That isn't my experience recently. I spent way too long shopping for my new truck and dealt with dozens of dealerships. They keep feeding that same line, hoping people are still buying their BS. But then when you walk away they call back a week later asking if you'd do 10% off msrp.
Do your homework, vehicles are sitting on lots for a long time right now and dealerships are sweating.
Best actual advice. Don't be afraid to walk away. You're the one spending the cash. They want you more than you need them.