The coaching relationship is a choice, not an obligation. The relationship between the coach and the people who are coached is a designed alliance, a collaborative partnership, and more. As such, remedial or sanctioned coaching is often met with resistance rather than with open arms.
How is coaching being offered to your team or to your employees? A perk, an incentive, an option, an obligation, or a remedial response to underperformance? Are you offering it to your entire team, to a select few, or to just one person?
It’s the manager’s responsibility to enroll each person on their team on the benefits of coaching and being coached, rather than forcing coaching upon them. Here’s a video I did that supports this.