That is the question. There are a multitude of sites out there in cyberspace that will provide MSRP and even dealer invoice. And while these numbers are important to a car buyer, they still want to know "But how much will I pay?". We all know the price the customer will pay is going to fall somewhere between MSRP and invoice, but where largely depends are many factors; demand, vehicle age, time of the month, sales trend, buyer desire, and yes, the negotiation skills of both parties. Customers feel they lose this battle, as they only buy a car every few years where their salesperson is selling cars almost every day! But the point is the sale doesn't have to be a winner/loser game.
RedNumbat takes the guesswork out of this whole process. Dealer sets fair price, customer feels comfortable, buys car, goes home happy. Whew.