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Blog: The List Price Question – Is it possible to charge more than list price? | Strategic Pricing Associates

“salespeople believe list price is that artificially high number which is used as a marker for future discounts”

Many salespeople believe list price is that artificially high number which is used as a marker for future discounts. In their minds, it is an unnatural sin to sell anything to anybody for “list”.

Part of this attitude and philosophy comes from daily life. For instance, “Nobody pays sticker price for their new Ford and no real customer pays list for their supplies in our industry” can be heard echoing through sales bullpens.

But the story doesn’t really hold up well. For example, car dealerships have regularly charged more than sticker for hard to find or limited production vehicles. Toyota dealers still stick to the manufacturer’s sticker price on most of their line-up.

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The List Price Question – Is it possible to charge more than list price?