Computer knack now a business - Proprietor's manner puts clientele at ease

Even though Marana resident Don Winfield knows a lot about computers, you won't find him trying to impress people with his vast technical knowledge.

Winfield, owner of Up & Running Computer Services Inc., strives to communicate the parts of a computer and the way those parts work in a way that his customers can understand.

"Those people who have a trepidation level for computers fear somebody coming and making them feel intimidated," he said.

Winfield,45, started the computer-repair business five years ago after his sister in North Carolina encouraged him to open his own business.

"I was helping friends and family," Winfield said. "I was helping my sister and it occurred to me that I could make money doing this."

He eventually left his job as manager of a rental-car facility and began fixing computers on a full-time basis two years ago.

He works on computers from his "lab" -- a converted bedroom in his Continental Ranch home -- and makes house calls.

Winfield performs a variety of work on computers, including installing new hardware, motherboards and home-networking systems.

The Navy veteran also replaces bad power supplies and rids computers of spyware and other viruses.

Winfield has even received requests to set up customers' home-entertainment systems.

Winfield also teaches his customers basic computer skills, such as how to check e-mail and use Microsoft Excel.

He is most concerned about building strong relationships with his clients, mainly senior citizens, he said.

"I have a blast with my customers," he said.

Winfield's wife, Pat, says her husband's communication skills are just as valuable as his technical skills.

Pat Winfield works with her husband part time, overseeing the administrative duties. She also is a human-resources manager for a company that has an office in Tucson.

"He communicates in a way that they can understand by giving them examples," Pat Winfield said. "He talks on their level without insulting them."

Client Marion Whitfield said Winfield knows how to teach people without demeaning them.

"So many people with a vast knowledge of things seem to be condescending of us," Whitfield said. "He's a good teacher."

Winfield overhauled Whitfield's computer and erased some programs that were not being used.

"It wasn't anything violently sick," she said. "I noticed it's working much faster."

Some of Winfield's clients possess the technical knowledge to repair the machines, but they don't have the time to do it.

Another client, Joan Hale, develops Web sites and conducts software training at Pima Community College and the University of Arizona.

When her power supply died, however, Hale called Winfield to come and install a new one.

"I could've replaced it myself, but he got it done much faster than I could've," Hale said. "He just goes in and does it."

Winfield does his work without the benefit of a big shop or a substantial amount of advertising.

His work space is furnished with two computers on opposite sides of the room and shelves that hold plastic bins filled with hard drives, adapters and other computer parts.

Winfield said he can work on about five computers at a time, depending on the tasks he is performing.

Winfield charges hourly rates for his training sessions and flat fees for installations and repairs.

Training sessions costs $40 per hour, while computer setup will cost customers a flat fee that ranges between $50 and $65.

Home network installations cost $100 for up to three computers, and virus removal can cost between $49 and $99.

His main mode of advertising consists of his white Hyundai, which has the "Up and Running Computers" logo emblazoned on each side.

"Every time I go to the store I'm advertising," Winfield said.

He even has a plastic case on the outside of his car that holds his business cards.

Winfield's business has grown exponentially since he began working on computers full time two years ago.

He has picked up about 70 new customers, and his involvement with the Marana and Northern Pima County chambers of commerce has contributed to the increase.

Winfield wants his business to continue growing, but he is content with his current position.

"In this market, competing is not the emphasis," he said. "I don't have to worry about getting ahead or looking over my shoulder."