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