Thanks for reading the newsletter. The goal here is to share knowledge and tell a story or two. Here we go!

Influencers

Take a stroll through any social media app and you’ll see a smiley happy face in some far off location. Their bio will probably say ‘influencer’ or something along those lines. What does this mean? Marketing. Pure and simple. It’s good old marketing and trying to get you to buy their products. In the cycling industry we see the cool kids riding bikes of all sorts that look excellent. High quality parts, sharp photography, and riders that fit the part of cool very well. Does this work? Absolutely. Take a look at any local shop and you’ll find a common thread in their bikes and offerings. It’s normal. The shops need to move bikes and parts and creating an aura of cool based on a style is a natural function of the sales process. Some folks however, do it very well.

Oceans away

There is a style of bike that is coming on strong in Japan within a subculture of a blended American and Japanese style. The company is called Blue Lug and they are building with mostly American brands and boutique American made parts. Featuring lots of California companies components too. On the flip side here in the USA we love Japanese brands such as Panaracer tires, Shimano brakes and drivetrains, and retro grouches like Suntour 7-speed bits. Our parts suppliers are mostly Taiwan and China. This works for both of us. The styles are very different, the bikes are beauties, and the result of the ride is satisfaction. There is a definite palpable influence coming from Japan on this front. More on this in the future.

Advice

Bike shop advice is common thread that weaves it’s way through the conversations with almost every customer. People have a problem and we offer the solution. A critical piece of this puzzle is timing. Offering advice at the wrong time can turn off a new rider/customer and they won’t come back. The nuance that is required comes from experience and a maturity that I see is severely lacking in society in general. Walk into a bike shop and you’ll hear “this is exactly what you need” and it will probably be close to what you want, do you need it? Questionable. Maybe the sales pitch is too strong, or misguided. Take a deep breath and just listen. What is the customer saying? Do they really want a specific component from their favorite brand or will a no name part work for them? Using your ears and not over-reacting can get you the sale if you let the customer speak, then guide them to the solution they want. It’s a challenge and it takes time. Take a step back and let the problem become an equation. The customer is happy, and you’re happy, and cash goes into the drawer so you can feed your family.

Thanks for reading. Go ride your bike and check in next week for more thoughts on bikes. Remember, doing nothing is best, sometimes!

Peace,
Paul