The vocation of a salesman is to sell something. Salesmen that are not conversant in the craft of selling end up not making sales. This is true whether the salesman is selling cars, white goods, or computers. Car salesmen are not required to be motor mechanics so why must we expect computer salesmen to also be a skilled computer technician?

Whenever anything goes wrong with a car while it is under warranty we return it to the car sales yard and they organise their motor mechanics to fix it. A computer shop usually is a one or two person operation so if they were to employ a technician to fix the failures then there are fewer people doing the selling, sales decline, and prices have to increase to recompense. Many bigger computer retailers do employ technicians and their prices as you would expect are often bigger than the discount one and two man operations.

With a smaller shop, the salesman do have to double as technicians or they run into real difficulties when something stops working correctly on a computer they just sold. Another argument is that there are only a relatively few alternate models of car but every computer is unique. Even two computers of identical hardware setup usually have some differences in the software installed on them. With computers, even the sequence in which various software is loaded can affect the operation of the computer. Install software product A before software product B and all runs fine. Install software product B first and then when product A gets installed critical files get overwritten and the system totally stuffs up.

The real dilemma is that salesman don't make good technicians. They are very distinct skills so if someone is good at one, they are often lousy at the other. I (for example) make a very poor salesman.
Another impact of shop assistant not being technicians is that many of them do not even comprehend the terminology associated with the product they are trying to sell. This is all very well for standard product ranges such as cars (which only have a few optional extras) but computers literally have millions of conceivable variations that you may wish to order. If the salesclerk doesn't grasp what these are then how can they make the sale. Some shops get around this problem by selling computers like a commodity item, you either buy one of the standard variants or you go elsewhere. They lose sales that way when their standard versions don't meet your needs.

I was at a PC show a few years ago. On one of the stands was a glass case holding three motherboards. That was the entire content of the stand. They weren't actually selling anything at the show, they were just showing these three motherboards. I asked the fellow on the stand if one of the motherboards had bus-mastering. He couldn't address the query because he didn't understand what bus-mastering was. He wasn't there to sell anything but he still managed to lose his company a potential future sale. Made me wonder what exactly he was there for.

I don't have a fix to this issue and I doubt that anyone else does. The position hasn't resolved itself as computers have become more standardized, it has just evolved. Now there large numbers of people who purchase a stock standard computer to run basic software to perform a few simple operations that only use a small fraction of the capability of the cheapest available computer being talked into buying a much more expensive computer by the salesperson because he and they don't know any better.

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