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Engaging Customers in a Contactless World

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In this episode, Steph Waite from Johnny Velo Bikes in Columbus, OH is back to talk with Heather Mason, former pro-racer and bike shop owner, and current coordinator of Bianchi USA’s women’s ambassador program, this time about how to engage customers in a contactless world. Engaging customers is important but especially those new customers who may be experiencing an independent bicycle dealer for the first time right now, at a time when we’re all working hard. Retailers are struggling to put your best foot forward, you have short inventory and long wait times, and the customer experience is not what you’re used to providing. Steph and Heather are here to give you actionable tips on how to improve your customer experience and leave these new customers with a great impression.

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Engaging Customers in a Contactless World

Tue, 11/10 2:02PM • 41:14

SUMMARY KEYWORDS

customer, bike, people, shop, bicycle, ride, mask, human, clear, person, bike shop, store, feel, line, long, employees, protocol, connection, left, steph

SPEAKERS

Heather Mason, NBDA, Rod Judd, Chad Pickard, Steph Waite

NBDA  00:03

texting while biking is a bad idea. texting while running a bike shop is a great idea. Get reviews to schedule repairs and even get paid through text by hooking up your bike shop with powerful business messaging tools from podium, visit podium.com/bikes for more.

Rod Judd  00:27

You are listening to bicycle retail radio, brought to you by the National bicycle Dealers Association.

Steph Waite  00:34

Hi, you’re listening to bicycle retail radio brought to you by the NVDA. This is Steph wait. I am with Johnny vello bikes and I’m here with Heather Mason today, Heather, tell us all about yourself.

Heather Mason  00:48

Hey, steph. So I am a longtime bicycle industry veteran. I’ve been in the business for over 25 years. I’m a huge advocate and retail business developer, a columnist for bicycle industry news, as well as I work for Bianchi bicycles.

Steph Waite  01:08

So today, Heather and I are going to be talking about how to engage customers in a contactless world, especially those new customers who may be experiencing an independent buy dealer for the first time right now, at a time when we’re all working hard. But struggling to put our best foot forward, we have short inventory long wait times, and the customer experience is not what we’re used to providing. So we’re talking to Heather about this topic today, because of her role is beyond key. She’s in touch with retailers, all over the East Coast, all sizes, all types, she’s in their shop, seeing what they’re doing. And she sees what’s working, what’s not working. So I’m looking forward to getting some of her insights today. Heather, we have been dealing with COVID-19 now for more than six months. For a while we were thinking we’ll just survive this we’ll get by. But you know, we don’t really see an end in sight anytime soon. So how are retailers going to get from just surviving in customer service mode to thriving in spite of some of the setbacks and difficulties everyone’s having?

Heather Mason  02:17

Oh, gosh, steph. This is like the magic question, right? COVID really transitioned and shape this new norm of now. And bicycle industry, you know, went from thinking Oh, no to Wow, full throttle full on bike boom. It’s been definitely a juggling game for these retailers to manage the busy environment, the lack of inventory, and how they can really have a profound effect on the customers coming into their shops. I like you said visit shops up and down the East Coast of the United States. Being a columnist for bicycle retailer, I interview different shop owners to get a pulse on what’s really happening right now. And there’s this, I call a new norm that has been created. And it’s a need for customer service to the consumer that is really human centered, meaning that our bicycle shops need to remove all risks of COVID. So I have a very clear protocol outlining how they’re protecting their customers while delivering great service. And it’s a contactless manner now. So somehow shops need to truly connect and leave that lasting human impression without a smile with without that thankful handshake, right? We can’t test dried. So stuff, it’s removing as many risks as they can, but also somehow making that connection. And I think that’s what we’re going to talk about today.

Steph Waite  03:51

I mean, Heather, I love being in contact with the customers like in that I love the process I love, like, you get close to them sometimes, you know, they become kind of a friend, sometimes when you’re making a sale. I’ve hunted customers on the way out, but I don’t do that anymore. You know, we can’t do that anymore. We don’t shake hands. You’re right. So the NBDA did a really good job of communicating about how to put in COVID safety protocols. But so you’re saying customer communication, letting them know what those protocols all are, and that they’re safe. How can we be doing that better?

