There is a difference between training someone and educating them while coaching. The average client doesn't know what they're doing, how to perform exercises, how to program design for specific goals, what compensations to look for, and why to do a specific exercise. This is why they hire you. It is the trainer/coaches JOB to educate the client on these types of things.
"Why am I doing this? What muscles is this working? Am I doing this right? Why do I need to take this protein right now? "
"Well, you see Bernice, you are performing these face pulls to strengthen your lower traps here and to correct your upper trap dominance from sitting down at work all day. You need to take this protein in order to repair your muscles and you need to take at these times in order for your insulin to derive it into the cells for optimal absorption within the muscle."
This would be an example of educating the client. This is the type of service which should be provided everywhere throughout the industry. If I can educate a client to the point where they don't need me anymore, can pick out exercises, perform them correctly, and know why they are doing them, then I have truly done my job.
There should always be an end game or common goal to build upon with a client. Most of my clients are individuals looking for fat loss and to become stronger. With this in mind, say our goal for the client is to lose 10% body fat. The wrong way to go about this would be to treat them how a common big box trainer treats them as a paycheck and has them come in twice a week to beat the living hell out of them without ever explaining anything to them.
"Here hop on this BOSU ball and do single leg romanian deadlifts incorrectly while I talk to you about my weekend."
The right way to go about this would be to first take them through an assessment and educate them on what type of muscular imbalances they have, why they are having pain in specific areas, and how we are going to fix those problems while tying it all back into their goal of losing 10% body fat. Then the goal would be to constantly hammer home specific cues regarding to specific exercises in their program, why we are doing specific exercises, what not to do and why, the capacities being trained, work:rest ratio periods, nutrition, and effectively managing the training program through heart rate variability and stress response among other things. Patrick Ward says is best in the seminar series Strength In Motion, "they are paying you to manage a training program for them, not just beat the crap out of them." Lastly, always keep track of the progression of a client's program and teach them how to progress themselves when on their own. This aids into the goal of the end game for them.
Go out and start educating and making your clients more knowledgeable about what they are doing. This formula is extremely helpful when trying to add new clients as well or with random gym goers.
Knowledge is power. Spread it.