We consider ourselves to be good salesmen. That mark is a little fraught, as it will inevitably conjure up an image of an overweight guy with a bad comb-over and white belt and shoes, chomping a cigar while patrolling the used car lot. We don't mean that. What we mean is that when someone contacts us, we will put forth a genuine effort to match that person's stated needs and goals with a product. We have the luxury of always getting to recommend what we earnestly believe to be the best match, without needing to offload aging inventory to beat a payable date or whatever else might shade our advice. The risk we run is that we're too genuine.
Sure enough, we're enthusiastic about bikes and riding and wheels and what we do. But we are who we are. We don't own a sock game, I can't recall a time that either of us could accurately have been called "on fleek," the only doping we do at this point is with Geritol, we're not rad (good lord, are we ever not rad), and our bikes are not steeds, rigs, wagons, or whips - they're just bikes. And that's the way it is for us. I know that I cost us two sales last week simply because I kept having to ask "can you please tell me what you mean by that?" in response to clearly hip lingo of which I was categorically ignorant.
For some of you, how we are is a plus. For many many many other people, it's a big minus. I'm not going to tell you that all the stuff about trendy language and words and rad colors and on point this and sock-doping-wheel-doping-kit-doping necessarily detracts from the job at hand of building wheels as well as possible, I can just tell you that our 8-track doesn't play those songs (see what I did there?). It's all well and good if that's what sweetens your coffee, it's just that for us to engage in that kind of talk would be genuine pandering.
We've always been about finding the audience that's matched to who we are and how we do what we do. As salesmen and business owners, we're not in an rush to alienate market segements that our products could serve rather well, but we do need to run the risk of staying genuine.
And now pardon us while we go yell at some clouds. And please - get offa my lawn.