I’m reading a lot of people ordering 2–5% below invoice, wearing how do you find these deals? Obviously those are not advertised, so just call around them put the legwork in I guess.
I was almost going to pay MSRP with one local dealer, when I started reading the forums. I found a post on a TRX forum , basically that person had ordered a TRX through Granger in Iowa. I emailed Granger and they sent me a quote for a RAM HD1500 4% below invoice. I asked another local dealer to match (not the first) , and they said the lowest they could go was invoice. The MSRP (First dealer) wouldn't budge on price. This brought me to the conclusion that
1. Some dealers are volume dealers, and if you are willing to go to them, because they may not be local, they will give you the volume discount (Granger , out of Des Moines Iowa., there are some out of Texas and Louisiana). These dealers are not too interested in the dealer add ons and markups, because in a volume game they want to get you out the door with as little friction as possible. From a customer standpoint, it is a a little more effort.
2. Some dealers have a limited number of customers they can handle, so will go the invoice price route (price somewhere between invoice and MSRP). I don't really blame them, their capacity is limited, so they would need to sell at a higher price to keep the lights on.
3. Some dealers just don't care, and are sharks. These are the ones adding fees on top of fees, markups, ADM. I can guarantee you they will add a ton of markups when you go to pick up the truck, ruining the whole experience. Better to stay away if possible. They work on the asymmetric information principle, i.e. they have more information than you while negotiating. The Internet is a great leveler, and like the end of every GI Joe episode "knowing is half the battle". If you must deal with them, do your research.
Edit: wanted to mention Granger does actually advertise the 4% below invoice. I saw it on a forum ad. Another place as well, Koon's (I think)