The initial acquisition cost is the smallest part of the total cost of ownership for a lift truck. If a customer could negotiate another 5% discount off of a quote that is priced to the current market, the overall savings in the total cost of ownership would be 1% or less. The most significant savings come from the productivity of the truck (lift speeds, travel speeds coupled with ergonomics) plus the reliability (mean time between failures plus ease of maintenence) and fuel efficiency. Choosing the right truck here can deliver 10% to 15% or more savings over the life of a truck. The last but probably the most important is choosing the right dealer. Lift trucks are machines, machines need service and eventually breakdown no matter how well designed they are. The capability of the dealer to deliver fast reliable service including having the parts in stock, mechanics trained to work on the type of truck (gas,LPG,diesel,CNG,Electric) and equpped with the required level of technology to trouble shoot and repair the unit can play a significant factor in the total cost. What is the cost to a customer for each hour of lost productivity when a truck is down and a dealer cannot repair it promptly for one reason or another? That number will vary from one business to another however it is usually very significant.
This may be a longer answer than you wanted however, it really does encompass all of the broader measurements that should be used to determine which truck is the best value.