It can be very embarrassing for a customer to go into a business and ask for a specific product or service that they may not know much about. A smart and professional business will take the time to explain important issues regarding the proposed purchase and make the customer feel good about it and in no way inadequate because of their lack of knowledge.
There is another kind of business that seems to thrive on belittling theirs customers. Staff might be insensitive about correcting the customer's use of terminology. Or the customer might be treated like an idiot because they don't know the difference between a triple reverse sky sprocket and a double reverse sky sprocket. (Like, who doesn't know the difference between these two everyday items?)
Be patient with your customers, and make sure that your staff are also patient. When you do something every day, you tend to have all of the answers, but when you do it for the first time, there are a lot of logical questions to be asked. If you work with your customers and help to answer their questions or concerns as simply and as professionally as possible, they will appreciate it. This is good customer service and your business will be recognized because of it.
Never forget that no one likes to be made to feel like a fool. Keep an eye on your staff to ensure that they are always patient with your customers, and reprimand anyone who fails to display this basic courtesy. Patience is a virtue, but in a small business it's a lot more. Making a customer feel foolish is a guaranteed way of shortening the length of the relationship.