Finding the right dealer will always have benefits such as discounts on gear.
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I've actually had better luck getting dealers to throw in other items for free than having them discount the particular item I'm buying. When I bought my CD player and integrated amp the dealer gave me a pair of Grado SR-60 headphones and didn't charge me sales tax. It worked out to an 18% discount.
Certainly not, timing can be a big factor however. Buying new gear,I have often found the best time to buy is in the spring, around the George Washington birthday sales. Places like to clear out all the stuff they did not sell in the previous year. Buying a few things at one time usually helps to sweeten the pot for youself as well. Good luck and good hunting.