Step 3 - know what you want
Be clear what you want and make it clear to the other side. Do you want an apology, a refund, compensation, or something else?
You might not have a clear idea of what your choices are, or what a realistic outcome would be. If you're in this situation, you should speak to an adviser or look up your rights. Don't just believe what the 'other side' says.
"I bought a necklace for my girlfriend. I got it quite cheap, but I didn't want her to know that. The second time she wore it, it fell to pieces! I was so embarrassed! When I took it back to the shop, they offered me an exchange. I wasn't best pleased because I was so upset about it breaking, I wanted to get her something completely different. Then they offered me a credit note, and acted like it was some big favour and I was really putting them out. But I didn't really want that either. I wasn't sure what to do so I said I'd think about it.
When I got home, my mum looked it up on the web. We found out that the shop was in the wrong and that, if I took it back straight away, I should be able to get a refund. When I went back, I asked for a refund and told them I knew I was entitled to one. They paid up."