When I first got into triathlon I went around to several different shops looking for a bike for a sprint tri. It's only a 12 mile bike ride so my shopping was really more of a test. Every store I went to tried to sell me $1500-$2500 carbon race bikes which were frankly more than I would ever need for a 12 mile race. Then I found Sonoran and they hooked me up with an aluminum Giant Defy which is perfect for my modest goals and was very affordable for me. Although they could have tried to sell me a more expensive bike they listened to what I needed and found a bike to match my needs. This won me over as a customer. Since then I have been going back for all of my gear, tuning, and adjustments, and the level of service has continued to be great. I would highly recommend this shop to anybody!
Don't take my story and think that they only sell entry level bikes though. They have access to a full line of bikes so they can get you exactly what you need up to and including top of the line carbon race bikes.
EDIT: I bought a new bike here last week. It's a carbon Giant Defy Advanced 1. They were awesome with the upgrade and helped me set the bike up to match the configuration of my other bike at no charge. It was time for an upgrade and the bike is amazing. Everyone was very helpful in getting me on a new bike to match my new needs.