Use approach/retreat method. Inch up to his ear on one side along his neck and when he starts to get a little fussy, stay rubbing on that spot until he settles down, then go back down along his neck. Pat, scratches, rubs and a "Good Boy". Repeat on the other side. I would limit each "session" to a couple of attempts per side, but you'll have to go by feel for how many attempts and how many sessions per day will work.
* I'm often reading and posting from mobile and Siri loves to make a mockery of the English language.