We consider the problem of managing an industrial enterprise. The choice of optimal (rational) solutions depends significantly on the optimization criterion. We consider pricing to be one of the most vital control factors. The problem of optimizing revenue when changing the price and sales volume in kind is widely considered in the literature. We draw attention to the fact that revenue is the main criterion for commercial service but not the main criterion for the organization. We analyzed the possible pricing policy when maximizing another criterion – profit. The proposed model shows that to maximize profit. It is necessary to set higher prices than when maximizing revenue. The approach is illustrated by the example of a company producing electrical household appliances.