How do you sell products on ebay auctions at a good price? e.g selling at a profit?

I have tried to sell stuff on ebay for three years, notably golf putters. but keep getting cheap bids for really expensive stuff that i'm selling. I was told to start bidding at $1. it did'nt work. I was told strat at $5 or $10. Still did'nt work. What do I do? The putters are Japanese and sell usually for about $500. I'd accept $400. How do you start the auction to get a reasonable offer. Last bid I got was $15 Please help!