For me it changes by the client. For some I actually count aloud on some sets. Often I'm silent and watching form; perhaps I've been at this long enough by now, but honestly I count reps subliminally... so I end up doing this, "Ok, one, two... (watching form until I come back in later in the set)... seven, eight... aaand you're done!"
My clients know to keep track of what they are doing, and they know that very often I'll tell them to stop or "keep going" if I feel like a set isn't progressing properly or if they hit a good groove.
Sets and reps are, to me, a guideline, something to give us an idea of when we should be wrapping things up. But it's elastic.
When a client is new, I'll count aloud most sets, because they need to be thinking about what their bodies are doing. Often they appreciate a definite stopping point on the reps too.
I find a great help is to come in speaking aloud for a countdown. If a client is grunting through 12 reps on squats - and their form is solid, no queues required, I'll jump in at the end, "3...2...1 !!!!" To give them that last burst of energy, "I'm almost done!"
Counting reps should be used to set parameters for clients. Let them know the value of the reps - sometimes it's more important than others. I'm not above counting aloud. I think it would be silly to always count aloud on every set as a rule... but it can be a helpful "tool" to guide clients.
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