In the business-within-a-business paradigm, internal service providers may be limited to "selling" their products and services within the enterprise. But clients may still have the right to buy from external vendors if they're not satisfied with internal choices.

This suggests that internal entrepreneurs must continually strive to earn the position of "supplier of choice" through relationships and performance.

Here are a few of the things internal entrepreneurs must do to win customers' business:

• Build great partnerships with customers

• Proactively contribute to customers' strategies

• Offer a comprehensive, innovative catalog of services

• Offer best value

• Give customers control of what they "buy"

• Flexibly tailor solutions to customers' needs

• Meet every commitment

• Optimize the safety of the enterprise's assets (including information) and people

• Innovate in ways that prepare you to deliver tomorrow's opportunities