Getting cheaper broadband

[Leicester Loyal]

Just going through my monthly costs at the moment, I'm paying around £65-70 a month for BT fibre optic, this includes up to 76mb, unlimited usage and evening & weekend calls. Now just pricing together a similar deal as a new customer with a tv add on and BT sport, it's coming back as £37.99 for 12 months including line rental. In my area the other providers are pretty rubbish, so realistically I don't think I will change to someone else, although Sky to offer a decent alternative, but I'd prefer to stick with BT.

What tactic to people usually use to get the new customer price? Cancel and go without internet for a few days then sign up to a new deal? Or is it simply a case of giving them a call and asking them to match the new customer offer or you'll look elsewhere.

Any advice would be greatly appreciated, thanks.