To add from my experience, some customers just want the pricing to do comparison shopping, justify their bespoke system development efforts, or just to know what is happening in the market. I have had a situation where I didn't offer pricing as the lead was really not the right fit; they went ahead and complained directly to my higher management. Luckily, I had already marked the lead as closed in my CRM with the required explanation and my reporting manager had faith in me.