Some fantastic ideas and points made here, I've taken a few things away from this thread myself already!
A few things which make me want to give people money:
1. Clean and tidy office/ briefing rooms/ aircraft. Whilst most of use are aware that a bit of duct tape here and there with a bit of oil on the cowling is no big deal, the average first time punter does not.
2. Professional but fun people. Nobody wants to be taught by a useless halfwit, likewise a personality descendant of Atilla the Hun bearing down on you for not getting the flare quite right doesn't make for a good learning experience. Flying is inherently dangerous, but also needs to be fun.
3. Honesty. If someone isn't honest or tries to hide things, I will not be giving them my cash.
Every other point I would make has already been covered really, as I said above there are some blinders! Brilliant thread!
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