I think people would be willing to spend extra for their computer if they percieve there is value for their money. For example I think one of the best services you could offer is for your customers to realize you are working for them to experience trouble free computing. Most people who have even limited computer experience know what a headache it can be to troubleshoot computers, and most people value their time. One idea...maybe you could have a list of options for people to choose from, as to how they want their computer set up...not as an added charge, but just to show you offer more personalized service...for example one option on the list might be to set up the C partition on their hard drive for the operating system only, ...change the default mail folder and internet explorer favorites folder to a different partition so no data is stored on the C drive. Explain this method allows a customer to easily restore their C drive without losing any data. All the customer has to remember is to store data on the other partition. Some of the people new to computers might not understand everything you offer, but they will understand if they shop elsewhere, they might be missing out on an option that could result in a better computing experience. Another idea might be to offer to install a copy of Norton Ghost on the customer's computer with a backup of the C drive already stored on that same computer, and with easy instructions on how a customer could use Norton Ghost to make regular backups of their C drive as they add more programs to it so if they have to restore their C drive they won't have to go back as far. Anyway, the main idea is instead of competing on price, offer services to set you apart. That will probably be less of a headache than trying to compete with the others on price. Do a search on google for "perceived value"
http://www.google.ca/search?num=100...alue%22&spell=1 
