Specialized one-to-one

TredzTalk recently managed to interrupt the Sales Manager at one of the UK’s premier bike brands. Barnaby Postance of Specialized UK is famous for a minute.

How’s tricks?
I miss the summer, but I’m excellent thanks.

How long have you worked for Specialized?
12 years in all; 4 in my current role.

Describe Specialized UK to an outsider?
Small, there are only 20 employees. It sounds cheesy, but we really do make a good team. Although this can make recruiting a problem as outsiders sometimes find existing relationships intimidating, don’t they?

What’s a typical employee?
The average length service is long – perhaps 5 years - but were not stuck in our ways at all. They’d be very hardworking: lunch is always on the go and we muck in anywhere that’s needed. Last night the whole company was unloading wagons until 10:30, we’re that busy. So they need to be dedicated in time as well as effort. Sound cheesy?

A little. If you could change just one thing about your office, what would it be?
If our service to dealers has been damaged because of an unforeseen problem then fair enough, but I can’t stand it when it’s a stupid mistake. I’d banish all mistakes.

What is the best thing about your job?
Okay, we don’t deal in Ferraris or Porsches but you have to admit that modern cycles are kinda cool. They’re a lifestyle product I can believe in. Imagine selling wire cabling or desks for a living!

What’s the worst?
When people don’t realise that Specialized kick ass.

What would you like to change most in the industry?
Our dealers tend to be the better ones in the country but some improve still. I’d love us to be more organised and professional as an industry. Companies like yours are pretty rare.

What makes you tick?
Good decisions in the company and fast cars. I love my cars but end up having to change them all the time – through choice, not crashes.

Why are Specialized often perceived as better than other bike brands?
The product is outstanding but its not simply that. We genuinely care. Richard, my boss, started this company in his living room. Can you imagine watching TV perched on top of 5 boxed Rockhoppers? He’s dragged us from that to this fabulous building [in London and yes it is v.nice] by setting the highest standards. We don’t what to let anyone down – including ourselves.

Do you travel to the USA?
Yeah, I’ve made about three dozen trips to sunny California [Specialized HQ is an hour outside San Francisco]. The last was in April to finalise the 2007 ranges. It’s really motivational to work at a world headquarters and even better, with Specialized’s founder, Mike Sinyard.

Where are Specialized going in:
a) the immediate?
It no holes barred to Christmas. Bikes have just changed for 2007 and some lines are in short supply. We need to keep up with demand or have a lot of egg on our faces.
b) the longer term?
We grew quite a bit last year and I’m confident the same will happen in this. We need to improve our service levels even further and not let people down. Marketing will also play a larger part in our overall game and we've got new personnel for that.