Heather Mason  04:23

Yeah, yeah. And I stuff just to remind people say, you know, I’m a sales rep, right. I’m out in shops, and I am a definitely the person who like Pat someone on the back before right when the meeting ends. So it’s definitely I think it’s tricky from the shop owner to the consumer, but also from like the rep to the buyer, you know, so how do we do that? Right? How do we let the customers know what we’re doing? I would learn this from some of the big players out there like, you know, Macy’s or some of the other big store chains that communicate. And I think the first step is, is sharing with your customers what you’re doing and an email letting people know Because maybe they’re afraid to come, maybe they don’t know what to expect when they get there, they don’t know if they can come in your store or not. So the first thing is sharing in an email or posting on your website, what your policy is, what you’re doing, and how you’re enforcing your new policy. If you’re changing your hours, if you’re closing the store for a super deep clean, you know what I mean? So, you really just need to let people know, and you can use your website, your dedicated email address, or your MailChimp or even your social media platforms.

Steph Waite  05:32

So Heather, I feel like a lot of us all did that. Like at the beginning, you know, when everybody was sending those emails, and you’re getting like emails from every place you’ve ever ordered a pair of shoes from or something that says, this is what we’re doing? Are you saying that like now like six months in, it’s maybe a good time to go back? And kind of let people know, you know, like, refresh that?

Heather Mason  05:52

Yeah, stuff. You know, I feel that I’m personally one who looks at the news every day, and I’m, I’m seeing what’s going on, I’m getting messages from my kids schools that say we have someone in the community. In fact, I don’t think that this ends, I don’t think that the threat ever goes away. So I’m not saying post it every week. But I think every once in again, you know, repost or reshare what you’re doing to remind people that you’re following and that you’re paying attention, and if anything changes, as far as the regulations that are put out that you’re following them.

Steph Waite  06:28

Okay. So they get there, right. And I’ve noticed, just every store and restaurant you go to is just papered with signs, just you know, front doors, everybody has a different process, depending on the nature of their, their establishment, like, probably make that clear. Like I have walked past a lot of science by sheer accident, because you know, they’re just everywhere in stores. Now, what do we need to do better to make that clear,

Heather Mason  06:59

The cluttered front window of a bike shop or cluttered front door of a shop is you kind of like brushed by it now, right? Cuz you’re like, Oh, it’s the same message. As I always see. The Belmont wheel works is a great one, I went to visit the shop the other day, they actually have a chain out front the shop, and a clear sign that says wait at every blue, they have a piece of tape on the on the sidewalk and you wait at every blue tape. And it was very clear and very organized. And there was a little station by the front door with sanitizer set up. I think the best thing you could do is not take a handwritten note or not taking eight by 11. But but make a clear system and use some color and you know, use a big arrow or something to have it stand out. So it’s very clear. And using steps a lot of humans like to follow steps like one, three. So if you make it very clear, same thing with test ride, you know, that goes for test rides, some shops aren’t doing them some shops are if you can communicate what your process or policy is either beforehand, or clearly with signs, it helps.

Steph Waite  08:07

What happens? What do we do? I mean, somebody is going to, like break protocol sometimes, like maybe accidentally, maybe on on purpose, we don’t know. But what do we do when we’re faced with a customer who is not following the protocol?

Heather Mason  08:21

It’s hard for me to think that, you know, many people would want to not right, but I know there are people who just don’t believe in wearing masks, and they feel like they have that right. But unfortunately, when it comes to visiting retail environments, you know, they do have to follow the protocol. So it is nice to have mass on hand, you know that you could, you could grab one for the customer coming in that might not I had this instance that happened the other day, I went to a shop a retail shop in Vermont. And I walked in and I had my bandana on but I didn’t have it pulled up over my mouth, right? And the tone of the woman there asked me to leave, she’s like, no mask it out. It was it was very startling. And I was I was really taken aback because you know, anyone knows me, I just really, really forgot to pull it up. It wasn’t, um, and I went out and I pulled it up and I came back in. But I have to tell you, I don’t know if that’s a shot that I’m gonna go back to anytime soon. And I get and I get you know why she wanted me to have it up. But I think there’s different ways that you can approach it that makes it more human and and friendly. I mean, we’re all concerned, right? We’re all in this, we’re all in the same boat. But having that moment to just, you know, have that human connection that’s maybe a little more tolerable, I think is well worth it.

