Nissenel,
I cold-called for over 20 years and made many discoveries. One is board meetings and sales reps spend a lot of time second-guessing what their prospects want.
I wrote a brief questionnaire of 5 questions that management would like to know. One asked the existing client, why did you select us over the competition and how can we improve? If my buyer was present, I asked him or her directly and if not I left the questionnaire behind. I did this with every existing account on my route.
The results were dramatic. We learned that many of our assumptions were false and how to expand our base.