That’s Retail
Monday, July 13th, 2009So I’s readin’ this post from the good folks at Surly, which incidentally features a whole buncha people doin’ awesome things with their Big Dummies, and caught an excerpt of this Best of Craigslist post from an anonymous bike shop rat in Seattle. At first, I thought it was pretty funny, there were certainly some clever quips like…
I can tell you, if there is one thing I’ve learned from you fucking squirrels, it’s that “doesn’t shift right” means your bike could need a slight cable adjustment, or you might just need to stop backing into it with the Subaru. Bring it in, I’ll let you know for sure.
Tee hee, stupid people sure are stupid, ain’t they? But I read on, and before it was over, Anonymous had dumped buckets of manure on:
- People that want to have their bike serviced because it’s sunny out, and they’re ready to ride again
- People on the phone for a variety of reasons
- “Inventive types and Do-It-Yourselfers”, with a special flip of the finger to anyone on a recumbent
- Hipsters, for whom Anonymous gets especially vitriolic (and, by the way Anonymous, there’s an ‘o’ in ‘Douchebag’, I think a ‘Duchebag’ is something you pass on the lef’ han’ side)
- People who want to buy a new bike, with bonus put-downs if you’re interested in racing or triathlons
- Anyone with kids
I thought it was going to be funny, and it was, sort of, for a little while. But as I read on, it began to dawn on me that perhaps this person’s in the wrong business. So I’m going to do a little ranting here, you have my apologies in advance. Let me speak directly to Anonymous for a moment.
Anonymous, do you wish that your customers didn’t have such silly, ill-conceived notions about what they needed, were clear and succinct on the phone, and could give you the specs you needed to help them find the parts they wanted? You may have some of those customers, which will be nice for you, but I’m afraid that many of them now order their parts over the Internet.
The thing is, Anonymous, the same Internet that allows you to publicly unload on those people making your days intolerable (i.e. “customers”) also took away your job as the Gatekeeper of the QBP Catalog, which means you’re going to have to find other reasons to exist. You’ll have to help people who don’t know as much about bikes as you do. You’ll probably have to correct some misconceptions about the kind of bike they need, or how much it will cost. You may have to inform them that there’s no way to know how long a bike will last a growing child, or that the parts for the hot rod they’re building in their garages don’t exist. You may have to help someone find a part for their recumbent, or correct the bad advice someone gave your ironically-mustachioed customer about their fixie.
Undoubtedly, you will have to do something you find irritating, and maybe not for the first or last time that day.
Because ya know what? That’s showbiz, Anonymous. That’s what retail’s all about. That’s why your shop isn’t dead now, crushed like so many others by JensonUSA, Universal Cycles, and eBay. Your shop survives because you, the owner, salesperson, or wrench adds value to the purchase with your expert advice, technical expertise, and comforting demeanor.
Does it mean, Anonymous, that you’ll have to provide advice and service for the masses, many of whom are ignorant, ill-mannered and thoughtless? Yepper, it sure does. It means that frequently, you’ll have some shit to eat and pride to swallow if you want to make that sale, and win that customer’s loyalty, rather than their enmity. But that’s why it’s called “work”, and not “blowjob from a unicorn”.
Let me provide just a few of the reasons I’m willing to pay more for parts, and wait longer for them to arrive, from a few local shops here in DC:
- As a citizen, I like being loyal to small, locally-owned businesses that employ local cyclists and support local cycling organizations.
- As an “inventive type” “do-it-yourselfer”, I like talking face-to-face with knowledgeable folks that can help me with the dizzying array of compatibility matrices, and keep me from going too far down dead-ends. I also like holding things in my hands before I buy them.
- As a parent, I like knowing that the local shop’s okay with me bringing the kids, because if I’m going to do some live shopping, instead of shopping by laptop, it may very well mean that the kids gotta come with. And man, if the folks at the local shop even know my kids’ names? I may just go ahead and buy Little Mermaid / Thomas the Tank Engine bikes on the spot, even if they are set up with an XTR build kit. Because my family is the most important thing in my life, which might be funny to you, but that’s f’real, dig?
I realize this sounds like I’m being self-centered, that this is all about my needs. But ultimately, as the customer making the choice about where I’m going to spend my money, that’s my role in the relationship. If you don’t have something no one else does, and you don’t have the best price, then there’s gotta be another compelling reason for my loyalty and continued patronage. The other tricky part for you, Anonymous, is that if I feel like I’m getting vibed, you’ll never have to worry about me, or anyone I tell about the experience, coming into your shop to annoy you again.
So, Anonymous, good luck this summer, and here’s hoping you and your shop survive it.
PS: I eagerly await a reasoned yet devastating response from a real-life bike shop owner I’ll just call “Jim” (because that’s his name), setting me straight about the indignities of running a bike shop. It wouldn’t surprise me a bit to learn from others’ experience that my take on this is totally wrong, and that I’m a jerk for feeling this way. But it’s not like I haven’t worked retail, or railed on shitty customers privately to other folks working the floor. That Craigslist post just gravelled my ass.
PPS: I’d be remiss if I didn’t give some love to the folks that make bike world a better place to live. My favorite shop in DC is City Bikes, far and away. Being the tinkering parent of toddlers that I am, it does not escape me that they not only tolerate my questions and my kids, but do so with grace and a smile. They’re awesome. I’ve also been well treated at The Bike Rack (who also carry Swobo!), and Proteus is a great shop as well if you’re up in that neck of the woods. To those of you who handle the demands of cyclists, day in, day out, good customers and bad: thank you for all you do. I’m a fan.







