Rough ride

I recently bought a 97 4Runner. It was recommended by my current Toyota expert mechanic. It is a great SUV but it seems to ride really rough. The suspension is really stiff and the shock absorption seems to be getting worse. Any recommendations would be appreciated. I have not owned an SUV before and although I don't expect it to give the ride that my trusty, plush Honda did, I can't keep a cup of coffee in the cup holder for fear it will spill when I hit a bump.