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Surly revamps sales policies

Published July 20, 2015

SNOWBASIN, Utah (BRAIN) — Dubbing this the “Year of the Stocking Dealer,” Surly Bikes has overhauled its sales program in an effort to recognize local bike shops for their role in building the QBP-owned brand. 

Rather than base discounts on the number of frames or bikes ordered, incentives are now tied to tiered dollar amounts of all Surly products dealers purchase, including accessories, John Fleck, global sales manager for Surly, said Monday at QBP’s SaddleDrive dealer event at Utah’s Snowbasin resort. Dealers placing an initial order of $5,000 or more can carry over their discount rate to reorders. Dealers ordering at the top tiers also qualify for extended payment terms.

Higher-level benefits additionally include exclusive specials, priority ordering of new products, staff clinics and “Surly Tour” planned events for partner shops.

Surly plans to roll out a demo tour and other dealer events this year, and will have an expanded presence at this year’s Interbike OutDoor Demo. “We’re going to be all hands on deck for OutDoor Demo,” Fleck said.

Surly will not have its own booth on the expo floor at Mandalay Bay, however, and instead will display a few bikes in QBP’s booth along with some of the distributor’s other house brands. Meetings with Surly representatives can still be scheduled during the show, Fleck said.


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