The magic of the sleep coach is that they have no emotional attachment to your child. They can come in and simply ignore the crying guilt-free. And that’s what your money gets you. You are paying someone to bear the burden of your guilt so you can swoop in like a hero in the morning, well rested and cheery. (From Double-Tongued Dictionary)
In my hypnotherapy training, insomnia is one of the easiest things to treat. Essentially, in many cases, you are merely formally teaching someone how to relax and go to sleep; developing a new ritual for it.