The following is taken from David’s interview with Mike Turner in 10 Super Coaches.

What advice would you give coaches about charging clients?

Set a fee rate that reflects the most value you can deliver. Be very clear with clients that this rate reflects the value you deliver. If the client can’t afford this rate, find trade-offs you can make which reduce the amount you charge. For example, you might suggest that if the client commits to a certain number of sessions that you will reduce your rate by, say, 10%. But be clear that the value of your coaching has not been reduced.

Do you recommend offering free coaching?

Generally not, unless their hunger for coaching is very high. If someone is paying, even if only a nominal amount, they are more likely to value and get value out of the coaching.