Getting a better deal

ISPs do actually want to retain customers and are often willing to offer cheaper deals as an incentive, but they’re unlikely to phone up or mail you with money-saving deals voluntarily.

Some, such as TalkTalk, will move you onto a new contract where you get the same deal as new customers, while others are prepared to play hardball when customers come calling for a cheaper deal and threaten to leave if a better price is not forthcoming.

“Often, they will call your bluff,” said Dan Howdle, telecoms analyst at cable. co.uk. “Anyone doing that should be able to quote a better deal. If there’s a service from Virgin that costs £20 a month less and you get more channels and you have those details, then they know you’re not bluffing.”

Beware, however, that ISP retention teams know just how attached you are to their services. “Your provider will have a pretty good notion of how you use its services,” Howdle added. “For example, you’re much less likely to be able to get a better deal from Sky if you’re signed up to all the football and movies, and you use these services constantly – they know they have you hook, line and sinker.”

Experts suggest waiting until suppliers are looking to recruit new subscribers – Sky, for example, occasionally offers a year’s free broadband, but other ISPs will also have cashback deals and free months. “The savvy shopper waits and watches to spot the optimal time when they can get a low price point, cashback and free migration or activation,” said Andrew Ferguson of thinkbroadband.com.