Is There A Need For Someone Selling Computers To Understand How Computers Work Or Is A Computer Just Like A Sound System?



The job of a salesman is to sell goods. Salesmen that are not adept in the craft of selling end up not making sales. This is true whether the shop assistant is selling cars, white goods, or computers. Car salesmen are not required to be motor mechanics so why ought we assume computer salesmen to also be a skilled computer technician?

Whenever anything 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 shop often is a one or two man concern so if they were to employ a technician to fix the failures then there are less people doing the selling, sales decline, and prices have to shoot up to recompense. Many larger computer retailers do employ technicians and their prices as you would expect are often higher than the cheaper one and two man concerns.

With a smaller shop, the shop assistant do have to double as technicians or they run into real difficulties when anything stops working properly on a computer they just sold. Another consideration is that there are not too many different models of car but each computer is different. Even two computers of identical hardware setup often have some differences in the software installed on them. With computers, even the sequence in which various software is installed can affect the operation of the computer. Install software product A before software product B and everything runs fine. Install software product B first and then when product A gets installed critical files get clobbered and the system totally screws up.

The real predicament is that shop assistant don't make good technicians. They are very unlike skills so if someone is proficient at one, they are often lousy at the other. I (for example) make an extremely poor salesman.
Another impact of salesman not being technicians is that lots of them do not even appreciate the nomenclature 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 likely variations that you may wish to order. If the salesperson doesn't grasp what these are then how can he 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 requirements.

I was at a PC show a few years ago. On one of the stands was a glass cabinet containing three motherboards. That was the complete content of the stand. They weren't actually retailing anything at the show, they were just showing these three motherboards. I asked the staff on the stand if one of the motherboards had bus-mastering. He couldn't address the question 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 solution to this problem and I doubt that anyone else does. The situation hasn't fixed itself as computers have become more standardized, it has just changed. Now there large numbers of people who get a basic computer to run basic 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 salesperson because he and they don't know any better.

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