I like zip because they go the extra mile to see you are satisfied and if you need any help, they emailed a couple times after the sale just to ask how it was going and if I needed anything. I didn't but if I did, nice to know support was there. Bearcat warehouse enjoys a good rep, both offer free shipping with no tax.
Zip has free programming for 1 county, bearcat is $45 for the same, so thats an incentive right there [county programming is pretty easy but its nice to have it set to go out of the box - If they do it or you do it, you'll have to customize it to your preferences anyhow, very few people want to listen to literally everything like salt trucks]. They both usually offer "free" incentives like this since neither can drop the price, in the past I have seen bearcat offer a free antenna but they seem to have pulled that offer.