When I was setting up my business structure and setting my rates, I was asking the same question. A business collegue who was mentoring me along, asked me why I would discount my services. Am I giving them a discounted session? Does a doctor or dentist discount their services? Your worth what you ask for, he said. Just make sure its reasonable. That your rates are in line with others in your local area, that they cover your costs and that your services match your rates. I’ve never had a problem getting clients and I’ve never discounted my rates!