Winning Over Resistant Sales Teams

While the strategic partnership between Office Products Dealers (OPDs) and Managed Service Providers (MSPs) presents a clear path to growth, one of the biggest hurdles to successful implementation is overcoming resistance from legacy OPD sales teams. Many salespeople, particularly those with years of experience in transactional selling, may view the introduction of MSP services as a threat to their established relationships, commission structures, and overall control over accounts.

To ensure widespread adoption of this partnership, OPDs must proactively address salesperson concerns, align incentives, and implement structured training and support programs. This chapter explores the common sources of resistance, the strategies to mitigate them, and the key steps to gaining salesperson buy-in for the MSP partnership.

Understanding the Sources of Sales Resistance

Salespeople’s hesitation to embrace MSP services typically stems from several key factors:

1. Fear of Losing Control Over Customer Accounts
   Many OPD sales reps have spent years building trust with their customers. They may see MSPs as outside entities that could disrupt these relationships or introduce complexity that reduces their influence over customer decisions.
2. Unfamiliarity with IT Services
   Traditional OPD sales teams are accustomed to selling tangible products such as paper, ink, and office equipment. Introducing IT services requires a different sales approach—one that is solutions-based and involves recurring contracts rather than one-time transactions.
3. Concerns About Commission Structures
   Salespeople are often driven by their compensation plans. If they perceive MSP services as competing with or replacing their existing revenue streams without offering equivalent commission potential, they may resist promoting the partnership.
4. Lack of Confidence in Selling IT Services
   Without the technical background to explain IT solutions effectively, OPD sales teams may feel uncomfortable discussing managed services with their customers, leading to reluctance in offering these solutions.
5. Perceived Additional Workload
   Some sales reps may see the partnership as adding another layer of complexity to their sales process, requiring them to learn new skills and navigate unfamiliar conversations.

Strategies to Overcome Salesperson Resistance

To overcome these challenges, OPDs must take a proactive and structured approach to salesperson engagement. The following strategies can help shift mindsets and encourage adoption:

1. Position MSP Services as an Enhancement, Not a Replacement

Sales teams need to understand that the introduction of MSP services is not about replacing their role but rather strengthening their customer relationships. By bundling managed IT services with office product sales, sales reps can increase their value to customers while generating additional revenue. Key messaging should focus on how MSP services:

• Increase customer retention by making OPDs indispensable business partners.
• Allow sales reps to sell higher-value, solution-based offerings.
• Help protect customer accounts from competitors that offer full-service IT solutions.

2. Implement a Compensation Model That Incentivizes MSP Sales

Compensation concerns are often the biggest roadblock to change. OPDs must design an incentive structure that ensures salespeople are rewarded for selling MSP services. Some approaches include:

• Offering commission on both initial MSP service sales and recurring revenue from managed service contracts.
• Creating sales bonuses for sales reps who successfully onboard customers to MSP solutions.
• Providing additional margin-sharing opportunities for bundled service deals that include OPD and MSP products.

3. Simplify the Sales Process with a Clear Handoff System

Salespeople may be hesitant to promote MSP services if they feel they are expected to explain complex IT solutions. To alleviate this concern, OPDs should develop a streamlined lead handoff process where sales reps:

• Focus on identifying potential MSP customers and positioning the value proposition.
• Pass warm leads to a dedicated MSP sales specialist who handles the technical conversation and service agreement.
• Receive commissions and credit for successful conversions, even if they are not directly involved in closing the sale.

4. Provide Training and Ongoing Sales Support

Sales reps cannot be expected to sell what they don’t understand. OPDs should invest in MSP sales training that:

• Educates sales teams on key IT concepts without requiring deep technical expertise.
• Provides clear, customer-facing value statements that sales reps can easily communicate.
• Offers role-playing exercises and scenario-based training to build confidence.
• Establishes a resource library with FAQs, battle cards, and objection-handling guides.

5. Introduce a Dedicated Strategy Champion

As outlined in Chapter 3, a Strategy Champion within the OPD organization is critical to bridging the gap between the sales team and MSPs. This individual should:

• Act as the internal advocate for MSP services, providing ongoing coaching and support.
• Facilitate smooth lead handovers to ensure sales reps feel involved without being burdened.
• Regularly communicate success stories and early wins to build momentum within the sales team.

6. Use Customer Success Stories to Demonstrate Value

Sales reps are more likely to embrace change when they see tangible benefits. OPDs should create case studies and testimonials from customers who have adopted MSP services and experienced:

• Cost savings and operational efficiencies.
• Improved IT security and compliance.
• A better overall purchasing experience through bundled office product and IT services.

Highlighting these success stories helps sales teams see the real-world impact of MSP partnerships and builds confidence in promoting these services.

Driving Long-Term Adoption of the MSP Partnership

Achieving widespread buy-in requires a long-term commitment to integrating MSP services into the OPD sales culture. To sustain momentum, OPDs should:

• Establish KPIs – Track sales engagement, conversion rates, and revenue growth from MSP services to measure success.
• Recognize & Reward Early Adopters – Publicly acknowledge sales reps who successfully integrate MSP sales into their workflow.
• Continuously Refine Training & Support – Adjust training programs based on feedback and real-world challenges faced by sales teams.

Summary: Overcoming Resistance to Unlock Growth

Salesperson resistance is a natural challenge when introducing any major business shift. However, by aligning incentives, simplifying the sales process, and providing ongoing training and support, OPDs can successfully integrate MSP services into their sales strategy. The result is a stronger, more competitive business model that benefits both OPDs and their sales teams, ensuring long-term profitability and customer loyalty.

The next chapter will explore the value proposition for OPDs, detailing how the partnership enhances revenue streams, strengthens customer relationships, and secures long-term sustainability.

Related Reading:

Strengthening OPDs Through MSP Services: Office products dealers can boost revenue and retention by partnering with MSPs, offering IT services, and shifting to a service-based business model.

Empowering OPDs with a Strategy Champion: The Strategy Champion helps OPDs align sales teams, ease MSP adoption, and drive referrals—ensuring a smooth shift to service-focused partnerships.