How to Talk to a Bullish Bloke About Sleep

When you're dealing with a bullish bloke, let's say in his late 40s or early 50s, it says, Carmel, I don't know what you're talking about. What do you talk, this has worked for me all the way till now. How do you get the message across to someone like that? It's so much more than what it is you're doing. But normally I'm lucky because by the time they do see me, there is a problem and they're open to the problem. So come and we'll talk to me after the event asking questions and they'll be so resistant to the fact, well, you know, basically you need more sleep