customers_offering_prices = [1,1,4,15,30,30,40,80,100,150,175,10000]
winning_applicant_price = 40
winning_applicant_revenue = [40,40,40,40,40,40].sum
The last 6 customers receive the product and they all pay 40. Essentially a modified Vickrey auction. Everyone has an incentive to bid exactly what the product is worth to them.
Edit: >Everyone has an incentive to bid exactly what the product is worth to them.
Actually not true if applicants see the bids. In my example, the the best applicant would want to bid 10000 because that would maximize revenue, but exclude everyone before that. Customers would adjust their bidding as a result. But applicants should know much they can expect to receive if they win so they can bid correctly.