My experience has been that the level of discount a dealer can give depends on the status of the dealer.
My snappy guy has been in the tool business 16 plus years, owns 2 routes and has 2 employees besides himself. He is a top tier dealer and as such has great promos. Every week there is a new special of some kind and if one ask he normally has a "stupid good deal" on something. I can put "want items" on the list and he lets me know when they come up on sale.
My Cornwell guy is new, maybe a year under his belt. He is young but trying. It appears that he does not have large credit line with Cornwell and as such can only get specials in limited quantity. I do the same thing, go on and ask for the specials. I try to buy at least a little something from him and he always lets me know if he has a "stupid deal".
my Matco man is a slug. doesn't show up weeks at a time, sales far and few if any. His credit must be maxed out since repairs and warranty take forever, truck is bare with no new inventory, most used sockets are missing out of sets, so if you broke and need it, most of the time he doesn't have it.
Mac man quite years ago. Zero service and if you need it send it in approach
As others have said the truck is a service. It depends on the dealer how good the service is. Since my snappy and cornwell guys are the top two it is easy to guess what brands of tools dominate my main box. These guys always have a hat or t-shirt that gets thrown in if you asked.
I also use craftsman and lisle etc. Craftsman is not that great anymore for the daily wrench, just yesterday I tried to warranty a socket at sears on the way home, not in stock has to be mailed, will take 10 days. My Cornwell and snappy are a phone call away and will make an extra stop or meet me if have to have it.