Do some research before walking into a dealership. Find out what makes and models you would like based on the price you can afford and features that appeal to you. Then, research the dealer invoice, or how much the dealer paid for the car, to estimate how low they will go. Sometimes the dealer gets extra incentives from the manufacturer that you can take advantage of. Look at the prices from different dealers, as some may offer extra rebates, incentives or advantageous financing.