Sales clinic: Notebook computers.

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The Qualifier

The key question to ask is: How will the note, book be used? Is the customer looking to extend the workday by buying a model that can be used as the primary PC at work, and then be easily taken home at night for additional work? Or will it be used mainly from the road? Also ask the customer about the applications the notebook will be used for, such as making presentations or communicating over the Internet.

The Pitch

Tell the customer many notebooks are as full-featured as a desktop PC. These units come with features such as an 8x CD-ROM drive, 28.8K-bps modem, high-capacity hard drive and a complete bundle of essential software. For those planning to use the notebook outside the office, stress how some models' overall dimensions and low weight will make them easy to carry. Also, mention communications ability and battery life.

The Step-Up

An important issue to discuss is whether the customer needs a built-in CD-ROM drive. If so, a lower-priced model without this feature will not fit the user's needs. Show the business traveler the lightest model available, then let him or her compare it with heavier, less-expensive notebooks to determine whether light weight is worth the extra cost.

The Close

Sales associates need to remember that many notebook customers will be shopping for a business, not just for themselves. It's important to ask if more than one computer is needed. Vendors say multiple purchases of these products will become more commonplace as higher-end models that have not always been sold at retail move into the channel.

The following chart reads as follows:

Row 1: Features

Row 2: Target Customer

Row 3: Bundled Software

Compaq Armada
$1,599 to $1,999
Entry-Level

* 100MHz processors are available with most models

* Most units have 8M bytes of RAM and hard drives in the
800M-byte range

* A 16-bit sound card is included with some models

* Two Type II PC Card slots are common

* Screen sizes are in the 10.4-to 11.3-inch range

* Units in this range usually do not have CD-ROM drives

    * Probably a first-time buyer, but not a first-time user

    * People who need something between a desktop replacement
    and a lightweight traveling notebook

    * Those who will not be running many memory-intensive
    programs

    * Customers looking here will not be interested in accessing
    the Internet or using communications applications

        * Bundled software is usually limited on these products,
        mainly to help keep prices down

        * Windows 95 is the standard

        * Integrated programs such as Microsoft Works are
        frequently included

        * Games such as Microsoft Golf are usually bundled with
        the notebook

NEC Versa 2400
&2,000 to $2,999
Midrange

* Processors still tend to be in the 100MHz range, with a few
133MHz models thrown into the mix at the upper end of the price
range

* Hard-drive capacity ranges between 800M bytes and 1.2G bytes

* RAM is the same as in entry-level models, as is screen size

* Modems are standard with some models, but many notebooks still
require an optional purchase

    * Customer will probably use it on the road, but not as much
    as a real "road warrior" who travels constantly

    * This customer will be looking to run business applications
    such as spreadsheets, but is not able to spend the money for
    a true "desktop replacement" notebook

    * Requires some multimedia capability

    * Probably will be interested in using the notebook to
    communicate over the Internet

        * Windows 95

        * Lotus SmartSuite

        * Quicken

        * A few communications and Internet software rifles

        * ClarisWorks

Apple PowerBook 1400C
$3,000 and above
High-End

* Processor is a standard 133MHz

* 16M bytes of RAM

* 6x or faster CD-ROM drive

* At least 1G byte of hard-drive storage space

* Active matrix screens at least 11.3 inches wide

    * A worker looking to get the most productivity out of an
    office computer. These people want to replace their desktop
    PC with a notebook so they can take it home at night and
    continue working

    * A user who wants a notebook with almost the same
    capabilities as a PC

    * The truly mobile businessperson who does not have a formal
    office and needs to be in constant contact with a home
    office

        * The same business and communications applications as
        are usually available with midrange models

        * Adds additional Internet titles such as Netscape
        Navigator or Internet Explorer

PHOTO (COLOR): Compaq Armada

PHOTO (COLOR): NEC Versa 2400

PHOTO (COLOR): Apple PowerBook 1400C

ILLUSTRATIONS