I spend quite a bit of my time riding, working on and thinking about bicycles. Most every conversation I have about bicycles involves some sort of cost associated with the subject bicycle. The dollar amounts spoken of may be of certain components, the entire bike, or cost to worth ratios (otherwise known as bang for your buck).
Let’s talk road bikes for a second. I think we can boil down the average prospective customer into three camps: 1) rides really expensive bicycles and thinks it is worth it to ride super nice bikes; 2) is surprised at how expensive bikes have become but really wants to ride; and 3) has a modest budget, would rather not spend their entire savings but is willing to take the advice of more experienced riders and buy an affordable bike that suits them.
For the expensive bike crowd, there is a vast range of snobbery or personal taste which makes them always discount an affordable bike. For the more frugal, affordable means Craigslist (or worse, 1970s) pricing. With $400 hybrids being the bottom of the price spectrum in most shops, they can be quite beyond help. However, I feel that the majority of people fall into the last group. It is these customers that many bike shops need to treat with the utmost care. Acting too snobbish about what they can afford will no doubt leave some of them feeling low or stupid. Shifting to the other extreme, talking purely about budget, could have the same effect. They may go away feeling that the cycling world is too exclusive for them.
This is why, when it comes to most people, that the first thing I ask is what type of riding they wish to do. I then gravitate towards an affordable bike first. If they say they are looking for more, then I show them the higher-end stuff.
Please also keep in mind that I am talking about people with little to no experience riding bikes but would really like to get more into it. There are those in the industry that will tell this person to buy what we believe to be a mid-range bike. This is usually a road bike with a carbon frame and a compact-double drivetrain. Possibly Shimano Tiagra or 105 components. It may have an FSA or PraxisWorks crankset, may or may not have disc brakes (mechanical or hydraulic), and a carbon seat post. Usually, this falls in the range of $1,900 to $2,300 depending on the shop and not including any deals or sales.
If the person has the dough and doesn’t mind so much, so be it. But I often advise to go with a more starter model rather than the mid-range. Why? Well I want this person to enjoy their purchase without having to realize that they may have spent too much for their level of riding. If they stay with the sport, all the better. They can hand the entry-level bike down or sell it and get a more expensive bike later. This, I believe, benefits the bike industry more. Not only will more riders get accustomed to various levels of builds, they will be more excited about their upgrades.
Consider the lower-end of the spectrum. They are not designed to be crappy. Far from it. In fact, many of the components and frame technologies that are in a $900 bike were top of the line a decade ago. If your customer isn’t racing, that should suit them just fine. They get quality products at a lower price. Are there disadvantages to the customer? Sure. They will get a slightly heavier bike, components that are not as smooth as the top of the line stuff. But relative to a pro, the experience will no doubt be the same. They are still learning. They want to get excited.
Ultimately, it is up to the sales staff at the bike shop to build a relationship with this type of customer. That way, the upgrade cycle will seem natural. They more they ride bikes, the more they see their skill level improve. The more excited they will be when it is time to upgrade. We not just selling products, my friends. We are selling a lifestyle and an experience. There is no room for snobbery as all equipment is the best relative to skill levels.
That is why I am happy to sell a bike like the Specialized Allez E5 Sport to someone who is just starting out. The bike has everything a new rider needs. Plenty of range in the gearing. Carbon fork for comfort/weight reduction. Non-aggressive riding position. This type of bike should do well for a new rider for a couple of years or until their skill level improves. When they are ready to upgrade, all the better for them and our shop.
So please, bike shop employees: keep the snobbery to a minimum and use it only with your level of riding friends. Cycling is not an exclusive lifestyle and the more of us there are, the better. Remember that.