Small business owners can appreciate the inconvenience of an employee leaving with no notice. I had this happen within the past week so I’ve been pulling the weight of two people. When it first happened I was a bit miffed; however, after working with customers for the better part of a week I’m quite satisfied to be one employee down.
My business was built on customer relationships and I pride myself on being able to recall information about each of my customers. Although I’m terrible with names, I remember most facts about many long-term customers. More importantly, I remember their technology histories and services my company has performed for them over the years.
After many years in business I’ve had the opportunity to meet and talk to thousands of people. From the self named “Granny” who only buys top-of-the-line machines to play Microsoft Solitaire to the Second Amendment activist whose desktop picture has always been of a room full of guns no matter the computer. Knowing and understanding customers’ needs has always been a priority.
Although there have been many technological changes over the years, customers are still coming to us with the same kinds and types of repairs. We’re still seeing viruses, broken screens, power issues and customer caused problems. Even though the technology of today is far better than it was fifteen years ago, many of the issues are the same.
I started my company with an entirely different goal. Originally, my plan was to have self service kiosks where customers could rent space, tools and knowledge. I was in the midst of starting that business when I received a call from Sam at the now defunct Real-Time Technology in Westminster, Massachusetts.
Sam knew I was able to acquire laptop parts and perform the necessary solder rework in order to properly fix laptops. At that time, most shops in the area were sending laptops to repair depots in either Florida or Chicago to be fixed and returned in two to four weeks. Using me, Sam would usually have the laptops back to customers within a week.
While I was on the phone with Sam I became really worried that I only had $200.00 to my name. With that little bit of money I had to outfit my workstation, buy supplies, pay for gas and live. My meager investment quickly turned a healthy profit and before I knew it, I was in business. Thanks to Sam’s customers I had money in my pocket and a fantastic customer base.
As time went on I started working with many of the shops in this area. I had contracts with large municipalities, local companies, mail-in business and of course other computer repair shops. I could always tell an unhappy customer by how quickly they left their current repair shop and shifted their business to me. I always questioned why those shops would freely hand out my name.
Years of watching shops let customers’ equipment sit before it was repaired frustrated me. My thought has always been that computers are necessary, especially for businesses. When I opened my retail business my goal was to return equipment to customers faster than my competition and at a predictable and fair price.
“Repeat business” has proved itself over and over again. Just as I remember younger versions of my customers, they remember a younger, slimmer version of me. Through thick and thin they come back – many of them trying my competitors and realizing they’re just not the same.
Originally, my goal was to return equipment in 24 hours or less. Equipment would arrive, go on the bench and the following day the customer would receive a call when the work was complete. I’ve managed to shave 20 or so hours off that goal and can now repair most machines in 2-4 hours. Computers are more important now than they have ever been.
One of my longest term customers, a business owner from Leominster, Massachusetts, and I reminisced about all the employees I’ve had over the past fifteen years. There were the three kids who started their own company, the ski lift operator, the Pepsi drinker, the auto parts guy, the VP of IT, the brother and a huge list of past employees who have all graced my presence.
Through all of the employees who I’ve employed and all the changes in technology, one thing that hasn’t changed is my dedication to servicing computer equipment expeditiously while maintaining a relationship with my customers. More than anyone, I understand and appreciate that loyalty in personal relationships fosters long term sustainable growth.
Thank you to all my customers who have been by my side over the past 15 years.
(Jeromy Patriquin is the President of Laptop & Computer Repair, Inc. www.LocalComputerWiz.com.)