BEFORE? Yep! Some people have this reward thing all out of sequence and it causing their 'Happy Score' to fall.
Which came first? The chicken or the egg? The cart of the horse?
I just submitted an invoice to someone who was literally begging me to help her officially, because I had been dropping so much valuable help to her for free, but sporadically. She has specific questions, goals and felt I was the best one to help her considering that what I had already done for her was so impactful. I thought she would challenge my fee or ask for a discount -No! Her response was, "I am working on getting your money." BAM!
People have options and competition for their hard earned dollars. This is why a SALE always gets people excited and retailers know it. A sale is a way to get something of value for less than it is actually worth to you. This adds more value to the thing being purchased. My point is not to suggest you should discount your services, my point here is PERCEIVED VALUE