I get the skepticism about coaching - many executives have it. But let me ask: what's the cost of not changing? We're not here for feel-good conversations; we're here for results. When you're overwhelmed with meetings, your team isn't performing, or you're stuck putting out fires - that's where real change matters. One CEO freed up 10 hours weekly just by adjusting how she delegated. That's not theory - that's impact. So let's get specific: what's one challenge that's costing you time or money right now?

Acknowledge their concerns, then highlight coaching’s long-term benefits like improved decision-making, leadership effectiveness, and team collaboration. Share success stories, emphasize incremental growth, and show how coaching drives both personal and organizational transformation. Ultimately, the skills executives develop through coaching not only enhance their professional effectiveness but also enrich their personal lives by fostering greater balance, satisfaction, and resilience.

When a client doubts the value of change in executive coaching, gently address their concerns by framing change as a pathway to unlock potential rather than an overhaul. Share examples of leaders who have achieved growth through small, focused adjustments. Emphasize that coaching is a safe space for experimentation, where they can refine skills and test strategies without immediate commitment. Highlight the potential impact of even minor shifts on their team’s morale and productivity. Encourage them to set achievable, short-term goals that demonstrate immediate benefits, helping them see how transformation through coaching can be both manageable and empowering.

The doubt usually comes from the customer's own inner dialogue. Exploring what potential beliefs or events may have made him/her doubt is a good start. We typically link events or experiences, sometimes without analyzing them deeply. Reviewing beliefs through temporality and/or context will help the client to understand that what happened in the past can rather help in an expected transformation. It is very important to build a good rapport so that the inner dialogue can be expressed.

You could ask, “What’s a current challenge you’re facing that you feel is holding you back?” This opens the door for them to talk about their specific concerns. Then, you can show how coaching can address that challenge and say something like: “With a few adjustments, I believe we can work through this together and make progress toward a solution that benefits both you and the organisation, and that's the value I can offer you.” By focusing on something tangible, you make the value of change more real and relevant to them.