Kitchen buying has become one of those dark art activities, like double glazing and second hand cars. It’s frustrating that people selling them have become a byword for “ripoff”.
There are all sorts of buying tactics people employ every day (as a counter to sales tactics). I use plenty of them – buying is basically my job and even I know I can be a proper pain in the arse.
I’d summarise the approach as this: (1) be serious (so the sellers know you’re worth investing in) and (2) give yourself choice. In other words, don’t get emotionally attached and remember there are dozens of people who will sell you the same or similar.
Oh, and don’t be a tyre kicker. When you find the product you want at an acceptable price, buy it.
As for kitchens, a friend of mine runs his own kitchen business. He’s straightforward with his prices: he’s not in the business to rip people off, so he doesn’t indulge in all that Howdens/Magnet/Wickes/Wren “72% discount” bollocks.