In B2B, I like to use the word client instead of customer. It helps to avoid the cumbersome phrase “customers and/or clients”.

Also, there is a massive difference in the meaning of the two words.

Webster’s Dictionary defines a client as: one that is under the protection of another.

Webster’s also defines a customer as: one that purchases a commodity or service.

As you can see from these definitions, there is a substantial difference in the way a person, or a business that does business with you, should be treated.

Even if these people are called customers in your marketplace or industry, always think of them as clients, and under your protection.

 
Kind regards,
Ian Dainty
Author of the Book – WHY CAN’T MY SALES PEOPLE SELL: 15 WAYS TO GROW YOUR B2B BUSINESS
Ian Dainty’s Email