You need to find the latest price list with suggested retail prices that Harley puts out to it's dealers. Anyone quoting prices above the listed prices is trying to rape you. Once you know the suggested retail price, it becomes just like any other negotiation in the vehicle buying process. If the place you're talking to won't budge on price, contact others until you find someone who will negotiate. You don't have to buy the ESP from the dealership selling you the bike (and you don't have to have a Harley dealer do the work under the ESP either). There are also other ESP products out there that have more reasonable prices. Cornerstone is probably the biggest one, there are others as well. The H-D endorsed ESP is sold by and serviced by an independent company, and it's not a Harley product. However, Harley itself gets a commission and the dealer gets a tidy commission as well, which jacks up the price to the consumer.
There has been a big increase in the price of the plans in recent years, thanks to the high volume of major repairs, so you can't expect to find the same price you paid back in 2010/2011.
Jerry