Steph Waite  09:38

So you know, and I think nobody likes to be like tests like they’re a little kid, right? Nobody wants to be like, nobody wants to get their hand smacked or something as an adult and people are gonna like, like respond I think negatively. And, you know, I try to like turn a negative into a positive and instead of saying like, you can’t come in here without a mask to try to change turn that around and say, Hey, it looks like you don’t have a math, I could grab one for you. Just like assume right out of the gate, that they want to follow the rules. They want to be there in your shop, you want them there. And even if everything is telling you that that person maybe isn’t, just go ahead and turn that conversation around to something positive.

Heather Mason  10:18

And yet stuff. Has anyone come into the shop that wasn’t wearing a mask that wouldn’t wear one when you ask them to?

Steph Waite  10:25

Yes, I’ve had it both ways i have i’ve had somebody come in, who didn’t have one didn’t see us. And this was kind of early on. And I did that where I said, Hey, let me grab one for you. And he said, Oh, thank you so much, I haven’t had the chance to get one yet. Because they were short. At the beginning, it was hard to get them asked unless you have a sewing machine. So that worked out very well. And I had assumed that customer there was something about that customer like I had already, like prepared myself to assume that that customer was going to have a fight with me. But that wasn’t the case at all. But I have had I had a couple a couple of days ago come in, and they had masks on, but they had been like on their chins, and they did not want to put them up and I tried to kind of be casual about I said, Hey, you know, and I motioned to my mask and said, Could you put that up while we’re chatting, and they put them up and then they like put them back down again, a couple minutes later. And I like gently reminded them I said, Hey, looks like your mask felt like I’m assuming at this point, I’m just assuming good intent, right? That they’re doing the best they can. I love but they got annoyed with me. And they did end up leaving. So you know, it happens. But they, they they walked out of there at least I think not feeling like I didn’t escalate a situation. You know, I’m always trying not to escalate a situation, I don’t want to get into an argument. I try to treat every customer as though they could give me a one star review. And I want to make sure I’m always on on the you know, on the high road.

Heather Mason  11:46

That’s a great way to look at it. We want to avoid those one star wars.

Steph Waite  11:51

At least if I if they do and I have to respond to it, at least I can say do my best I was polite.

Heather Mason  11:58

Oh, you know, another thing stuff is I feel like when you set up the shop, you know, ways to help with this clear signage and you know, avoiding any customers running into each other, or even employees right. It’s a great time, especially with inventory, you know, being a little bit lower, it’s just a rearrange the store. And you know, a lot of stores do have highways, right? Or walkways, right and aisles and you think of those aisles as highways. So you reduce the collisions, the potential collisions, and that way you can kind of keep the flow moving in, like a one way movement, and just kind of keep everything a little running smoother, if you would.

Steph Waite  12:39

So you’ve been in our shop before I think we’re small. We’re small, we don’t have highways, right? We’re just one, we’re mostly just one room, right? So what we’ve done is, you know, we’re limiting the number of people, we have to limit the number of people. And, you know, on on a Saturday lines form outside, we’ve got a sign up sheet outside without a whiteboard, you can find your name on it, but people start to get frustrated. And, you know, we start to rush and it’s easy to get stressed. How do we deal with the long lines and the juggling? What are you seeing people are doing successfully?

Heather Mason  13:13

Wow. So long lines are definitely something that I am not a fan of. And I don’t think many people are right. But it’s something that we’re in this new norm now that we do understand that we may be hit with a line in the shops that I feel Excel the best at it are the ones that approached me within, let’s say 30 or 45 seconds. So as soon as I get in the line, I might stand there for a minute kind of looking around. But then someone comes up to me and employee and they have that warm warmth in their eyes, right. And I can tell that they’re happy to see me, they put me at ease, introduce themselves and ask my name, and then kind of determine why I’m there. So if I’m there for repair, or if I’m looking for a new bike, I’ve heard from retailers, it’s really important when the customer gets into the line to determine what their needs are. And that helps them as a shop owner as an employee to best get that customer’s needs and respond to them as quickly as possible. So you don’t want someone waiting in a line to maybe come into the shop to look at bikes when they’re maybe they’re just there to drop a bike off for service. Right. So you could possibly possibly have two lines. But I think the best thing is understanding that no one wants to be in lines, you know? If that’s that human point, that’s that human connection. And this is how we take the new situation we’re in and we make it really real empathy. And it would that’s what every situation we come across in life is having empathy for one another. So how do we do that? We get to know someone by name. We figure out what their needs are. And we clearly communicate how we can quickly take care of those and then when a line forms. I mean, what can we do? How about I love seltzer? Right? I love water. How about something good? I’m a sales neurotic. How about information on your shop, you know, if I’m standing there, I’m either gonna know you’re looking at my phone, just scrolling aimlessly through some social media feed, which may be I’m seeing a ton of stuff about the election. So I’m getting even more stressed out, or I’m looking at some information from your shop, maybe you have a blog that you could print out a recent article that you wrote, or maybe there’s local trails nearby that you might have something printed out that I could read about, maybe you’re having a special or a loyalty program, you know, anything to keep me occupied to make that time pass a little bit faster, you know?

