The Culture of Computing

In the 1970s, Hewlett Packard introduced one of the earliest desktop computers to the market. Loaded with gloriously high-tech features for the time, like a one-line display and functioning keyboard, the computer was treasured by the business and science communities despite not being much more than a gigantic, underpowered calculator with a printer attached. As "interesting" as it would be to still be working in a world where all computing was done one tiny red line at a time, thankfully the computer world has advanced since then.


It's hard now to imagine a world without computers. Three years ago, it would have been fair to simply say that computers were a vital part of first-world commerce, driving the productivity of nearly all medium-to-large scale businesses. Now though, with the explosive growth of Wi-Fi and personal mini-computers like smart phones and netbooks, combined with the sharp decline in cost-to-processing-power ratios, more and more people are becoming permanently wired. Bad news if you miss the days of tiny red displays and computers heavier than a backyard gas grill, good news if you enjoy working in the modern world or are a fan of the concept of "convenience." Amazing news? If you're in the business of providing people useful computing tools and gifts in exchange for money.
As society approaches the point where most people will own two or three personal computers and owning the latest gadgets is becoming a point of style, there could not be a better time to sell computer accessories. Hip, useful products that basically sell themselves, it doesn't take much more to succeed with them besides a good knowledge of what's popular, the latest technology trends and advances, and a couple other tiny sales tips.

Tech Trends
Considering the huge amount of press coverage and commercial saturation the computer market currently enjoys, it doesn't take much more than a trip to a bookstore or cnet.com to get a feel for where end-user interest lies. Still, there are some nuances within popular trends worth mentioning that might be missed by the uninitiated.

Alex Symms, national sales manager for Houston-based KTI Promo, noted that the eco-friendly trend present in so many other product categories is influencing computer accessories as well. He also pointed out an interesting speed improvement to the old promotional staple of USB drives.

"One other very important trending market we're watching very closely is USB 3.0 technology," he said. "USB 3.0 specifies speeds up to 10 times faster than USB 2.0. This means downloading entire HD movies in as little as only a few minutes," explained Symms. "We can already see tremendous advantages of this in certain markets."

USB drives aren't the only devices benefiting from improved technology. Portable electronics like smart phones, e-readers and tablet computers have all exploded in popularity and availability due to tech advances. As a result, related accessories for such items couldn't be any more in demand. "Accessories for e-readers are on the rise, and not surprisingly, accessories for the iPad are trending up at an incredible pace," said Shannon Malaspina, senior category manager for Polyconcept North America, Pittsburgh. "As more companies and personal consumers are purchasing the iPad, these products will continue to trend and appeal to a growing segment."

Know It All
While most product categories require a degree of research and trend-monitoring, certainly it's fair to say that some fields require more background knowledge to sell than others. After all, it doesn't take a lot to explain how a mug works or how to put things in a tote bag. And while more and more computer products are designed to be user-friendly, it's still important to know as much about the technology items you're selling as possible. Not only helpful for closing the sale, understanding your products can be of critical importance when dealing with more complex products, like secure USB drives for example, where a failing product could have catastrophic consequences.

Luckily, a reliable source of education normally isn't more than a phone call away. Suppliers and manufacturers will normally be able to answer any questions you may have, and more than happy to do so. "From a supplier side, we're constantly releasing new products, new trainings and innovative tools to help our distributors stay on the front line of what's new," said Symms. "This is a very quick-changing niche in our industry, so it's extremely important we do whatever we can to inform customers about the new trends in computer accessories. That's our job." That said, he also cautioned that distributors shouldn't depend on their suppliers alone for education. "On the flip side, it's also important for the distributor to stay ahead of the curve, educate themselves with what's new, and ask their suppliers for new and creative ideas," he said. Think of it like getting repairs done to your car. Your mechanic can explain the repairs and workings of your engine to you indefinitely, but it will help your understanding enormously if you can bring some knowledge to the table ahead of time.

Simple Sells
Besides knowing the products inside and out, there are other steps you can take to improve your computer accessory sales. Malaspina recommended focusing on user-friendly items. "If it takes more than one minute to fully explain the product and its capabilities, consider redefining your assortment," she said. "One of the consistent aspects within technology trends is ease of use. Utilize this to your advantage by presenting items that are true to this demand."

Addressing another angle of usability, Mary Beach, CAS, business development representative for Polyconcept North America, Pittsburgh, emphasized the importance of doing what you can to make sure the product in question is used as much possible. Using the example of flash drives, she pointed out how an added feature like data uploads can have an impact on product usage. "Uploading information onto a flash drive such as new hire packages, college recruitment information, new policies and procedures, or even advertising ensures the end recipient is using the piece repeatedly, thus increasing the ROI," she said.
ROI, of course, is the magic word as always. If all it takes is a little research to improve an item's value, then so much the better. It's rare that a competitive advantage can come from something as simple as a little bookwork, but that certainly seems the case with computer accessories. Take the time to keep up on what's hip, what's new and how items work, and you'll be well on your way to locking up more computer-related promotions.