This a genuine problem and we, agile coaches, have to face the opposition between requirements and needs.

In Daniel´s case, you are at the front door of your customer´s company and you have to push the door.

In your offer, that´s my way, I will distinguish training and coaching. From Daniel´s example, coaching is more like a consulting implementation follow up. Here, I would improve my offer through training-consulting and coaching.

The reality of the market is that every one wants the tools and avoid any change.

As a professional coach, you have to distinguish those three different approaches that I mentioned before. Usually, real coaching starts later in the process or never.