In the case I mentioned I wasn't serious at all - I was just putting feelers out and trying to gauge pricing across a few different vendors. A call at this point is probably wasting my time and theirs.
For me, the stage after finding out a standard price is to perhaps have a call and determine if my requirements match up to the product.
I guess it also depends on the size of the company, type of software etc. If the company has trial versions then it's more likely the person buying knows what it can do etc.
As a hard example, I go to jprofiler's website[1] and can order there and then, no messing around. I go to neotys[2] and it's the sales induced hell I mentioned above.
[1] https://www.ej-technologies.com/buy/jprofiler/select
[2] http://www.neotys.com/product/neoload-licenses.html