Collecting Dots Questions

In order to create a customized experience for everyone who walks through our doors, we need to ask good questions so that we can collect dots,
or information, from our customers. We can then use our product and cycling knowledge to connect these customer information dots to products
or education. There are four major categories of information we want to gather, plus some introductory questions.

The purpose of these questions is to get your customer talking; we don’t want to overwhelm them with too many questions too quickly. Use these
questions to direct your conversation, and make sure that your customer is speaking for about 80% of your conversation.

Find below a list of questions that you can use with your customers in order to gather information that will allow you to personalize their
experience. These questions are intended to be sample questions, and they are in no particular order. You will need to jump around based on
the flow of your conversation – ask questions as appropriate, and if you have different questions that you use to get to know your customer,
awesome!

Introduction:

The objective with these questions is to greet your customer, welcome them to your store, and start a conversation. Be friendly, introduce
yourself, and compliment something about them.

• What brings you in today?

• How was the ride today?

Context:

The objective with these questions is to get an idea of your rider’s experience level and to determine how much education they need.

• Have you ever purchased a bike?

• Do you currently ride?
• How much do you ride?
• How has the season been going?
• Did you ride today/this weekend? How was it?!
• Okay, you’re looking for a ______ bike – have you ridden one before?
• Is this your first ______ bike?
• Do you currently have a bike? If yes, what kind? What do you like about it?
• What other bikes do you own and ride?
• What are you upgrading from?
• Do you participate in other sports or activities?
• Do you have any friends who ride? What sort of riding do they do? Do you plan on riding with them?
• Have you ever ridden with a group?
Research:

The objective with these questions is to understand what your customer knows and doesn’t know. The answers to these questions will give you
an idea of products to either show or eliminate.

• What research have you done?

• Have you been looking around?
• Have you checked out any bikes online?
• Have you been to any other stores?
• What bikes have you seen that you like?
• What other bikes have you ridden? What are your thoughts on them?
• What questions do you have based on the research you have done?

Goals:

The objective with these questions is to determine what products will grow with your customer; you don’t want to sell them something they will
quickly outgrow.

• What did you have in mind?

• What is your ideal/dream ride?
• Where do you want to ride?
• Where do your friends ride?
• What sort of terrain do you think you’ll be riding on?
• How long do you think your average ride will be?
• How much do you see yourself riding in a week?
• Are you planning on riding with other people?
• You mentioned you plan on doing [insert type of riding here]. If that goes well, do you think you’d like to do longer or different rides?
• Any big events coming up?
• Are you training for something?

Concerns:

The objective with these questions is to determine what is keeping your customer from achieving their goal. For example, they may have
equipment limitations, may not know how to train, or may not know a great place to ride close by.

• What do you need to achieve your goal?

• What questions or concerns do you have?
• ______ is a common concern for riders looking to do that type of riding. Is that something you’re concerned about?

The budget question:

Do you have a budget in mind? You should not bring this up early in the conversation, but if the customer brings it up, great! It’s an acceptable question to
ask to get more context, but this is only one dot and shouldn’t limit the products you show.