You should still direct the brunt of what you're saying toward the owner. Mention how much you would like to continue to do business with the owner, or any other legitimate issue that will influence the owner directly. This is the way to ensure smooth negotiating sailing. The more you can learn about your opponent before you negotiate, the more effective and successful you'll be at the bargaining table. Ask others in the business.
Most people know a lot about their colleagues and competitors.
For example, if you're about to negotiate with a mechanic who botched your car repair, you could ask other mechanics for more information on what kind of repair needed to be done, how your mechanic operates, and so on. Business people routinely do this type of checking. Check with your local library. This is a fertile source of information. Ask your librarian for help as well.