What do you call a person who’s not yet a customer?

I’m currently doing an Applied Business assignment based on Business Planning – we had to generate our own business idea, including creating aims and objectives for the business. I’ve decided for one of my objectives to be “To raise awareness of the business amongst…” (where the ‘…’ is the word I’m looking for). I can’t put “To raise awareness of the business amongst new customers”, because they aren’t actually customers yet.


“Prospective customer” could be used considering that the person is not the customer yet but is likely to become.

Source : Link , Question Author : James , Answer Author : sankalp

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