These Nine Lives

Like many of my generation, I am like the cat with nine lives, or nine jobs, as it were. It seems that I am one of surprisingly few reseller-channel journalists that have actually spent time in the same shoes (perhaps "trenches" is a better word!) as our readers -- in other words, made a living as a computer reseller, consultant, distributor and developer. In my case, prior to my 1990-1999 position as senior editor of Canada's largest computer monthly and current position as editor and publisher of PC Buyer's Guide.com, with its attendant editorial and journalistic duties, I have managed a thriving computer store, helped establish a franchise operation, sold computers and electronic musical instruments in retail, and have even been a software and hardware developer, working at the wholesale level.

I've taught computer courses, both in-house and for the school board, and I was selling PCs back when 4.77 MHz was the norm, before the Macintosh was even a glimmer in Steve Jobs' eye. And, although it sounds a little embarrassing now, I was even a "Vic Kid," doing department store demos during the early days of the Commodore 64. That was me at those trade shows in the mid-eighties showing off newly-invented light pens for Amiga computers and doing demos for user clubs. I held the exclusive Canadian rights to one of the first low-cost digital cameras back in 1984 (developed by none other than RAM-maker Micron Technologies), and was a top reseller of more than one well-known brand of software and hardware during the second half of the eighties.

From underneath these many hats, I've seen how the business of selling computer solutions has evolved over the past two decades. And these days, when I'm haunting the stores in search of this or that, more often than not, I see computer retailers and consultants making the same old mistakes.
For all its market evolution and unprecedented levels of technological progress, the computer business is still a relatively immature area, brimming with dealers who, in other businesses, would be thought laughably ineffective. It has, to a great extent, been the PC boom times that have allowed box-pushers and second-rate salespersons to manage.

In this article, and subsequent ones, I hope to help every reader gain some of the benefits of my own experiences, and those of my acquaintances during these nine lives.

The Restaurant as Metaphor
Let's begin by assuming you are hungry. You see a restaurant. What would make you eat there? For most of us, price alone is not enough. We look for a clean and appealing location (and usually choose locations convenient or nearby!) and, of course, seek out the type of food that appeals to us. For each of us, these criteria weigh differently, but generally, our decision-making process is based on some combination of these factors. And, by the time our bill has arrived, we know whether we would eat there again, don't we?
I use the restaurant as a metaphor for the sales process because even a corner coffee shop can provide a level of service that keeps you coming back. For the price of a cup of coffee, you might be lucky enough to get a story and a smile, in addition to your order. And they deserve a tip, don't they?

At better restaurants, the experience has subtle refinements. You enter and a host or hostess greets you at the desk. When space permits, you are led to a table. A watchful waiter or waitress catches your eye to let you know that they are aware of you and the subtle signals are sent that indicate that they will soon attend to you. Often, they bring a glass of water or bread without even being asked, presenting you, and between trips to other customers' tables, answer your questions and attend to your needs.

It might be worth thinking in a metaphorical sense, what kind of food service your business would most resemble. Would you be a caterer, a fast-food outlet or a cafeteria? If you applied the hungry customer principle to your business model, where do they get the eye contact, the table service, the candy with the bill?
Now, while there are obvious differences between the nature of serving food and serving a customer's hi-tech equipment needs, the basic principle stands: first contact with the customer is an important part of the transaction (some would say the most important part). Your customers like to be acknowledged without undue delay, they need to be presented with a clear set of choices, and their orders need to be dealt with quickly and efficiently. The key to these last items is the reseller's ability to listen.

I am often surprised by how many salespeople -- whether they are selling computers, curtains or cars -- launch into a "pitch" before the customer has clearly stated his or her needs. Customers like to see you jotting notes about their most important issues; it lets them, know you are working on their problem.

What else is important to you when you are sitting in a restaurant?
How do your potential customers decide where to shop and what to buy?

Next issue, I'll take a look at a type of customer that I call the savvy shopper. Until then, consider other ways the restaurant metaphor might apply to your business. It's food for thought.