As Brookfield points out, teachers “should never be too proud to say why in (their) view it’s important for students to learn something” (Brookfield, 2015, p. 234). I agree, and believe it is important that instructors discuss the value of the learning right at the beginning of the course or workshop. In particular, I believe it is important to stress the value of the learning to the students' future opportunities. Where I work, we often refer to the WIIFM (what's in it for me) principle. We have found that if staff understand what is in the learning for them, it helps to reduce the resistance they may feel around the learning.
Brookfield, S. D. (2015). The Skillful Teacher: On Technique, Trust, and Responsiveness in the Classroom
(3rd ed.). San Francisco: Jossey-Bass.