If you know of a shop selling the exact same bike for the exact same bike then walk in with the ad and cash, not credit card, in hand and ask if he will come close to the price. Don't necessarily expect him to match the price since he'll be handing you a built and tuned bike that should come with at least 1 free tune after a break in period. Whereas unless you can assemble your own bike, and you'd be amazed at all the ways people screw up basic assembly, and you know how to deal with minor shipping damage that often occurs; then thank him for his time when he says no and go buy it from online. I get that shops need to make money and that they have to have a proper markup, but if I'm to have the best I can afford in this hobby I'll pay what I can since I also have to shop for 5. It doesn't get me the newest but 3 of the last 4 bikes I bought were being clearanced by the manufacturer, I just had to go to the dealer and order the item at the new price which meant I got my discount while the shop got their full mark up. It meant a previous year's model but still brand new.