I like to offer the local guys an opportunity to match or come close to the price. Often they can't come close but don't get huffy about it. I think what many Dealers don't realize is that even though we may want a gun most of us have some sort of budget. Yes the online dealers are competition but if they don't have the gun it doesn't mean we will just go to the dealer and pay what he wants. In many cases we just won't buy that gun ,period' or wait till we have more funds. Often the dealer ends up with a choice of not making anything or making a few bucks off the transfer. The smarter guys are learning that doing transfers can be a business in itself. It's not as much money as a sale BUT the dealer has no money tied up in a transfer so it is pure profit.
What irks me is the dealers like the guy on the show GUNFATHER. He pi$$es and moans to a seller that he can't make a profit on the price the seller wants (which is generally fair even to a dealer) then when a deal is made he turns around and sells it for twice what he paid.
Around here some guys will go cost plus 10-15% on new stuff and will generally give you 75-80% of book when they buy or trade.