Resistance to new tech often stems from uncertainty, not incapability. To inspire change, try blending emotional and logical motivators. Instead of focusing solely on efficiency gains, highlight how the tech supports their personal success. Frame it as a strategic advantage—helping them win more deals or improve client relationships. Engage them early: ask for input, let them feel ownership over the solution. Use “anchoring moments”—like success stories from peers—to create a bridge between skepticism and enthusiasm. Finally, lead by example: demonstrate curiosity, acknowledge their doubts, and celebrate small wins as they adapt.

Coaching is for the reps! If you have folks that are hesitant to be coached you probably hired wrong. The key to coaching is to have structure around it and for it to be rep led. The rep should be equally invested in their development. Keep it simple, specific, and measurable.