Taking someone from a position of ambivalence to being wildly enthusiastic about quality sound reproduction is a pretty steep gradient for anyone. Small, precise steps may be the solution.
I’m attaching to link to what I used as a training exercise for my guys to demonstrate quite simply what their job is as an "audio consultant." I’ll not attempt to add context here. Hopefully, the clip will speak for itself.
https://www.youtube.com/watch?v=9dLRXxC40B0&t=8s
I’ve found the "perfect storm" for those most likely to migrate into "audiophile territory" requires 2 components. 1) a profound interest and appreciation for music, and 2) a sense of "play" where they are highly interested in things to mess around and experiment with. The combination of these 2 produces the lifetime of musical enjoyment and presents infinite possibilities to elevate the listening experience to another level thru experimentation, research, etc.
I’ve seen "the light come on" when demonstrating real high fidelity sound to customers for the first time. Their ears were opened. And, so were their wallets. The hardest "nut to crack" for me were trained musicians with enormous investments in their musical pedigrees and equipment ($30k cello, $8k bow comes to mind). I just couldn’t move these guys off of the "lower mid-fi" category into to decent gear. It was probably me.
I remember many years ago a man came in looking for speakers, accompanied by his 8-year-old son. As the music started, the 8-year-old began "coaching" his dad on what to listen for. When that 8-year-old reached 18 years of age, I hired him on the spot and never looked back. He is still currently working full time in the business I founded (and sold). And, having fun. Some people just gravitate towards high quality audio the elements required to achieve it. Some people don’t.