New to breastfeeding

Okay, so I’m a mom of three now. I have a 5 day old who matches on GREAT. My other two never could latch, so I’m totally new to this. I love being able to breastfeed and get that bonding in because this will be my last baby. But he gums SO bad that my nipples have cracked already. I have Dr. Newman’s ointment and plenty of nipple creams/butters. But I was wondering what I can do to actually get him to latch deeper. I’ve tried what the lactation consultants told me to, but he doesn’t want any part of it.