Cannot figure out role-based pricing rule for custom Product Display/Variation in Commerce Kickstart
Entity has field: Parameter: Entity: [commerce-line-item], Field: field_dealer_price
  


Your price field won't be on commerce-line-item. It will be on commerce-line-item:commerce-product. You need to check for it there.


  
  Amount: [Click on Switch to Data Selector]: commerce-line-item:commerce-product:field-dealer-price:amount or commerce-line-item:commerce-product:field_dealer_price:amount or commerce-line-item:commerce-product:field-dealer_price:amount
  


So since the field_dealer_price is on the product instance, you'd be looking at this: commerce-line-item:commerce-product:field-dealer-price:amount

An example, without the role condition, would look like this:

{ "pricing_from_another_field_example" : {
    "LABEL" : "Role based pricing example",
    "PLUGIN" : "reaction rule",
    "OWNER" : "rules",
    "REQUIRES" : [ "rules", "commerce_line_item", "commerce_product_reference" ],
    "ON" : { "commerce_product_calculate_sell_price" : [] },
    "IF" : [
      { "entity_has_field" : { "entity" : [ "commerce-line-item" ], "field" : "commerce_product" } },
      { "entity_has_field" : {
          "entity" : [ "commerce-line-item:commerce-product" ],
          "field" : "field_dealer_price"
        }
      }
    ],
    "DO" : [
      { "commerce_line_item_unit_price_amount" : {
          "commerce_line_item" : [ "commerce_line_item" ],
          "amount" : [ "commerce-line-item:commerce-product:field-dealer-price:amount" ],
          "component_name" : "base_price",
          "round_mode" : "1"
        }
      }
    ]
  }
}