Should Someone Selling Computers Also Understand How Computers Work Or Is A Computer Just Like A Washing Machine?

The mission of a salesman is to sell goods. Salesmen that are not skilled in the craft of selling end up not making sales. This is true whether the salesclerk 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 something goes wrong with a car while it is under warranty we return it to the car sales yard and they organise their motor mechanics to fix it. A computer shop usually is a one or two man concern so if they were to employ a technician to fix the failures then there are fewer people doing the selling, sales decline, and prices have to shoot up to compensate. Many bigger computer retailers do employ technicians and their prices as you would expect are often larger than the cheaper one and two man concerns.

With a smaller shop, the salesclerk do have to double as technicians or they run into real difficulties when anything stops functioning correctly on a computer they just sold. Another argument is that there are scarcely any different models of car but each computer is unique. Even two computers of identical hardware setup often have some differences in the software installed on them. With computers, even the order in which various software is loaded can affect the operation 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 clobbered and the system totally screws up.

The real dilemma is that salesclerk don't make good technicians. They are very distinct skills so if someone is proficient at one, they are usually lousy at the other. I (for example) make a very poor salesman.
Another impact of salesperson not being technicians is that lots of them do not even understand the nomenclature associated with the product they are trying to sell. This is all very well for basic 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 understand what these are then how can they 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 needs.

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 marketing anything at the show, they were just showing these three motherboards. I asked the person on the stand if one of the motherboards had bus-mastering. He couldn't answer the query 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 fix 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 evolved. Now there large numbers of people who get a basic computer to run stock standard software to perform a few simple operations 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 shop assistant because he and they don't know any better.

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