How much do I hate the term “prospect”? So, so much.
Open up your browser and Google the word “prospect” and this is what you get: “a person regarded as likely to succeed or as a potential customer, client, etc.” The definition is so simple but the context in which it’s used almost feels… derogatory.
Salespeople often use the term “prospect” when discussing opportunities and calculating potential sales in a funnel, eg. “How many prospects have you sold to this week?” Now of course I understand that reps need to have a way to identify and refer to opportunities so they can be tracked and organized, managed etc. but the way that we use “prospect” seems to dehumanize our potential new client. After all, they are human - not an ATM.
Let me flip this around for a second. Imagine a mentor, spouse, boyfriend, or girlfriend that you’ve had a relationship with (current or past). Picture them in your head. Imagine what makes (or made) them so special. We’re not talking about just any relationship here. This is a positive, meaningful, and deeply rewarding experience that will last for a long time in your memory - maybe even the rest of your life. One where you both gained something and learned something. Imagine how they made you feel at that time and much they truly meant to you. Now… if you could travel back in time to the first day you met them, knowing what was about to take place, would you still refer to them plainly and simply as a “prospect” for your attention and amusement?
We never know when we’re going to encounter these people in our lives, so treat each of your potential customers as though they could be the start of a tremendous experience, one that is positive, meaningful, deeply rewarding and will last for a long time.
As for the “p” word, let me share some ideas for an alternate:
Future-customer/client
Hopefuls
Potential customer/client
Patron
Guest
End user
Owner of the product/solution
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