I have experienced this, but as the client. I was recently with a coach. I trusted her and her process but It took me a while to open up due to my past experiences with people. But when I did, she immediately mentioned trust issues, and asked if I wanted to her to change her coaching style, and that if she did I would't get the results, etc etc. I was really taken aback. I did not expect her to take it personally and I had to say that I wasn't asking anything of her. But I realized that the situation was a set back for me. It reinforced beliefs I have about keeping myself safe. It also made me reflect on my coaching. We always have to take ourselves out of it. But if there is a situation where you feel like it is about you, don't assume, ask a question. After all, that's what coaches do ask questions. Get clarity on what the client is expereincing. And as Ed said, keep showing up and being consistent.