Pre-certification fees

I am in the life coach school and I am looking to make life-coaching for athletes and coaches my niche. I have had some interest from the baseball and softball programs at a college, and as I present what I offer to them, I am not sure how my fees should differ pre and post certification. Should they differ at all? If they will, how do I present that in a way that doesn’t call my credibility into question at the present time? Is there ever a time you should consider offering your services at a reduced rate to build your business?