Just when we were about to throw in the towel...(long)

[Running Mommy]

Things have been rough around the shop lately, and frankly I've been feeling like we really may not be able to make it. Basically sales have been good, but our debt load is high, and the banks just are not lending. In fact we were turned down on Friday for something that we thought was a sure thing, and that we were counting on to keep us afloat.
We've had to lay off employees, and that was hard. Our employees are family to us. Of course they ALL volunterred to work for free. I guess that says something.
It just really sux because we have people praising us everyday about our service, and how friendly we are. In fact when we moved around the corner people came in relieved because when they pulled up to the old shop they thought we were gone.
Anyway, so Friday I was really down about it all, and then I opened my email and saw this....

Tony and Everyone at Estrella Mountain Cyclery,
I wanted to thank you. I wanted to let you know that you went above and beyond what my expectations were when I walked into your shop last week. I should have known that it was going to happen when I broke my seat post while riding out at FINS and fellow FINS rider Mike told me about your shop and how you would take care of me.
I was expecting to purchase an aluminum seat post you had in stock to replace the broken carbon one. You didn’t have a seat post in stock for my bike but you looked up comparable seat posts that you could order. Then you offered to replace it with one of the posts from a bike for sale in your shop for a great price – amazing!
Not only did you amaze me with the seat post solution, but also the tune-up. I have taken my bike to over 15 shops in the valley and your tune-up cost was the least expensive and most inclusive. Not only were my wheels trued, brakes topped-off, pivots checked, shifting dialed, suspension checked and creaked fixed but you also washed, scratch that – detailed my bike. I have only had that happen at one other bike shop in the valley and I think it shows that you really care about bikes and your customers. Maybe its just me, but when I get my bike back cleaner that when I brought it in it just feels right. At some others shops I have picked up my bike after a tune-up and it rides worse than when I brought it in, but not at your shop. My shifting was flawless, my suspension felt more plush and my brakes were the best they have been.
But the best part of my visit is that you offered a demo bike, FOR FREE - not to rent, to ride the rest of the long weekend. You had never met me before and were willing to help out a rider so he could ride! I was able to get out and ride three more times over the long weekend. And when I did bring it back, it was already past closing time but you said not to worry about it, that you would be there – again, amazing.
The last and one of the most important things I look for in a bike shop is the people who run it. Everyone in your shop made me feel welcome and treated me as if I had been coming in for years. No offense to other shop owners and employees, but the attitude and atmosphere of most shops are elitist and act as if you are an idiot.
I have already told a dozen people about my experience and plan to keep telling as many people as I can because when someone astonishes me they deserve to be rewarded.
I wish you and the shop well and will be in soon!
Thanks,

Matt

THAT was what I needed, right when I needed it. It was proof of what I knew. That we are offering a service in the community that is needed/appreciated. We HAVE to find a way to make it work. So we started working the phones, and were able to rally support. Thank god for family!!
So we are moving forward, determined to make this thing work.

I guess the moral of the story is, when your lbs goes above and beyond, shoot them a quick "thanks" email. Even a short one. You never know what kind of an impact a simple email can make.

[bmccasland]

RM -
Nothing quite like a "you've done good" letter! Hang in there, may the good Karma rub off into your bank account.

Or better yet, Matt's networking will pour customers your way that need bike assistance. Now if I was in Phoenix, instead of over here in the Big Easy......

[HappyTexasMom]

It has to be wonderful to hear something like that, particularly when you're down. I wish you the best...times are hard for everyone, but I think small businesses suffer the most. I work for a small company and we're struggling, too (which is why I'm not buying another bike yet...I may not even get paid next month ).

[Biciclista]

oh, I sure hope you guys can make it! You sound like a great shop..
(have you been reading Yehuda Moon?) http://www.yehudamoon.com/ they're going through the same thing.

[colby]

Hang in there Running Mommy and fam... I wish your shop was up here

[Pan Dulce]

What a great email! Whenever I go into my LBS I tell them how awesome they are, how much they help me, how much I appreciate their work. I really want them to know that I love how they treat me - they are the only LBS around here that didn't have that 'elitist' attitude or outright ignored me.

I hope things pick up for you. What you're doing for people is GREAT and hopefully the word will get around!

[Veronica]

I wish your shop was in CA.

