New Computer Services

[Mushin]

Geek Squad makes a killing off of new computer setup services. Meaning that they either install security software and optimize the system at the store or they actually go on site to actually setup the equipment.

One key to being successful is being the first to reach clients in our market areas. Geek Squad does this quite well. Many of us do not.

I have talked about branding and licensing and franchising in the past but now I would like to propose a good old "open source" project for all members of this forum to take part in. The goal of this project is to provide something for this community.

Lets work together to solve the problem of how to benefit from all of the computers that are going to be sold over the coming months. How can we better tap into these computer setup services and possibly beat Geek Squad at their own game?

I propose that those that are interested collaborate to create scopes of service, a computer services buyers guide, other markeing materials, possibly a web site to direct people to a business in their area etc...

Once done all this materail will be made available to anyone that would like to have a copy. All marketing materials will have to allow for editing to place a logo and contact info into as well as pricing. In essesnce it will have to be a template that can be shared.

Imagine being able to put up a "Let Us Setup Your Computer" bill board out side of a Best Buy (Of course you would have to pay for it) but not the designs. Sort of a your local computer service shop is better than this big box store.

 

[ProTech Support]

I think this would be a valuable edition for a computer business. The only problem I see is actually "getting to" the customer. The way I see it, most consumers are purchasing through the big box stores like Walmart & BestBuy.

How would you tackle the task of putting them in the mindset of purchasing at the Bigbox, and then coming to you for the setup?

To me, something like this would be more powerful to market towards your existing or potential clients. Again, only in my opinion, I see it more feasible and possible to convince a customer to originally purchase the computer from me (With added value as you propose with this project) rather then "solve the problem of how to benefit from all of the computers that are going to be sold over the coming months.".

 

[Mushin]

Computer Services Buyers Guide.

I think this would be a valuable edition for a computer business. The only problem I see is actually "getting to" the customer. The way I see it, most consumers are purchasing through the big box stores like Walmart & BestBuy.

How would you tackle the task of putting them in the mindset of purchasing at the Bigbox, and then coming to you for the setup?

There are two ways that I can see to market this and both have to do with a "computer services buyers guide." This guide would be crash course on what the clients actually gets for the services that are performed. We then provide a compare and contrast of what we perform. That is where the scopes of work come in. We have to have a general scope of work that everyone can offer. Find a way to add value, save time, etc and bam they come to us. If you already sell computers then this would also be a good resource because you can tap both aspects. The computers you sell and the computers that others sell.

Wal-Mart.... at least in my area does not offer any services. Would anyone be willing to provide an entire year of support on a new computer? I do that already... $149.99 and they get quarterly backups, and they can bring their computer in if they have problems.

This would then be circulated to existing clients via hard copy or electronic and possibly backed up with a computer services buyers guide web site. If would could get it to circulate through social networks the web site would be invaluble. Once people read up on tips for buying services and/or computers. The site would direct them to the closest business (One of us) to schedule a drop off time for a shop or an appointment time for an onsite service.

Low costs to get rolling. We may be a bit too late to gain traction for this Thanksgiving though. Still I bet it could be fun.

 

[ProTech Support]

There are two ways that I can see to market this and both have to do with a "computer services buyers guide." This guide would be crash course on what the clients actually gets for the services that are performed.

This would then be circulated to existing clients via hard copy or electronic and possibly backed up with a computer services buyers guide web site. If would could get it to circulate through social networks the web site would be invaluble. Once people read up on tips for buying services and/or computers. The site would direct them to the closest business (One of us) to schedule a drop off time for a shop or an appointment time for an onsite service.

Low costs to get rolling. We may be a bit too late to gain traction for this Thanksgiving though. Still I bet it could be fun.

It may be my style of thinking, but I just feel as if this approach is "aiming too high"

What I mean is that at this point, I see it as an unreasonable goal. Sort of like opening your business today with a goal of making $5 million in the first 2 years. Yes, it is SLIGHTLY possible, but reality is it will probably not.

I think it would be more valuable to get this package together, distribute it to your current clients & potential clients that are in the market for a pc, but rather then market it as a service you can provide for the new computer that they purchased elsewhere - market it as an added value you get by purchasing a computer from you.

