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A lot of it depends on your personal financial situation (i.e. can you afford to have two trucks at once?????). If you can, then I personally would only negotiate on the new truck and never mention my existing. Once that's done, let them make an offer on the old one, but usually you end up better off if you sell it yourself. Granted that can be a PITA, so sometimes taking a "reasonable offer" (if such a thing exists in your area) from the dealer might be worthwhile, but it just depends on the dealer. Good luck!