The Dilemma of Profit vs. Customer Benefit in PC Sales and Repair

Should My Profit Come First or the Customer's Benefit?

As a PC Technician and Sales Representative, this dilemma is ever-present. I am both an engineer who repairs PCs and a salesperson who sells new products and components. When my technical skills are needed, I provide the service, and simultaneously, I also sell new products. This is how most PC technicians operate.

The question that always arises is: Should my profit come first, or should the customer's benefit be the priority? This is a common dilemma for salespeople in any field. Of course, there are salespeople whose primary goal is to maximize their own profits. For top salespeople, this is often considered a necessary trait. However, is it truly the best choice to prioritize my profit and my company's profit over the customer's needs?

The customer's options are not A, B, or C. 
They are limited to the choices presented by the PC Technician and Sales Representative.

If a 5-year-old PC breaks down, is it better to repair it or buy a new one? As a PC Technician and Sales Representative, should I suggest repairing it or advise that it is irreparable and recommend a new product? While suggesting a new product does not guarantee the customer can afford it, assuming the customer has the financial flexibility to either buy a new one or repair the old one, what should I recommend?

From the perspective of a PC Technician and Sales Representative, selling a new product would be preferable because it yields a higher margin. However, from the customer's viewpoint, if their 5-year-old PC has been meeting their needs without significant performance issues, repairing the broken part at a reasonable price could be a viable option.

But if the customer is not well-versed in PCs and the PC Technician and Sales Representative falsely claims the PC is beyond repair to push a new product, the customer is left with no choice but to buy a new one.

For a PC Technician and Sales Representative, the customer's options are not a range of choices like A, B, or C; they are limited to what the technician presents. If the technician claims that the only solution is to buy a new PC without mentioning the possibility of repairs, the customer has no other choice but to follow that recommendation. This is because the customer often lacks the knowledge to determine if their PC can be repaired.

Of course, if the customer seeks a second opinion from another PC Technician and Sales Representative, they might find out that repairs are possible. However, most customers tend to rely on the first technician they consult.

What would be the best recommendation for both myself and the customer?

As a PC Technician and Sales Representative, I constantly wrestle with what the best recommendation is for both myself and the customer. Balancing my profit with the customer's benefit is a persistent challenge.

If I prioritize my profit, my short-term income will increase. However, I question whether the customer will ever return. While they may not realize it immediately, eventually they will come to understand that my recommendation was not in their best interest, and trust in me will erode.

On the other hand, if I always put the customer's benefit first, my income might drop to the point where I can no longer sustain my business. The company may see lower sales figures, and if I run my own shop, I might struggle to keep it open. I have seen many skilled technicians who fail to make money. They are honest and trustworthy, but their excessive honesty and rigidity hinder their sales. Ironically, these individuals often possess excellent technical skills.

From the customer’s perspective, these PC Technicians and Sales Representatives are not ideal either. Their honesty and technical proficiency are commendable, but their business doesn't last long due to poor sales skills.

I often hear customers say, "He did a great job fixing it, but when I called, he had moved on to something else." In the customer’s view, this person was a great technician but not a salesperson. If sales aren't achieved, they lose their job, and the customer loses a reliable technician.

If sales aren't achieved, the technician loses their job, and the customer loses a good engineer.

Therefore, finding a balance between my profit and the customer's benefit is crucial. In the long run, I need to ensure my profit to maintain a sustainable income and continue my work. Focusing solely on the customer's needs isn't feasible, but neither is prioritizing my own profit entirely.

If I think only of my own profit, customers will only come to me once. They won't return for a second or third visit, and I'll have to constantly find new customers, which is incredibly challenging. In sales, it's important to build trust with existing customers so they keep coming back while also attracting new ones.

Conversely, if I consider only the customer's perspective to the point where my income steadily declines, I'll eventually have to quit the job. This wouldn't benefit anyone.

PC Technicians and Sales Representatives need to find a middle ground. This balance is necessary not only when meeting new customers but also when dealing with existing ones. It's an ongoing consideration about what options to present to the customer. Most PC Technicians and Sales Representatives will understand this struggle.