Need some advice please customer or client?

I need some help guys this is really confusing me and it gets nearly impossible to write good copy !

I was wondering what is the correct terminology for the person I sell to. You see I am used to working in markets where the people I sell to are clients and they sell their service to are called patients (medical) so that’s pretty straightforward.

Problem is that’s fine but I have a product/service that works in many other niches and can’t decide which is correct ✅ since if refer to my customer as a client what do I then refer to their customer as.

Hope I have explained that OK because even when I’m writing copy and promotional material I’m still not sure.

Would it be my clients clients or my clients customers?!🤯 or do you have other suggestions?

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