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Is There A Need For The Salesman In A Computer Store To Be A Technician Or Is A Computer Just Like A TV?
The function of a salesman is to sell something. Salesmen that are not proficient in in the art of selling end up not making sales. This is true whether the salesperson is selling cars, white goods, or computers. Car salesmen are not required to be motor mechanics so why must we expect computer salesmen to also be a skilled computer technician?
Whenever something goes wrong with a car while it is under warranty we return it to the car sales yard and they get their motor mechanics to fix it. A computer store usually is a one or two person operation so if they were to employ a technician to fix the problems then there are less people doing the selling, sales decline, and prices have to go up to compensate. Many larger computer stores do employ technicians and their prices as you would expect are often larger than the discount one and two man operations.
With a smaller concern, the salesperson do have to double as technicians or they run into real difficulties when something stops functioning properly on a computer they recently sold. Another argument is that there are only a relatively few distinct models of car but every computer is different. Even two computers of identical hardware setup usually have some differences in the software installed on them. With computers, even the order in which various software is installed can affect the functioning of the computer. Install software product A before software product B and all runs fine. Install software product B first and then when product A gets installed critical files get overwritten and the system totally stuffs up.
The real difficulty is that salesperson don't make good technicians. They are very distinct skills so if someone is good at one, they are usually lousy at the other. I (for example) make an extremely poor salesman.
Another effect of salesperson not being technicians is that many of them do not even grasp the terminology associated with the product they are trying to sell. This is all very well for basic product ranges such as cars (which only have a few optional extras) but computers literally have millions of conceivable variations that you may wish to order. If the salesman doesn't understand what these are then how can he make the sale. Some stores get around this problem by selling computers like a commodity item, you either buy one of the standard variants or you go elsewhere. They lose sales that way when their standard versions don't meet your needs.
I was at a PC show a few years ago. On one of the stands was a glass case holding three motherboards. That was the entire content of the stand. They weren't actually marketing anything at the show, they were just showing these three motherboards. I asked the bloke on the stand if one of the motherboards had bus-mastering. He couldn't answer the question because he didn't know what bus-mastering was. He wasn't there to sell anything but he still managed to lose his company a potential future sale. Made me wonder what exactly he was there for.
I don't have a fix to this issue and I doubt that anyone else does. The predicament hasn't resolved itself as computers have become more standardized, it has just changed. Now there large numbers of people who purchase a stock standard computer to run stock standard software to perform a few simple tasks that only use a small fraction of the capability of the cheapest available computer being talked into buying a much more expensive computer by the salesman because he and they don't know any better.
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