Want a better deal? Call and ask!
Page | 1 | 2 | 3 |

"Now that you are my friend," Chan says, "I can start asking you for favors. One of the true tests of customer loyalty is, 'If I raise the price, will you still stay with me?'"

Friestad says that the more business you have with a company, the more loyal you're likely to be. That's why banks try to get you to have checking accounts, CDs and safe-deposit boxes with them.

Your job, as a consumer, is to show that your loyalty is not limitless. Package deal or no package deal, keep your eyes open.

Mergers and bad contracts
There are special circumstances that should make you vigilant and ready to call.

"If you have a company that's merging with another -- in telecommunications or credit cards -- it pays to pay special attention to your account," says Ridout.

"Credit cards, in particular, will rewrite your contract at the drop of a hat," he says.

Scrutinizing your bill every month will also give you a chance to get out of a contract if you need to.

One plus of scrutinizing your bill, and calling to complain, is that it can set you free. Ridout says even a tiny charge can let you get out of a contract you no longer want to be wedded to.

"Verizon has started adding a 40-cent charge four or five months ago that could be seen as violating the contract, and many consumers were successful in calling in and using it to terminate the agreement," he says. "So people were able to use this rogue charge to get out."

It pays to think about things from the provider's perspective. If you're a profitable customer, say so.

"If you spend a lot of money buying their products or services, that often goes a long way toward that company lending a sympathetic ear," says Ridout.

Being a loyal customer means you should be able to get some loyalty, and it pays to stress that.

Other general pointers to keep in mind, advocates say, is to keep talking until you find someone who will help you.

"Many consumers have discovered that customer service can be a misnomer," Ridout says. "The first person you encounter on the phone maze might not be the most helpful."

Don't hesitate to push. Ask for a supervisor or the retention office.

And make sure you're making your pitch to a person with the authority to respond, Friestad says.

"The probability that the person at the drive-up window at the bank will be able to help you is pretty low," she says, if what you're shopping for are better banking deals.

And attitude always helps, no matter which industry you're negotiating with. In this case, aim for informed, level-headed and firm.

"Know what you want," she says. "And ask for it politely."