All car prices are negotiable, so demand to negotiate or they don't get a sale. If you don't want to be a pushover, don't be a pushover. The sales people will try to manipulate you however they can, and they're pretty good at it. Go in with the mindset that you're the one in control, that you're giving them YOUR business....and never be afraid to walk away from a deal at anytime....that's probably the best way to deal with the salespeople, from my experience.
Also, do as much research as you can about the car - see what other dealerships are offering you, and let others know if they're doing anything better. And, if you show up to look at the car more than once, they'll probably recognize you, and it'll look like you really are serious and want to make a deal with them.
For in a house of 4 people, we have 2 Hondas and 1 Mazda (all new...but none are my car). My parents had good luck at Crowfoot Honda and my brother had good luck at North Hill Mazda (but they'll bug you like heck if you give them your number to see if you're still interested in the car).
Good luck!
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