"new" truck shopping

When I bought my 12, the guy said they had a " no nego policy" and they pretty much lived by it, if I wasn't wanting to pay their sticker we were done. First time I've ever run into it that firmly.
He did give me (forgot which) either 300 or 500 off to compensate for the "doc fee" (whatever the hell that is..... I've never paid a "doc fee" before this truck.... ) Though it's been 22 years before this truck that I bought from a stealership....... I usually do "private party" only, when buying a vehicle.