I do both.
I offer a training program for MELT (Myofascial Energetic Length Technique) because it can be marketed as a technique with limited scope. It is also stand-alone and does not need to be done in conjuction with exercise (even though that would be great). This is also of benefit for people that are living further away and come for the explicit reason of wanting to learn this technique.
Most of my clients have sessions with me. I do not do session packages but charge at the end of the month based on the numbe of sessions.
It depends upon the client. Some clients do not care about programs or sessions, they just want results. Others, type A, want to know everything from what they are doing that day plus every day you meet to what the end goals is. As to effectiveness, it is individualize based on the client. What ever works, it is the results that count.
I think that clients understand and can identify better with “training sessions.” This gives them a quantifiable thing and seems to be more concrete to them than a “training program” which we as trainers may completely understand but may seem very amorphous to lay people. It’s probably more of an “educating your clients thing” but, in trying to define your work with a client in terms of a program you may have some initial resistance because the client doesn’t (or may not) have a clear idea of what that means to them in terms of their financial and time commitment.
In my practice, I use BOTH of these concepts, but a lot of which I use with a specific group or individual depends upon their goal(s) and time commitment.