I totally agree with Christina R. Eye contact is a must and I require it. Basically, you either do this.. or send him to live with my father for a few weeks (that threat has always straightened my kids out! LOL!)
Seriously... years ago, another Mom told me something that worked like a charm. This method is amazing and I didn't believe it until I started using it and saw that it worked. Kids only remember the last few words spoken to them especially in an explosive situation. So, for example... Junior is bouncing on the couch and you want him to stop. You would normally say... "Hey Junior, were you born in a barn? Stop jumping on the couch!" That is the incorrect statement. The correct statement is: "Hey Junior. You're jumping and Mommy doesn't like that. Get down, couches are for sitting on" So rather than remembering "jumping on the couch" he will remember "couches are for sitting on"
When he gets down, you'll repeat it again with eye contact.
I've also noticed (my sister does this) that some Moms will ask their kids to do things. You are the boss, not him. So, when it's time to leave the store... it's not "Come on Junior can we leave now?" You need to say: "Come on Junior, we are leaving."
Another ... yes, yet another that always works (with eye contact as well)... is making them think they are making a choice. So, if he won't eat vegetables... normally you would say: "Yes Junior, Mommy is making peas with dinner"
Try instead "Hey, Junior... Mommy is going to make dinner tonight. Do you want peas or broccoli with your chicken?" My kids have always answered one or the other. Giving them these little choices makes them feel like they're a little in control of something without you losing the battle of them doing what you ask ... (and with the veggies thing especially, it helps them stay healthy)
Once you get this language down pat, you won't have to count anymore. That, or he can go stay at "Papa's Boot Camp" for a few weeks. LOL! (sorry, that's a running joke in our neighborhood. When kids act up, we threaten them with my Dad. They respect him and like him but they know he is... hmmm... kind of Military-like and really doesn't put up with whining!
Good luck! Sorry for all of the "Junior" references. It looks annoying but I wanted to stay as general as I could.
Keep us posted and keep eye contact with him.. it really does work!
Love, O.