1) Sales reps should understand their customers' business models in order to better identify how their products and services can add value. 2) A business model describes how a company makes money through its value proposition, market segments, sales channels, revenue streams, and key resources/activities. 3) By asking customers questions about these aspects of their business model using the "5W/H" framework, sales reps can gain a clear understanding of customers' needs and how to position solutions.