Steph Waite  15:43

Yeah, you know, we could take a cue from restaurants. So you know, if you’ve been to like a restaurant recently, but some of them instead of giving you a physical menu, they have a QR code on the table. So I wonder if you could like, have a QR code sticker somewhere. And if you go to the QR code, it would take them to your website, where your protocols are, where more information is about what you have in stock, or anything you know, or a blog post or something you want your customer to read.

Heather Mason  16:10

When that’d be awesome, wouldn’t it be. And you know, this is I think, the new way that everything is going to go as we move forward in this new digital environment. But I love that so the QR code could take you to the website, which is like waiting in line at bicycle, Bob’s, here’s what’s to expect next, really, it could be almost interactive, there’s a lot that we can do with this, instead of taking a line which is a negative thing, we could actually turn it into a positive moment where we could further

Steph Waite  16:40

I get stressed when I see a lot of customers waiting, and I’ll try to, I’ll try to do too much, right, because I don’t want people to wait, you know, we’ve got a two customer limit in the shop. And that could be like two people who are together like two sets of two people or it could be two individuals. But basically two people can be working on the floor at a time with a customer, I tried to juggle and it’s tough because they’ll see some somebody will see somebody walk out the door to test ride a bike, and then like the next person will want to come in, right, or they’ll come in automatically. And so if they come in automatically, like it’s hard for me to see, like Hold on, that person’s coming back in 10 minutes, but you don’t know they might be out for 15 or 20 minutes, I might be able to get them what they need. So I did that it did the customer juggling thing on a really busy Saturday, and somebody went out on a test ride, she had already been waiting for a long time. It was like a 90 degree day, we had we had the water looks good. But she came back and I wasn’t able to get to her right away. And she left the bike on the rack outside and left. And I saw her walking past the Windows as I was talking to another customer who had grabbed my attention. And I felt horrible because she was one of those new customers. You know, one of those new customers getting into biking for the first time she was looking at an entry level road bike, like I feel like, but this is my people, you know, these like women who are coming in right now these are my people. And this guy grabbed my attention. And and I didn’t, I wasn’t a certain assertive enough to say Hold on, I need to go check on this other customer. And I should have. And I actually tried to chase her down, like not chase her down. But you know, I tried to follow her and get her back. But she had already left. I was devastated. So be careful when you’re trying to juggle customers and ask for help from your coworkers. Yeah, if you can, you know, pull somebody and say, Hey, could you go check on this person for me?

Chad Pickard  18:30

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Heather Mason  18:43

I think it’s so true stuff. It’s you want to juggle customers, right? Because you don’t want to leave anyone hanging, right? I used to own my own shop and I would have the same thing you know, it just be me and a mechanic and overwhelmed by people who came in on a busy Saturday morning, whatnot. I think the best thing to do with anything ever in life is approach it with honesty, right? So let those customers if you can know beforehand, listen, I’m juggling a couple a couple people right now I’m going to you know, giving you the best service I possibly can you know, just really being honest. Because I feel like when people know what to expect, they’re able to handle it better than feeling like, Oh gosh, you know, this person doesn’t really care about why I’m here. You know, and I’m sure you do that you’re amazing. But I think that you know that one little thing if we just let people know ahead of time, sometimes we forget, you know, we’re too busy. But if you introduce yourself, let them know that you’re you know, by yourself or that you’re you’re helping multiple people and that you’re you know, looking to give them the best possible service and let them know that even though it might be a little bit juggled. I think that that helps a long way.

