Coaching provides bespoke support for people in the areas where they need it the most. In contrast to traditional training programmes, where one size had to pretty much fit all, coaching allows you to focus efforts on what is important to each person.  For example, you may want to improve interactions between team members.  For one person, the coaching would help to improve their confidence and ability to present ideas to the group.  For another person, coaching could draw out the realisation that listening and working in a more collegiate way could be the priority and require behavioural change.