Geek Squad

How To Use Security To Compete With The Geek Squad

Time and time again I hear small computer consulting firms share their frustrations that even though their service is superior and their prices more affordable, they are consistently losing business to the Geek Squad.

The #1 question technology consultants ask me in regards to the Geek Squad is “How can a little shop like mine compete with big box retail giants like the Geek Squad when they have millions of marketing dollars to throw around and I have virtually none?”

The answer is: There are many, many ways you can profitably compete, but you need to do your research and learn how to educate your prospects on what makes you the clear choice.

You can educate prospects through your website, your marketing, and day-to-day conversations. You have to make a list of specific points that make you the superior choice and then craft your message into short, easy-to-remember, easy-to-understand, answers that you can use the next time someone asks “So, you’re like the Geek Squad?”

Once you begin to educate your community, word of mouth will spread and you will find that your clients will begin educating their friends and family members for you. This is exactly why I dedicate several of the marketing campaigns and business systems included in my Computer Consulting Business In-A-Box towards educating prospects and positioning my client’s business as THE ‘go to’ choice over the Geek Squad and other competitors in the area.

One aspect you can compete with is security.

If you do a search online regarding the Geek Squad’s operating procedures you will find articles that reveal that:

“The Geek Squad outsources some of the repairs via a remote access application (AKA AJU or Agent Johnny Utah). These people are in countries that have no similar privacy laws that are in the US. So in other words, your computer with your saved bank passwords, government contacts, ETC; are being accessed by ‘Bob’ in India, Pakistan, and various other countries around the world.” – Consumerist.com

Identity theft and personal privacy are huge concerns that consumers and businesses have when hiring someone to fix their computer. You may have even been asked to sign a release form guaranteeing that you will not keep or distribute any information contained on the clients machine.

If you have not signed such a release form, you should consider adding it to your standard procedure when you first sit down with your clients and fill out a work order.

4 Ways You Can Use Security To Bring You More Business:

1. Write a consumer awareness report that educates consumers on the importance of having a security release form signed by their computer consultant. Give examples of articles covering cases of identity theft and explain what your company does to ensure this does not happen to your clients.It will not cost you anything but your time to write and distribute a report and it will instantly bring you trust and establish you as an expert in computer service consulting.
2. Add a statment to your “X Reasons To Hire Us” list on your website. You do have one of these right? Whereever you list out why a prospect will want to hire you over your competition, make sure you include a statement that explains your security procedures and policies.
3. Add a bullet to your marketing ads. On your fliers, in your newspaper ads, direct mail, business cards, etc. make sure to include a bullet point showcasing your security.
4. Focus your newsletter around security. If you send out a monthly newsletter (through mail or email), focus one month on security. You can include examples of identity fraud, tips your clients can use to protect themselves, and then detail your own security policies.

These are just a few examples of how you can use security to educate prospects to hire you over the Geek Squad.  There are many other reasons they should hire you as well, but you have to do the work by researching your competition, making a list of areas you are superior, and then include them in all of your communications with people in your community.

For a proven, field-tested, marketing system that is designed to differentiate you from your competitors and easily steal valuable business away from the Geek Squad, consider investing in my Computer Consulting Business In-A-Box.

About the Author

Ryan Kristopher is an independent marketing consultant, sales trainer, and author of Computer Consulting Marketing Advice who specializes in inexpensive and highly effective marketing strategies for computer service specialists, VARs, Systems Integrators, MSPs and IT consulting firms.

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