Markup on high end lighting

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I am looking at new lights in the next several months, a 48" fixture which will likely turn out to be LED's (such as an AquaIllumination fixture) or else a high-end MH and T5 fixture (such as a Giesemann fixture). I am not interested in a used lighting fixture. I could be spending between two and three thousand on the lights.

For any consumer products over the $500.00 range I normally bargain or ask for a discount. For mass produced consumer items eg. buying a new TV or car it is simply a matter of asking for a good price and moving on if they won't meet the price I want.

With reefing equipment it is a little different, there are a small number of vendors, the customer base is smaller, the vendor often knows you personally, you want his business to succeed and you don't want to squeeze every penny out of him.

If anyone can give me some insight into the markup the dealer puts on this sort of item it would help me to negotiate a fair price. I am assuming the dealer pays around 65% of the list price on this equipment but this is just a guesstimate, can someone clarify this.