I worked many years in running shops. Honestly, the beginning hobby jogger is a pretty good customer. They want your advice and they listen. They usually buy shoes, a couple of outfits, some socks, etc. on that first visit. They come back and bring other customers who are doing the same charity run and training group.
Contrast that with the typical "local hero" who rolls in once a week, pesters your staff with a bunch of inane questions (I just saw some study from the Czech Republic that says a shoe drop of 3.627894mm is optimal for marathon runners. Do you have any lightweight flats with that EXACT amount of drop? Why the hell not? Why don't you not pressure Enormous Shoe Co. to make them?), picks up a few race flyers, asks for the umpteenth time if you will sponsor him (I run a 19:12 5K! I'll be kind of a big masters deal in four years when I hit the big 4-O!), and then mutters something about checking out Roadrunner Sports for clearance deals as he walks out without spending a dime.
Sadly, a lot of running store clerks are pretentious man-children that are only a notch above hobby jogger themselves but, they delude themselves into believing that they are going to be world class very, very soon because they don't work at a cubicle farm and are staying "true" to their dreams.
Check your hotshot attitude and just help the lady become a runner.