R.D.
For me, I had to make it seem like it was 100% in his benefit. I told him that if I'm as wrong as he thinks I am, and if he thinks he's right, then why not sit down with a 3rd party mediator to tell me I'm wrong?! I promised that if someone outside the box, a neutral party, told me I was messing something up, then I would absolutely change that behavior. We both had things we needed to change, but I couldn't get him to go until he was convinced that the counselor would be on his side ;) Also, we went to a male counselor. You know, so they could guy talk and he wouldn't feel like the counselor was biased by gender ;) Good luck!
On a side note, counseling is not going to work if he doesn't believe it will work or he doesn't want to change. It's got to be both of you working together as a team. Try to find a counselor who will also sit down with each of you separately... I know it was easier for my guy to have that one on one time without me inturrupting ;)