CIN Podcast: Why sales isn’t (always) a dirty word

Unfairly, the sales profession has to deal with a fair amount of negative baggage and cliches and – consequently – focusing on sales and sales training has often been sidelined, not least in the bike trade. Ultimately, however, businesses need sales, and companies within the bike trade are no different.

The latest CIN Podcast takes a closer look at this vital part of the bicycle industry, with the hugely experienced John Styles. In his 20-plus years in the bike trade, Styles has visited over 700 stores across the UK, Europe and US, gaining invaluable insights into bike sales techniques.

Speaking with regular CIN Podcast host Sean Lally, Styles discusses making sales in the bike trade, training, tips and the importance of questions.

Incidentally, Styles will be running workshops at CIN Live this Sunday and Monday (pre-registration is open here).

“Sales reps often have to wait around in bike shops and have chance to listen to how people are selling bikes, handling warranty conversations… you start to notice the good things. But you don’t see them replicated elsewhere.

“One of the most important things is building up trust and a relationship with customers… we are a community of enthusiasts so the overwhelming majority of people that work in stores have great knowledge and passion and really want to help people. The friction in store is frequently with consumers less familiar with the bike the tech or less familiar with the store.

“A lot of things about best practice is about that trust building and relationship. And most of that comes with asking questions.”

Listen to the full conversation in the podcast here.

See John Styles in person, discussing bike sales techniques, at Cycling Industry News Live 2025, in his workshop on both days of the show (14-15 September 2025). Pre-register for the show now.

And stay tuned to Cycling Industry News Magazine, where John Styles has a regular column on the topic of sales. Subscribe here.

CIN also welcomes comments on the topic, via [email protected]