When I graduated from college, I dove headlong into restaurant work in order to survive. I had a degree in Visual Communications and a minor in Art from an un- prestigious college, but near the end of my studies I'd begun playing bass in a band and wanted to see where that would take me. I spent the next 11 years of my life in the food service industry. I went from dishwasher, to waiter, to prep cook, to weekend manager during that time. I took advantage of the flexible hours and free meals; in large part because of this, I was able to make records and tour early on. In later years I would use my days off to record people at my home studio, up until my recording schedule overtook my work schedule. I've always been thankful for my time spent working in restaurants, catering, and pubs for the valuable lessons I took away.
For almost 17 years now I have owned a commercial recording studio, and I see it as a continuation of my career in the service industry. Anyone with a credit card or some extra cash can throw a bunch of audio gear in a room and call it a "studio." But a room full of wires and boxes doesn't run itself, and how one decides to organize and present their studio is the key in separating their place from the pack. But the most important element in all of this is the clients and customers.
If there is any studio that has made and sustained a stellar reputation solely on recording equipment, location, or a fancy website, then I'd like to hear about it — because I sincerely doubt such a place exists. Every aspect of a studio's success hinges on the experience that the musicians have while working there. It's so obvious — and it's been said a thousand times — but word of mouth is king. Forget advertising your studio; make your clients happy and they will tell other musicians to come in, and they in turn will tell even more people. And a studio full of musicians is a successful studio.
If you have hired anyone to work for you, they must represent your service goals to the utmost. If you recommend any freelancers to work with your clients, they must be as professional as you would be yourself, and they have to be ready with the knowledge of everything they need to know about using your studio. Everyone's attitudes must be positive and helpful, and not just on the surface. No behind-the-back shit talking should ever be allowed; people can feel that energy, no matter how well one tries to hide it. That certainly goes for shit talking other musicians' sessions in front of the current clients — I've said it before, but what do you think they will suppose is going to happen the minute they walk out the door?
Graciousness must be a constant; customers should never be made to feel that they are wasting your time, or that they are clueless because they may know less about the recording studio than you. Every project is "the most important project ever" while the current client is in the studio. Discussions of other recent or upcoming sessions should be handled with care; if someone thinks that you are far more excited about your next gig than theirs, even if this isn't the case, you will lose their trust and likely their future business.
Other distractions can be external, like constant UPS/FedEx deliveries (something I finally got an outside drop for) or other clients dropping off checks, tapes, and hard drives. It should be obvious, but studio tours for prospective clients should never happen on someone else's time. I once even had a former client drop in unannounced to bring his kid in to show him "where daddy made his album." Luckily, no one was in session at that time! With clear communication, planning, and possibly a slightly stern "by appointment only" note on the door, these can all be avoided. Once again, the client will feel like the most important person while they are working in your place.