A potential customer is anyone who may take an interest in buying the products or services that you have to offer. For a company X which sells wedding dresses, any to-be-bride and her near and dear ones i.e. someone who is capable and most likely to buy those dresses is a potential customer. Thus, a person capable of becoming a buyer of goods or services from an organization will be its potential customer until the purchase has been made. As an organization, knowing your potential customers allows you to target your communication and campaigns.