Tech Talk - Tech Business Show by Tech For Techs

Discounting can feel like the fastest way to save a sale. It can also be the fastest way to damage your margin and your confidence.

When a customer says the price is too high, the first instinct may be to defend it or cut it. Both reactions can damage trust. A price objection is often a request for clarity, reassurance or a different option.

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A price that wins the job but loses the profit isn’t a win.

Price should fund the service you promise. If it leaves no room for proper testing, good parts, insurance, training and the occasional difficult job, the customer may receive a cheaper invoice but a weaker service.

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Diagnosis is valuable work. Treating it as free teaches customers to value it at exactly that price.

Diagnosis is skilled work. It uses time, tools, experience and judgement, even when the customer decides not to continue. Treating it as free teaches customers that your most valuable thinking has no value.

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If you don’t know what an hour really costs you, every price is a guess.

Your wage is not your hourly cost. A charge that looks generous compared with an employee’s pay can still be unprofitable once non billable time, rent, vehicles, software, insurance, tools, tax and rework are included.

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Confused customers don’t buy. A service menu should make the next step feel obvious.

Customers rarely buy a technical process. They buy a working laptop, safer data, a faster office or the relief of knowing somebody dependable will answer when there's a problem. Your service menu should make those outcomes obvious.

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Repair Shop, Callout Service or MSP: Decide Which Business You Are Building

A repair shop, a callout service and an MSP can sit under one brand, but they can’t be run as though they’re the same business.

Many independent tech businesses operate three models at once. They repair devices, visit customers and provide ongoing business support. That can be a strength, but only when the services work together rather than compete for the same time.

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If your target customer is ‘anyone with a computer’, your marketing is trying to speak to everyone and connecting with almost no one.

Trying to serve everybody usually produces a long service list, confusing marketing and awkward jobs that never quite fit. A clearer target customer makes pricing, advertising and daily decisions much easier.

About the author

This article was written by Mr Philip Griffiths of Tech For Techs Group Ltd, drawing on his own words, knowledge and first-hand experience of owning and operating a nationally award-winning computer repair business. It has been professionally edited and approved for publication.

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Technical skill may have started your business, but technical skill alone will not keep it healthy. A busy bench, a full diary or a long ticket queue can feel like success while cash, time and customer confidence quietly disappear.

About the author

This article was written by Mr Philip Griffiths of Tech For Techs Group Ltd, drawing on his own words, knowledge and first-hand experience of owning and operating a nationally award-winning computer repair business. It has been professionally edited and approved for publication.

www.TFTMAX.com
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Join us live for a special Tech Talk as we look back at TechMAX, which took place just a few days ago.

We will be discussing what worked well, what could be improved, and the feedback we have received from exhibitors, guests, and the wider tech community.

This is also your chance to get involved. Ask your questions live, share your own experience of the event, and let us know what you would like to see at the next TechMAX.

Whether you attended, exhibited, or followed the event online, everyone is welcome to join the conversation.

Hosts 
Phil & Jenni Griffiths
https://www.techfortechs.co.uk/
https://www.tftmax.com/

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It’s The Final Countdown

TechMAX is almost here, and this Friday the doors open for  the biggest days in the UK tech trade calendar.

In this live show, we will go through everything you need to know before attending TechMAX, including arrival times, parking, exhibitor access, talks, prizes, robots, charity fundraising, the evening meal, the awards, and what to expect on the day.

We will also answer any questions live, so whether you are visiting, exhibiting, speaking, sponsoring, or joining us for the evening event, this is the perfect chance to get ready and make sure you do not miss anything.

Join us live and get prepared for TechMAX.

Hosts 
Phil & Jenni Griffiths
https://www.techfortechs.co.uk/
https://www.tftmax.com/

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