Prospect
Also called Prospecting
A potential customer who fits your target and whom you are actively pursuing or plan to. Prospecting is the work of finding and reaching them.
Why it matters
Consistent prospecting keeps the top of the pipeline full, which is what prevents the feast-and-famine cycle many young sales efforts fall into. For founders, prospecting the right accounts is often the first real sales skill to build.
For example
The rep builds a list of 100 fintech companies that fit the ICP and starts working them as prospects.
Go deeper
Related terms
Also in Starting Up
See how founders actually handle this on Getting your first customers, part of the Starting Up hub.
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