Free strategy sessions, proposals, or 'discovery calls' are common in service businesses. They devalue your expertise, attract tire-kickers, and consume disproportionate time. Charging — even modestly — filters serious prospects and signals value.
How to charge
Set strategy session fee (£100-500 depending on your business). Apply fee toward purchase if they hire you. Refund if dissatisfied. Frame as 'because we'll do real work in this session'.
What this changes
Prospects come more prepared. Sales conversations more productive. Conversion rates higher (those who pay are more committed). Higher-quality clients overall.
Most service providers underprice their expertise. Charging for sessions is one of the easiest pricing tests with immediate benefit.