If someone you know is exhibiting signs of hearing loss—but not being realistic about it—then it’s probably time for a sit down with them. Which is a challenging prospect.

There are many reasons why someone will need to buckle down and deal with their hearing loss. First, it might be a symptom of a deeper medical issue. Secondly, untreated hearing loss is a risk factor for dementia, depression, and other mental cognition problems. Finally, quality of life is better with better hearing—which a hearing aid can provide.

The first thing to keep in mind is the conversation turning confrontational will not move the ball up the field. Don’t focus on them, but rather talk about what the people in their lives are noticing. Let them know it’s not just you who have picked up on the issue.

And be positive. The fact is modern hearing aids are marvelous little machines used by well over 25 million Americans. They are simple and easy to use, while also having the power to be wirelessly linked to other devices and integrated with a whole host of Internet-based utilities.

Don’t encourage procrastination. The sooner hearing loss is treated the better. Try to find an example of a recent incident—one that can’t be denied—in which it was clear that the person’s hearing wasn’t what it could be. If it’s possible, encourage them to go through an online hearing test as a way to push the idea of visiting a hearing health professional.

It’s a well-known fact among hearing care professionals that most people don’t get hearing aids until years after they would have started benefitting from them. A person not wanting to admit to hearing loss is not a unique situation.