How do you know who is the best gun dealer in your no-name burg?

I grew up in a small town, 1500 people, surrounded by woods and farmland. Everyone is a gun owner, but there's only 2 shops in town. I know both owners and trust both of them, but one charges $150 for a used 10/22, and the other wants $400 for an "AR15". I'm looking for a concealed pistol for myself, and a rifle to give to my son. I have no idea how to judge the reputation of a dealer when I'm used to seeking out recommendations from people who have worked with them in the past, or seeking out large chain stores.<br><br>How do you know a no-name dealer is charging fair prices? I have no clue if he's honest, or just trying to take advantage of some guy from the big city.