How can we persuade people that they need a coach?

You don’t need to do any convincing or persuading, beyond arranging one initial meeting. Whilst many new coachees are excited by the prestige and learning opportunity of having their own leadership coach, others are reluctant because it seems a bit frightening and unfamiliar. Once they have met their coach and had a first session, this quickly changes. All you need to do is to set up the process so that they can have the first meeting; the coach will do the rest. We are quite used to working effectively with sceptical coachees. Some of the most cynical executives become our greatest champions.