How to be friends with a guy without him "liking me"?

My answer is be honest with him when the subject arises (that you enjoy his friendship a great deal, but aren't interested in dating). That being said, I was in the same position and after about six months of being friends decided to give him a chance. Sixteen years later we're still together, married with children, but it was that six months of friendship that convinced me he was perfect for me.