The function of a salesman is to sell something. Salesmen that are not good at in the art 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 should we expect 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 store usually is a one or two person operation so if they were to employ a technician to fix the problems then there are less people doing the selling, sales fall, and prices have to increase to recompense. Many larger computer stores do employ technicians and their prices as you would expect are often larger than the discount one and two man operations.

With a smaller concern, the shop assistant do have to double as technicians or they run into real trouble when something stops working properly on a computer they recently sold. Another argument is that there are only a relatively few distinct 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 sequence in which various software is installed can affect the functioning 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 stuffs up.

The real problem is that shop assistant don't make good technicians. They are very different skills so if someone is good at one, they are often lousy at the other. I (for example) make an extremely poor salesman.
Another effect of salesperson not being technicians is that many of them do not even grasp 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 salesclerk doesn't grasp what these are then how can he make the sale. Some stores 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 holding 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 fellow on the stand if one of the motherboards had bus-mastering. He couldn't address the question because he didn't know 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 predicament 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 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 salesclerk because he and they don't know any better.

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