As the train picks up, then you can start marketing it on a wider scale, targeting those other shoppers as well. To me, this approach would allow you to gain some revenue from the first market you targeted, to help fund marketing to the very large second market.

 

[Mushin]

I think it would be more valuable to get this package together, distribute it to your current clients & potential clients that are in the market for a pc, but rather then market it as a service you can provide for the new computer that they purchased elsewhere - market it as an added value you get by purchasing a computer from you.

As the train picks up, then you can start marketing it on a wider scale, targeting those other shoppers as well. To me, this approach would allow you to gain some revenue from the first market you targeted, to help fund marketing to the very large second market.

The catch. I don't want to sell computers. Not right now anyway. I did custom builds years ago but really don't want to now.

The largeness of this is if the community wants it that big. On the flip side it could just be a nice buyers guide for the industry.

For those of you that have not figured this out about me.... I always think... What is the end result that I want to achive. This end result is massive... big something that is my wildest dream and goal. Then I break it down to the smallest element and decide will this contribute to the end result. If it does I lay that single brick and move on to the next.

If the end result if half as good as the final vision I am still better off.

So the most basic emelent of this would be what Scopes of work would you have for new computer services.

 

[Wheelie]

Try to, instead, focus on building your client base. If you have a happy client base you will beat Geek Squad very easily. Happy clients will work very hard to refer you to their friends. And they'll do it at no cost to you **except** you have to bend over backwards to make your clients happy with YOU.

Once you achieve this - then YOU will sell your customers new computers and YOU will be asked to come set them up.

I buy Dell PC systems (computer, keyboard, mouse & 20" or 22" LCD), mark them up $100, and offer them to my clients. They have the choice of taking them as-is (in the factory sealed Dell box with a full 1 year NBD on-site warranty) OR I can deliver it to them, set it up, tune it up, install whatever software they need, transfer data and e-mail from their old PC to the new one at my hourly rate.

Another reason to offer PC's is so you capture all the business no matter what they do. Example: Say your working with a customer and he says: "$245 to fix my PC?" and you say "yes it has $110 in parts and $135 in labor." His/her comeback is: "heck I can get a new PC for $450." And you say: "Oh. I have brand new Dell PC's in the factory sealed box with a 1 year on-site warranty. Would you like me to give you a firm quote?" Either way you can get the business (9 times out of 10) IF THEY TRUST YOU.

I inventory a selection (good, better, best) of Dell's so I can capture the business. If your clients trust you (and that is HUGE) they will call you - not GS. Trust me - most people hate GS so they are looking for anything that will get them out of that money hole. I sell about 10 PC's a month this way and 99% of my customers ask me to do it all.

It takes a lot to be successful in this business. YOU are your business. Not only do you have to be a good technician but you also have to have a desirable personality. When you can properly communicate with your customers you will beat GS (and your other competitors) at this game. Unfortunately marketing material just will not do the work for you. You must be your best marketer.

 

[Mushin]

Try to, instead, focus on building your client base. If you have a happy client base you will beat Geek Squad very easily. Happy clients will work very hard to refer you to their friends. And they'll do it at no cost to you **except** you have to bend over backwards to make your clients happy with YOU.

Once you achieve this - then YOU will sell your customers new computers and YOU will be asked to come set them up.

I buy Dell PC systems (computer, keyboard, mouse & 20" or 22" LCD), mark them up $100, and offer them to my clients. They have the choice of taking them as-is (in the factory sealed Dell box with a full 1 year NBD on-site warranty) OR I can deliver it to them, set it up, tune it up, install whatever software they need, transfer data and e-mail from their old PC to the new one at my hourly rate.

Another reason to offer PC's is so you capture all the business no matter what they do. Example: Say your working with a customer and he says: "$245 to fix my PC?" and you say "yes it has $110 in parts and $135 in labor." His/her comeback is: "heck I can get a new PC for $450." And you say: "Oh. I have brand new Dell PC's in the factory sealed box with a 1 year on-site warranty. Would you like me to give you a firm quote?" Either way you can get the business (9 times out of 10) IF THEY TRUST YOU.

