That is one good example for selling over list price. However, if you don't have a list price, it is much easier psycholgically to get what you worked for. There is nothing wrong in making an honest living and honest markup for a days work! However, a commoditiy is hard to hold margins. The quality is the secret but we must always be honest.
A couple of other pointers (plug in different numbers if you wish):
Don't be scared to politely knock the socks off of someone with price. You want their thinking very high. There is nothing wrong with making a profit. If you have hay that cost $30 per bale to produce, there is nothing wrong with asking $45 per bale. If the consumer balks and you need the money and you like the person your are talking to, sacrifice and sell it to them for $40 per bale..."just because I like you and I need the money". If they balk again and you need the money, ask them if they would be willing to take some lighter bales for $37.5 per bale with the same quality but the transportation may cost a tad more. If they balk again, "heck, what would I have to do to earn your business since we know the quality is there?" If they say less than $37 per bale, then get their phone number and tell them you are considering their offer. If they decide to do business with you at $37 per bale and you have more hay in stock, tell them since you need the money if you buy twice as much I will dump it for $35 per bale if you pick it up today. You get the idea. You deserve to make a living!