Small businesses can have a huge number of potential customers. However, until they become real customers, they can’t expect to benefit from them, and actually anyone can be a potential customer. In retail store the potential customer can be anyone who passes through or living in the area of store location. For importers and wholesalers the potential customers can be all small businesses in the state that are targeting the same market, or come from the same industry. For online sales, the whole world internet users are potential customers.
Sales will not happen all at once. You, as an entrepreneur will need to do many different things if you want to transform potential customers (possibly interested) into the customers who pay you.