A few weeks ago, I described how an Israeli mobile vendor, Pelephone, had failed miserably to apply the basic rules of customer service to a complaint of mine. In the end, it cost them a great deal of money.

I have not (yet?) changed vendors for a number of good or silly reasons. So you can imagine my trepidation when I had to go in to a Pelephone outlet yesterday to sort out a technical problem. Once done satisfactorily, they inquired if I was interested in a new pricing structure. Knowing that I was paying a bit too much compared to market rates, I asked for more info…..and that is when the ‘fun’ started, especially as a very assertive young female joined the conversation.

Lesson A: Know what you customer wants.

I was offered a package that would cost X per month, and which was clearly better than what I am currently paying. It also included two new phones. I do not want two new phones. The lady pushed away, but I stood firm. SHe was not interested. Finally, I reminded her that the expense of the phones alone, carefully hidden in the proposal, would costs thousands of shekels over three years.

They backed down. Suddenly a new offer could be found.

Lesson B: Explain the offer in a language that your customer will understand.

To be honest, I just did not get what the second package was about. It seemed to involve how I could watch more programmes on TV at greater convenience. All I wanted was to pay less for phone calls. I simply said that I would need more time to think about it. (What they also forgot to ask is if I watch TV. The answer is that the family is trying to view less these days!).

Lesson C: Do not treat your customer as an idiot.

As I was beginning to walk away, the assistants advised me that I do not have “time to think” about their proposals. It appears that they are only valid through to that day. In other words, take it or leave it. Did they honestly expect me to believe that? Why did they not mention this up front? I smiled back politely and left.

What is the bottom line of the story? The sales’ staff were not to know about my previous bad experience at Pelephone. However, they failed to make an effort to listen to my needs. They just wanted the ‘kill’. In other words, they conveyed no level of trust, the most basic and crucial factor required in order to close a sale.

As I left, I felt that that the assistants were looking at me, asking ‘how did that one get away?’. As for me, I felt great, having stood my ground and not paying out money for a so-called good deal that I did not want.