It's always worked for me. Kids are used to being dominated and condescended. If you talk to them as respected individuals, you usually get respect back. It also gives more weight to the times you have to be more assertive.

The other helpful thing is to let them be right. Make mistakes on purpose and let them correct you. They're so hungry to be right that it gives a real confident boost.

It should go without saying that this strategy should be used only when it's reasonable, not in cases of safety or when keeping kids from wrecking havoc etc.