Agreed with all the posts here so far - I would only add that if you're selling to a larger organization, you'll likely go through some sort of vendor qualifica

Agreed with all the posts here so far - I would only add that if you're selling to a larger organization, you'll likely go through some sort of vendor qualification by a centralized group - and it is unlikely that you'd ever get by without quoting a price. The author also seems to forget that most companies have budgets for software - so you might be quoting a great ROI, but if the price is outside of my budget, it's a no-go. An ROI analysis, at the end of the day, is a good add-on to a proposal in my opinion, but can't replace a pricing schedule.