Think of what you are doing as revealing information as to why you think your new approach is more aligned with business and business goals. Give them room to do the same.
There might be systemic issues getting in the way. You and them having competing OKRs for example. Good to surface that and deal with it too.
Right -- the stereotypes of "selling" or "telling" or "persuading" are unhelpful in a lot of contexts.
Even in direct selling, many people don't want to feel they're being sold to! At a minimum, they don't want to feel out of control on decision they care about. But they're frequently open to learning, even if the constraints of how much time / credit they'll give you are extremely different.