I’m a workaholic and so don’t ever really stop – have never really worked out my hours, but if something needs doing, I’ll do it.

* Typical working hours: 

 As I say, I don’t really have a work pattern – I live to work. I can’t stand weekends as everyone else stops working and becomes unreachable until the Monday.

* Main current clients: 

Clients (past and present) are confidential, but I am going to Milan next month to teach to a leading Italian business school. I’m also doing something at a school in Essex next month, too. We’ve also nearly finished negotiations with an Embassy for training of their diplomatic staff.  

* Rates: 

Varies depending on the client and their needs.

* Favorite business reading: 

My ‘bible’ is Debrett’s New Guide to Etiquette and Modern Manners by John Morgan. This was the very first book on etiquette I read and it is by far the best and I don’t think anything will ever top it. Ever.

* Favorite non-business reading: 

Agatha Christie is always fun – I usually get through at least 6 books if I’m having a ‘relaxing by the pool’ type of holiday, and Agatha gets my reading flow going very well. Michael Dobbs is also very good.

* Best way he gets clients: 

Word of mouth/media or through the website. I should network more but time permits, but it is my mission for the next few months to go forth and network.

* Worst wage-slave job he ever had: 

I wasn’t paid but when I was about 8 I used to help my uncle in his record shop in Bristol price up the CDs and cassettes.

* How do you market yourself?

Through the media or the website. I’m having it designed by professionals as I type (the current version was done by me – looks all right but it lets me down in so many different ways – mainly things to do with analytics and HTML, which I don’t really understand). The new site should go live in May.

* How do you keep your skills sharp? 

I am always reading and buying books on etiquette – the older ones are generally better than the newer ones, I find (although the new ones are generally more ‘with it’ for the modern day). I also practice what I preach by throwing dinner parties, buffet parties, etc for friends and family.

* What financial issues do you grapple with and how do you overcome them?

2009 was a slow year for any business, I think it is fair to say. There’s no point pretending that it wasn’t. But it’s picking up now, which is encouraging. The constant battle is making people realise that these are major life skills that we are imparting and that they really shouldn’t expect us to hand them out for £3.99 an hour.

* Whom do you turn to for advice and empathy? 

For business empathy, my colleagues or friends who work in the ‘industry’ – they know who they are! For personal matters, my friends and family.

* What was the worst project you ever worked on and why? 

A television show called Ladette to Lady. It was dreadful. I have had to have extensive therapy. I’d prefer not to talk about it. (But it’s all on Wikipedia if you look.)

* What was the best project you ever worked on and why?

There is nothing more rewarding than teaching teenagers, who will at first be reluctant to be in the room and listening to anyone drone on about napkins, but then you get going and their interest increases. That is always a good feeling.

* What do you say when people ask about "your job"?

I hate being asked by people what I do as it normally then involves a long conversation, or just a stunned reaction. Whilst there’s nothing more I like than telling people what I do (I am not embarrassed) sometimes when you are asked and you’re at the bank filling in a form or something, you really don’t want to get into a big confab. I now just say ‘consultant’ in those situations.

* What's the best thing about being an Etiquette Professional? 

There is never a dull moment. I’ve never taught exactly the same course or syllabus twice as it changes with each client and one is forced to adapt to each client’s specific needs. It would be dangerous (and lazy) to just replicate exactly the same material for different clients.

* What's the worst thing about being an Etiquette Professional?

Not being taken seriously at first by family and friends – when I started they all thought I had finally lost the plot, but they do now see that there is a market and there is a definite need.

* Do you have any advice for other Etiquette Professionals? 

Keep at it. We are so badly needed in this world. In a perfect world, etiquette coaches shouldn’t need to exist, but the fact that there is a demand is quite sad. That said, I shouldn’t complain, it pays my wages!

* What's your guiding philosophy?

I’m not sure I have one guiding philosophy, but whenever someone is rude or objectionable about what I do or the values I try to uphold I tell myself what Miss Trunchball tells Matilda in the Roald Dahl book: ‘I’m right; you’re wrong, and there is nothing you can do about it’.

Thank you very much, William for your time and your insightful answers. I'm sure my audience will appreciate to read about the experiences of a British Etiquette Professional too.