Keith A
10-12-2011, 10:01 PM
Dear Forum readers,
Thank you for continuing to ask questions...
Recently there have been a number of posts with regards to company policy. Two topics that seem to come up frequently are: Sales Distribution and Deposits Requirements.
Sales Distribution Policy (Factory Direct or Authorized Dealership)
Our commitment is that first and foremost, we work for the people that ride our bicycles, you, our customer. So every decision that we make, whether that is in the design of the bike, to how it is sold and serviced is made through that filter first…What is best for our customer?
The short story
Today, there are many paths available for purchasing your new Serotta:
You can contact one of our factory sales representatives who will help you decide the path that best suits you based on your location and needs. The choices range from working with our network of authorized dealers, to Serotta Factory Fit Lab, or direct through telephone/on-line options. In some cases, a purchase can be arranged through your favorite local dealer or mechanic if that’s what best suits the circumstances. To be very clear, factory direct does not mean discounted!
The longer story
Do you need a new fitting?
A great fit makes the difference between a good ride and a great ride. Add in the individual ride-tuned engineering and you go from great to sublime.
If you want the best bespoke fitting experience along with product expertise in a live, one-on-one setting, our Flagship and Elite dealers provide an unsurpassed experience. Our Factory Fit Labs, in Saratoga Springs, NY and soon in Poway, CA, offer the added feature of being able to witness first hand the magic that we make building Serottas. In addition, we have a growing number of Serotta Regional Fitting Technicians who can provide fitting and sales support services at a choice of locations.
Your existing bike fits well?
If you are happy with the fit of your existing Serotta but are ready for something new, we can build your new bike from your previous order information and an updated interview without the need for a refit.
If you are happy with the fit of your fill-in-the-blank bicycle and are ready to treat yourself to a Serotta, we can help you determine whether or not a new fit will ad value to the process or whether your new bike should be built to target your current position…and we can do that too.
Go the web site or call 518-584-8100, 213
The complete story….
I opened my bike shop in 1968…and started building frames in 1972. By 1978 when we sold the shop so we could focus on frame-building, we had added a handful of dealerships. By 1980 our sales were conducted exclusively through independently owned retailers also referred to as IBD's or LBS. We modeled our distribution system after every other notable bike company of the day. Later we developed the SizeCycle and our holistic, rider-centric fitting methods late 70's and ultimately in 1998 the fitting school, all in support of improving the competencies at retail dealerships.
Customer buying habits have changed dramatically in recent years, so in 2008, recognizing the changing trends in the market place we decided to add direct purchases back into the mix as an option via the Fit Lab in Saratoga Springs. We communicated those choices poorly which lead to some confusion.
We have many great IBD relationships which have been built on years of working together designing and building great bikes. At the same time though, the major brands (Specialized, Trek, Cannondale, Giant, etc.) have continued to increase pressure on the IBD’s to sell their products first and foremost and they back the pressure up with an array of incentives including travel junkets, marketing and financing support, and even complete store makeovers. In fact, many dealers have signed agreements with key suppliers that tie them to sales limits or exclusions of specific brands and products. The point is that what drives sales initiatives on the floors of many shops has been permanently changed and what motivates a sales associate to suggest one product over another may not be as pure as it once was. It’s just business of course and we bear no ill will, but it has impacted how we view the role of the IBD in the sales process. Today, we are more selective than ever before in choosing our dealer relationships, working exclusively with the retailers whom we believe offer cyclists excellent care, excellent value and pure, honest representation of product choice. And no, this doesn't mean only our largest volume dealers...it does mean our best….
At the same time, there are a growing number of consumers who find that they don't need the support of a full service shop or find that doing business with the nearest 'authorized' dealer is not convenient. Let's face it, consumer purchasing patterns have changed significantly in the past 10 years and they will continue to do so and we've adjusted our sales policies to keep up with the times.
Deposits
Yes we do require deposits from all of our customers at the time the order is placed. A dealer’s policy with their customer may of course vary, but they do pay us a deposit.
For direct sales, we require a 60% deposit at the time of the order and a guaranteed method of payment for the balance. On complete bike orders we require an additional 30% when the frame is nearing completion with the balance collected at pick-up or time of shipping.
Thanks for taking the time to read this post...I hope that it has clarified our policies.
