This is so true, and I find it's a bigger issue with therapists (yes, there is such a thing as too much empathy, it seems).

One thing that worked when I coached one of them was asking, "So, would you give money from your son's college fund to your clients?"

Indignant reply from client," Of course not!"

To which I responded, "Guess what, you are!"

I often guide my clients who have a hard time with charging the rates they need and are worth that they can keep a couple of slots for clients with limited financial ability, as lon as they increase the rates for everyone else to make up for it.

Then, they can ask every few weeks if the discount clients still need the discount, or if they can let others who may need it more have the slot.

That lets the therapist avoid having the lower rates become an issue between them and clients who may be driving nicer cars and living in fancier neighborhood.