If you'd like, here is my strategy.
Spend hours going over each dealer's site in Alberta. Get a general idea on pricing foe the option level of truck you want. Some dealers always list at msrp, others list at msrp-incentives, others will actually be a bit lower.
Then call a dealer, any dealer, with a comparable truck (or start with the one at the lowest price).
Always tell them you arent sure if financing or paying cash.
Lay it all out, nice and simple. "I found this similiar truck here for $X. Here is an incentive you won't give me that you should"
Incentives they will try and not give you:
First responder (that is a direct Ford incentive, if you have a first responder in the household or nurse, you get $1k additional incentive).
The $750 "seal the deal"
Then at the end of your figuring in the email, give them a number. Make them work UP. Do not work down. This is a rock bottom price. Not unreasonable, but unlikely they will take.
So now you have a guaranteed price you will be thrilled to get, and you know comparable prices at other dealers that you can tell the sales guy "Ok, I'll just go get this exact one I want for the same price".
Then negotiate.
And be prepared to walk if you aren't getting anywhere. I got the demo down to $39.5k+gst, waiting on estimate for trade-in. Still think it should be $38k, but it is now cheaper than any comparable and it does have a spray in bedliner.
Of course, I found my perfect truck, but its a 2019 and they want too much: