Consumer group Which? said haggling for a better deal on broadband and mobile phone bills offered some of the biggest annual discounts, on average up to £60.

It found consumers who were prepared to stand their ground and who were not afraid to threaten to leave the company were most successful.

The AA topped the list of the easiest firms to haggle with, as 95 per cent of those who contacted them ended up with a better deal.

Which? executive director Richard Lloyd said: “Many consumers miss out on the best deals because they cringe at the prospect of bartering for something better.

“But if you are prepared to voice your demands you are more likely to go straight to the front of the queue for big savings on your monthly household bills.”

Which? has put together some Hints and Tips for Savvy Hagglers:

1. The Set Up – before you pick up the phone do your research. Look at what your current deal provides and then shop around to see if there is something better being offered.

2. Make the call – be prepared to stand your ground if you’re not happy with your provider’s first response and use any of the more competitive quotes you might have found as a bargaining tool.

3. Seal the deal – now is the time to threaten to leave if you’ve not been offered what you want. Don’t be afraid to ask for time to think it over if they suggest a better deal.

4. Need to know – show what you know. Being armed with as much information as possible means you can show them that you really know your stuff – and aren’t prepared to budge. For example if you’re calling about your broadband, asking for your MAC code will show you are serious about leaving. For car and home insurance don’t forget you’re entitled to a 14 day cooling off period, so you can cancel and renegotiate.