Which statement most accurately describes a Lead?

• A. A current customer
• B. A new person or business that might become a customer
• C. An internal project
• D. A completed sale

Answer: (B)

In sales, a lead is a new person or business that might become a customer. A lead represents an initial potential in the sales funnel—someone whose interest or fit has been identified but who hasn’t been qualified or engaged enough to become a customer yet. The goal is to qualify leads to determine if they have need, authority, and budget, and then move them forward to the next stage. This distinguishes a lead from a current customer, who has already made a purchase; from an internal project, which is not aimed at selling; and from a completed sale, which is the end result rather than a potential.