Tech sellers could do better

By VIKKI BLAND

If you've ever walked into an electronics store and felt you knew more about computer hardware and software than the salesperson, you're not alone.

Last year, a home office worker walked into her local Noel Leemings branch looking for a new computer monitor with a TFT screen. At the monitor display she asked the salesperson to describe the difference in quality and features between the different TFT screen brands.

"No idea; they're all the same I think. But we sell a lot of this one," said the salesperson. The woman then suggested she'd prefer a TFT monitor with a high maximum resolution.

"What's that?" the salesperson responded.

Then there's the home-movie maker who turned up in the photography section of his local Bond and Bond store looking for a high-spec camera. When he asked to be shown new models of digital video cameras, the salesperson proceeded to show him analogue cameras with digital features and older model digital cameras. When the buyer asked the salesperson if he was aware how the technology had progressed, it quickly became apparent the salesperson didn't have a clue.

It seems there's a gap (it could even be a chasm) in the retail IT market which could be filled by people with specialist IT knowledge and an ability to sell. And with companies such as The Warehouse now selling computers along with software, printers and consumables, opportunities in IT retail sales and servicing could be opening up.

But where are the careers opportunities in IT retail? And what's the pay like?

Murray Wood, managing director for Apple computer specialists Magnumac, says his salespeople are paid between $24,000 and $36,000 for general sales, although significantly higher salaries may be paid to people who can specialise.

Perhaps as a result of these salaries, careers in IT retail tend to attract younger people. The average age of Magnumac salespeople is 28, and although retail experience can lead to career opportunities in retail management, Wood says younger employees tend to leave after a few years on their OE.

He says males outnumber females in the IT retail sector.

"We rarely get women applying. I think males are a bit geekier and more interested in personal computing. Women tend to hang back a bit."

For both genders, a personal interest in information technology and a natural sales ability are considered important by IT retailers. Wood says candidates with those skills have as good a chance of employment as someone with IT industry experience.

"We do ask for knowledge of the computer industry and Magnumac requires digital music and photography specialists. But we may revise that; general sales ability is more valuable and IT information is easy to boff up on."

Or is it? Brian Hopwood, managing director of computer servicing firm Henderson Computers, says he prefers to employ experienced specialists on contract and pays them $64 an hour.

"That way I don't have the hassle of paying someone [less experienced] $20 an hour, plus PAYE, sick leave, annual leave, maternity leave and other bureaucratic requirements."

Hopwood says his contract employees have typically completed an IT training course and then kept up to date with the industry.

"If people do a job on my behalf then it's my embarrassment if they do it wrong and it will cost me if it has to be done again."

While Hopwood's business is small, his philosophy could easily be adopted by larger retail sales and service companies.

Simone Iles, general manager of sales and marketing for Big Byte [computer technology] Stores, says Big Byte already believes in having well trained salespeople on the floor.

"We're not suggesting everyone on the shop floor is a network expert; we have technically qualified people in our business solutions centre and PC clinic for that. But our salespeople receive training on standard products as well as products that use new technologies in areas like wireless, mobile telecommunications and digital photography."

Iles says Big Byte stores have an advantage because they focus on computing and technology.

"General electronics stores have a wide product range and so their salespeople tend to have a wide knowledge rather than deep knowledge."

So what qualifications do Big Byte stores look for in their IT salespeople?

"They do not need to be IT experts but they do need to be interested in technology. What we mainly look for is a [professional] attitude and customer service ethic. The salesperson has to be able to quantify what the customer's need is."

The lady needing a new monitor and the guy looking for a new camera couldn't agree more.