Build a Brand, Charge More.
When starting a computer repair business, technicians often sound pretty much the same: "I'm going to give them the best value around." Given their lack of experience, they are unaware of the true cost of running a real business, and won't be able to profit enough to live off of it. Unless you are just looking for part-time work, create a brand to back yourself up, and then charge like the professional that you are supposed to be. The Geek Squad can charge $300 for on-site virus removal because of their brand. You must do whatever it takes to get your name out in a concentrated region around your service area. With a strong brand, you can charge a bit less than the Geek Squad does and do pretty well.
Here are some brand-building tips for your computer business:
- Start with a good name, logo, and website. Don't create these all yourself unless your are truly an anomaly of a technician.
- Earn some good reviews. Help facilitate the tedious review process by emailing your customers a link to your online business presence at the Yellow Pages, Yahoo Local or Google. (You should have already collected their email address on your agreement form.) You might even make an account for them to use ahead of time. Here's how you go about this: after they've praised you for saving them, say, "I'm glad to have helped! Would you mind writing two sentences as an anonymous testimonial?" When they say "yes", you respond, "Wow, thank you! I will email you." Create an account and email them a link with the username and password to sign in and review you. You have time to create an account. They don't.
- Frequency, frequency, frequency. Make sure your name appears in as many local public stores as possible. Negotiate discounted computer service with the store manager or owner in exchange for placing your fliers in prime store real-estate. This is going to be tough, since you might not be much of a salesman; if it is tough, I suggest focusing on your salesmanship. Geek Squad gets by on mostly salesmanship with a sprinkling of technical skill. At least learn the basics, and then practice them; combined with strong technical skills, you should dominate. Multiple mediums especially help. Show up on local websites and Internet banner ads. The easiest way is through PPC ad brokers like Google, Yahoo and Microsoft. Join the local Chamber of Commerce and appear in networking events. Consider whether you might offer a deal on one of your services through a coupon publication.
- Get a car magnet and proudly display your professional logo. Unless you have a beater, that is
