Getting a read on the prospect
With each customer, there is a key benefit that will trigger buying desire and cause the customer to purchase your product or service. At the same time, there is a key fear or doubt that will hold the customer back from buying.
Source: Sales consultant Brian Tracy
Your initial job in your first cold call with your prospect, and the key to qualifying them, is to find out exactly what benefit will cause this customer to buy from you, and exactly what fear or doubt might hold this customer back from buying from you.