Reaching out to the potential customers or prospects to get a sales opportunity to sell your products or services is called Sales Prospecting.
The goal is to move the prospects (potential customers) through the funnel to convert them into customers.
A lead versus a prospect
Leads are potential customers who showed interest in your product or service. When a potential customer reaches you via a contact form on your website, live chat, you call this individual a lead. On the other hand, a prospect is also a lead, but they match your ideal customer profile and have a budget to learn more about your product.