Steph Waite  19:53

I have heard that saying thank you, instead of saying I’m sorry, is the way to go. They can set up a policy Because I mean, we’re all kind of like dealing with the situation, right? Like in some way or another. Instead of saying, I’m sorry for your way, thank you so much for your patience. Like, it assumes that we are together, right? It develops a connection, we are here together, like, thank you so much. It’s a connection point versus an apology. So, yeah, something to try. I agree. So you’ve got your customer in the store? They are, you know, they’re through the line. Here they are, they’re ready. What are you doing? Like, you know, talking to someone about it, like it can be kind of high contact, right? I mean, you’re helping fit them on it or you’re, you’re handing them the bike, maybe you pass the bike back and forth. And it’s, you know, you’re in a closed environment, usually, but now you can’t be. So now what are we and we’re wearing masks, and you can’t hear each other very well. And you can’t see each other’s facial expressions, it’s hard to read. So now what are we going to do?

Heather Mason  20:52

Yeah, so that’s, you’ll commonly hear me saying these days is, oh, you can’t see me smiling behind this mask. Like, I’m like, a smile, or like, I am just I wear my emotions on my face. Right. And I, my mask lately, I feel like it’s just, it’s just covering me up, you know, I can’t, I definitely feel like I lose a little bit of me. So I have been personally working on some tips to still be able to communicate the bubbly, happy, Heather, that’s, you know, so excited to see you. And, and you might say, like, I haven’t seen you in so long. And I might have a tear well up, because I really feel like I miss, you know, my bicycle network. Right? So he’s mass, there’s tips, we can kind of break down that barrier. And how we make our retail environment and how we find success with our customers that become our best customers, is by creating this really human connection, they they need to want to spend money in your shop, because they believe in who you are, and what your shop stands for. Why would they do that? Why would they believe in you and what your shop stands for? And why would they trust your employees? Because you have removed all barriers? And you are a real approachable humans to them. And they realize that you genuinely care about them, and that you’re a good person? And how do we communicate that in this new world, right? So with the mask, there’s things that I’ve been working on, so I can kind of, and I have to look in the mirror, it’s so silly, I get over to my house. My daughter, the other day was like, Mom, what are you doing? So you look in the mirror, and you can actually smile with your eyes, if you wrinkle your eyes up a little bit, you can get a really warm smile that comes from your eyes. And I recommend that shop owners have all their employees practices, this should be like the new protocol. And when you when you’re talking to a customer, maintain eye contact, that’s number one at all times mask or no mask, but your body language, they say like stand toe to toe and you know, so you’re facing the person in a warm open, like empathetic, friendly, body stance, right. And you can even mirror the person. So if the person that you’re talking to is like here for a tube, and they’re talking about a tube, and they’re kind of standing, you know, with one foot, maybe open slightly to the right, you’d want to be looking at them standing with like one foot open slightly to the right, it just forms this connection that you don’t even have to speak about it, you just feel it. The other thing to practice and I practice this as well, is when you have your mask on, you can talk muttered you know, so you can hardly so people can hardly understand you. Or you can pause, you can speak up, you can use tones that you know, say like higher pitch tones makes you excited, right or lower pitch tones make you feel like maybe you’re having more of a secret of conversation, right? So you can practice speaking so you can be really heard Well, the other thing is just you know, listen, right nod, you know, ask questions, but I think really the big one, you know, smile with your eyes and use that eye contact and body language can help go a long way. And these are things that are just subtle things that you do. But they mean the world. They’re like the ABCs of retail sales, you know?

Steph Waite  24:13

Right, right, even even when one day we’re in a maskless world, these things will will come in handy. I think now it’s it’s particularly important that everyone who’s interacting with customers really knows a product well, because we’re getting a ton of new people right and really knows the product well and how to advise customers on a product. Do you think there should be additional training kind of focused around product training right now?

