I can only speak for myself, but being a guy who has been away from intimacy for a while, and the massage scene is new to me. I look for an intimate occasion (touching specifically, knowing that this is a paid fantasy moment), if that leads to other activities then I would expect to have the provider set some boundaries and the tempo. I'm also shy, thus need a provider to sense that and tease it out. That is not to say that I just lay there like a corpse and expect mind reading to occur.
Communication is a two-way street, with a "professional" leading the discussion and for me to be clear on what I'm also looking for. Of course there are some out there who know exactly what they want, know where to get it and can say that right off the bat. I'm not one of those.
The good sessions I've had involved a friendly greeting, a quick discussion to what my expectations are (usually using innuendo.) and some body language that the provider is happy to share this moment with me. The poor ones have been the ones with a poor start ("there a John in room 5!, please attend to him.")
The best session have been a great welcome, good communication as to what is expected and limits (if any), a provider that can quickly adjust the session according to the clients responses, and one that can convey a deal of intimacy that I'm looking for (touching, nuzzling, light kisses, scratching, etc.)
my 2 cents.