Whats the word for customers ?
There are many adjectives you could use. I would advise using “client” if your customers buy multiple times over a given period of time. The word “customer” implies someone that makes a one time purchase. You know your business better then anyone. You just need to adjust your reference according to yor industry. If you were a dentist, then you would use “patients”. So take a look from your “prospects” shoes and see what you think would make you feel comfortable. Most of the time, you can get a good idea what the industry uses to refer to their trget market by visiting their websites. After all, you don’t have to re-invent the wheel, just copy it.