Heather Mason  24:40

I think right now is the most important time to have the best sales representatives working for you. I think if you have a customer who comes in and everything’s quick right now and people don’t want to spend a long time in the shop and people want to order something possibly that you don’t Have, so we don’t need an employee who has to go as three other employees or has to look it up online or, or has never heard of, you know, this size, bottom bracket, we need employees that are the best skill, the best train, they’re the best advisors, they know everything people want to come in and quickly get from your expert staff what they need. So yeah, it’s not only important that you, you know, have all the relationship building skills of having that human connection, but you need to be the best. So this is the time and there is some time now, you know, as we’re moving through this, and we’ve, you know, I know that people that are working are very, very busy in the shops, but there’s also some time where we could maybe take some courses or go on a website like Chiro site and learn their product or whatever brands you sell, it’s definitely time to become the experts. It’ll minimize mistakes, especially when you’re trying to special order things. Imagine if you size someone incorrectly to a bike stuff, and then they’re waiting for months, right, and then the bike comes in, and it’s not the right size. So it’s, we all need to be the best we can right now. Because there’s really not the inventory or the patience, people’s patience is run so thin, for any mistakes. And so if you want your shot to succeed, you’re avoiding these mistakes. And how do you do that you’re focused on training your staff right now.

Steph Waite  26:26

And if you’ve got new staff, you can also have your more experienced staff pair them up in a kind of a mentorship, you know, or have them have one staff member shadow another one when it’s when you can. One of the things we did recently, we had a handful of our service manager, and the owner assigned a series of videos, five videos for each area in a training program. And everyone was incentivized with a gift card to the shop, because that’s all we do is spend our paychecks at the shop anyways, to complete the training programs, you know, to get through the front end, you know, if you finish it first you got to you got a bigger gift card, to really get people to have there because we need our salespeople to be able to be helping out and service sometimes and vice versa. Everybody needs to be flexing right now. Everybody has to has to be supporting one another. But you mentioned how their long wait times for products. Sometimes you don’t have the bike or the part people need. That doesn’t seem to be coming to an end yet either. What What do we do? What do you do when you don’t you can’t get what they need?

Heather Mason  27:31

Steph, I don’t think that this question, you know that this is going to come to an end anytime soon, I see supply issues carrying forward for a year or longer. So this is a really important topic and all IBD should be really into what they need to do. And when they can’t get the product or the product. Do we want to lose sales rights, we want our customers to walk away. And again, hear honesty. So you know, qualify the customer, see what they need, you know, see what either bike or part thereafter and be you know, educated and knowledgeable enough to know what is the timeline. So you can appease the customer right away with your transparency of when they can expect this to arrive. And the good thing is that a lot of people are aware consumers are aware there’s been a bike boom and that there is a shortage. So you can explain and be transparent. If you do eat comments, you can you know put on your website about any delivery delays, or any communication about what to expect as far as wait time for bikes. And when you do take special orders for these you can stay in touch and continue to follow up and let the customer know that you still have them on your mind and that their order is important to you. And as long as you stay transparent and informative and give clear expectations and that goes a long way. I know I recently was working with one of my customers RNA cycles in New York and they have a had a consumer a really great guy His name is Daniel who purchased a bike for his wife for her birthday. And there was shipment delays with the bike arriving into the US and then even more arriving to the bike shop. And I said to our RNA I said Do you mind if I take the consumers you know an hour is doing great but said Do you mind if I take the consumers name and number and give them a call myself? And so Steph, it was awesome. I call this guy and he was the nicest guy bought a bike for his wife and for birthday and then it was past her birthday. So now it’s gonna be their anniversary and he was so excited. And just so just like I wanted, it was going to arrive and first I told him what a rock star he was and and then I communicated openly and honestly about you know the situation. And you know, he understood. So I think just Being very clear, and having good information is a big thing. But so step at the shop, do you have any sort of system for keeping track of these orders? Do you use your lightspeed system? Or what do you guys use for like, do you take orders or deposits? Or are you doing a waiting list or

Steph Waite  30:16

So I set up a Google form when a customer comes in, and they want a particular kind of bike for us, it’s, you know, stuck through cruisers and hybrids, right. That’s what everybody’s trying to get their hands on and in cans. So I created a Google form that has like a picture of each type of bike, what kind of bike you’re looking for, what’s your price range, what’s your size, if you have an actual specific bike with, you know, for sure what this bike, you can put it in there, and you go on, go into a database, and we check that database every time we know that we’ve got an order placed, or we have a shipment coming in, we will check for that list for all the people who are waiting, and we give those people first crack at those bikes. And most of the time, if not, every time we sell those bikes, before they’ve even come off the truck, like people are coming in. And putting and pre ordering those bikes, they will pay for those bikes up front, and they’re ready to go. And they’re back out the door. Which is fun, but frustrating, right? Because then we don’t have the bike they want. But But those people feel, you know, I tell them, it’s not a guarantee that you’re going to get that bike, but it is it’s like getting on getting in line in advance, you know, we will let you know first. It’s a VIP, I believe our website says you know, be a VIP, and you click on it. And it’s our VIP waiting list.

