He'll listen better to someone other than his dad. Find a bud to spend some time showing him. My brother-in-law gets pissed when his kids will pay attention when I show them something, but their eyes glaze over if he tells them the same thing.
x2. My 10 yr old is a pretty good rider and usually listens pretty good but there r times when he gets that blank look in his eyes when I am tellin him something. Get one of your buddies to spend a little time with him next time out and that might do the trick.