Meet Marshall Lehr – The Voice Behind False Profits

I’ve spent my career inside the world of wholesale distribution—starting in the warehouse, moving into purchasing, and eventually leading pricing strategy for a multi-branch distributor. I’ve seen the pricing process from every angle: the frontline, the back office, and the executive boardroom.

Today, as a Customer Success Manager at SPARXiQ, I help distributors across the U.S. and Canada improve profitability through smarter, data-driven pricing. But here’s the truth: even the best data won’t move the needle if your organization is trapped in outdated beliefs.

That’s why I created False Profits.

This site is a platform for challenging the stories distributors tell themselves about pricing—stories that feel true, but quietly bleed margin. I write for people who are tired of oversimplified thinking, reactive decisions, and pricing based on fear.

You’ll find:

• Practical tools and frameworks for improving margin
• A recurring series called Margin Myths where I break down costly pricing misconceptions
• Honest, experience-backed insight from someone who’s been in the trenches

I’m not here to sell hype or generic best practices. I’m here to help you think more clearly about pricing—and make more money because of it.

Let’s build something better.

—Marshall