Four genuine advantages, and they matter more than their marketing budgets suggest.
Speed. This is the biggest one. A local firm holding straight lifts in stock can often survey and fit within days, sometimes over a weekend. There is no national booking system, no regional scheduling, and frequently the person quoting is the person who owns the business and can act immediately. For a hospital discharge, that is worth more than almost anything else.
Price flexibility. Local dealers buy at trade prices and set their own retail price, so there is genuine room to negotiate. National manufacturers selling direct generally hold to a national pricing structure.
Continuity. You deal with the same handful of people from survey to servicing, rather than a call centre routing you to whoever is available.
Reconditioned stock. Refurbished lifts, which are the largest saving in this market, come almost entirely through independents rather than manufacturers selling direct.
A fifth, less obvious advantage: local firms are more willing to take on awkward jobs, service other people's lifts and work on discontinued brands that national companies decline.