Appearing to confound most conventional wisdom, small US companies are extremely satisfied with the computer implementations they receive from computer dealers and resellers, and will continue to rely on them for their hardware and software needs, according to a survey conducted by The Gallup Organisation. The survey results contradict reports that the dealer channel is not providing a high-quality service and support for small-business customers. Gallup conducted telephone interviews with 500 specifiers, recommenders and buyers of microcomputer systems from small businesses with sales between $1m and $19.9m. Of the 500 respondents, 75% indicated that their company’s computer equipment is usually purchased directly from a dealer or value added reseller. Fewer than one in five usually purchase equipment directly from a manufacturer, while only 13% usually use mail order firms for their equipment purchases, and a mere 2% purchase equipment exclusively through mail order. Price war
Of the majority that buys from dealers, 77% agree that the dealer was thoroughly knowledgeable about his products and services. From the same subset, 63% agree that the dealer that sold the equipment took time to understand their business needs, while 61% agree that the hardware and software recommended by the dealer met all of their objectives, and 60% agree that service is the most valuable benefit they received from their dealer. According to the survey, training appears to be a weakness of personal computer dealers. Only 31% of those businesses that bought their equipment from dealers or value added resellers agree that their personnel were thoroughly trained on the system by the dealer. Small businesses that buy equipment from dealers, says the survey, credit the dealer with helping them find the best computer solutions, rather than selling a low-cost system that may not meet their needs and expectations. And despite the swirling price war wrecking everybody’s margins, 81% of respondents said they would not shop for price alone the next time they buy equipment. The survey asked respondents about the availability of services that are most important when specifying, recommending or buying hardware and software. Regardless of where purchased, 96% of the total sample replied that repairs were important in their decision. After sales support was an important factor for 92%, training for 84% and system installation for 81%. Of these respondents that purchased equipment from a dealer, 78% said that the dealer provided after sales support and 74% said that the dealer provided installation and repairs. The survey results were introduced at a press conference sponsored by ABCD, The Microcomputer Industry Association, and it was attended by executives from Apple Computer Inc, Compaq Computer Corp, IBM Corp, Inacomp Computer Centers Inc, Intelligent Electronics Inc, JWP Information Systems, MicroAge Inc, NEC Technologies Inc, The Interface Group and Zenith Data Systems. The Association commissioned Gallup to conduct the survey because of growing concern that computer dealers and value-added resellers, the traditional sales channels for microcomputer products, are perceived as unable to meet the needs of small business customers due to a lack of resources and poor service capabilities.
