If you want people to change their behavior, you pretty much have to use pain (e.g. management dictates terms) or pleasure (you have to be able to persuade your coworkers that what you are proposing will benefit them
). I think this depends greatly on the perceived risk involved as well as the personalities. For example, are your change-resistant coworkers managing a mission critical database that "works fine" as-is? Are they set in their ways (e.g. over 40 :-)?
You basically have to know what they like and fear and come up with a set of goals/changes they can live with. Some folks are stubborn and won't live with anything you suggest -- I work with folks that tend to be much smarter than I am, and personally nice, but they don't change work habits easily.