Veronica

[Blueberry]

I wish your shop was in CA.

Veronica

Or in NC

CA

[Biciclista]

or in Seattle..

[TrekTheKaty]

Running Mommy, take that email to the bank--seriously. I hope you make it through.

I just thanked a bike shop in Breck. I took a friend's ancient, filthy mountain bikes in--all with flat tires. I was dying to ride, and my friend refused to let me rent with "four perfectly good bikes in the garage." The mechanic washed, serviced and even advised we didn't need new tubes and tires after I said, "go ahead and change them." He apologized for charging us less than $10 per bike, because he had to do some fine tuning and add bar end plugs. When I returned the next day with the other two bikes, I bought a new seat. This simple purchase turned into a huge fiasco, because the bike had an old seat post and wouldn't accommodate the new seat--SO he rummaged through ALL the bikes in the shop--rental and new--until he found a post he could swap out. This took about 45 minutes and he refused to take any extra money. During all this, I chatted him up about where to go ride. He offered some suggestions.

The next day we took his rec, and had a blast. I called the shop to get his name--and he was the one who answered the PHONE! He eagerly listened to my bike report. I followed up with an email and an attached photo of the bikes at Boreas Pass--just to make sure his boss was aware of what a great employee they had.

[Tri Girl]

RM, I have thought of you often since the recession started last year. I'm always hoping that things will turn out OK for you and you can stay afloat. Starting a business is the scariest thing I can think of, and I just KNOW you are the best shop in the metro Phoenix area. I'm glad you heard from a customer that reaffirmed why you do what you do and sacrifice so much. Big hugs to you, and your financial future. I wish I were closer (or you were closer to me).

[KSH]

WOW! What a great letter! That would put a smile on anyone's face.

Hey... I'm wondering... have you priced your competition?

I have taken my bike to over 15 shops in the valley and your tune-up cost was the least expensive and most inclusive.

While kudos are great, they don't always pay the bills (but referral business does!). It sounds like you need to find a way to give outstanding service while not going into a complete black hole of debt.

Also, how are you marketing what you provide.. in a tune-up, etc.? If you are giving WAY MORE for the money... why not point that out in the shop? You don't need to put down the competition, but clearly state somewhere what they are paying for. Someone who is a serious cyclist will know how it compares to other shops.

It sounds like you two have the human/customer service aspect of this business down pact... now how to make that translate to lots of customers and money... that is the question!

How is your marketing around town? Your website? etc?

[Susan Otcenas]

WOW! What a great letter! That would put a smile on anyone's face.

Hey... I'm wondering... have you priced your competition?

While kudos are great, they don't always pay the bills (but referral business does!). It sounds like you need to find a way to give outstanding service while not going into a complete black hole of debt.

Also, how are you marketing what you provide.. in a tune-up, etc.? If you are giving WAY MORE for the money... why not point that out in the shop? You don't need to put down the competition, but clearly state somewhere what they are paying for. Someone who is a serious cyclist will know how it compares to other shops.

It sounds like you two have the human/customer service aspect of this business down pact... now how to make that translate to lots of customers and money... that is the question!

How is your marketing around town? Your website? etc?

KSH has hit the nail on the head. What you provide has VALUE. The harsh reality is that you can't give it away for free or almost free. You need to charge a fair, competitive price. You're running a business, not a non-profit organization. If you provide outstanding customer service (which it certainly sounds like you do! ) then your customers should be delighted to have such an amazing resource available to them, and should be happy to pay for that service.

If some one thinks (s)he should get it everything for free, then (speaking quite bluntly here) that is not the customer that you want to cultivate. You can't pay your employees, provide a living for you and your family, pay back your debts, and remain a community resource unless you cultivate customers who understand and are willing to pay you for your hard work.

Carrying KSH's referral comment to the next level - referrals are a wonderful way to build your business, but you don't want to be the shop that everyone comes to "cuz my buddy got a smokin' deal and a bunch of free stuff. He said you'd hook me up too." That's a sure way to go out of business even faster. You want the referral from the customer who is appreciative of your knowledge and outstanding customer service, who understands you *deserve* fair price for that knowledge and service.

I truly hope you figure out how to get through these tough times. Our communities need our local/small businesses to thrive. I'd hate to see us come out the other end of this recession with no one left standing except big box stores and ginormous conglomerates.

Susan