Introduction
In the competitive world of bicycle retail, being an exceptional salesperson requires more than just presenting the features and benefits of a bike or accessory. While it’s crucial to have in-depth knowledge of the products you offer, it’s equally important to convey the unique value of shopping at your store.
Crafting a Memorable Experience
When customers walk into your bicycle shop, they’re not just looking for the latest bicycle tech or the most durable helmet. They’re looking for a community, a trusted advisor, and a place where their needs are understood and prioritized. Selling the store itself means creating a memorable shopping experience that sets your business apart from the competition.
Emphasizing Service and Expertise
Leverage the expertise your store offers. As a bicycle salesperson, you and your team are not just salespeople but cycling enthusiasts and experts. Share stories about your experiences with the products, offer maintenance tips, and invite customers to return for complimentary tune-ups or cycling events. This positions your store as a hub of knowledge and ongoing support, creating a compelling reason for customers to choose you over other options.
Additionally, stress the importance of customer service. Discuss how your store ensures satisfaction before, during, and after the purchase. Highlight any loyalty programs, warranties, or service packages available, ensuring customers know they’re making a risk-free purchase with full support from your team.
Building a Community
Promote the sense of community your store fosters. Whether it’s organizing group rides, hosting workshops, or simply being a place where local cyclists hang out, your store can become a vital part of the customer’s cycling journey. Encourage your customers to be part of this community where they can share experiences, learn, and grow their passion for cycling.
Sales Steps in selling a Bicycle in a Retail Setting
In the following step by step sales guide, we’ll walk through a sales approach using the “Trek Domaine” Road Bicycle as our featured product. You’ll learn how to greet customers, explore their needs, tailor your pitch, overcome objections, and successfully close the sale. Follow these time-tested techniques to enhance your sales skills and deliver an exceptional customer experience.
Step 1: Warm Greeting
Begin with a confident, friendly greeting to make customers feel welcome:
- “Hello! Welcome to Bikes R-Us. My name is Judy. Is there anything specific you’re looking for today, or can I help you find the perfect bicycle?” Make every interaction on a positive note. Another approach could be:
- “Hi there! Welcome to Bikes R Us. My name is Judy. Are you looking for a specific type of bicycle today, or would you like some guidance?”
Step 2: Needs Exploration
Ask open-ended questions to understand the customer’s needs. A few examples are:
- “Are you currently cycling, or are you looking to get started?”
- “What type of cycling do you enjoy – road, mountain, casual riding, or commuting?”
- “Do you have any specific features or upgrades in mind for your new bike?”
- “What kind of cycling do you enjoy most?”
- “Are you looking for performance features or something more for recreational use?”
- “Have you owned a road bike before, or is this your first one?”
Step 3: Presenting the a bicycle on the floor
Once you understand their needs, introduce a bicycle that meets their perceived wants and needs. Lets take the example of the Trek Domaine road bicycle highlighting its features and benefits.
Now, align the Trek Domaine’s features with the customer’s needs:
- “Based on what you’ve told me, I believe the Trek Domaine could be a great fit for you. It features a Shimano HG31, CS-HG31, 11-32, 8-speed cassette, which paired with the Shimano Claris Groupset, provides easy transitions between speeds. This means you can climb inclines on highways with minimal effort while still maintaining speed on straight paths.”
- “Considering you’re looking for [specific need/feature the customer mentioned], the Trek Domaine fits seamlessly with its robust capabilities. Its Shimano HG31, CS-HG31, 11-32, 8-speed cassette, and Shimano Claris Groupset are perfect for achieving easy speeds, yet it handles highway inclines with ease.”
Highlight additional features:
- “Its 100 Series Alpha Aluminum frame makes it incredibly lightweight and durable at just 23.26 lbs.
- “The lightweight 100 Series Alpha Aluminum frame makes it nimble yet durable. You’ll appreciate the responsive Tektro C550 mechanical disc brakes for safe, controlled stops, and the Bontrager R1 Hard-Case Lite tires reduce road resistance for a smoother ride.
When talking about a product always discuss the features of the product and then reinforce those features by spelling out the benefits of that feature for the customer. Never make the assumption that the customer connects the features of the bicycle with their needs fulfilled. A good practice is to get into a verbal cadence in this area. An example is; This has this feature, ‘what this means is’… then explain how it meets their need.
Always keep in mind your discussion with the customer regarding the riding style and what they like in a bicycle.
Step 4: Empathetic Listening and Objection Handling
Address any concerns the customer might have:
- “If you’re worried about the investment, consider the long-term benefits: a durable, reliable bike that meets your needs perfectly, enhancing your cycling experience for years. We also offer flexible financing options to support your purchase.”
Handle any objections with understanding:
- “Concerns about the price are common, yet many find the quality and performance of the Trek Domaine offers excellent value. We offer financing options to help make your purchase easier.”
Step 5: Test Close
Gently test the customer’s interest with a test close:
- “How does this bicycle feel to you so far? Can you see yourself enjoying rides with the features we discussed?”
- Another example of a test close is, “Based on what we’ve discussed, how do you feel about taking the Trek Domaine for a test ride? It might help you experience the features firsthand.”
Once you have taken it to a test close, the old adage is that the next person to talks will lose out on the conversion. The point is silence is golden and to make the sale, allow the customer the time to answer your test close.
Step 6: Final Closing
Going for the sale:
- “Shall we write this up?”
It’s short and sweet. But if you have actively listened, addressed any concerns regarding the customers needs and met those needs by explain the features snd benefits of the bicycle you are showing, then asking for the sale is the final step. Again, once you ask for the final sale, remain silent and allow the customer to answer the call. Its natural for people to be impatient and starts talking about the features again, but if you do that all that happens is that the customer will take the opportunity to leave.
Conclusion
Remember, your role as a salesperson is to guide the customer through their journey to find the best bicycle for their needs. Utilize empathetic listening, highlight relevant features, handle objections gracefully, and make closing easy and inviting. Practice these techniques, and you’ll enhance your ability to connect with customers, address their concerns, and guide them to the best product choice.
In the bicycle sales industry, selling extends beyond the product itself. By focusing on the unique benefits of dealing with your store—through personal connections, expertise, outstanding customer service, and community involvement—you create a comprehensive and compelling reason for customers to choose your store. When customers feel valued and supported, they’re more likely to become loyal patrons and enthusiastic advocates for your business.
