perhaps try starting with higher multiples, so that the hassle of counting out is more - then if you've asked 7x6 numerous times repeatedly, he might be more likely to just use the answer he'd previous worked out. (Of course, if he has many strategies for working out quickly, like subtracting from 10x to get 9x, or doubling other tables, as it sounds like he does, he may be fast enough for this not to help. But if you can find whichever are the hardest/longest to work out, then start with those, repeatedly, until it's more worth his time to just answer from memory.
Also, you can try doing them in a rhythm - e.g., to a metronome or to catching a ball or a dance or something, and then if you are going fast enough, there isn't time to work them out without spoiling the rhythm.
Using other senses can help too; e.g., the clock method, where you have the answers arranged around the clock face, means they can visually see and remember what the answer to a given multiple is, without counting through (if they have strong visual memories). Or with auditory memory, songs or rhymes can help, although those sometimes take more time to recite, especially at first - but they do get away from the habit of automatically counting through, and then they speed up/eventually aren't needed any more.
Does he know that you are trying to get him to use rote memory instead of counting through/strategies? If not, he might not be trying to change his habit. It might be worth explaining to him why instant recall is helpful, and why you want to avoid the habit of counting through, so that he is really trying to do that himself, not just secretly getting faster and faster at doing it to try to fool you that he knows them instantly.
Division can be useful as well, as it's sometimes more obvious if a child is counting through, so if he can get to the point that he can do division questions just as rapidly, then he might be doing them by instant recall. Recognising multiples can help as well - learning to be able to look at a number and tell immediately if it's in the 4x table, for example - all part of being very familiar with the table and the numbers in it.