Quality, design, features, and reliability of the product is always important. But, more than anything else... it is the local relationship a customer has with the dealer that really matters. I have seen strong territories for one brand of equipment due not to the brand but, due more to the quality of the dealership that sells and supports that brand. I worked for a dealership that switched brands and successfully switched over 90% of in process orders over to the new brand. That proved to me the customers were not buying the brand... they were buying the relationship with the dealer.