Can different customers have different prices?

Price differentiation can be handled in several ways in Dynamics 365, and they have very different maintenance costs.

Separate price list for each customer segment

The cleanest option when prices differ systematically—for example, dealers versus end customers. Set as the default for the customer and applied automatically.

Discount lists

Automatically applies a discount at specified volumes. Suitable when the price depends on quantity rather than on who the customer is.

Manual discount on the line item

The most flexible and least controllable option. It works for one-off cases, but if it becomes the norm, you lose control over margins and can no longer compare prices across the board.

The recommendation

Handle systematic pricing with price lists, volume-based pricing with discount lists, and reserve manual discounts for exceptions that require justification. That way, your pricing will still be easy to understand two years from now.