Leftovers

My Checklist for Checking In A Bike

Recently, I had someone ask me what I look for when checking in a bicycle for repair. A list so nothing would be missed and the opportunity to up-sell would arise. So, here it is, the master list of information I like to look through when taking a bike in.

THINGS TO ASK THE CUSTOMER:

Name?
Phone?
Email?
Best way to contact? Phone? Email? Text? Tweet?
Address?
When do you need the bike back?
Which of our menu items would you feel suits you best?
Any odd sounds? Clinks? Clanks? Rubbing?
Anything feel weird or uncomfortable?
Any pain in your body when riding?
Where have you ridden it since your last service?
How many miles since your last service (estimate)?
Do you have an event coming up?
What is most important to you: speed or comfort?

ITEMS TO CHECK ON THE BIKE:

F. Tire: tread wear, cracking
F. Rim: trueness, pad burn, cracking, swelling
F. Spokes: loose or snapped
F. Hub: lateral play, stickiness, QR loose
F. Rotor: wear, warped
F. Caliper: pad wear, cable fray
Fork: compression/rebound not responsive
HT: cracks at TT and DT junction
Headset: fore/aft play with fork
Stem: not straight, bolts loose/uneven
Handlebar: not center, odd rotation
Computer: Not working
F. Light: Not working
Bar tape/grips: wear
Shifters/brake levers: squishy, loose, difficult to move
DT: bottle cage loose, broken
BB: cracks at DT, CS, and ST junction
Crankset: lateral play, loose bolts
Chainring: loose/missing bolts, worn teeth
Chain: stretch, how many miles?
Pedals: sticky, rusted, bolts stripped
F. Derailleur: Not shifting properly, cable fray
ST: bottle cage loose, linkage sticky, cracks at TT/SS junction
Seatpost: over max height, scratched, not dropping
Saddle: sagging, rails loose, material wear
SS: Shock compression/rebound not responsive
R. Light: Not working
R. Caliper: pad wear, cable fray
R. Rotor: wear, warped
R. Hub: lateral play, stickiness, QR loose
R. Spokes: loose or snapped
R. Cassette: play, worn teeth
R. Derailleur: Not shifting properly, worn pulleys, cable fray
R. Rim: trueness, pad burn, cracking, swelling
R. Tire: tread wear, cracking

Want more? Take a look at Leading Out Retail. This book is a creative look at bicycle retail and teaches retailers simple strategies on how to increase profit through service, what the most important question to ask every customer is, and how to manage the dreaded Timmy Factor.

Some Numbers Comparing Running Retail to Bike Retail

As the bike industry is just beginning to move their catalog of goods online, practically the entire floor of a running store is filled with items that can be purchased from the manufacturer websites- and in many cases it can be found cheaper. In many ways, how a running store is operated today could be a blueprint for how bike retailers may have to operate in the future. So how do running stores stay afloat when everything they sell can be purchased from a phone?

When I ask IBR owners and managers this question, a popular response is that running stores can survive because there are more people running than cycling. They believe the customer base of runners is so much larger that they can work on massive volume. This thinking may be incorrect. Running participation in the US is nearly identical to cycling. In a 2013 study done by the National Sporting Goods Association the number of people participating in cycling or running activities was very similar, with 39.3 million people cycling and 40 million people running. The NSGA classifies participants as those who ride or run at least six times during a calendar year. The NSGA then takes the total number of participants and breaks it up into three categories: frequent, occasional, and infrequent.

Total participants (in millions):
39.3 cycling, 40.03 running

Frequent, more than 110 days per year:
5.35 cycling, 9.22 running

Occasional, 25-109 days per year:
18.55 cycling, 18.56 running

Infrequent, 6-24 days per year:
15.41 cycling, 12.23 running

While the number of runners and number of cyclists may be similar, there is one reason many bike retailers will call out when they are compared to a thriving running stores. There just are not as many running retailers as bike retailers and therefore the running stores command a larger portion of the market. In this instance, they are correct.