Heather Mason  31:32

I love that. So that was my question. I was trying to interject like you can tell Well, yeah, what they’re getting out. And that’s awesome. Yeah. Yeah.

Steph Waite  31:42

Yeah, I’ll send you the link to it. And it’s worked out really well. It’s also a good way to get, you know, to stay in touch with people. And so it’s been very helpful. So far, we’ve sold a lot of bikes from that list just from working off that list.

Heather Mason  31:54

That is like relationship, right stuff, like how many touch points do you have with that consumer you have the first time and then you have the follow up? Right? And then you have like, you know, the confirmation? That’s a lot of touch points. That is a true human connection, right?

Steph Waite  32:08

But and it automates it right? Because you can like sort the field by what you’re looking for. You can just like sort by hybrids or something, you know, so you don’t need to like, it’s not a super manual process. Yes, you need to go look at the list. But you don’t need to like read through a bunch of post it notes or anything like that. It kind of automates it. And everybody’s very busy. You know, you need to, you know, automate as many things as you can. Yeah, I agree. We use a lot of group rides in our shop for these new cyclists once they do get a bike. Right. So you got your bike, your new rider, and then they’re like, Where should I go to ride my bike? And, you know, obviously, the answer is come ride your bike with us in a group ride? And are people doing that? We didn’t start doing that probably until a couple months ago. And now here in Ohio, that season is closing. But are people doing that? How are they doing that safely?

Heather Mason  32:56

Yeah, this is a great topic, because you know, our industry is so I feel heavily reliable on group rides, events like this is how we build this is how we give people the opportunity to use their new rides to use their new piece of equipment. And with a lack of races with a lack of recreational rides and group rides from the shop, it definitely left this need for something. And like you said, some shops in some locations have started up group Rides Again. And I’m seeing the best shops that are doing it are you know, it’s very clear. So they have a clear communication beforehand, how many riders are going to be on the ride, where they’re going to go, what the paces, there’s a clear place that where they’re going to meet and you know, most require mass pre ride, once riding, the mass can come off. But there’s further things like are you going to stop anywhere? And are there going to be restrooms available? So letting all those you know all that information be clearly clearly explained beforehand, so people know what to do. People are nervous still, they’re very nervous about coming together, but they do want to and such the need, the desire for human connection is so strong right now that people are willing to come to rides, but they still need to feel that it gets very, very, very safe. You know, that’s not rocket, right. That’s a No, no, you know, encouraging people to bring their own tools and fix their own flats. And you know, we’re not sharing drinks here. And then you know, stuff, I still see some shops that aren’t doing they’re just too worried that something could happen on a group ride. And they don’t want to be the location affiliated with the COVID you know, outbreak. So they’re going to the online ride experiences, creating lift clubs or Strava challenges, ways to still bring people together to still allow people opportunity to ride their new bike. And I think we’ll see these things continue as winter comes in many regions, some clinics, you know, maintenance classes inside socially distance with requiring pre registration. It just has to be handled very, very properly.

Steph Waite  35:00

That’s the biggest thing, you could do a maintenance clinic, you could show somebody how to change a flat tire on a video. You know, I’ve been using a lot of Park tools that great videos about how to do some of your own, you know, roadside or, you know, at home maintenance, you know, GCN, I try to, you know, a lot of vendors. And a lot of manufacturers have some concepts about that I’ve been trying to pump a lot of that content up on our social media stuff that helps people really focuses on helping our new cyclists get comfortable with their bikes at a time when we’re not as available to do that for them in person. You know, so utilizing your social media and online content is pretty important, even though it can definitely be, you know, frustrating if you’re not social media savvy, and a source of stress. But you know, this is a great time to do it. What do you what are you seeing that people are doing well, right now,

