How a 12-minute call saved me more than $2,000

For this week’s No More Ls column, we’re looking at how Canadians can negotiate for cheaper bills, like phone, TV, internet and more.

Recently, while paying bills, I was surprised to realize that my telecom services were costing me a small fortune: nearly $450, plus tax, per month. I’ve stayed faithful to the same provider—one of Canada’s Big Three—for two decades, paying them for virtually everything they offer: home internet, TV service, two cellphone plans. And months ago, my bill had quietly increased by nearly $90 per month, even though my services remained essentially the same. 

Feeling ripped off, I dialled the customer support line to (politely) negotiate, which turned out to be surprisingly fast and painless. Within the span of a 12-minute call, the agent agreed to bring the cost back down, saving me over $1,000 per year (or more than $2,000 over the two-year term of this promo pricing). I was also offered a better TV package as part of the bundle deal.

The whole experience was a good reminder that being a loyal customer doesn’t automatically grant you the best pricing, but services like these can be negotiated. While you have to be proactive, the process is easier than you may think. Here, two negotiation experts share their strategies for scoring a better deal.

1. Keep a close eye on your bills

If you don’t review your monthly service bills regularly and you have automatic payments set up, it’s easy to miss when your prices jump up. Sometimes companies will be sneaky about this, making the change without drawing much attention to it.

For example, if you’re getting a special discount for bundling your home internet and TV plans together, that incentive typically expires after a set term (say, two years). “Then what happens is, whenever the deal runs out, people don’t really notice and the price creeps back up. So, you gotta stay on that,” says Toronto-based customer experience expert Marc Gordon, who provides consulting services to organizations that want to improve client loyalty. 

To avoid being surprised by price increases, I’m now adding reminders to myself in my calendar app, so I can renegotiate shortly before a promo’s expiration date. 

2. Research the competition before you negotiate

“One common approach that people take—and I think it’s to their detriment—is going in and saying, ‘Look, if you don’t give me this, I’m leaving.’ Any time you start to phrase things in that way, it’s a threat,” says Geoffrey Leonardelli, professor of organizational behaviour and human resource management at the University of Toronto’s Rotman School of Management, and also academic director of Rotman’s executive program on negotiations. 

Making threats is more persuasive when you’re really in a position to go through with it, so you have to be careful with this tactic, Leonardelli explains. Research the competition and know your options so you can name-drop. Does a rival company offer an almost identical plan for $30 less per month or superior features that would be worth the effort to switch? Ensure your current provider knows that you know.

“When you draw attention to your considered opportunities, the alternatives that you might otherwise take, you start to raise the possibility of them losing you as a client. It feels more realistic. It’s not simply a veiled threat,” says Leonardelli. The more convincing you are about potentially leaving, the more you’re in a position to negotiate. 

3. Leverage your loyalty

“For many companies, having a customer who’s been with them for 10 or 20 years, they view that as a renewable resource. They just assume you’re not going anywhere.
So why would they waste their time or effort trying to win you over when you’re going to stay anyway?” says Gordon. If a company doesn’t recognize your client loyalty, it’s up to you to remind them.

“Call up and say, ‘Company ABC is giving me this offer. And I’ve been with you for 10 or 20 years, whatever it is, and I’m not getting anything close to that with you. What can you do for me?’ ” suggests Gordon. “Many businesses realize it’s always more economical to keep a current client than to attract a new one.”

4. Always be polite and get them on your side

When trying to negotiate, skip the chatbots and try to connect with a human on the phone. Instead of going in immediately with blunt demands and insisting on a better deal, always show some courtesy.

“You don’t know what their day is like. They may have already been yelled at by a half-dozen people by the time you get to them,” says Gordon. “For me, personally, a great way to present it is: ‘You know, I love your company. I’ve been a loyal customer for a long time. I feel like there are other offers available elsewhere. But I’d love to stay with you guys. Can you help me out?’ ”

For Gordon, this last question is the key phrase, to set a collaborative mood and encourage the customer service rep to actually want to help you.

5. Remember, you have to ask for what you want

“You won’t get better outcomes without engaging in the pursuit, without attempting to negotiate,” says Leonardelli. “Otherwise you’re just left with what you previously had. So it’s worth it for that reason. Take action and see what you can get, and if it doesn’t materialize, always remind yourself you can leave. You can seek out a better deal.”