Have had this problem numerous times before - are you going onto plaster or plasterboard ? Both can be problematic - just because it's plasterboard does not mean it will be easy - depends upon if it has been fixed to good joists or spot and dabbed level. Also plaster can be a nightmare - just don't beleive a plaserer when he says that the walls are too bad to get them plumb. Beleive me a good plasterer can acheive miracles with the worst of walls. Many plasterers do not even bother to check their plastering witha straight edge - I've heard too many times the phrase " oh it will do, the tiler will sort it out"
The first thing you need to realise is that you should know what you are up against at quote stage. Find out what type of tiles the customer is having. ALWAYS take a long spirit level with you & check the walls, up and down and left to right & across window reveals to assess how good or bad they are. If not suitable then advise customer of remedial action, eg re-plastering. If they will be a struggle but time consuming, then build into your quote the extra time and adhesive you will use. Advise the customer why !!!
The extra time and money needs to be at their cost - not at yours because you didn't check.
One extra thing to note - always ask if the large format tiles are to be set in line or brick bond. If in brick bond you have even less room for error - walls ( or floors need to be pretty damn level or you will not stand a chance ( or end up having to use twice as much adhesive and time to ensure you have no stepping.
Back buttering and the use of a floor trowel, 10 or 12 mm is often necessary.
"THINK ONCE AT QUOTE STAGE, RATHER THAN THINKING TWICE ONCE YOU HAVE STARTED"
Eddie, just another point to add - when quoting for large format tiles on walls, use the same formula as for floors to work out adhesive required - " one 20kg bag for 4 square metres" This way you will not loose out.