Motivating the good players ?

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chessmaster102

I help out a group of students preparing for a tournament and I'm having trouble getting some of the better playing students motivated to study for it and it is hard to convince them when they'll be like the 2nd/3rd seeds going in and 1 has beatin the top seed before so he figures he will just show up and conquer but it's no guarantee at all so how do I encourage him ?