Living The HiTech Life
Explaining to customers the benefits of using a computer to manage their media can be challenging. “Customers are not fully educated on what’s out there,” Spencer said, adding that he takes advantage of the wow factor when demonstrating his custom-built media centers. “They’re not seeing that in many other places. No one is talking to them about this stuff.”
Spencer also likes the high margins he can glean from high-end PC systems. That, coupled with the new business’s low overhead, has allowed him to stay competitive with his other CE neighbors.
Combining IT services and home entertainment services is not as common in independent stores as it is in the big box stores that use their Fire Dogs and Geek Squads to service small businesses and consumers. For Spencer, though, that combination fuels his business. “We’re in a lot of business doing IT services all the time. Now we’re able to not just talk about IT but also residential services,” he said, adding that before opening up The HiTech Life he used to refer those clients to his father’s business. “People actually feel more comfortable with a one-stop-shop operation. If we build trust in one area, it’s easier to bridge that gap and cross sell to others.”