From The One Sentence Persuasion Course by Blair Warren: “People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help them throw rocks at their enemies”
I’ve found this helpful when trying to convince anyone of anything. The book breaks it down more, of course, but is probably not worth reading Vs the various summaries you can find online.
My summary, at least what I took from it is that you must try to understand the person you are negotiating with/pursuading. Figure out what they want, or what they’re afraid of, and offer that.