According to Leisure Trends Group there are more than 1038 specialty running stores in the US, compared to just over 4000 independent bike retailers. Though it should be noted that Leisure Trend’s numbers only reflect specialty stores, they do not include everyone who is selling running shoes. Those 1038 stores represent approximately 22% percent of all running shoes sold, the remaining 78% is split amongst online retailers, general sporting goods stores, and discount stores. In a similar fashion 74% of bicycles sold in the US are sold by department stores and discount stores.

Do you think bike retail and running retail are similar? Are they the same customer base? Do they have the same challenges ad opportunities?

Please remember to comment and share. Thanks- Donny

Check out my book. Leading Out Retail is a creative look at bicycle retail and teaches retailers simple strategies on how to increase profit through service, what the most important question to ask every customer is, and how to manage the dreaded Timmy Factor.

Bike Retail in Colombia

I've been in Manizales, Colombia for the past week working with staff from Specialized and retailers from all over the country. In our first session I led management training for SBCU, marketing, and sales leaders in Colombia, Brazil, Mexico, Uruguay, and Chile. The following week the same course was offered in Spanish to 10 retailers from Colombia.

During my stay I've seen a number of bike shops and have had some amazing discussions about the business in this market. It has been very, very interesting.

In Colombia, you will see everything from gorgeous concept stores to small cinder block rooms, no bigger than a couple of bathroom stalls. While I may be biased, I believe the Specialized Concept Stores in Colombia are the best shopping experience for riders. Each store is called Welcome, here are some images of the Welcome Specialized Concept stores.

In general the bike shops operate as they would anywhere else in the world. The biggest difference would be the value placed on service in bike shops. Culturally, service is seen as an evil needed to sell a bike, not a profit center for the business. For example take a look at how much of the total revenue comes from service when compared to the US.

Overall, the trip has been very enlightening. I hope to return soon.

Just Because You Count It, Doesn't Mean It Counts

The greatest trick the internet ever pulled was convincing the world it would be easy to do.

If you want to know the ROI on your Facebook, Instagram, or Twitter feed, if you want to know the value of an impression, or if you want to constantly recreate your social campaigns, I hate to tell you that you're in for a lot of work There is a fallacy that says the internet is easy. That once you start tweeting fans, admiration, and money start rolling in.

It' all a lie. There is no easy button. No one-size-fits-all aggregation tool. There is only hard work combined with a clear vision.

There is an ROI on social, but first you have to understand your marketing strategy for the entire business. You show me the marketing strategy for the company, I will show you the ROI.

Social is not fast. It takes time, dedication, and a continued effort to connect to people you don't know. If you can't add value to someone's life then you're time on social is going to e painful (Hint: adding value is not selling you product. Not yet anyway.)

If you liked this, please consider sharing. Thanks- Donny

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.

Can Bike Mechanic's Afford Anything?

From the outside looking in, being a bike mechanic seems like a pretty plush job. Loose uniform standards, get to work on cool bikes, no one is judging that neck tattoo, and you've got a discount on all the best stuff.

This all assumes thought that you have enough money to live comfortably outside of the bike shop. If not, then it can seem to be a thankless job. I have written about bike technician salaries before- but recently converted some of the research into a quick slide deck. Check it out.

Bike Mechanic Salaries from Donny Perry

If you share this slide deck with your favorite bike mechanic they will love you and think you're cool. No, really, they will. Better share it now! Thanks - Donny

5 Ways to Engage Your Audience. Without the Feeling that You’ve Been Tricked.

Whether posting to your Facebook page or sending out an email, an effective title can be the difference between clicking the link of ignoring it. Here are some of the most effective strategies when writing your title copy.

1. Who Else Wants [blank]?
Starting with “Who Else Wants” does two things: first it touches on the desire of want, second it confirms that the thing you’re offering has been proven to work by previous buyers.

Who Else Wants a Great Cyclocross Bike?
Who Else Wants a Winter Tune-Up?
Who Else Wants To Join Us For the Ride this Thursday?

