I currently pay £44.60 for Sky TV (no extras), Unlimited Broadband, Sky Talk and line rental. I wanted Fibre as it's now available in my area, seen Talk Talk do a deal for all this at £46. Sky wanted an extra £20 a month plus £50 activation. I said about the deal I'd seen and could they match it, apparently not.
I asked to be put through to cancel my subscription to which I went to retentions. They offered me what I wanted but at £55, I said no. He said he'd go speak to his supervisor and came back couple minutes later saying they could do it all for £46.90.
I accepted as that means paying just £2.50 a month for fibre, only 90p more than Talk Talk and I get saved the hassle of moving everything elsewhere. Plus I prefer Sky's TV set up so that was a bonus.
Although I'm an existing customer, it's crap you have to do things like this to get a better deal. That being said, as a new customer if you just called them and explained what you want you'd probably get a better deal.
A phone call makes all the difference. Those people on the chats don't have any pulling power.