Building Staffs' Identity

In retail if you can increase engagement between staff and customers the owners will have two ideal results. First, improved customer service and second, an improved connection between the business and the employee. In bike retail, when this is done well, the person working in the store will be come known as the bike shop guy/gal, people will know where they can find them, they will seek them out to ask questions, and any thought they have that relates to bikes will default to them and, by association, to your business. If your staff known for where they works, if their role becomes part of their identity, they are motivated to stay and to do right by customers.

Here are some steps to take with staff to increase their relationship with customers and the cycling community.  

• Put them in charge of the local cycling club or team
• Have them to attend or lead group rides, races, and other events.
• Ask them to lead clinics on coaching, bike repair, or skills training.
• Have them to donate their time for trail maintenance.
• Ask them to speak about cycling at a nearby school.
• Have them manage the sponsorship relationship for a local triathlon.
• Set up a coffee station during Bike To Work Week and ask that they run it.

As a manager you want to support anything outside of the bike shop that will support the growth of the cycling community. This is how you will develop social wealth in your staff and earn their dedication and hard work.

The True Definition of Bike Shop Marketing

Merriam-Webster defines marketing as “The activities that are involved in making people aware of a company’s products, making sure that the products are available to be bought, etc.” I would confidently say that this is the most boring definition of marketing I have ever read. Instead I believe that effective marketing- unlike advertising or branding -means only doing two things.

1. Maintain a positive connection with customers.

2. Be extremely helpful.

How do you maintain a positive connection? How are you being extremely helpful?

Thanks for reading. If you found this valuable, it would be great if you shared it. Thanks- Donny

Can You Stop Using the D-Word?

In the bicycle industry many retailers refer to themselves as an IBD or Independent Bicycle Dealer. IBDs have often classified their work as selling bicycles, bike repair, cycling apparel, tools, and accessories. However the IBD is an aging dinosaur in need of a new moniker.

I believe that there is a difference between an Independent Bicycle Dealer and an Independent Bicycle Retailer (IBR or simply bike retailer). An IBD is a dealer and, just like a drug dealer standing on the corner, they schlep a product. Moving product as fast as possible with little or no concern to who buys it or what they do with it. An IBD doesn’t care about the community, an IBD doesn’t care about their reputation, and an IBD will do anything to make a sale. The IBD discounts, cuts deals, screws over their vendors and their customers. They look for the easiest way out of everything while trying to snatch every dollar from the people silly enough to buy from them.

An IBR on the other hand is constantly focused on creating a positive shopping experience. They care about the look of their store.  They never stop striving to improve the services they offer. They work to cultivate a positive community, and the IBR creates a lasting engagement with their customers. The IBR never needs to cut corners or slice prices, their customers recognize their work and see value in everything they do. The IBR may not be cheaper, but they are different, they are better, and customers see themselves as partners.

Are you an IBD or an IBR?

Thanks for reading this far. If you found this valuable it would be awesome if you could share it. Thanks - Donny