If you don't ask you don't get.
So if you think a domain is worth $10,000 and you ask $10,000 you might get it but you probably won't. However, if you ask for $35,000 then they might start their bid off at $10,000. BAM.......you just got what you wanted. And, you might get them up higher. Sometimes they might come back at $20,000 and surprise you.
The point is : If you ask for $10,000 you will never get $20,000. You just effectively nixed the entire upside.
I think it is foolish to put a price on a domain for what it is worth.....unless you are into quick-sale flipping or really need the cash. The latter, quick-sale flipping, can make you more money overall if you turn tons of domains, even if you sell for less than the domain is worth, but in terms of extracting the maximum dollars from a domain, putting the price on it that you think it is worth will not reward you with payouts that you may have never realized you could have gained.
I'll say it again...."You don't get what an asset is worth you get what you negotitate". It's well known negotiation is an art, and the better you are at it the more money you make. You will never know if someone will pay $30,000 for something you think is worth $10,000 unless you ask for it.
How many times have you seen a lame domain go for big bucks? Lots and lots of times.
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