Potential vs Prospects: Business English Explained

Master the difference between potential clients and prospects to improve your business communication and sales strategy.

Potentials are anyone you know that you'd like to have as a client. This list is naturally broad and includes a wide range of contacts. For example, you might consider everyone you meet at a networking event as a potential client.

Prospects are a more focused and refined group than potentials. They meet specific criteria that make them more likely to become actual clients. They should meet 3 conditions listed below.

• You've already talked business with them.
• They are receptive and have not expressed disinterest.
• They qualify based on factors like assets, attitude, and alignment with your business goals.

For example, someone you’ve had a detailed discussion with about your services, who has shown interest, and whose needs match your offerings, is a prospect.

Understanding these terms will help you refine your sales approach and communicate more effectively with your team and clients.