Gazza, as the other members have confirmed, your dealer salesdroid is talking fluent ****. As you'll see from other threads, gettiing round the usual pompous "we don't discount" BS is dead easy.
1) Do your homework. Get written quotes from sites like drivethedeal.com on the exact spec. you're looking for and take the paperwork with you to the dealer. Ditto valuations on your trade-in if you have one.
2) Decide how much you're genuinely prepared to pay and how you're going to finance it.
3) Go and see them with plenty of time on your hands. Be polite but immoveably firm. Tell the 'droid you have a figure you want to pay, back it up with the above paperwork and say something like "If we can agree on £xx,xxx right now I'm prepared to sign the order and give you the deposit right now. If we can't agree there are other dealers who will, as you see." - then sit back, drink their excellent coffee and wait. It puts the onus on them to find a way of meeting your figure, not the other way round. and you can be sure they'll do everything they can to avoid losing a sale.
It is quite likely you'll have to give just a little more, but be prepared for that. If you can't agree a price, walk away from it - you can always go back later if you wish - but be sure you leave them your phone number. trust me, this method (and others similar to it) works every time. It got me discounts to the tune of £2700 on my £30K Q3 from a dealer who told me initially that they didn't do discount.
Oh yes they do....