Pushing security practices is a bit like selling insurance; people know they need it but nobody enjoys the associated costs.
I learned this the hard way when I switched roles from developer to security advisor. I was given security responsibility over a set of products without being made part of their development team. I was to help them improve their security posture from the outside.
My plan was quite simple – and naive. I’d talk to the decision-makers; they’d see the value inherent in employing security best practices; we’d identify the gaps in the current status; make a plan to fill those up; they’d incorporate those in their objectives; and everyone would be happy.