Second this. When my extremely wealthy CEO overheard I was in the market for a new vehicle, he happily volunteered to get on the phone and pit 3 local Ford dealerships against each other in a bidding war for my business. I ended up saving an additional 12% off what I thought was already a discounted price. I think a majority of us regular people don't know how to tap into that ruthless negotiation when buying cars, houses, mattresses, etc.
