New customers have no idea how your product works, how your business works or what the protocols are. 

They know nothing.

It’s not that they are stupid, it’s just that no one can know anything that they weren’t told.  Customers will not know things about your product or company if they weren’t informed in some way.  Osmosis doesn’t work in this situation.

So, if you want your customer to know something about your product or about some sort of protocol, you must tell them.  You need to tell them in a manner that is clear and accurate.  And you must communicate with them in a way that will make sense to them.  To you, everything makes sense because you’ve been dealing with all the bits and pieces for a while.  To them, it’s all new.  They won’t necessarily understand that in order to do X, they must do A first because it’s the first time they’ve seen any of this and don’t have a grasp on the full picture yet.

So what can you do?  Think like your customers.  

See everything as they would see it.  Explain everything, walk them through everything, verify that everything you say makes sense to them, not just to you.