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Suffering from a Costly Case of Sticker Shock

How One B2B Reseller's Plan to Offer Deep Discounts to Corporate Buyers Backfired...Big Time

Some companies think that their list prices don't really matter all that much. To support this belief, they'll say things like, "We've never sold anything at list," or "Our customers always ask for discounts anyway." But before you conclude that list prices are inconsequential in your business, consider this case of a B2B reseller who just couldn't see what they were missing.

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