I have used guides in several different activities particularly in the mountains. Fundamentally the things I am looking for are:
1) an intemate knowledge of the local area. I can work a lot of it out from a map, google earth etc, but nothing like having that on the ground knowledge. If had several days or a season or two I could get it myself, but a guide short circuits this.
2) respect from both sides. I respect the guides wisdom, but equally I expect there to be an equal respect back and a two way decision making process. Too often I have seen guides in all sports be of the type, follow me and do exactly what I say. Ten days ago I watched several offpiste guides take groups of skiers through a very avalanchy area - they were on a set route and I doubt the punters even had a clue of the danger.
I have been out with some guides, where quite clearly as the punter, I am simply there to irritate, make his life harder and be between him and the pub. If I am making his hind cull more difficult he can simply do it himself without my hard earned cash.
I want want to challenge myself, and part of that is making decisions and also getting them wrong.
3) coaching / expertise - the older get the more I realise how little I know and understand and part of joy of stalking with others is cross fertilisation of ideas and techniques. This requires an open and honest dialogue, but a good guide / coach should have the skills to read the client, work with his strengths and develop his weaknesses. I am not as fit as I would like to be as I am not walking up hills all day every day - you only get so fit running up down the London tube! Stalking is physically demanding, but I don't expect it to be a trial of fitness either that leaves me in a comatose wreck.
for those offering guided services in any sport or activity, it's worth remembering that for most clients any form of Holiday is an expensive undertaking. Most of us get less than 20 days holiday a year - reduce that by half once you have done all the family, personal admin crap etc and you left with just a handful. If you are self employed or contractor you add in loss of earnings etc. Take the basic cost of the day - say £200, and buy the time you have added travel, accommodation etc, you can double that - say £400. And this after tax income, so in effect you are probably needing to earn £800 for that one day..