His name is going to be Mr. Price. What should his first name be?
Characters really ought to be multifaceted. If the last name is "Price" exposing a facet of his personality, then the first name should be random (exposing nothing else) or about another characteristic. Say, for instance he is loose with is money, "Lax Price" or tight "Hardy Price" or, perhaps, inconsiderate of the value "Shorty Price".
Now, going a non-money relationship, perhaps he's conniving and you want to be obtuse going off of "machinate" and call him, "Mack Price"... That's how I go about doing names... innuendo, abbreviation, and oftentimes reference to the latin/Greek/origin of the word -- Meet "Ergo Lars" (derived from "ergo" and "dol-lars"). ;)
Hope that helps!