There are so many great options in the market place for embroidery machines. I would decide on a general price point and keep that info in your head. Just ask about the MSRP price. Dont get caught up in the selling step of "price" until you are sure of what you want to purchase. That is the LAST step in your buying decision. You WILL adjust that figure because you should look at the range of models, features, price points, etc. And you will likely adjust that price point higher after you get a real idea of the cost to purchase.
Keep a file of of brochures, notes, etc with you when shopping. My head just spun when I was shopping for my machine in 2006 or whenever it was. I went from a 599$ brother Disney entry level s/e from Walmart choosing A Janome 9700 for $2200 . I was shocked too but until you shop, compare, you really dont have an idea of where you might end up.
do your homework "online" AFTER you visit the dealers. Why? Because then you have an idea of which models interested you, the brand(s), the features and functions, the MSRP (it is not the final price you will pay, it is a general benchmark for the price range you are able/willing to pay). As you compare models online...each brands website gives you a comparison tool for you do a side by side option comparison. Very helpful esp. By now you have the "price" to keep in mind and you will compare the models in that price point.
once you have narrowed your choice to purchase to one Model, then you start negotiating with the Dealer on the price. be prepared to purchase once you get to a price that you are happy with and can afford, being realistic and likely compromising. I woul pd check out the sewing machine reviews and the " pricepaid" that is usually given in the review. You use this i fo as a guide taking into account what Year that review was written. At least it is some info to consider. You really dont know what promo pricing, options or accessories might have been thrown in just by the info shared.
what I learned from the experience of shopping for my s/e machine was that I got caught up in the number of built-in designs...never have used them to this day but, the newer machines may include nicer lettering built in. I discovered that I will never stitch out a design that takes longer than an hour. My Giga hoop has never been used. 80$ wasted thinking that it would be nice to have! A lot of TOL machines come with a huge hoop now. But, not important to me.
I have been happy with my choice but I am looking to upgrade to a machine with the newer bells and whistles such as USB connectivity, color screen, on screen editing, etc. So the cycle begins for me. I have 100's of $$ in embroidery thread begging to be used up. That is another conversation....the embroidery supplies are expensive. Buy thread as you need it for a project. I found that the colors included in those "thread chests" were never colors I actually used.
sorry this is long.
good luck!
sandy