Prospect

A prospect is a potential customer. In the customer pyramid, a prospect is between a suspect (someone you suspect may become a customer) and an actual customer. A prospect has already been contacted in some way. You can further divide prospects into normal, warm or hot prospects. A hot prospect is someone you know is going to make a first purchase in the near future. With a Direct Mail, you can often give such a prospect the final “push” by making a competitive offer.