The non-technical half, which matters more than any of the above for people who dislike being photographed: do not show them the back of the camera between shots.
The moment someone sees a frame they dislike, they tense up, and a tense face is more asymmetric than a relaxed one - the muscles on the dominant side pull harder. So you get a feedback loop where reviewing the photo produces worse photos.
Shoot, keep talking, do not review until later, and choose for them rather than handing over the whole set. It sounds like a trick. It is mostly just not interrupting.