Retail expert Alf Dunbar will speak at this year's iceBike* trade show in February.
He will be hosting seminars on the Tuesday and Wednesday, focused on customer service and how to greet, approach, up-sell, close sales and give till service.
He has worked with John Lewis, Tesco and Marks and Spencer.
Aled Gamble, Madison’s communications and sponsorship manager, said: “We think it will be incredibly worthwhile having someone from outside cycling to offer a different perspective on retail best practices.
“Hopefully, dealers will really benefit from listening to someone like Alf who has such a wealth of retail experience – he will be around to answer any questions after his seminar at the show too.”
iceBike* will take place from 19th to 21st February at Arena:MK in Milton Keynes.
Brands on show will include Shimano, Park Tool, Elite, Kryptonite, Pearl Izumi, 100%, Thule and Garmin.
Visitors are encouraged to register now.