it, shoulder to shoulder.

What often happens instead is the salesperson takes the bike from the rack, holds it by the stem and saddle, and presents it face-to-face, between them and the consumer. Sometimes the body language is even dominant or a little possessive, standing over the bike.

Now this isn’t completely ‘wrong’, but it can set the conversation up to be a little combative or competitive. Talking to someone face-to-face is inherently more confrontational. And holding the bike looks like a bit like a tug-of-war. I’ve also observed consumers (literally) backing up to create space, because they don’t want to stand “eye-to-eye” and need to step back to see the bike – this creates distance.

All-too-often, the bike then becomes the focus for the salesperson, who starts talking about the bike, instead of to the person. Many consumers are anxious about shopping in store and interacting with other people (especially salespeople). With just a simple change in body language, we can set them more at ease. So how does a triangle help us?

Help your consumer feel at ease

Well first off it sends a very different message about what’s happening in our conversation. It means we can stand together, shoulder to shoulder with our consumer. This reduces stress for your consumer because they don’t have to focus on you, your expression and your words. They can focus on the bike and it’s non-threatening, creating more of a feeling of closeness between you.

Focus, focus, focus

Second, it helps you focus on the consumer instead of the bike. Looking at the bike and rattling off all its features is something we want to avoid. Features may impress you, but they don’t always impress your consumer, sometimes making them feel stressed and overwhelmed. Our job is to simplify, not complicate. Instead, perhaps try to focus your attention on the consumer and understanding their needs. Triangle positioning helps you become more people focused instead of product focused. Because they are next to you, your focus can be towards them, without it being confrontational.

Take your time

Third, it seems to take the heat and hurry out of the conversation, giving both parties more time to think. All too often I’ve seen salespeople rush through a conversation. Sometimes by asking just the consumers budget and type of bike. I suspect that holding the bike up adds an urgency too – it kind of implies a bit of a question “are you going to take this or shall I put it back in the rack?”. The triangle helps you slow down, so you don’t ask for the sale too early, before really understanding the consumer’s needs.

Final thought

Any sales conversation can seem complex with all the different questions and concerns the consumer may bring. Plus the technicalities of a bike, with its different materials, geometry and features that you may need to interpret for them. All these things can be better managed when you start by placing you, your consumer, and the bike, in a triangle. This sets you up for the key fundamental of selling, to focus on the consumer, not the product.

About the author

John Styles is a veteran of the cycling industry, having worked with leading distributors and brands across the sector. With a well-rounded perspective on the opportunities and challenges facing the sector, backed by a Bachelors Degree in Economics, John Styles is an expert consultant for the bike trade. He will be hosting a one-hour sales workshop interactive session at this year’s CIN Live in September. Get in touch with John at [email protected].