The Low Lying Fruit
“It’s never been easy being an Apple partner and it hasn’t gotten any easier over the past few years. Apple has a long history of doing direct sales, and the fact is, they’re actually pretty good at it,” says Stephen Baker, an industry analyst at NPD Techworld. “What you have to do as an independent is to look at the next set of things you can do. How can you out-service Apple when they already provide a high level of service?”
In that respect, Springboard has risen to the challenge. Open seven days a week, they also provide 24/7 tech support to business customers, and nearly half the staff are Apple-certified technicians. If a customer brings in their Apple for warranty issues, Springboard gives them a free loaner.
When customers purchase an Apple computer with the three-year AppleCare warranty, Springboard encourages them to bring the computer back right before the warranty expires. Why? So Springboard can buy back their old computer and the customer can upgrade to the latest Apple. You can even trade in iPods. This is a practice you won’t see offered at the 127 U.S. Apple stores. Since Apple’s pricing is so strict and dealers can’t discount products, this is one tactic Springboard uses to offer competitive deals.