Coaching in the Public Sector - Where are we going wrong?

Throughout my working history I have been heavily involved in the process of tendering. It began when I was involved in setting up a consulting firm which focused on the public sector, so tendering was a weekly occurrence for me, and it has continued in each role since. I keep a daily monitor on the Irish tendering website www.etenders.gov.ie (I recommend anyone in business does) as well as international sites.

How do people react when you tell them you are a coach?

I'd like to get some feedback on this topic. Whenever I tell people that I am a coach they give me that little smile that tells me they do not take me serious. I find myself having to give them a long explanation regarding coaching! It's like I'm justifying myself. Does anyone else have this issue and if yes how do handle this?