You don't have to ask your friends for long before it pops up: The story of how store employees don't take the biking woman seriously as a customer and additional, unagreed work is added to the bill. For the bike store, this undoubtedly makes the cash register ring a little stronger. But probably for the last time with this customer, because she has definitely been taken for a fool.

Simple biking

It's a cliché that women have no idea about technology. They may simply have less desire to get to grips with it. Perhaps because they were brought up that way. But certainly also because they just want to ride their bikes - without knowing anything about wrenching (men do too, by the way). If you take the trouble to explain the technical aspects of the bike in the store, women will understand it at least as quickly as men. Perhaps even faster, because men like to pretend that they have already understood everything and have known everything since the beginning.

Deore or XT?

Women are more open-minded - they may not know the difference between Shimano Deore and Shimano XT. But if you explain why the more expensive groupset makes sense for the use described, then as a salesperson you shouldn't be surprised if the customer simply says: XT please. Which makes the cash register ring, simply with a better feeling.

Women are known to be better listeners than men. Because of this beautiful quality, women suffer significantly less from the nasty disease called resistance to advice. The simple fact that women find it easier to listen makes it more worthwhile for them than men to invest in advice.

Pink it and shrink it

And another thing: women are lighter - and need light bikes. This fact is simple - and also makes the cash register ring in the bike store. Lightweight construction is expensive and requires advice. So when buying bikes and parts, don't fob women off with pink parts with a flower pattern. Instead, promote bikes and parts that are really light. The quickest way to get the "aha" effect is to test similar bikes, a robustly built bolide, a bike in lightweight format. After the uphill, it quickly becomes clear which bike the biking woman has her sights set on buying.

The government

Last but not least: women are the opinion leaders. Store employees can tell you a thing or two about men putting off buying a bike - arguing that they still have to ask their wife for permission. If this woman has already experienced being ripped off in the store, the chances of the next bike deal are slim.