Key man deals are generally available only to shop.employees as others have said. Sometimes shops get keyman deals but do not pass them on even to shop employees. They take the deal and sell the stuff at full retail to their other customers. There are those however that do pass these deals on to instructors that are affiliated with or just bring business in to the shop. Those are the ones I work with.
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Makes sense.
Got a question. Let's say you also run a dive charter business on top of your dive shop, and one of the perks your DMs get is free air/Nitrox, meal, and charter when they are working the charter. You have 2 DMs come into your shop, DM-A and DM-B, both are have driven a ways to go on your charter. DM-A expects to go for free because he is dive pro, and he comes by himself. DM-B says he can fill your boat, and ask if you could cut his group a discount, but DM-B is still paying his way. What are your reaction to DM-A and DM-B?
Would your reaction be any different if DM-A wrote a negative report about your business on an internet forum. What would your reaction be toward DM-B for giving a positive report?