I tend to agree with dealer. Do a search for transmission flush should bring up information to use for making your final decision.
If you drain the pan and replace the filter, you are going to replace approx 8qt of fluid of the approx 16qt in the transmission, lines and convertor. To do a flush, the company doing the flush needs to have a heated flush machine as the transmission has a thermostat that diverts fluid from the cooler and will prevent most flush machines from changing the fluid in total.