They weed out most of the people out there as they are not able to think in terms of return on investment.
It often can be difficult to prove what the "return on investment" will be. That said, in the example that I used, a retail or service based company simply cannot function very well (if at all) without the computer hardware and software. In this case, a good salesperson might stress the features and benefits that the new system would provide instead of ROI.
But, to the regular "tire kicker", the sticker shock is just part of the interaction and why it is best to keep the interaction short.
From a sales perspective, I somewhat agree. I believe a good sales person should spend the time to find out why "tire kicker" is currently kicking tires (e.g. possible future business expansion, current system no longer meets their needs, etc.).
This is where the ignorance comes into play. A decision maker rarely knows what their technology options are and a sales person or a particular vendor is rarely going to provide that type of information to them (that is assuming they themselves even know what the various options if any are).
In the example that I used a company could either:
• Do nothing at this time.
• Purchase a commercial software product that does NOT meet all of their needs but is the cheapest option.
• Purchase a commercial software product and then pay more money to have it tweaked/customized.
• Pay even more money to have something that is custom built from the ground up.