Tell the truth.  Fortunately, I don't rely on calls to get business, but in every area that I advertise and all the calls that I do make, I am honest about what I want, why I believe they need it and exactly what it costs.  I absolutely hate when the price is the last item discussed, and I immediately leave websites that tell me to call for the price or sign up for a demo (without listing the price).  The price range allows the customer know if they can afford it, so tell them first.  Imagine going to amazon and not knowing the price until you are in the checkout.  That would be a waste of time.  

So, don't call and leave a message telling them you want to meet and see what kind of a rate we can get you, or how we can get this product into your hands.  Instead, I have several customers like you that have saved this much $ when buying through me.  I am selling this for this much $, if this sounds better than what you are finding elsewhere, call me back.