Resellers looking to make the transition to a "repeatable revenue model" will struggle with a sales team stuck in a box-shifting past, according to EEC Services.
Kevin Goodall, European managing director at EEC Services, which provides partner consultancy services to the channel across EMEA, told CRN the firm works with resellers coming from a box-shifting background that spend time and energy trying to train sales teams on how to sell the latest technology.
"The better approach is using those sales staff as introductions to their contacts, but do not waste the time re-training them," he said. "Let them get you in the door and then train up the guys who can make a difference. After that introduction, the specialist sales team can do everything from that point on.
"If those sales people are from a certain box-shifting background, they cannot make that transition. Especially around managed services, that's the one they cannot get their head around."
Goodall said many resellers are trying to move the business away from having the perception of being a box-shifter and in order to do that, credibility is needed.
"So rather than trying to re-train sales people on how to sell new technologies, get some specialists within the business to go and do that work for them.
"In the long-run, it is a much more cost effective way of doing it. The time and effort you spend trying to train those sales people does not work."
Goodall said in terms of the resellers EEC works with, most are trying to make a change towards a repeatable revenue model.
"They are looking towards how they can get it off the ground and make the right moves early on," he said. "There are still some set in their ways and take their five per cent margin, but most are moving on. Those box-shifters will just die a death though."
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