When buying a new car, any car, always do your research and determine exactly what you're interested in. Your only contact with a dealership salesperson should be for an anonymous test drive. Be courteous, but remember you're not there to gain new friends, and conversation is a waste of your time and the salesoperson's. The salesperson is there to make the sale on the spot, not to wait for you to finish shoppin elsewhere,.... most (not all) will say/do whatever it takes to sell you then, because they know you won't likely return to work with them. There's certainly no reason to listen/ponder/accept the rethoric you'll get.
If you're still a buyer after the test drive, I would suggest emailing/faxing the dealership's internet or leasing dept. an offer in the form of a Kelly Blue Book or Edmunds Automotive printout of MSRP & Dealer Invoice of the vehicle exactly as you want it equipped, and the price you're willing to pay "out-the-door" (including destination charge, sales tax, doc fee and license). Indicate you're not willing to pay for any extras or add-ons including any so-called advertising fees. Ask for a response within 24 hours.
All dealers can locate the same vehicle if they don't have what you want in stock, and they usually can trade with other dealers (i.e. finding a black FJC for you and swapping their blue one).
Obviously, this process gets complicated with a trade-in. Trade-ins get, at best, wholesale values with dings for mileage, condition, etc., and are probably going to auction.
Its been my experience that I'll get 1-2 dealerships willing to discuss offers near or below their Dealer Invoice out of 7-10 dealerships approached. Best advice is don't go to their turf to negotiate the best price,.... you won't get it!
Good luck!