Totally agree with MJ about the person who answers the phone. Its basic business sense that the first person a potential customer speaks to needs to be personable, enthusiastic and helpful. But flying schools have too many dreamers and Walter Mitty types running the show (with notable exceptions of course) who couldn't run a proverbial in a brewery. They let the dweebs handle the phone FFS...
Actually what the punter really needs is to talk to an instructor - someone who can pass on their enthusiasm for flying and cover all the points that really are potential barriers to the customer.
We are our own worst enemies sometimes.