^^Agreed! We paid 18,5 for a new 26', which was 5.5K less than list. They initially said they could go no lower than 22.5K, so we thanked them for their time and left. A week later they called back with a counter, we said it was still too high, another week later they called with the 18.5, we bought. Like LJ said, do some research on what they are are being offered at, and under cut that with your first offer. I think starting at 13.5 or 14 is good, and contact a couple dealers telling them that if you can agree on a fair price, you'll be buying, but be ready to walk away. If they won't come down, give it some time. If they don't budge, decide if its really worth it too you at that price, if not go elsewhere.
In this economy I think they will work with you. A couple things to keep telling yourself is "Its my money" and "There are other dealers".
2006 Nissan Xterra
B&M Trans Cooler
2011 Nomad 206
Panasonic/Pioneer/Kicker ~ Audio/Video System
Days Camped /2009 / 33