I have an independent dealer 4 miles from my house. I got a good deal on a tire online and took it to him with my wheel and old tire. He said sure I will do it for 12 bucks, but next time let me see if I can compete on the price for that tire. He then pulled his book out and quoted me a price that was about 15 bucks higher than what I paid. Needless to say, I felt like a dick and will always order my tires through him and have him put them on for me. I have to draw the internet nickel and dime nitpicking somewhere.
There are different ways for dealers to handle customers. This is an example of a right way and now he has me as a customer.