My story:
Wanted a "Built To Serve" edition Ram for about a year, but when I was finally able to get into a financial situation to facilitate it, my choices were existing dealer stock in either Tank (olive green) or Flame Red, or order one in Orange or White (neither of which my wife and I wanted). So I emailed all the dealers within driving range (each email separate so there wouldn't be any "reply all" issues) telling them I will buy from whoever gives me the best out-the-door value for what I wanted with the 0% APR. The dealer responses ran the range you'd expect. Some wanted to know my payment budget, others wanted to know if I was doing a trade-in. Others told me I'd be missing out on $1,250 in incentives by going with 0% (I can do math; 0% is far better). I stood by my guns, insisting on email negotiation and to talk price (not monthly payment), and to not factor trade-in. One dealer (outside my state) was going to charge me double-digit sales tax, and even gave me a monthly payment breakdown that, when totaled, far exceeded the quoted price ($950/month for 72 months, for instance; truck MSRP was $55K).
To make a long story a bit shorter, all the BTS options kept getting sold before my dealer could get it transferred. So I went to look at a used Rebel. It was not a great color, plus it was 3 years old with nearly 70K on the odometer. The bed made it look like the surface of the moon (no bedliner). The dealer quoted me nearly $40K for it. At this point, I was bummed. No BTS truck, plus the available truck at the time was a put-to-bed-wet Rebel. I told the sales rep my wife and I were going to walk the lot and think about it.
My wife saw a Laramie that she like the color, then looked at the sticker--over $61K and more than we wanted to pay. We sat in it and it was a great truck. I told the sales rep, if he could get the price to $55 we could do it. Then it was just a matter of time.
In the end, I think it's a win for both me and the dealer. I got a great truck (with far more bells and whistles than I originally wanted) and saved a significant amount of money (10% off MSRP) with very little effort, stress, or playing games. The dealer probably made more than they could have had I decided to negotiate more aggressively. Plus the dealer is local to me (semi-rural area so supporting businesses here is important). Win all around.