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Must The Salesman In A Computer Store Also Be A Technician Or Is A Computer Just Like A Refrigerator?

The profession of a salesman is to sell something. Salesmen that are not conversant in the craft 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 should 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 organise their motor mechanics to fix it. A computer shop usually is a one or two person concern so if they were to employ a technician to fix the failures then there are less people doing the selling, sales fall, and prices have to go up to compensate. Many bigger computer retailers do employ technicians and their prices as you would expect are often bigger than the discount one and two man concerns.

With a smaller shop, the salesperson do have to double as technicians or they run into real trouble when something stops functioning correctly on a computer they just sold. Another argument is that there are only a relatively few alternate models of car but every computer is different. Even two computers of identical hardware configuration usually have some differences in the software installed on them. With computers, even the order in which various software is loaded can affect the operation 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 screws up.

The real dilemma is that salesperson don't make good technicians. They are very different skills so if someone is good at one, they are usually lousy at the other. I (for example) make a very poor salesman.
Another impact of shop assistant not being technicians is that many of them do not even apprehend the terminology associated with the product they are trying to sell. This is all very well for classic product ranges such as cars (which only have a few optional extras) but computers literally have millions of possible variations that you may wish to order. If the salesman doesn't understand what these are then how can they make the sale. Some shops 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 containing three motherboards. That was the entire content of the stand. They weren't actually retailing anything at the show, they were just displaying these three motherboards. I asked the guy on the stand if one of the motherboards had bus-mastering. He couldn't answer the query because he didn't understand 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 position hasn't resolved itself as computers have become more standardized, it has just changed. Now there large numbers of people who buy a stock standard computer to run stock standard software to perform a few simple operations 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 shop assistant because he and they don't know any better.

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