Be careful with local dealers
At least check them out. I haven't had any bad luck at all with my local DishNetwork affiliate, in fact I have been very impressed with their service. I have however, been raked over the coals by a local cell phone dealer. (My wife bought a phone through them, long story.) I've always found it better to go directly to the company for phones. I do also know of a local satellite dealer that is also a phone dealer, and they have caused lots of problems for a friend.
Long and short of it is talk to friends, co-workers, family, whoever you can about who they went with when they bought their satellite. Did they like them? Did they do a good clean install? If they didn't do a good clean installation, did they come fix it when a complaint was given? Are they willing to answer all your questions or do they just recite a boiler plate answer that doesn't really answer what you asked?
Another thing to ask yourself, are you really dead-set on DirecTV? Both DirectTV and DishNetwork offer different promotions at any given time, and unless you have a specific reason (mainly NFL) to go to DirecTV, I would recommend keeping your mind open to either option. Personally, I prefer Dish, after having both. But I'm not a NFL fan, and I don't care whether my DVR has the TiVo logo on it or not. I have the 508 DVR reciever and couldn't be happier (well, except for more hard drive space...) Another drawback with DirecTV is that they have to use 2 dishes on your house in order to give you locals, where Dish has the single SuperDish. You may not need the second dish in your area, but in mine you do.
If you are open to Dish, they have a decent referral program. Usually it is a better deal to use it by calling Dish directly rather than going through a local retailer. I don't remember the details off hand, but if you are open to Dish, check with any family members or friends who have Dish and ask them for a referral card. If nobody you know has Dish, any number of people on here, myself included, would probably be willing to send you one.
Another thing to look for, if you aren't locked to a specific provider, look at the channels you want and see where they fall in the packages. XYZ channel may fall in the 2nd price level for one company, but the first on the other. You could easily save $15 per month and still get the channels you want depending on your specific requirements.
Back to the original question though, if you can find a reputable local installer, find out what their deal is. Also call DirecTV and/or Dish directly and find out what they offer. You may find out that you can get a better deal from the company (better equipment for the same installation price, discounted monthly rate, etc...) that will make that $30 DVD player look like a joke. The local retailer must buy those perks in order to give them to you, so one way or another, they are passing that cost on to you.
Hope that helps!
Fuzzynuts