Decide what features you want, write them down in a notepad, then go to several dealers with some fabric swatches and try them out. Mark the swatches as to which machine. Take notes in the notepad, then go home and make a decision without the pressure of a sales person.
I think most dealers have machines within your price range. They will probably try to get you to buy higher. Hence the suggestion to go home and make the decision.
How much support they give after the sale is also a consideration, such as classes on the use of the machine, service, etc.