Prospecting refers to all the actions a company takes to identify and contact new potential customers, known as prospects, with the aim of expanding its customer base. It encompasses various methods, such as phone calls, emails, social media campaigns, sales visits, and direct sales calls. The main objective is to generate business opportunities, assess prospects' interest in the products or services offered, and then convert them into actual customers. Prospecting can target both individuals and businesses and differs from direct marketing, which targets existing customers.