The Potters chief has made a plea to the club's support to lift the squad following a run of just one win since the turn of the year, with European-chasing West Brom up next
Tony Pulis’ side has won just once in 2013, against relegation-threatened Reading, and have lost their last three on the bounce.
Fortunately, Stoke appear to have built up a big enough points cushion between themselves and those lurking nearer the drop zone, but Coates feels encouragement from the stands could propel the club to victory over the Baggies.
“Our supporters are vital to us and if the club is to continue to progress as it has done, then we need them behind us,” he told the club's official website.
“The immediate aim is to make sure that we get a few more points to secure another season in the Premier League. Traditionally, we have done very well against West Brom, but they are having a great season, so this will be a particularly tough game.
"We all recognise that we’re having a bad run at the moment, but you go through spells like this because this is such a tough league. The sooner we get out of it the better, but bad runs generally come to an end much quicker if we all stick together. So we need our fans."