I too just purchased a new 520. The bike had to be ordered as the shop didn't have it in stock. I called seven Trek dealers to get their best price on the bike. Of the seven two wouldn't go lower than the suggested retail price of $999.00. One told me he was discounting the bike at that price because the actual list price is $1099.00. This turns out to be partially true. Trek's advertised list price is $1099. Their suggested list price is $999.00. Five of the shops quoted prices below $999. The best price for an 04 was $875 tax included. That puts the price at about $825. One shop was at $875 plus tax, two quoted $900 plus tax and the the last shop was at $949 plus tax.
I decided to use one of the shops quoting me $900. This was based on my comfort level with the person I dealt with. The bike is ordered and should be in any day now. As an interesting note the only reason I'm in the market for a new bike is that my current 520 is too small. The shop that sold me that bike is one of the shops that refused to go below suggested list. They wouldn't budge, not even to help a customer that they had misfit on a bike they sold. Nice huh!
I would suggest you call as many dealers as possible and ask for their best price. Let them make the business decision on what to do. Be nice and just ask what's their best price or if they can do better. I buy almost everything this way and it works. The dealer I'm buying my bike from will get alot more business from me in high markup accessories.