Dealer Discount

I think 10% is good, it covers the sales tax in most cases. I know some dealers won’t discount, and if they back it up with good service during and after the sale, they earn it. But I usually get at least 10 sometimes 15 or 20, depending on the product. At the end of the day, the dealer has overhead and probably likes to eat, so I don’t push past the initial “ask”. But if it is met with “attitude” as some can project, I find the door that pulls on the way in also pushes to get out. There is always a dealer that appreciates you choosing to spend your hard earned money with him. 

Why would buying from an audio dealer be any different than buying a new car from a dealer, a boat, a house, or any other purchase From a dealer? MAYBE, I would pay close to retail for a speaker or tt vendor or possibly a dealer that knows how to setup the speakers or tt. Most dealers will sell you a pair of speakers or tt and you take it home and set them up yourself, why wouldn’t I look for the best price I can find or buy it off the internet?

10%

As usual in these cases, "it depends." 

Funny example:  Door opens one Sat AM and in walks a stranger.  Tosses a business card on my desk as I am wishing him good morning.  Turns out he is the son of the "biggest business" in my state.  Wants to buy "speaker x" but, "never pays retail and no one who carries this item in FL will give him a break.  He called everywhere (and this was when long distance cost money)."  

To educate the uninitiated, back in those days (early 1970's) we had something called "fair trade."  This meant a company could pull their stuff from you if you sold for less than retail.  Long story, made lines valuable to the dealer as they were protected.

I told him no way, of course, and he was complaining that he had FLOWN HIS PLANE over from across the state and was not leaving until he got a deal.  Even back then, airplane gas was relatively expensive, but I chose not to point that out to him as I am sure the trip was charged to the company.

At the end of the day, the ticket was for full price for the speakers--about $400 each, I think, some AR something--average speaker for back then but had generated a lot of publicity, I think.  I sold him a pair of Stax headphones and something else, can't remember, at "cost" to make up for the non-discounted speakers.

There are ways, my friends,there are ways.  Another fact:  back then, the nut was 21% at my small shop.  SONY, bless their hearts, had between 19 and 21% in their products, so every SONY that went out the door, and a lot did, cost me money.  Don't be so fast to expect discounts.  Margins are probably not much better today than they were back then, so figure 20% above cost for anything you want should you wish the dealer to survive, and at least 25% above cost if you want him to make any money.

Relationships matter; form one and then work together over time and you will get what you need and both of you will be happy.

Cheers!

I think 10% is reasonable. They are going to set up your turntable, and service your equipment or at least help you with any warranty work (my dealer does that).