How to Bargain for a New Bike

Nobody wants to pay MSRP. If you can save some money on a bicycle, do it. Here're some tips on how.

• Look Past the Bike. Very few bike brands offer the dealer more than a 30% markup on bikes, and in a tight market it's not unusual for a shop to eat 10% right off the top just to beat out their neighbors. It takes an hour for a mechanic to build, serialize, and shelve a bike, so that nibbles another $70 out of profit. Time spent haggling wastes more money, so a lot of dealers won't even entertain it. But wait! Clothing and accessories are typically marked up 40-50%. Therefore, it's much easier to bargain for free or discounted accessories than complete bikes. Also, lots of shops have unpackaged goods and promotional junk in the back that they're more than happy to give away if you ask. 

Example: "I know you don't have much wiggle room on the bike's price, but I'd be more comfortable with this purchase if it came with a water bottle, spare tube, and tools."

• Go Big. $450 might seem like a lot to spend on a bike, but that's guppie shit to most shops. If you have a $1000+ budget, tell them right away. Shops know that big-budget shoppers are more discerning, so they'll come to you with better offers and service. Don't have a big budget? Don't worry, check out the next couple points.

Example: "Hi, I'm looking to spend $2,200 today, but I'm looking for a shop that will make sure I get the most for my money."

• Bring the Family. If you want to outfit a whole family, do it all in one stop. The shop wants your money, but they don't want to deal with your annoying kids screaming and dinging bells. Plus, families have long-term sales potential, so they're incentivized to get you and your kids hooked and loyal. 

Example: "Whaaaaagh! Mom buy me everything loud! Whaaaaagh!" "I'm very sorry, they're almost never like this in stores, but I didn't budget for the accessories they want. Could we take advantage of any special offers?"

• No Family? Get Organized. Go shopping with a friend (or two) but agree to a negotiating tactic before you enter the shop. It's harder for a salesperson to deny a negotiation if they're outnumbered. But remember: BIKE SHOPS LOVE GROUP SALES. If they can meet the month's sales quota in a couple hours, they'll jump on it even if they have to eat a few hundred bucks. 

Example: (over the phone) "Hi, several of my friends and I are looking for bikes, do you offer any discounts when people purchase as a group?"

• Season Matters.  The 10-day forecast is your friend, especially just after Christmas and just after January. The post-Christmas weeks mark the closing of a bike shop's final fiscal quarter; they want to show they have good cash flow to get better financing in the spring – so they want to move units. Just after January is when the pre-season orders are due, which means most shops have just promised-away the bulk of their annual budget and are eager to make some of it up. Last year's models will be on sale in nearly every shop, but you'll also have some good haggling leverage. If you want a deal, DON'T WAIT UNTIL MAY.

Example: "I know the weather's crappy, but I still want to put money down today. What discounts do you offer in the winter months?"

• Be Fast. Time is money, the sooner they can get you out the door with a new bike the sooner they can move on to the the next sucker. So, if you know exactly what bike you want and what size you want it in, just walk in and say, "If you'll give me 10% off that bike right there we can get this deal done right now." This works better if the bike is in stock and they don't have to build or order it. 

Actual Example Someone Said to Me: "I got to tee-off in two hours and I'm headed outta town after that. You knock 10% off any road bike under $1700 in my size and I'll take it right now." 

• Try Again. If you can't agree to a price, be nice and understanding about it. Then, come back a few weeks later and let them know that you're still interested if they will come down to your price. They might not give you a better price, but they'll probably give you something of value.

Example: "I know last week you wouldn't come down on the price, and I understand that, but I'm still interested in supporting you instead of the other shop. Do you have anything else of value to make this offer more competitive?"

• Be a Buddy, Not a Lawyer. If you go on shop rides and/or have purchased things from the shop in the past, you're much more likely to get future discounts. Say hi to the employees and owner when you see them about. Bake them cookies. Give them beer. Send your friends over to them (and make sure the shop knows who sent them). This will get you a lot further in the long term than quibbling. If a shop feels the buyer struck too hard of a bargain, they'll get their money another way (believe me).

Things to Avoid:

No means "NO." Salespeople are people, and nobody likes to get pushed around. Most shops won't allow their salespeople to negotiate. If you don't like a deal, just say "Thanks for your time" and walk out. 

Don't try to outsmart the salesperson. Bike shop employees are skilled professionals. They know their product and they know the competition. Telling them that another shop will sell the bike for less won't win you any bargaining points, and might just annoy the salesperson. 

Don't pout, whine, or carry on if the deal isn't going your way. No bike is worth your dignity. Oddly, I see this tactic used by wealthy customers more than the less-wealthy. I've had a grown man cry when I wouldn't mark down a $3,800 bike – and he ended up buying it anyway. 

Don't ask to speak to a manager. That'll earn you the hatred of whatever salesperson you were working with, and saving a few dollars isn't worth making an enemy. Bike shops employees are a small and well-connected contingent. Word spreads about problem customers.