For me it was the one that didn't blow me off. There are quite a few shops in my area but I actually go to one way out of the area. I was a complete beginner when I first stepped foot in a bike shop and I had two shops say something along the lines of "Well you can get this bike...its all we have since you are a woman and need a women's bike...ok I need to help another customer". Good times.

Looking back I wish I had been a bit more educated about what I really wanted in a bike, but you can only know so much having never sat on a road bike! There are a few shops that were much much better in my area but just didn't have a large selection of bikes. I am quite happy with what I chose, I just wish it was closer. Now I moved and it is even further away.