Going the Distance to Get the Best Phone Service

Telephone deregulation brings with it an overwhelming number of choices. You can choose your long-distance company, the company that carries your local toll calls, and eventually your basic service provider.

I can’t review everything available, but I can advise you to do your homework before making any decisions.

When you call a phone service provider, ask about optional plans. Their basic rate may not be the cheapest. Links to the Web sites of several long-distance companies, as well as Consumer Action’s 1997 long-distance phone rates and prepaid calling-card surveys, can be found at https://www.larrysworld.com/tollsaver.htm

Never take a first offer as final. Phone companies, especially long-distance carriers, typically have several plans. You can often get them to make you a better offer if you keep pressing.

I was tempted by Sprint’s Dime a Minute plan for my home office, until I realized that the savings only apply on nights and weekends. Like most business people, I do most of my calling during the day. I shopped around both the major and smaller long-distance companies and--to my surprise--wound up switching back to AT&T.;

The company’s first offer wasn’t that attractive, but then the salesperson offered me 10 cents a minute for 24 hours a day. The deal ends after six months, but I have a strong feeling that they’ll do what’s necessary to keep my business after the period expires.

But they won’t do it automatically. I’ve marked my calendar to call AT&T; and its competitors to see which plans are offered as the expiration date draws near.

The competition isn’t limited to Sprint and MCI. There are lots of long-distance companies, including tiny ones like 9-Lines Communications ([423] 739-9200 or https://www.undersunfoods.com/9line/) that offer rates as low as 8.9 cents for interstate calls and even lower for intrastate.

You’ve probably heard the advertisements for 10321, a long-distance service from Telecom USA that claims to save you 50% over AT&T.; Before making a call on that system, call the company’s automated rate calculator at (800) 621-4230. Some rates are cheaper than AT&T;’s and even some discount providers’, but some are more expensive.

A call under 20 minutes between Los Angeles and New York during the weekday costs 29 cents a minute--nearly three times AT&T;’s lowest direct-dial rate.

If you make international calls, it’s important to include that in the equation when asking about service. My plan lets me call Britain for 12 cents a minute. Calls to Europe are typically 35 cents a minute. Between the Internet and low-cost phone rates, it’s cheaper and easier than ever to expand your horizons beyond our borders.

All long-distance phone companies offer you a calling card, but be sure to check the rate. There is often a substantial surcharge, and the rates are usually a lot higher than when calling from your home or office.

It’s much cheaper to buy a prepaid phone card or to sign up with a service that lets you make discounted calls via an 800 number by punching in your secret code and the number you’re calling. WorldCom, for example, offers a calling card for 17 cents a minute, and they’ll bill so you don’t have to prepay.

If you want to look like a big, client-friendly company, you ought to consider getting your own toll-free 800 or 888 number.

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It’s cheaper than you might think and has some added benefits. The one I use costs only 12 cents a minute during business hours, 10 cents during non-peak hours. There is no monthly service charge or minimum. I don’t give out my number (my clients are richer than I am), but I use it to call my home office while I’m on the road. My kids use it to call home from pay phones because they almost never have change, and it’s a lot cheaper than collect calls.

You may even have options for your local phone service. AT&T;, Sprint, WorldCom, MCI and other long-distance carriers have a variety of plans but, as with long-distance, they’re difficult to compare because each has its pluses and gotchas. The same is true for cellular plans.

Business lines generally cost more than residential service, but if you run a business from home, you can get residential service without having to hide from the phone company, according to Pacific Bell. Customers with residential service can even purchase a listing in the Pacific Bell Yellow Pages.

Be sure to ask about extra services. Some of them are well worth it. Pacific Bell, for example, offers three-way calling and other special services starting at about $3.50 a month for residential features or $4.20 for a business line.

My two-line phone has a conference button but, when I use it, the two other people on the line have trouble hearing each other. Pacific Bell’s three-way calling plan lets me set up crystal-clear conference calls and can be used from any extension.

Call forwarding can be handy if you want to switch calls between an office and your home or cellular phone. If you get call forwarding, consider paying a little extra for the ability to control it from a remote phone.

Most phone companies are now offering caller ID, which displays the phone number and, depending on your equipment, the name of the person calling. There are some drawbacks.

First, there is a fee. Pacific Bell charges about $6 a month. Second, you’ll need special equipment (or software if you use your PC’s modem to receive the call) to display the incoming information.

Finally, a lot of people have opted to block caller ID, and it’s not available from all areas, so you won’t get any information on many of your incoming calls.

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Lawrence J. Magid can be reached by e-mail at magid@latimes.com