Used to pay £78.00 on virgin, received price increase email to say going to £86.50. Rang up was told £85 was the best they could offer me to stay, so I put my 30 day cancellation in straight away. A couple of days passed and rang sky, was offered a deal of £62.50 for 18months (free Netflix, but no bt sport. Besides that for the same as my virgin package). Took the deal out and booked an installation date. 2hours later received a call off virgin, told them to late too a sky deal out, they offered to keep my original deal but now at £58.50. Rand sky to cancel my order, told them why and they offered to drop my price to £50 instead of £62.50. Agreed to that, rang virgin back and was offered the £58.50 price along with £40 credit on my account! By which time my head hurt so accepted their offer and cancelled the sky deal. Just need to hold your nerve and be willing to swap for a better deal, you have no loyalty to a company so don’t need to feel like you do. 
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