Charging for our time

As a consulting RVN I spend a lot of my time in a consult room talking to clients, administrating second vaccinations, emptying anal glands, taking blood pressure measurements and the list goes on. I have absolutely no worries about charging clients for the job that I undertake. When I talk to other nurses that undertake the same clinics, some really do struggle with charging for their skills and expertise. This seems to be a common issue in many practices. Why do so many nurses struggle with charging for their time? I asked this exact question when presenting some CPD on nurse consulting skills recently. Many suggestions came up, these included: clients expect things to be free in a nurse clinic; nurses aren't valued as much as vets by the clients; nurses don't believe in their own worth; nurses are too nice, they feel sorry for the client/pet, and are worried that the owner can't afford the treatment/the clinic and don't want the pet to suffer.