The prices your reseller sees in your Storefront are the prices you have defined in his pricelist. For the reseller to compare the prices you give him with the retail prices you have for your services, you can select to display to your reseller your retail prices. This is very useful for the Office 365 products where the retail prices you have are Microsoft's SRP prices (since these prices are updated automatically every month).
Displaying to your Resellers your Retail Prices
For displaying also the retail prices to your resellers, you must do the following:
Navigate to Setup > Administration > System Options > Storefront Configuration
Enable the option Show retail prices
When you enable this option, your reseller will see in product details page the retail prices too. The retail prices are not displayed in product list, only in details page.