"Do List Prices Matter?” How many times have you heard that? It is a rhetorical question which is making an oblique statement: “I don’t think list prices matter.” This is a problem which pricing people need to be able to address. This article aims to create a drawer statement for you to help educate your organization, and be a reference for Executives and Sales. Also, it will provide insight into some of the reasons why people ask this rhetorical question in the first place and help elevate the level of discussion about your business.