Ben
Thank you for continuing to ask questions...
Recently there have been a number of posts with regards to company policy. Two topics that seem to come up frequently are: Sales Distribution and Deposits Requirements.
Sales Distribution Policy (Factory Direct or Authorized Dealership)
Our commitment is that first and foremost, we work for the people that ride our bicycles, you, our customer. So every decision that we make, whether that is in the design of the bike, to how it is sold and serviced is made through that filter first…What is best for our customer?
The short story
Today, there are many paths available for purchasing your new Serotta:
You can contact one of our factory sales representatives who will help you decide the path that best suits you based on your location and needs. The choices range from working with our network of authorized dealers, to Serotta Factory Fit Lab, or direct through telephone/on-line options. In some cases, a purchase can be arranged through your favorite local dealer or mechanic if that’s what best suits the circumstances. To be very clear, factory direct does not mean discounted!
The longer story
Do you need a new fitting?
A great fit makes the difference between a good ride and a great ride. Add in the individual ride-tuned engineering and you go from great to sublime.
If you want the best bespoke fitting experience along with product expertise in a live, one-on-one setting, our Flagship and Elite dealers provide an unsurpassed experience. Our Factory Fit Labs, in Saratoga Springs, NY and soon in Poway, CA, offer the added feature of being able to witness first hand the magic that we make building Serottas. In addition, we have a growing number of Serotta Regional Fitting Technicians who can provide fitting and sales support services at a choice of locations.
Your existing bike fits well?
If you are happy with the fit of your existing Serotta but are ready for something new, we can build your new bike from your previous order information and an updated interview without the need for a refit.
If you are happy with the fit of your fill-in-the-blank bicycle and are ready to treat yourself to a Serotta, we can help you determine whether or not a new fit will ad value to the process or whether your new bike should be built to target your current position…and we can do that too.
Go the web site or call 518-584-8100, 213
The complete story….
I opened my bike shop in 1968…and started building frames in 1972. By 1978 when we sold the shop so we could focus on frame-building, we had added a handful of dealerships. By 1980 our sales were conducted exclusively through independently owned retailers also referred to as IBD's or LBS. We modeled our distribution system after every other notable bike company of the day. Later we developed the SizeCycle and our holistic, rider-centric fitting methods late 70's and ultimately in 1998 the fitting school, all in support of improving the competencies at retail dealerships.
Customer buying habits have changed dramatically in recent years, so in 2008, recognizing the changing trends in the market place we decided to add direct purchases back into the mix as an option via the Fit Lab in Saratoga Springs. We communicated those choices poorly which lead to some confusion.
We have many great IBD relationships which have been built on years of working together designing and building great bikes. At the same time though, the major brands (Specialized, Trek, Cannondale, Giant, etc.) have continued to increase pressure on the IBD’s to sell their products first and foremost and they back the pressure up with an array of incentives including travel junkets, marketing and financing support, and even complete store makeovers. In fact, many dealers have signed agreements with key suppliers that tie them to sales limits or exclusions of specific brands and products. The point is that what drives sales initiatives on the floors of many shops has been permanently changed and what motivates a sales associate to suggest one product over another may not be as pure as it once was. It’s just business of course and we bear no ill will, but it has impacted how we view the role of the IBD in the sales process. Today, we are more selective than ever before in choosing our dealer relationships, working exclusively with the retailers whom we believe offer cyclists excellent care, excellent value and pure, honest representation of product choice. And no, this doesn't mean only our largest volume dealers...it does mean our best….
At the same time, there are a growing number of consumers who find that they don't need the support of a full service shop or find that doing business with the nearest 'authorized' dealer is not convenient. Let's face it, consumer purchasing patterns have changed significantly in the past 10 years and they will continue to do so and we've adjusted our sales policies to keep up with the times.
Deposits
Yes we do require deposits from all of our customers at the time the order is placed. A dealer’s policy with their customer may of course vary, but they do pay us a deposit.
For direct sales, we require a 60% deposit at the time of the order and a guaranteed method of payment for the balance. On complete bike orders we require an additional 30% when the frame is nearing completion with the balance collected at pick-up or time of shipping.
Thanks for taking the time to read this post...I hope that it has clarified our policies.
Ben