Pricing is often times neglected tool to improve your business´ results. Model of Cost+Margin is still widely used method to set prices. With that model you leave money on the table (i.e. low price) or you just not be invited to continue negotiations (i.e. high price).
Pricing right is absolutely not necessarily pricing high. It is all about pricing right to meet market/competition, getting premium of better product/service, increase/decrease volumes to match production capacity.
Ask yourself and ask sales management how much they have put effort to Pricing Right ! We can help to assess and improve your pricing strategies.