IIRC, I started with the contact dealer on their website and basically said, "I'm shopping a price around for a new 2013 GSX-R750, $9900. Can you get close to that?"
That started the dialog. I did this for 5 dealers in my area and got two that came in at $10.5, one was ridiculous, and the other two said stop by. I did stop by one, Cycles128, but they wouldn't even match my best price so basically wasted my time.
Good luck and let us know how you make out.