 How to Measure a Customer
from "The Complete Guide to Bicycle
Store Operations "
by Ed Benjamin (pg. 89-93) and published by Info
Net Publishing
When a customer enters the store, and identifies himself as a potential buyer
of a bicycle, (even if they indicate that it will be a while, or they are
only slightly interested), execute the following steps:
- Say, "The first thing we need to do is figure out what size bike
you need," and walk toward the Fit Kit™ station. Almost
every customer will follow you.
- Ask them to slip their shoes off, and step onto the wooden platform that
looks like two big feet. It is extremely rare for a customer to resist this
step. If they do, explain what the fitting process is all about. In my retail
experience, only two customers in ten years have refused to be fitted after
it was explained to them (thousands have bought bikes from us because we
measured them).
- Ask for, and type their name and address into the Fit Kit Computer. On
rare occasions, they will resist giving their address. Don't push it; but
always ask.
- With every step of the measurement process, demonstrate it on yourself,
and then ask them to hold the fit bar. Stay back from them as much as possible,
and when your face is any where near theirs, hold your breath to avoid breathing
in their face. Use a rigid tape to allow you to bend the tape and get measurements
without having to touch them. As you get a measurement, state it out loud,
in centimeters. Then measure the same dimension again, state it out loud,
and if it is the same, enter it in the computer. Measure inseam, foot length,
torso length, arm length, and shoulder width.
- When done measuring, tell them to put their shoes back on, and consult
the results in the computer.
- Ask them "W" questions to determine for what they intend to use the bike,
and what budget they have for the purchase of both the bike and needed accessories.
- Explain what the measurement process is all about, using a picture of
a bike, a diagram that you draw, or a bicycle. Go over the following points:
• Start by telling them that you are sure they already know
this stuff, but please bear with you while you go over it with them. (The
nominal frame size of a bike has nothing to do with wheel size anymore.
Almost all mountain bikes are 26-inch wheels, and almost all hybrid and
road bikes are now 700c. Thus the wheel size is affected by the use of the
bike, not the size of the rider.
• Frame size is the measurement from the middle of the bottom bracket
spindle to the top of the seat tube. And that again is affected by the function
of the bike. Mountain bikes have higher bottom bracket clearances, and lower
top tubes. (You are teaching the customer how much they need your help to
get a properly fitted bike.)
• Frame size only describes one dimension of the bike, and frankly,
the length of the top tube has more to do with rider comfort than the length
of the seat tube. Seats are easily adjusted, and with today's long seat
posts, it really is a non-issue. However, top tubes can only be adjusted
a small amount by changing the forward reach of the stem.
• Handlebar width, seat size and shape, brake lever size, and crank
arm length are all also factors to be considered. We at Main Street Bicycle
do take these into account.
Use this phraseology:
"As we show you possible bikes, we will be taking the fitting
information we have into account. Our goal is simple. We want your bike to
fit you as well as the owner of this store's bike fits him."
"If the bike we show you needs modification to fit perfectly,
we will either do it for you at no charge, or if appropriate, explain what
needs to be done and what the charges will be, as well as the trade off in
fit and comfort."
"I would now like to show you a bicycle that, from what
you have told me, may be perfect for you...."
Continue reading Ed Benjamin...
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