2. The Secret of/to [blank]
You’ve probably seen this one used before. That’s because it works. It is implying some insider knowledge, something that can only be learned by consuming your content.

The Secret of Never Falling Down with Clip-In Pedals
The Secret to Climbing Without Losing Weight
The Secret to Riding in the Rain Without Getting Wet

3. Here is a Method That is Helping [blank] to [blank]
This will identify a target audience. Either one your speaking to directly or by illustrating a person or people that your target audience has aspirations to be.

Here is a Method That is Helping Pro Triathletes Rest Better
Here is a Method That is Helping Mothers Ride Mountain Bikes with Their Kids
Here is a Method That is Helping Cyclists Avoid Unnecessary Repair Costs

4. [Do something] like [world-class example]
If you were watching commercials in the early 90s you may remember when Gatorade did this with the “Be Like Mike” campaign featuring Michael Jordan.

Time Trial Like Tony Martin
Descend Like Aaron Gwin
Write Content Like Donny Perry

5. [Number] Ways to [solution/problem]. You will be [emotion]
This formula of words is like graduating to Copy Writing University. By showing a number we are setting the reader that this is a process that has been broken down to specific steps. Next it conveys an emotion and titles that convey emotion have a far greater open rate. Just check out Upworthy or Viralnova and just try not clicking one of those links.

6 Ways to Cure Saddle Pain. You’re Sex Life Will Thank You.
10 Ways to Handle Irate Drivers. You'll Laugh at #10.
3 Ways to Ride in the Snow. You’ll Love Winter in a Whole New Way

Check out the book. Leading Out Retail is a creative look at bicycle retail and teaches retailers simple strategies on how to increase profit through service, what the most important question to ask every customer is, and how to manage the dreaded Timmy Factor.

How to Lose Half Your Business in One Easy Step

Walk into a Lululemon and you'll see 10-20% of their floor dedicated to menswear. I know Lululemon wants more men buying their clothing, as of January 2013 only 12% of their sales were to men. So what should Lululemon's first step be? My thought: they should be dedicating more of the store to men.

Retailers get caught in an anti-growth cycle. If the sales of last year don't show opportunity then big investment becomes too risky (especially in the case of a public company like Lululemon). Lulu sales to men are only 12%, so they dedicate 12% of the order and floor space to men, and surprise-surprise that year's sales to men don't top 12% for some reason. If Lululemon wants to attract more men, they're going to have to take a risk and dedicate more of their floor space and marketing toward men.

The reverse is true for many bike retailers. Dedicate 12% of the product mix and retail floor to women then don't be surprised when women's product sales don't break 12%. Sometimes, customers reflect the inventory- not the other way around.

To grow a women's market in bike retail we can;t be afraid to make some serious investments. In product mix, in floor space, in advertising, and in marketing. Women are 51% of the US population and control a large majority of household spending. In some major cities like Los Angeles, New York, and Miami the Gender Gap has flipped and women are earning as much as 19% more than men.

If a retailer is under-serving women, they are under-serving 51% of their potential market.

The first bike retailer that jumps on this, that dedicates 50% or more of their store to women (or even opens a women's only store) will win their local market. At the very least, every female cyclist in the city would visit once. For the right retailer, one visit is all they will need to win them over.

If you found this insightful, it would mean a lot if you shared it. Thank you - Donny

Why Does Your Bike Shop Exist? And Why Should Anyone Care?

As of December, 2013 Simon Sinek’s Ted Talk, How Great Leaders Inspire Action, was ranked number three of most watched Ted Talks with over fourteen million views. And deservingly so, many businesses have used Sinek’s talk to guide their strategies. The talk is referenced in dozens of books and Specialized, Trek, and Cannondale have all used the talk in presentations to their retailers. One of the reasons the video is so popular is because Sinek explains how inspired leaders and organizations think differently than everyone else. They do this by first defining why they do what they do. Then they say how they do it and finally, what they do. I will break that down a bit further.

The Golden Circle. Smart leaders and organizations work from the inside out. Starting with why.

