The Suggested Retail Price displayed on your PartnerSite Pricing Pages is the price at which you are selling a particular package/plan of the various Products and Services to your Customers. The Profit percentage (%) displayed to your Sub-Resellers here, represents the profit they will make if they sell at your suggested retail price.
It is always advisable to sell to your Sub-Resellers at lower prices than to your Customers, since Resellers are bound to do more volume of business than retail customers, via their own Customers and Sub-Reseller chain. See details
If however, you intend to sell to your Customers at lower prices than to your Sub-Resellers, then you would need to customize your PartnerSite Pricing page to remove the Suggested Retail Price field. See details