IMHO, it's more about leveling the information imbalance. Only at that point can you have a direct negotiation. That said, prior to going to a dealership you should do the following:
1. Get your credit score(s).
2. Get pre approved for an auto loan at a local bank or credit union.
3. Get the invoice price of the car you're interested in from Yahoo! Autos or KBB. At Yahoo! and Cars.com you can even price out the full car with options.
4. Get the manufacturer's incentives for your area. This is easy as going to the manufacturer's website and typing in your zip code.
5. Get the list of vehicles on the lot at the dealership. You can do this by going to their website. It's not always complete, but it will generally let you know if you are able to target something on-site.
Once you do that there are few if any points of leverage the dealership can use. Also, one primary part of negotiation is being willing and even comfortable with making the other person uncomfortable. You also have to deflect the salesperson from doing that to you.
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