Addressing skepticism starts with listening, not convincing. Sit down with them and ask why they’re doubtful. Is it past experiences, fear of change, or feeling it’s not relevant to them? Understand first. Then, connect coaching to what they care about—whether that’s closing more deals, faster promotions, or less stress in their process. Share real success stories from people they respect, or better yet, offer a small win through practical advice they can apply immediately. When they see results, even in small ways, skepticism turns into belief. Coaching works best when it’s real, relevant, and personal.

I totally agree with you! And also ask yourself 1. whether the salesperson who isn't interested in developing their skills is the one you want on your team? (then try to handle skepticism as in the article) 2. is the coaching system really helping your sales team to develop the right skills? If not, maybe that's why some of them think that it's a waste of time? (in this case you need to develop a better coaching strategy)

I’ve found it helpful to point out that even the greatest athletes have a coach, from Michael Jordan to Tiger Woods and plenty of others. The 3rd party view into one’s activities provides a lens for improvement that even those at the top of their game can appreciate and benefit from.

Address their skepticism by: Showing Results – Share data and success stories. Highlighting Benefits – More deals, higher commissions, less stress. Providing a Trial – A quick-win session to prove value. Using Peer Endorsements – Testimonials from trusted colleagues. Positioning as Support – A partnership to help them succeed.

Sometimes it's not the coach, but the individual themself. Sit with them and ask open ended questions about what they really feel, what they may fear and why they may be skeptical. Maybe they've heard it all before and haven't moved forward, maybe the individual is going through personal issue's, maybe they feel completely unmotivated... Or maybe the coach hasn't "read the room"... This is a double-edged sword - I have been here myself, where the coach was just so false in a ridiculous "Gung-Ho" approach - it was awkward, and I wasn't the only one who lost interest. Coaching requires the "buy-in" of all individuals, and only a good coach will pick up the "feel" of their audience... The parties need a 1-on -1 discussion.