Do you have to sell it if you do get the selling price you want without a reserve?
If you do get the price you want, you have to ship it. If you don't get the price you want, you still have to ship it.
If you a not using a reserve and want to achieve a certain price, start the auction at that price. That way you'll get at least the minimum amount you'd be happy with getting. Anything else would be a plus.
