14 Asking Intelligent Questions "It is better to know some of the questions than to know all of the answers." --James Thurber Customers are often less than articulate--or even clear in their own minds--about their wants and needs. The cus- tomer who says "I'm not quite sure," in response to your "How may I help you?" is at least being frank, and represents the feelings of a lot of customers. And it's your job to help them sort it all out.