Consultative Selling: A Guide for Retail Staff

Consultative selling is all about building trust, asking the right questions, and delivering personalized solutions that create lasting relationships with riders. It empowers sales staff to act as trusted advisors, helping customers find their perfect setup while driving sales and moving inventory.

Core Principles of Consultative Selling

Build Trust and Relationships

Establish credibility and genuine rapport with every customer. Be approachable, knowledgeable, and focused on their success as a rider—not just the sale.
Understand the Rider’s Needs

Use open-ended questions to uncover goals, pain points, riding style, and terrain preferences. Actively listen and reflect their priorities back to them.
Offer Tailored Solutions with Frame First

Highlight the Frame First program to create a fully customized bike experience. This eliminates compromise and showcases your shop’s expertise.
Deliver Value at Every Step

Shift the conversation from “price” to value—quality, fit, performance, and long-term enjoyment. Position yourself as a guide, not just a salesperson.
Create a Memorable Experience

Make your shop the destination for advice and support. A personalized experience reduces comparison shopping and keeps customers coming back.