How to buy a bike: Step 2
Step 2: AT THE SHOP(s)
Stroll the floor. Check out the models you've researched. Eyeball those easy-to-spot components, and note if they don't match the specs you saw online. Similar-level components from a different manufacturer shouldn't be a concern. If you see lower-level components than those stated on the web, with no corresponding drop in price, ask why.
Choose your champion. If a salesman hasn't approached you, seek one out. Talk about what you're looking for, and the models you've researched. The reaction should be along the lines of, "I can show those to you, and I have a couple of others you should look at."
If you feel like you're being pushed to look at a bike that doesn't suit you, a race bike when you don't race, or a cruiser when you plan to ride a serious commute, hold your ground or head to another shop. But if the salesperson listens to your goals and recommends a slightly different bike style than you were considering--say, one with a more upright position versus a more stretched-out ride--just ask why. There may be a good reason for the switch.
Look up and down. Check out the bikes a step above and a step below the bike you like most. Ask your salesman about the pros and cons of the frame material, components, rider position and intended use of each bike. If the bike you're considering still seems to be the best fit at the best price, you may have a winner.