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I’m in the middle of the process now with a dealer that’s owned by an ex-Seven member of staff and bike designer and the process has been stellar. Your friend honestly has nothing to worry about from the process side.
Which is why your pal should go to the best dealer that he can - hence the recommendation for Cycle Fit. Sigma are great, too, but Cycle Fit is the biggest Seven dealer in the UK and has a more direct line of communication with Seven than anyone else.
JB
Thanks everyone for your responses. Its the first good bike he has bought and just not 100% sure on the process and wanted some peace of mind before he got any further in. I'm not fully aware of his concerns and knew I would get some better answers on here which he can now see and feel more reassured.
Will update in due time and eventually post a final product.