I guess for people who aren't sure yet if they need/want what you offer, prizing (at least in a magnitude) is part of the decision whether they should invest more time researching.

So either:

- put a ballpark prize on it (even something vague like "from X$ to Y$ depending on application, talk to sales" would work

- if that isn't what you want, you need to make extra sure that people want your product so hard they are willing to jump through your hoops. For that to be true they have to be sure the thing you offer solves problems worth solving in a way they want it to be solved.

I don't think he's bothered too much about the pricing model itself merely the way it's presented.