Over the years, I’ve worked with dozens of distribution companies across North America—coaching pricing strategy, analyzing margin leaks, and helping teams move from gut-feel pricing to data-backed profitability.
But here’s what I’ve noticed again and again:
The biggest barrier to better pricing isn’t data. It’s belief.
Bad pricing decisions aren’t made in spreadsheets—they’re made in conference rooms, sales huddles, and behind-the-scenes conversations where myths go unchallenged.
We accept half-truths like:
- “Your price is too high” = You lost the deal
- Sales should control pricing because they’re closest to the customer
- Strategic pricing doesn’t work in our business
I created False Profits to push back against that.
This isn’t just another pricing blog. It’s a platform for calling out the stories that quietly shape how distributors price—and how much they profit. Some of what you read here will challenge deeply held assumptions. That’s intentional. And necessary.
What You Can Expect Here
- Margin Myths — a recurring series that breaks down common pricing beliefs and the costly truths behind them
- Real-world examples — patterns I’ve seen repeat across teams, industries, and time
- Tactical insights — ideas you can take back to your team today to improve pricing conversations and outcomes
- Occasional rants, frameworks, and truth bombs
If you’re in distribution and you want to stop racing to the bottom, you’re in the right place.
Thanks for being here. I’m just getting started.
—Marshall Lehr