PC Retail

In the last five years the place of the IT practitioner has changed from the techie who patches things to the consultant who provides advice and solutions. This has been a gradual change and has been a progressive and positive step for the industry as a whole.

Going up-market to reach professionals and small businesses requires a professional attitude and a professional manner. Shirts and trousers are what's normally expected and especially so for the owner or management.

Jeans and T-shirt can be acceptable for the regular techies, provided they are in good condition – logos are a good idea too. The shop should be bright and well laid-out, a friendly place where customers can come in for an informal chat and clients can discuss project details.

Once you start looking professional you need to be organised and keep track of all your jobs. Scraps of paper are out and whiteboards, job-sheets and workflow systems are in.

The amount of time lost through errors in recording can sometimes pay for an outsourced solution. This smart professional image isn't for everyone though.

Others prefer to create a friendly atmosphere with a casual dress code – great for the elderly, teens and those on a low income who can't afford the fluff, like the pound shops.

An Aladdin's cave is another popular approach – a shop so full with computer bargains that you can barely move, like antique shops. Whatever your style, it is important to know your customer base and match their expectations.