When people refuse a move, it is either one of two things. First, they are reluctant to step out of their comfort zones (lack courage) or you haven’t packaged the benefits in a way that meets their goals. For both reasons, it’s important the package the opportunity in the view of theirs, not yours. That requires listening first in order to respond with ways that match their thinking and view on change. Invest the time to listen, and think about the benefits from their point of view.