If a manager in a software company learns about the actual rates charged by a direct competitor, just one, on one project, there is a high probability that this will influence their thinking and the prices they set for the next projects.
If a sales team just lost a project and the potential customer mentioned the high price, they are much more likely to reduce the price on the next project proposal they make - even if the team setup, quality delivered, client relationship or any other variables might be different than the previous instance.
If a sales team has just signed a new contract, there is a high probability they will use the same rates for the next proposal they make, without taking into account the differences between the clients and the context. Sometimes they might be justified to increase the rates. Or they might have objective reasons to ask for a lower price. In any circumstance, the rate from the recent, signed project should not play such an important role in the decision. But it usually does.