The cash price and the list price will be 0. The pricing adjustment is used to price the item, and the total price will reflect the price. (Fig. 1)
The gross margin will be a negative number if the cost was entered in the price book. (Fig. 2)
Figure 1. Call for Price item with NO Cost. Pricing Adjustment is the Total Price.
Figure 2. Call for Price item with Cost entered. GM$ is a negative amount. Pricing Adjustment is the Total Price.