The following is an excerpt from the CoachStart Manual.

Everybody loves a ‘pilot’ project, so here is one approach:

Start with your network and get on the phone to HR people & senior managers whom you know.  If you don’t know any, call your network and get referrals for these people.

Give them your rough pitch and see if you can get to a meeting to discuss it further.  A great offer is to do three staff members for three months as a ‘pilot’ project.  If they get great results, you get paid, and a corporate testimonial.  And — you start rolling coaching out to other key staff.  If they don’t get great results, then no fee is necessary, and thanks for your time.

Or, if they don’t want to bring in other people at this stage, invite them to trial coaching for themselves.  They can do an Exploratory Session to set some goals and then decide if they want to trial three months of coaching. Similar deal to the above.