tech options

Buyer Beware
How Not to Buy a Computer

By Theo Gantos

Computer horror stories are as commonplace today as car buying nightmares once were. Most everyone you talk with has their own computer war story to recite. Many of these can be prevented with a little foreknowledge. This week I’ll discuss ways that technology buyers can beware of the pitfalls.

A local computer store can be a great resource when you’re in need of something quickly. Asking for advice on technology from sales clerks is another matter. The most naive buyers are the most vulnerable. Unscrupulous sales clerks can literally rob you blind if you let them. Most work on commission. In addition, there are also special promotions where a salesperson can earn extra dollars by selling specific products. The conflict of interest is clear, but unlike other professionals, most salespeople will not tell you when their advice may be biased due to such a conflict. Get someone you trust to help you or even hire a consultant to help match your needs with the appropriate solutions. Just don’t walk into a computer store with your eyes glazed over and credit card hanging out.

Follow The Leader?

Follow the leader is another way to get into trouble. Don’t use a particular piece of software or hardware because “everyone else does”. Every business is different and not every business should be using Quickbooks. Converting to new software can often be a painful process for the inexperienced. Many people will gloss over the pain or may not be aware of problems when they recommend a solution. Owning a personal computer and subscribing to a few magazines does not make someone an expert any more than reading medical books and having surgical instruments makes him a doctor. Technology solutions always sound better than reality.

Don't Take the ReBait

Watch out when looking for bargains. Often products are on clearance because they are flawed, discontinued, have poor software or support, or are inferior in some way. Manufacturer rebates can save you money but have “fine print”. Don’t wait till you have the product home to read the rebate coupon. Read it BEFORE you buy and make sure to check the expiration date. Most manufacturers will want the ORIGINAL receipt and will not accept a copy. Have the cashier ring rebate items up separately to be on the safe side. Rebates are usually limited to a quantity of one, so don’t count on buying up the whole store and cashing in the rebates. Send rebate coupons by certified mail with return receipt so you have proof. Getting a receipt lost in the mail can be an expensive lesson. .

Get Supported

Support is a vital part of any technology solution. Whether software or hardware, good support can make a lot of difference. Brand A may be cheaper than Brand B because B has poor support or a shorter warranty. Don’t take someone’s word for it. If they are wrong you will pay for it so read the warranty beforehand if you’re not sure. There are three quality levels of support from best to horrible. Find out what kind of support is offered.

Let’s talk about the best first. Free, onsite support is of course the best. Next comes the toll-free call-in or carry-in support. The quality varies with the length of hold time and the knowledge level of the person you get. The best companies pay a lot of attention to their support, and often improve the quality by having design engineers man the phone for a few hours at intervals. Get a case number and document your calls in the event the procedures given to you fail to solve the problem.

The next level of support can be as effective if used properly. Many companies offer free help lines (you pay the long distance). This can add up if the hold times are especially long. Usually you get the raw recruits first so be patient and explain the problem carefully. Don’t be afraid to ask to “escalate” the call. This is the code word for moving up the experience or urgency ladder. Be honest about the impact of the problem. Printing payroll checks is much more important than adding product photos to inventory records. The initial call taker is like the triage nurse in the emergency room. She assesses the situation and assigns priority based on the nature of the problem.

Waiting For A Callback?

Call back support,where you call in, explain the problem and a technician calls you back is the worst, and unacceptable to me in most cases. This turns into a game of phone tag and usually you can’t reach the tech directly but have to go through the call center all over again just to find out the tech will have to call back again, ad infinitum. Some companies will even require you to provide a credit card in advance which they charge for the call. They say they will refund the charge if the issue is one covered by the warranty. Visioneer is one company whose products I no longer recommend because of their poor support policies. Microsoft NT Server is another example. Microsoft charges $195 per incident for phone support. (Or thousands per year for unlimited hotline support) This virtually guarantees that you will need to hire an expert to manage your Windows NT servers. Apple Workgroup Server support is included free for one year, and is available 24 hours /7 days.

Don’t let price alone or a good sales pitch sway you from evaluating all the aspects of your technology purchase. You can be your own worst enemy so let logic prevail.

Theo Gantos is president of TEKA, a technology consulting firm. Contact him: