Two Words.

"We anticipate what's to come...then ignore what's actually there." 
~ Stephan Rechtshaffen.

The sales manager was clearly very frustrated. She sat down with her boss for their regular one and one and let it all out. "It's like nothing is getting through" she said. They agree that the advice is good, and they even take notes, then go back to doing what they've always done.

I figure they're either ~ Unable or Unwilling. If they're unable I try to teach a little more. If they're unwilling I try to lead a little better.

 What am I doing wrong?

"You may be focusing on the wrong words" her boss said. "What do you mean?" she replied. "Well it doesn't really matter whether they're unable or unwilling. It's not about can't or won't. Both ultimately end up at the same place" he said. ~ "It's really about two other words that they're either thinking or saying when you try to coach or lead them."

The young sales manager interrupted her boss ~ "Yeah But..."

The old man stopped her in mid sentence, smiled, and said ~  Bingo.