Set your prices once: pricing rules and Sale Price

Every quote at the counter is the same math. Find the cost, add your margin, check it's not under MAP, round it to something that looks like a price, then add tax and the transfer fee. You do it in your head or on the back of a receipt, fifty times a day.

Pricing rules do that math once. You tell us how you price, and every result shows a Sale Price worked out your way.

Where to set it up

Go to Settings, then the Pricing tab. If you haven't set it up yet, the Sale Price box on any results page reads Set up → and takes you straight there.

Pricing starts switched off. Flip it on and work through the form top to bottom.

The settings

Cost basis. Which distributor cost to mark up from. You can pick the lowest cost across distributors, the highest, the average, or one preferred distributor. Lowest is the default. If you mostly buy from one distributor, set it as preferred. When that distributor doesn't carry an item, we fall back to the lowest cost.

Margin or markup. These aren't the same thing, and mixing them up is how dealers underprice without noticing. A 25% margin means you keep 25% of the sale price, so a $500 cost sells for $666.67. A 25% markup means 25% on top of cost, so $500 sells for $625. Pick the one you actually think in. The form shows a live example as you type.

MAP policy. Three choices:

• Respect MAP charges your price or MAP, whichever is higher. You never advertise below MAP. This is the default.
• Match MAP charges MAP exactly whenever an item has one.
• Ignore MAP always uses your own number.

Price ending. Round up to .99, round up to .95, round to the nearest dollar, or no rounding. The default is .99.

Different margins for different categories

You probably don't run the same margin on ammo as on handguns. The Pricing tab has four sub-tabs: Firearms, Ammo, Accessories and Suppressors.

Firearms is your base. The other three start out with Mirror firearms switched on, so they use the same strategy until you say otherwise. Turn mirroring off on a category and it starts from a copy of your firearms settings, so you only change what's different. For example, 30% on ammo while firearms stays at 25%.

Suppressors have their own tab because they usually carry their own costs, like the stamp and transfer, even though they're firearms.

One Save Pricing Strategy saves all four.

Out the door

Each category's Out-the-door costs card is where you put your sales tax rate and any fees you charge on top, like an FFL transfer. Each fee can be a flat dollar amount or a percentage of the price.

These don't change the Sale Price. Hover over the Sale Price on a result and you'll see the breakdown: Sale Price, tax, each fee by name, and the out-the-door total. That's the number your customer actually pays, and you can read it off the screen.

Tax is worked out on the Sale Price only, not on the fees.

Where the Sale Price shows up

• On a product's results page, next to MSRP and MAP.
• In the Firearms Finder and Ammo Finder, on Pro+, as its own column. The Ammo Finder also gives you the Sale Price per round.

The Preview card at the bottom of the Pricing tab runs your settings on a sample product, so you can check the math before you save.

Turn the screen around

When a customer wants to see what you're looking at, click Dealer in the header to switch to Customer view. It works on results pages and both finders.

Customer view hides the numbers your customer shouldn't see:

• The distributor price column and sync times on results
• Cost per box and cost per round in the Ammo Finder
• The raw lowest-cost column in the Firearms Finder
• MSRP and MAP, whenever they're below your Sale Price
• Your savings and pricing-source cards

What's left is your Sale Price. Click Customer to switch back.

Customer view is remembered in that browser, not on your account. If you set it on the counter computer, it stays set there until you switch it back.

Try it

Pricing rules come with every membership. Open Settings, then Pricing, switch it on, and look up something you sold last week to see if the number matches what you charged.

Not a member yet? Try the full Pro+ plan free for 7 days. No credit card needed until your trial ends.