I'm not afraid to admit when I need help on a project, with my car or anything else. I reached that point recently with my computer, and dealing with it gave me a little better insight into what some people go through servicing their cars.

Computers and cars have much in common these days and have become equally indispensable to our way of life. Both have evolved into highly technical but simple-to-operate machines. They allow us to shop and interact with people well beyond our immediate neighborhoods. They're found in almost every household and both require periodic maintenance. But getting them serviced when you don't really understand the engineering behind them can be an intimidating experience.

Two of the three PCs that I've bought came from large chain stores that specialize in electronics. It seemed very much like buying a car. The salespeople were helpful and I assume knowledgeable about their products, but could offer me only tech support phone numbers when I asked about service.

In my limited new car buying experiences, I've gotten pretty much the same treatment. The salesman gave a tour of the parts and service departments and the assurance that they can handle any problem that might arise with my new vehicle. I've also worked at enough dealership parts departments to know that the sales force often doesn't know what goes on "out back, beyond the showroom." Although I've had good and bad experiences obtaining information and service for both PCs and cars, it seems the bad ones stand out more than the good — until you find someone who cares enough to make sure they leave you with a positive impression.

The third PC I purchased was for a local organization where I was doing administrative work. I was given a set of specifications the new system had to meet in order to run the group's software and was on my own. Rather than go the big chain store route again, I went to somebody local who had done repair work on my computer and told him what was needed. He built me one from scratch, installed the software, transferred the data from the old computer and offered to come set it up. He's right there if help is needed, and he's also helped me work out problems with my computer, one that I didn't buy from him, at no charge.

This naturally cost more than what it would have at a chain store, but it came with value added service. To me, this means providing your money's worth for any product or service by knowing what you are paying for ahead of time — even if it means taking time to explain what to you might seem very basic but to someone else might seem like rocket science.

A consumer faced with a large outlay of cash will have a better outlook about it if they are completely aware of what they are getting into.

Over the years, I've had many customers walk in with garage repair estimates asking if the prices quoted and the services being performed are legitimate. I used to look upon this as an intrusion on my time, especially if the estimate was from a shop that didn't deal with us. I've come to realize that customers' impressions left by other members of the automotive industry reflect on us all. Telling someone that repairing their vehicle will cost more than they would like is easier when you have their trust and respect rather than just having them over a barrel.

Mike Gordon, a 20-year counter sales veteran, works the counter at Sanel Auto Parts, New Concord, N.H.