When your dog knows the commands, he will be happy to work. If he is not, then you must develop his desire to work because you are fun and he has a good relationship with you. In the early stages of training he does not know what you want. It is up to you to help him to understand. Support him as he works hard to comply with your requests.
A dog that gets praise for free most of the time is likely to need other inducements to get him to comply. So don't rely on treats and toys. Give your dog genuine praise when he earns it. Break up training with games or pull out his favorite toy as a reward, not a bribe.
Once your dog knows your signals, there will be times when your requests are in direct conflict with what he wants to do. For example, you call him when he is playing with another dog. At these times, the value of the reward you are offering needs to be higher than the rewards he would get if he did what he wanted to do.