I inventory a selection (good, better, best) of Dell's so I can capture the business. If your clients trust you (and that is HUGE) they will call you - not GS. Trust me - most people hate GS so they are looking for anything that will get them out of that money hole. I sell about 10 PC's a month this way and 99% of my customers ask me to do it all.

It takes a lot to be successful in this business. YOU are your business. Not only do you have to be a good technician but you also have to have a desirable personality. When you can properly communicate with your customers you will beat GS (and your other competitors) at this game. Unfortunately marketing material just will not do the work for you. You must be your best marketer.

Wait.... We are getting off topic on this.... There are many here that are not in a position to carry inventory of computers or they just don't want to be in that segment. Granted all your points are true for those that would like to stock computers etc... You could also do this without stocking computer if you did custom builds.. but that is anohter topic all together.

This is a proposed project for the entire community and IS a way to build your client base. By getting to the clients first and doing exactly what you said and bend over "backward to make your clients happy." This goes withoug saying.

So... Anyone interested in a community project.. perhapse the idea I proposed or another one?

 

[jugdish]

Mushin, I like your enthusiasm! I am brand new here, but I have some experience with what you are suggesting because I worked for the Geek Squad before they were owned by Best Buy and for a few years after they got bought out by Best Buy. I think you might be able to get some new computer setup business by advertising that you do that service, but I do agree with Wheelie and ProTech that you would be better off focusing on your client base and letting them know that you offer this service. That way next time they go to buy a computer they will remember that you can set it up for them.

Geek Squad has a giant advantage in that Best Buy sells thousands of computers a day and the service is just an add on to the price of the computer. This was one of the main reasons that the founder of the Geek Squad approached Best Buy and started a partnership before the buy out. When I started at the Geek Squad we didn't do a whole lot of new computer setups, because we didn't sell computers.

I don't want to sound like I'm all pro Geek Squad, but there is alot that can be learned from their success. The company started as a one man shop that he grew into about a 35 person shop (around the time I started there), and then sold to Best Buy for a few million dollars. I'm not saying that is what we should all be aiming to do, but that 35 person shop was making some pretty good money and could have continued for a long time.

 

[NickCat11]

I don't want to sound like I'm all pro Geek Squad

That's probably a good idea

 

[Wheelie]

Why is everyone so fearful of Geek Squad? It is easy to undercut their pricing and to give better service. Do not underestimate the the marketing strategy called "word of mouth". That is how you beat Geek Squad to the customer.

 

[Wheelie]

... The company started as a one man shop that he grew into about a 35 person shop (around the time I started there), and then sold to Best Buy for a few million dollars. I'm not saying that is what we should all be aiming to do, but that 35 person shop was making some pretty good money and could have continued for a long time.

That is very interesting.

 

[NickCat11]

Why is everyone so fearful of Geek Squad? It is easy to undercut their pricing and to give better service. Do not underestimate the the marketing strategy called "word of mouth". That is how you beat Geek Squad to the customer.

Who here is fearful of GS? I'm not, I think they're a ripoff and provide crap service, that's all.

 

[Mushin]

No one interested in a community project.

Well, I guess no one is interested in a project that will benefit the community. Granted there is talk about growing your customer base... but I think setting up computers that are purchsed from retailers is a good way to go.

Everyone keeps talking about Geek Squad and Best Buy but there are also all the other retailers like Wal-Mart. Etc.

Gaining these customers with any type of service that is not "repair" related is the foundation of growing your customer base. It give you the opportunity to "get to the customer first" this will give you an edge up when they do have problems and need repairs.

Lets keep this in mind... growing your customer base means getting in front of customers. I for one am growing my customer base every day so that is not a worry on my end. Still I would love to colaborate with others on projects that advance our businesses as well at the industry by educating clients that we perform the same services and can provide a better value.

 

[jugdish]

Mushin, I think that everyone would agree that getting new computer setup business from any retailer big or small would be a great way to grow business, but like many people have already said, you almost need to sell computers to get that business.

The key question is what are you going to do to make that customer who is standing in a big box buying a computer think, I'm going to have Mushin set this up instead of just adding an additional $129 to have this big box deliver it and set it up in my house? Especially if they have no idea who you are.

