Ebay experts- ' buy it now' prices, advice please...

[knittingmum]

I'm selling something on ebay for the first time and 2 people have emailed me asking if I would consider a buy it now price. I understand what this is but not sure whats best to do. And if I know 2 people are keen, is it better to let them bid against each other to get me a higher price?

I've emailed back with what I consider quite a cheeky price and tell them there's a number of watchers.
About 2/3 pay the cheeky price - the others often bid anyway and get a 'bargain'.

I figure money sooner is always better.