Yah, I'm by no means an assertive guy by nature either, but what I've found that works well for me now is that I use the following with all sales pitches I have no interest in.
"Sorry, before you continue, I just wanted to let you know I still won't sign at the end because I'm satisfied with my current service and have no plans to change. I'd just like end it here rather than waste both our times. Thanks."
They sometimes hit me back with "oh, but don't you want to save money?". And I usually just go "no, I'm good." Have always had the sales pitch end after that.
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