All in the business plan.

Be fair and just with your customers & clients. Try to educate them so they make the right decision. Offer them enough to grow into but not enough to waste. Do not promise anything. Be on time. Return emails and phone calls within 24 hours. Work hard to make them happy. Work harder when business is slow. Be patient when the client is not. Don't let them talk you into selling them a product or idea that does not make sense. Maintain your integrity not matter what the budget is. Understand what they want and what they need - these might be completely different.

Remember that everyone doing this is doing so to make a living, support a family, and building for a future. Some of us love what we do, some of us do not. If you are enthusiastic about what you do it can be contagious..