There used to be a guy near me that sold massive volume. His prices were so low that all the local dealerships bought tires from him. He had a well paid crew that could pop 4 new tires on a car in about 10 minutes. Those guys were like a well-oiled Nascar pit crew. There was always a line of customers but it moved very quickly. Then his prices started creeping up . . . Now he's just like any other tire store.
So the last time I went to Firestone. The pitched me a deal. I said, Nah. Too much. So right from the Firestone lobby I started calling around to other tire places. While on speaker phone so that the Firestone folks could hear me, I'd tell the other tire people that I was at Firestone and what Firestone's best price was, so of course the other place would give me a better price. I really didn't want to drive any more because the tires were thread bear and ready to blow. Even had a bulge sticking out between the threads. Firestone knew this but I still played hardball even though I was desperate. Yeah, I was being a dick but after the third phone call of a better price, Firestone finally pitched a comparable deal and I agreed.
Traveling around the world taught me to haggle over everything. The sticker price is just where the negotiations begin.