We’ve been super busy lately, indicative of a strong year and a good season. Today, during our fit schedule, I was working with a female customer who is a second year triathlete. She visited the store with her boyfriend to buy a new triathlon bike. As part of the buying/sizing process we ask a number of questions about the customer’s athletic background, goals, triathlon experience (if any), what events they may like to do in the future, what their current bike (if they have one) is like, etc. etc.
One phenomenon we have noticed is the “boyfriend talker”. It is the guy who brings his girlfriend in for a bike then does all the talking for her. It is an odd behavior to witness.
Often times I will look directly at the customer and, using eye contact, ask the question “What events are you considering doing this season?” Then, over my shoulder, comes this male voice that says, “She is going to do the Tweedle Dee Triathlon and the Fumble Thumb Triathlon, but she is never Doing the WidgetMan Triathlon, that’s too hard for her.”
Then I’ll ask, “Have you ever used aerobars before?” OK, pretty straightforward question that any adult of any gender is capable of answering on their own. Again, the puppetmaster behind me chimes in, “No, she has never used aerobars. This will be her first time.”
So, here are my questions:
Why do some men do this? It seems embarrassing and humiliating.
Does this customer (in this case, the female) really even WANT to be here buying a bike?
Why can’t the female be allowed to, or be willing to, speak for herself.
We see this phenomenon with alarming regularity. I would never treat a significant other like that. It seems condescending and controlling. What’s the deal? Any suggestions on how to deal with it.
Eventually, I had another employee tag in to distract the guy with dialogue like, “Oh, didn’t you do Ironman Wisconsin last year? I thought I saw you at the expo… blah, blah blah…”