A shop I used to part-time at
Had a trainer/zwift-like setup, if anyone wanted to "test ride" a bike
We would start with a fitting. sizing, and have them spin for a while
Gave the sales guy time for a 1 on 1 with a potential new customer
An uncommon approach that yielded good results
Customers didn't always go for the bike, but usually purchased something they didn't know they needed, and many returned as regular customers over time