What. Every bike retailer in the world knows what they do. These are the clearest definitions of their business and for many reading this book, the most common list of what bike retailers do:

Sell bicycles, equipment, and apparel
Repair bicycles
Fit bicycles
Coaching and/or consulting

How. Many bike retailers can even define how they do it. This is what many people in business refer to as their unique selling proposition, or USP. This is what makes doing business with one IBR better than shopping from their competition. Here are the most common answers I hear to how people do what they do.

Perfect location
Great selection
Experienced and highly trained staff
Family owned
Detail oriented
Fastest turn around
Competitive prices
Awesome shopping experience
No intimidation or pushy salespeople

Looking at this list, many retailers will agree that those are all things their business offers to their customers. That’s the catch, every IBR believes they offer these things and no owner or manager will say otherwise. No bike retailer in the country will tell their customers, “We have a crappy selection of bikes, moron employees, and we do really shitty work.” If everyone is offering the same thing, what makes anyone truly special, different, or unique?

Why. Where companies struggle is defining why they do what they do, and to quote Sinek “It is not to make a profit, that is a result and it is always a result. By why I mean, what is your purpose, your cause, or your belief? Why does your organization exist? Why do you get out of bed every morning? And why should anyone care?” When retailers effectively define why they do what they do, they are speaking to the emotional center of their customers. Here are some of the best I have heard.

We live and breathe triathlon.
We believe you deserve the best cycling experience.
We believe the bike should never be an excuse.
We believe cycling will change your life.
We want to grow the Portland commuting scene.
We provide a service with a performance benefit.
We want more cyclists riding more often.
We are mountain bikers to the bone.

When retailers define why they do what you do, many of the day-to-day business choices become a lot easier. For example, let’s pretend a retailer has defined their why as, “We live and breathe triathlon.” What brands do they carry? They carry brands that have a dedicated focus to triathlon. What type of people do they hire? Triathletes, preferably people who live and breathe triathlon. What publications do they advertise in? They advertise in publications that triathletes read. What events do they sponsor? That’s easy, they sponsor triathlons. What would be the best way to grow their business? Possibly with swim and run gear. People do not buy from businesses that have what they need; people buy from businesses that believe what they believe.

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

Where Loyalty Programs Go Wrong

One of the oldest sales strategies is to reward repeat purchases. An old school example would be your neighborhood coffee shop that had a punch card telling you that after you buy nine lattes you’ll get the 10th for free. A more recent example would be when checking out at Petsmart or Petco (or thousands of other retailers) they will ask for your phone number, pull up your profile, and offer the lowest price possible on every bag of dog food.

If you're thinking of running a loyalty program I've put together some quick tips.

Do not call it a loyalty program.
These programs are not the definition of loyalty. These programs are about bribery. You are paying your customers to be repeat buyers. Treat them as such. Don’t paint a happy picture over it. People are smarter than that.

Instead I would brand the program after the business. Donny's Bike Shop Carbon Club or Donny's Bike Shop Deals.

Make it digital.
Having your customers carry a punch card is silly. Put their purchases in your POS system and track it digitally. When it is time for them to receive their tenth inner tube free, just tell them. Customers will thank you for tracking the little things and will recognize the value of giving you repeat business.

Don’t ignore the data.
The primary value for Petsmart and Petco is not in having a repeat customer, that is a byproduct. The big value is in having thorough data of their customers’ shopping habits. By recording their customers purchases they will have a detailed understanding of what inventory to carry, when people or more likely to buy dog toys, when people are likely to test a new brand of food, and so. No reason why the same data can't work for bike shops.

Consider having the customer buy in.
Rather than discounting for loyalty, Amazon sells loyalty through their Amazon Prime membership. For $79/year (soon t be more) membership gets you access to all sorts of rewards including free or discount shipping, free streaming of movies, and other discounts.

In a bike shop you could sell a quarterly or monthly membership package that gets people buying now for value given later.

What are some loyalty program you run? If you have a moment to comment or share it would great to hear from you. -Donny