In developing selling efforts, business marketers can also consider their customers’ customers, or end users, if appropriate. Many B-to-B sales are to firms using the products they purchase as components in products they sell to the ultimate consumers. Business marketers can seek out opportunities to interact with their customers’ customers and improve their offerings or even their business model. When XSENS, a Dutch supplier of three-dimensional motion-sensor technology, helped solve the problems of one of its customers’ customers, it also developed a new operating procedure that improved accuracy of its products by an order of magnitude.