Lately I’ve been sensing a distaste for the words “Prospect” and “Customer” and even “Sales” by some social media folks. That’s just plain wrong.

I value the trend toward friendship, connections and genuinely liking your followers. Heck, look at the name of this website!

Remember, also, that you’re in business. What does a “prospector” eventually find? GOLD! Those are your customers.

You are actually doing your company a disservice if you don’t recognize the importance of serving someone who truly needs your products or services and will pay you to get them. You nurture special relationships with paying customers if you want your company to survive.

So when I say “prospect” I do mean –yes — someone whose life will be better if they open their wallet and purchase whatever it is you offer. That’s the beauty of business. I’m tired of beating around the bush about that. The people you can help — those folks are your “prospects” and it’s clearly your job to serve them.

But there’s a huge difference between serving them authentically and benefitting at their expense. Enormous. Put value into the word “Prospect;” don’t take honor away from it. Your prospects and customers are golden. They become your friends. Family, even. It’s really up to you.

Please don’t be afraid to use the terms “prospects and customers.” It’s a privilege not to be taken lightly!