It’s easy to think of wholesale cost as a slight mark up of actual cost.
The other way to look at the cost as being the value that is being offered. A product might have raw material costs of $1 but if it has a value to the consumer of $100 it would be foolish to sell it for $1.
Too often the buyer is thinking of the cost in terms of raw material costs but the seller is thinking in terms of true value. Until they can get on the same page, the transaction rarely happens.
Have a great day!