Change the product price online siteinity.

In my project, I have a CRM who is going to supply the product price, it will be different for each customer, I would like to know if there is somehow to change the product price, before send it for the cart, also if I don't need change the product and publish every time I have a new user, it is very slow. 

I mean, is there somehow change the product price in runtime?

Thanks