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To address the client's resistance, I prioritize uncovering the underlying cause. Often, it's an emotion or limiting belief that needs to be surfaced and understood. By facilitating client awareness of how this root cause is impacting them, we can then effectively navigate the resistance.

Humans are driven by emotions, and one of the strongest emotions is fear. Fear can stem from painful memories and often causes hesitation, becoming a significant challenge and obstacle to achieving business growth goals. As consultants, it's our job to identify the root of their fear, understand it from their perspective and emotions, and help them overcome it. We can do this by sharing similar problems we've already solved, making them feel emotionally safe, and logically justifying our solutions and strategies.

It's important to understand WHY someone is resisting growth and change. There's always a reason for it, and usually not the one that's said outright. You have to dig deeper, going beneath the surface. You want to be empathetic but at the same time, you want to probe deeper with questions to gain a full understanding of why the individual is resisting or backing away from something that's going to help transform them and their business. Usually, this comes from a fear they have or a subconscious belief. As a business coach, it's important to help the client realize what's happening when they're getting triggered, gain clarity around their trigger, discuss what the facts are, and help them change the narrative.

First you need to understand what the resistance is to specifically, where it comes from, and what benefit it has. Your client doesn't just have this resistance for no feeling; what benefit are they getting from not setting those growth goals? Once that's defined, then have them paint the picture of what life looks like if they keep going on this path vs what it looks like if they do set growth goals and start moving towards them. What are the new benefits of this new path forward? Does it serve them better than the current benefits? And remember to always stay neutral and non-judgemental, asking your client to remain non-judgemental of themselves as well. We all have resistance to something in life; there's no shame there.

However, it is necessary to acquire a Systemic and Strategic Vision of your Company in terms of Market and Structure of your Company from the Economic-Financial and Organizational point of view, to decide how to better manage it in every single decisions. To do this, it is necessary to use IT tools that allow to create a digital twin with which it is possible to demonstrate the effects of individual decisions, generate new business ideas and define new business models and identify sustainable and profitable investments

Fear is a big factor and a business halter. You need to empathize with your client but also promote how they need to overcome this fear and move their business forward. This is done by educating them. Do your research and show them in reports, articles, and meetings how this will be beneficial not only for the business but also for them.

Build up their confidence to help them know that they can achieve their goals. Try baby steps at first they need praise for each step forward. Once they know they are slowly getting where they want to be this gives them that confidence boost. Sometimes fear creeps in and the goals that they want to achieve can put them through mixed emotions so encourage them every step of the way.

To overcome a client's hesitation to commit to business growth goals, start by understanding the root of their resistance through open, empathetic dialogue. Address their concerns and fears, providing reassurance and clear information to alleviate uncertainties. Break down growth goals into manageable, achievable steps, highlighting short-term wins to build confidence. Offer support and resources, such as mentoring or training, to equip them with the necessary skills and knowledge. By fostering a supportive environment and demonstrating the benefits of commitment, you can gradually encourage their willingness to pursue business growth goals.

Resistance is on a scale, let’s say, from slightly to very. Find the opinion leader. Start there with your messaging. Let the opinion leader move the rest from very to somewhat.

Clients may have some unresolved apprehensions. So have an open discussion about that and then tell them how your plan rules out their apprehensions.