The bottom line is this...know what your unit should be worth, know what the least amount you'll accept is, insist that ALL offers are given to you for approval or denial, understand that the dealer must make a profit for it to be worth their while. They will collect a commission, they will probably charge a fee for marketing the unit. But, they also have an avenue for profit that you or I don't have, that's to make money from the financing as well.
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