ALWAYS answer EVERY question a potential client asks. This never fails: I send an e-mail asking five SHORT questions (i.e., "When does the season start?" or "Do I need to bring my own sleeping pad"). The outfitter responds (sort-of) to questions 1, 3, and 5, so I re-send asking questions 2 and 4, and he responds to only question 4. This ALWAYS happens. Drives me nuts!
(Lest you think I'm some sort of "grazer" who asks a billion questions and never books, the aforementioned problem usually happens AFTER I've already booked and I'm just trying to iron out logistics.)
Also, if you're going to have your daughter or wife answer the phone, make sure they know what they're talking about (or make sure they have YOU call the client back).
As others have said, be a straight shooter. No BS.
Keep track of client requests and HONOR them. If you say you'll provide a sleeping pad, a non-smoking guide, beds without a tailboard (News Flash: Some hunters are over 6'), a non-psycho horse, decaf, etc., make sure you follow through.
Thank you for your advice because my wife and daughter do answer the phone especially when I know I am going to be in areas with no cell service.