Surprisingly, not every customer you call on is focused on external customers. Unless your clients have direct contact with external customers, too often you will discover how insensitive to or ignorant they are of their external customers’ needs. Under these circumstances, it is likely that internal customers will have greater influence. This makes your job twice as difficult because you need to convince your customers that their external customers are important, and you need to uncover the wants and needs of those external customers. Here are some examples of questions about external customers:
Who are your most valuable customers?
Can you give me a profile of your typical client?
How do your ...