Do not give any reward until the command is obeyed. If the puppy refuses the command, and continues to do so. stop the session. It often helps to draw off excess energy with a good brisk walk/play session earlier,but don't stir up excitement with rowdy play close to the training session. Feed the puppy a half hour before the training session.

During training, begin to substitute praise/petting for the treat.

Otherwise, it is you who is being trained.

Important to remember puppies are kids. They're not focused on the work, but on the party. Far better to start out with short sessions - five minutes - and get the desired result than a half hour where the puppy has lost interest.