 

[MrUnknown]

The key question is what are you going to do to make that customer who is standing in a big box buying a computer think, I'm going to have Mushin set this up instead of just adding an additional $129 to have this big box deliver it and set it up in my house? Especially if they have no idea who you are.

I back up this comment. The ONLY way this would work is if you have a deal with the business to recommend to the customer your services for every purchase. While this is possible for smaller stores, I highly doubt a local Wal-Mart would agree to something like that, or even if the store manager has the authority to initiate a partnership.

 

[Wheelie]

Mushin,

I know you do not want to hear this but the tried and true way to "get in front of the customer" is by consistently following a (loose) set of rules. This is the only way I know how to win customers - it has worked consistently for me for 5+ years. You can get your customers to advertise your business for free by word of mouth by following these critical steps (I have little or no advertising budget yet a very healthy gross revenue):

• Be a very good skilled and knowledgeable PC technician
• Price your work fairly for your market
• Never take advantage of a customer
• If a dispute ever arises immediately give the work away and do it with sincerity and a smile on your face. It removes any doubt whether or not you are honest and you will get their future business (the customer is always right). You need his/her referral. Your loss is minimal compared to the benefit of keeping the customer.
• I cannot overemphasize the importance of communicating honesty - trade anything you have for it - including time and materials
• Be very good at setting the customer's expectations up front. Therefore no surprises when he/she picks it up.
• Be good at delivering at the price you quoted
• Dressing appropriately (very important)
• No bad breath or BO (very very important)
• Making constant eye contact while talking (very very very important)
• Don't overdo it with contracts and exceptions and things like that. They're negative - keep it light and happy.
• Keep your car clean
• Be organized in the way you operate

I'm sure there's more to it but these things are critical to making sure that YOU get the call when they buy a new PC, need a wireless network, have a virus, get a Blue Screen, have a dead power supply, etc. You do NOT just want the new PC set up business segment. There's a heck of a lot more to this business that just that. If you can do the things listed above AND you have a good market in your area you WILL be wildly successful beyond your dreams.

If anyone can add to this list please do so. It will help Mushin and others here to be successful in their businesses.

 

[frostbyte5014]

The best way I know to do this would be to setup shop near the big box store and advertise to all who pass by. I know a few shops that have done this and they have a very good business. They are always pulling in customers that have just left the big box store unhappy about something. Maybe even renting a billboard near the big box store.

 

[Mushin]

If anyone can add to this list please do so. It will help Mushin and others here to be successful in their businesses.

This list is very similar to an actual GS Training manual... (Not any less true though)

Funny that you assume that I am not successful in my buisness. It seems that you feel that I am inexperienced... I don't assume that you lack expereince.

I don't want to spout credentials but I have been in the industry long enough to know the basics and that is what these are the basics.

Now I do assume that many hear alreay have the basics mastered so I prefer to really dig into thigns. To provoke critical thought... Is new pc servcies a valid place to grow a business?... Sure..

I would ventrue to guess that somone may even be able specialize in this aspect of the industry. Or a busienss may want to send out their new employees on the setup calls untill they reach a level that the owner is confortable with. Then move them into full repairs... etc... After all not everyone is equal when it comes to people skills or dealing with difficult client situations like you have pointed out in your list.

 

[Wheelie]

Mushin,

I apologize if I implied you were not successful in your business. I did not mean to say that (nor did I say that).

You defined successful as "being the first to reach clients in our market areas". A noble endeavor for sure.

I gave you a list of basic items to follow to do that because that is exactly what gets me in front of my customers. Whenever my customers have a computer issue they call me. But I do not think "a computer services buyers guide, other markeing materials" will substitute for the basics.

I'm flattered that my list is very similar to Geek Squad's training manual - that list is what I created for myself and one I follow so that my small business is successful and I simply wanted to share that with you. It is totally responsible for how I am successful at being the first to reach clients in my market area. I do not think a "computer buyers guide" or a "scopes of service" will do much if anything toward putting you in front of potential customers.

If you want to be called for "new computer setup services" (or all computer related services for that matter) you need to have a reputation in your community for doing that. The only way I know to do that is by getting new business by word of mouth. I was simply letting you know I did it by using the guideline I posted (that Geek Squad stole from me!).

"Build it and they will come."