From whom should you buy, a large dealer or a small dealer? If both offer
about the same price for the same merchandise, which
will take better care of
you on after-sale warranty work?
Let’s define small and large. A small dealer is not to be confused with a
small-town dealer. Most small towns have small dealers
and, in some towns,
only one dealer of each particular brand name. Here, too, are found
multiple-line dealers, two or three
dealers who carry most of the major brand
names among them. Negotiations are more difficult in a small-town
atmosphere
because of the element of monopoly. If it is the only movie in town, you
go to it; if someone is the only dealer in town who carries the brand name

you want to buy, you buy from him—at his price and on his terms.
The two major negotiating tools that may be used against the small-town
dealer are time (“I’ll wait until next year to buy”)
and competition (“If you won’t give me a better deal, I’11 buy Brand B”).
It is difficult to shop Brand A against Brand A if the next A dealer is 60
miles away. So you must outwait the
small-town dealer on price or threaten to buy B.
The small dealer, by virtue of his size, has a smaller inventory from
which to choose, a smaller showroom, fewer salesmen, a smaller service
department , fewer mechanics, and, not surprisingly, a lower volume of
business than the large dealer.

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