Not everyone who hasn't yet purchased your products or services is a potential customer for your organisation's products and/or services. They may be a perfect customer for some business’s and completely inappropriate for others.

The definition according to Dictionary.com for potential is, capable of being or becoming.

Therefore, a potential customer is someone who is capable of becoming a purchaser of your product and/or services.

By understanding your potential clients and customers, those most likely to buy from your organisation, you can target your communication material accordingly.

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