| So you're thinking of buying a new computer... | | | | dollars. Many computer buyers expect that there is a |
| Where do you start? There are so many brands and | | | | significant amount of "wiggle room" on the price. |
| models of computers available, and it can all be a little | | | | The reality is that most computer hardware - the |
| overwhelming when you start to look around. | | | | physical pieces like the computer, monitor and printer - |
| How do you decide what type of computer you | | | | is sold at very low profit margins. Often, computer |
| need? And perhaps more importantly, how do you | | | | systems are even sold at or below the dealer cost. |
| decide what the best value is? | | | | When you're buying a computer, it never hurts to ask |
| I have sold computers professionally for almost 20 | | | | for a better deal, but don't be surprised if you only get |
| years, and there are certain "tricks of the trade" that | | | | a few dollars off, if anything. |
| most computer stores and salespeople use. Knowing | | | | Over the close to 20 years I sold computers, I |
| these secrets can make your decision easier and will | | | | watched the profit margins go from over 40% to less |
| help you buy the right computer for your needs. | | | | than 5%. It's almost embarassing to offer a $20 |
| 1. Buy What You Need, Maybe a Little More | | | | discount on a $2500 computer system, but that could |
| One of the most important things you can do when | | | | mean the difference between making and losing |
| buying a new computer is make a list of the things that | | | | money on the sale. |
| you will be using it for. There are so many different | | | | What you can do to get the best price is to do some |
| models - with different capabilities - that you can easily | | | | comparison shopping. Most computer stores offer |
| buy more, or less, than you really need if you don't. | | | | price-matching guarantees, so if you find your |
| If this is your first computer, this can be a little tougher. | | | | computer for less at another store, most dealers will |
| Until you've used a computer, it's hard to know exactly | | | | match or beat that price, even if it means they lose |
| what you might want to do with it beyond the obvious, | | | | money. |
| like connecting to the internet. | | | | 4. How Do Computer Stores Make Any Money? |
| Regardless, you should think about some of the things | | | | You might be wondering how these computer stores |
| you might want to do. Some possibilities include: | | | | make any money if they're selling computer for so little |
| - Connect to the internet | | | | profit. |
| - Play games | | | | Their money is made on add-on items. The highest |
| - Digital photography | | | | profit areas in most computer stores are cables and |
| - Digital video | | | | "consumable" products such as printer ink and paper. |
| - Type documents | | | | Printer ink is a huge money-maker for most computer |
| - Accounting | | | | stores (even more so for the printer manufacturers). |
| - Design websites | | | | Why is this? Once you've bought a printer, you're going |
| - Programming | | | | to have to replace your ink at some point, and continue |
| - Digital scrapbooking | | | | to replace it as it runs out. |
| - Geneology | | | | Most chain computer stores and office supply stores |
| Some of these things need more power than others. | | | | that carry a large selection of ink cartridges make |
| For example, connecting to the internet really doesn't | | | | more from ink than they do from the computers |
| need a lot of power. Even the most basic computer | | | | themselves. |
| available will probably work just fine. | | | | Cables also have huge markups. A cable that costs |
| Digital video and many games need a lot more power. | | | | the store $2-3 will often sell for $20-30. That's ten |
| If you don't get a fast enough computer with enough | | | | times their cost! |
| memory, you'll be disappointed with the performance. | | | | If you're buying a new computer, you will likely need to |
| Knowing what you're going to be using your computer | | | | buy some cables. Some items - printers, for example - |
| for will help your salesperson, whether they're on the | | | | don't often include the cables needed to hook them up. |
| phone, the internet or standing in front of you, | | | | Many printers also come with "starter" ink cartridges |
| recommend the best system for your needs. | | | | that are only half-full. You might also want to pick up |
| As a general rule you're always better off buying | | | | some extra ink cartridges. |
| more power than you need rather than less, but buying | | | | This is where you should be able to negotiate a better |
| too much can be a waste of money. | | | | price. Don't expect the salesperson to throw them in |
| 2. Warranty Considerations | | | | for nothing, but they should be willing to offer you a |
| Computer warranties are one of the most confusing | | | | better price. After all, if you're happy with their service, |
| and obscure parts of your purchase. Most | | | | you'll probably continue to buy your ink, paper and |
| manufacturers have cut back on their customer | | | | other products from that store in the future. |
| service to the point where poor service has become a | | | | 5. What Software is Included? |
| given. | | | | The last secret of buying a new computer has to do |
| The three most common options are onsite, carry-in or | | | | with the software that is included. Most new computer |
| manufacturer's depot service. | | | | systems include quite a few programs and sometimes |
| Onsite service can be helpful, but think about whether | | | | the value of the software can be quite high. |
| you want to have to be available for a technician to | | | | Something to watch out for when looking at the |
| come and diagnose your computer, and possibly have | | | | included software is "trial versions" or "limited editions". |
| to come back with parts at another time. | | | | Many programs that are preloaded are either crippled |
| Carry in service is a good option, but find out whether | | | | versions that don't have all the features of the full |
| the service center is factory authorized for warranty | | | | program, or trial versions that will only run for a certain |
| repairs, as well as whether the technicians are all | | | | amount of time before they expire. |
| certified. | | | | Computer are often sold with trial versions of the |
| Shipping your computer to a factory service center | | | | following types of software: |
| can take a long time - sometimes a number of weeks. | | | | - antivirus |
| It also creates risk that your computer will be | | | | - firewall |
| damaged or even lost in shipping. In some cases, the | | | | - MS Office or other office suites |
| manufacturer will even replace your computer with | | | | - Accounting - both business and personal |
| another unit and ship it back to you, rather than | | | | The computer manufacturers generally don't make it |
| repairing it. This can result in your losing any information | | | | easy to tell whether the software on their systems |
| that was on your system and having to reload all your | | | | are trial versions or limited versions. This is a question |
| software. | | | | that you should specifically ask if you can't find the |
| Another aspect of the warranty to find out about is | | | | answer in their promotional information. |
| technical support. Find out if the computer | | | | If you're buying a new computer with trial versions of |
| manufacturer offers a toll-free phone number and | | | | the software, keep in mind that you will need to pay to |
| what the quality of service is like. | | | | continue using it after the trial period is over. This is an |
| The better computer salespeople will be honest about | | | | added cost that you need to consider as part of your |
| this and tell you if a company's service leaves | | | | overall budget. |
| something to be desired. You can also do some | | | | These five "secrets" of buying a new computer are |
| research on the internet - most of the computer | | | | fairly common sense, but they are not always made |
| magazines like PC Magazine and PC World have | | | | clear up front. Knowing what to ask will help you in |
| annual customer service comparisons that rate the | | | | two ways. First, you can be sure you are getting the |
| larger computer companies. | | | | right computer for your needs. |
| Always find out how the warranty is handled before | | | | Second, if the salesperson or company that you're |
| making your decision. Even if it doesn't influence your | | | | dealing with explains these things to you without being |
| choice, knowing what to expect if something does go | | | | asked, you'll know you're dealing with someone who is |
| wrong will save some nasty surprises down the road. | | | | honest and upfront. |
| 3. Can You Negotiate the Price Down? | | | | Knowing you can trust the people you're dealing with is |
| A computer is a relatively large investment - | | | | an invaluable feature of your new computer system. |
| anywhere from a few hundred to a few thousand | | | | |