Heather Mason  35:50

I think the best thing is, and this could tie into the conversation we’re just having about group rides, and social media is a big part of this. And people want to feel like they’re part of something we all do, we want to feel like we’re part of something. And they’re coming to your shop to buy a bike and they’re in better their life or to ride with friends or to ride with their family. And now they have an opportunity, and you are there to help them as a shop to be part of something the cycling community. So you can, you know, make sure these people are number one following you on social media that is, so the shops that are doing it the best are engaging from day one from bike sale. So you can you know, when the person’s there, your salesperson is talking about what rides you may offer, or what online ride experiences or maintenance classes, they’re directing the customer to your social feeds, they’re encouraging your customer to sign up for your email list through your website. But social media shops that are doing it the best are definitely getting people to connect with them and feel part of what they’re doing. Once we have them there, how can we make them feel part of it? Right? So we are posting resources we are reposting from our brand content, perhaps you’re a giant dealer or a big dealer or a specialized dealer, all these brands have content, you can reshare that even better create your own, you know, have your own blog. And that’s you write a blog, right? Yeah, yeah. So share your own anything that the person can engage with you and read. Maybe you’re offering online deals, gift certificates, but I think the biggest thing is just really having content that maybe even challenges the person. So today, Johnny veloz encourages you to take your bike, ride your bike to an ice cream shop. Now maybe we’re not doing that in the winter, but let’s just say and then and then comment a picture below And anyone who does, you know, will give you a high five you know what I mean? It’s just like a little silly, but it’s ways for people to engage with you. People love sharing pictures of their bikes.

Steph Waite  38:00

Oh yeah, big time. I every time we ask somebody to share a picture of their bike, we get it and I’ve also found like, the more the more personal the content, the more people engage with it. So we do share out a lot of our really you know, high quality content from manufacturers and vendors. But I have found that that stuff that is directly from one of us, so sometimes I will I will get on the Facebook account and say hey, it’s a step takeover on the Facebook account today. And I will post something that that I find personally interesting that I think people will find helpful and the fact that it feels like it’s coming from a person versus it like the faceless accounts of the shop. People seem to like that engage with that really well. now’s a good time I think to introduce your staff on your Facebook page, like show pictures of your staff writing show pictures of your staff doing something fun in the shop, who they are their little BIOS fun BIOS, because they’re not coming in the way they normally do. Right? They’re not the your longtime customers who love to hang out in your shop, like they’re not doing that as much as you know. And your new customers who would maybe start to get to know you they’re not able to do that as much either so try to do it in your social media.

Heather Mason  39:11

Yeah, just sharing what you’re doing just here’s a picture of the shop this morning or here’s a picture of our of Steph riding her mountain bike today you know, like just sharing real stuff is definitely how we get that human connection.

Steph Waite  39:25

Nobody gets more likes than pictures of the shop dog that’s the best gift shop dog or she get a shop animal of some kind you’ll get all the social media likes you could possibly hope for So, so it sounds like in the end really. You know the human touch is about making an effort to engage people on a lot of levels.

Heather Mason  39:50

We’re in this new contact this world right so we have people can order online they can pick up contact free curbside pickup, even contactless Right with with my you know, Apple phone now we have to keep the human ness the human touch part of it and that is going to be the the shops that are able to continue to deliver amazing customer service, personalized customer service. Continue to connect all the dots to remind people why they are choosing you for their bike purchase, why they are putting their name on your VIP list. The shops that continue to do that are gonna be the winners as we move through this. Anyone can sell a bike, but not everyone can sell a bike that leaves a lasting impression and creates a customer for life. And I think that’s what we’re all trying to do.

Steph Waite  40:43

I couldn’t agree more. Thank you so much, Heather. I really appreciate your time today.

Heather Mason  40:48

Thanks stuff.

Rod Judd  40:49

This has been bicycle retail radio by the National bicycle Dealers Association. For more information on membership, and member benefits, join us at nbda.com

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The NBDA has been here since 1946, representing and empowering specialty bicycle dealers in the United States through education, communications, research, advocacy, member discount programs, and promotional opportunities. As shops are facing never-before-seen circumstances, these resources offer a lifeline. Together, we will weather this. We at the NBDA will not waver in our commitment to serving our members even during this challenging time—but we need your support.

Now is the time to become a member as we join together to make one another stronger. Whether you’re a retailer or an industry partner, your membership in the NBDA is one of the best investments you’ll make this year. 

Learn more about the benefits of being a member and join now.

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