“You can only convince people who think they can benefit from being convinced.” Nassim Nicholas Taleb, The Bed of Procrustes (2010), p. 64
Probably one of the most important ideas in rhetoric.
The basic motion to change one’s mind comes internally, from a person’s volition. They decide they want to change their mind, then look to see if it can be justified.
For science, this is why it is important to cultivate a valuation of truth for truth’s sake, and why money and status in science can be problematic. If a large amount of money depends on a belief, a person will typically look every which way to see how it can be defended.