If you would like to know how I got my deal, please check out post 1171 in this thread where I detail how I got that price.
I do have a trade. However, that wasn't brought up until after we mostly hammered out the truck price. I did go in with a KBB offer, so I at least had a base price I needed met to trade in my current vehicle. Did I leave a couple of bucks on the table? Probably. But I was ok with what i got. I got a hair above my KBB offer. Maybe I could have squeezed another 500, but I felt the price was fair.
I went to a high volume dealer knowing they could probably move on the price more than the lower volume guys. I went in armed with knowledge for every stage of negotiations. I had a reason and proof for every number I presented. I didn't waste my salesman's time, nor the manager's. I walked in and told them I knew exactly what I wanted and let's build it. I went in with a nice attitude, not like a bull in a china shop. I didn't demand anything, and I certainly was respectful of those I was interacting with.
20% off is pretty average. Another member even made a spreadsheet showing this (read this entire thread). If you look at all the information I went in with, you're looking at hours of time, phone calls, emails, test drives, and Sunday window shopping. So yeah, I invested a lot of time to maximize my chances of getting the best deal. I stumbled on this thread and am grateful to all of those who posted, even without the dealer's name. This thread is meant to help everyone. It let's you know what you can get. If your dealer chooses not to match, then get up and leave. Go to the next dealer. Keep going until you get the deal you want. As someone else already said, different dealers have different motivations at different times. But to the few, there is no need to be rude and accusatory to other members of this forum.