Another method we've used that works pretty quickly is what my mom called "making the lungs talk to the brain." We did this with a horse who wouldn't stand still or behave for the farrier. You need two people to do it. Put the horse on a lunge line in an open area/round pen. Tell him "whoa", show him the spray bottle and squirt a little on his lower leg. If he moves, shoo him away from you and make him work on the lunge line until he's slightly out of breath, then bring him back in, tell him "whoa" and repeat. It doesn't take very long for the horse to figure out that the fly spray doesn't hurt but moving away causes him to have to work and generally they will make the easy choice.
The fear of men is a harder thing to cure. We have a POA who has come a long way with this but he still gets panicky with the vet and farrier. My husband and most other men can walk up and pet him now and he's actually starting to like being scratched by people now, will relax and enjoy it. With our pony, a lot has to do with posture, eye contact and slowness of movement.