When you press or entice an NPC, say what you want them to do (or not do). If they have reason to resist, roll +CHA: on a 10+, they either do as you want or reveal the easiest way to convince them; on a 7-9, they reveal something you can do to convince them, though it’ll likely be costly, tricky, or distasteful.
(For more information, see Player Moves.)