The Worst Thing in a PC Service Business - is to be Like Everyone Else

Imagine an eighty year old woman approaching a computer store to inquire about using email to communicate with relatives.

Email to her is completely new and she would like reassurances about using the system.

The correct way in this case to demonstrate email - should revolve about ease and convenience. She went to the computer store to hopefully find an easy low cost way to contact relatives.

An untrained sales person could turn the experience into a nightmare of confusing features and meaningless jargon, hopelessly confusing the old lady.

It is the old story about buying a drill. Nobody wants a drill, its the hole they want, cupid.

In selling a product or service, one should give information about solving problems (the benefits), not the features on the product or service itself.

One thing for sure is ...don't commoditize your business. That means a customer can make an easy comparison of your business with others.

The worst thing a business can do is be just like everyone else. Aligning yourself with others is easy, but guarantees a small portion of the pie. Creative thinking is hard work!

In fact, coming up with one single good idea can revolutionize a business. There have been cases of computer business owners who have revolved their companies around one single theme and mailer.

By continually plugging the one theme they have created a specialist niche in the computer industry, which means high profit margins.

Getting to know a small segment in your industry means you become a specialist who can do it more efficiently than others.

One thing I noticed in the eighties when operating a Commodore Computer Service Center, was when I became the same as the other repair centers, my profits went down.

By taking on low profit under warranty work and buying parts from the one central distributor, profits took a big hit.

Before I fell into line with the other repair centers, I was much more entrepreneurial and did things differently. I mostly dealt directly with customers (and a few dealers) and shopped around for low cost parts.

It is flawed thinking to assume customers only want the cheapest price. It is only true if nobody gives them a reason to pay extra for a better service.

How can an operator in a computer repair business differentiate from others?

One example is if you do lots of virus removals. Call yourself a "Virus Removal Professional" and stick to the one theme.

This will result in even more virus removals and at the same time you will become extremely competent in this area. By using this hook it will lead to other areas of computer repair and maintenance.

Another example is to specialize in Microsoft Small Business Server. Become an expert and regularly promote this theme. It is a great way to sell new equipment.