Sales training and development in the CCaaS space is a vital next step for any reseller or MSP with a revenue growth strategy, according to Steve McSherry, CX Director and Trainer, Train to Win.
Following a chance meeting at CCEXPO late last year between experienced contact centre sales specialist Steve McSherry and Train to Win owner Julie Mills, the pair have joined forces to help reseller and MSP sales teams capitalise on the high growth CCaaS market. McSherry is now one of the channel’s most knowledgeable contact centre experts with 40 years in telecoms sales under his belt. “During a pivotal 10 year period at Aspect in the 1990s I was fortunate to benefit from a robust training model grounded in the US principle that the customer is king,” he stated. “That philosophy has stayed with me throughout my career.
“By understanding not only what my customers want, but also what their own customers expect, I’ve been able to craft sales strategies that deliver consistent results. My approach has always been to tailor messaging to the individual, communicating in a way that aligns with their role, their priorities and their language.”
Today, growing adoption of contact centre tools beyond the traditional contact centre environment, and the accelerating migration to cloud-based solutions, are of particular interest, noted McSherry. “Many channel resellers are now looking to capitalise on big opportunities in the CCaaS space, attracted by the potential for higher recurring revenues, stronger margins and the ability to layer on additional value added services,” he stated. “However, they face a major barrier when equipping sales teams with the right skills to confidently enter and succeed in this evolving market.”
Small steps
Without genuine buy-in, noted McSherry, any shift in approach is likely to be met with lip service only. And successful transformation doesn’t happen overnight. “Change must be introduced gradually, giving the sales team time to adapt, adopt new thinking and build confidence in a new way of working,” he added. “Even top performing sales people, those with a proven track record and a history of consistent success, must evolve. There’s an old saying that says ‘a salesperson is only as good as their last deal’, I’d argue they’re only as good as their next one.”
A structured approach along with opportunity profiling is key for resellers and MSPs because the contact centre, when correctly positioned, sits at the heart of an organisation’s customer communication strategy. “The right positioning often means that no single individual holds full ownership of the decision making process,” added McSherry. “Instead, it’s crucial that every member of the management team feels engaged and has a voice in shaping the outcome.”
There’s an old saying that goes, ‘a sales person is only as good as their last deal’, I’d argue they’re only as good as their next one
What’s also noteworthy is the emergence of a growing market segment populated by businesses that can benefit from certain elements of contact centre technology but are not traditional contact centres themselves. “These organisations require advanced communication capabilities without the full scale investment typically associated with contact centre infrastructure,” added McSherry. “This is where the concept of a collaborative contact centre becomes particularly compelling.
“By combining the capabilities of CCaaS with UCaaS, businesses can create tailored solutions that align with their operational needs, while also maintaining greater control over costs. These hybrid models allow organisations to draw on the strengths of both technologies, deploying each where it’s most effective. The result is a more agile, scalable and future-ready comms environment.”
For resellers, it’s essential to offer a comprehensive portfolio that spans the full communications spectrum, from traditional telephony through to UCaaS, CCaaS and fully integrated solutions. Just as important is the ability to ensure seamless interoperability between these technologies. “This empowers customers to build a communication ecosystem that not only supports their current operations but can also adapt and grow alongside their evolving business needs,” said McSherry.
According to the latest 2024 Contact Babel report, voice, email and webchat still account for nearly 90 per cent of all customer communications within contact centres. While newer digital channels and SMS continue to emerge, their broader adoption as primary communication methods is more likely to occur within the Collaborative Contact Centre model where technologies like Microsoft Teams and other integrated platforms are beginning to make a significant impact.
AI: Be cautious
“Another key development shaping the industry is the rise of AI, particularly Agentic and Generative AI,” said McSherry. “However, it’s important to approach this trend with caution. Rushing to offer AI solutions without a deep understanding of the customer’s business model and specific use cases can backfire. In fact, presenting AI purely as a cost-saving measure to the wrong stakeholders can kill a deal entirely, especially in organisations where resistance to AI still lingers.
“This is where effective consultative selling becomes critical. Building a compelling, tailored business case for AI in the contact centre, based on measurable value and aligned outcomes, can turn scepticism into support and lead to more strategic, successful deployments.”
Positioning sales staff in this way, as experts in CCaaS, delivers a strategic advantage for providers. It allows them to lead the customer conversation and guide decision making in a direction that aligns with the reseller’s strengths. Rather than waiting for the customer or a competitor to set the agenda, it’s the salesperson’s responsibility to take control of it from the outset. “To do this effectively, salespeople must operate with precision,” explained McSherry. “They need the right information, used in the right way, with the right people at the right time.
“While most customers know their own business, they often lack awareness of the technologies that could significantly improve their operations. That’s where the salesperson comes in, not just to sell a product but to clearly communicate how their technology can deliver real, tangible value to the customer’s business. This consultative, value-driven approach doesn’t happen by accident. It requires investment. For resellers, developing this skill set within the sales force is not optional, it’s essential for long-term success in the CCaaS space and beyond.”
Key point...
Customers must view sales people as a trusted advisors and sources of knowledge. In cases where the sales person lacks deep experience, credibility can still be established through strong customer references, a collaborative team-based selling approach and ongoing investment in sales training and enablement.
McSherry on gaining a lead
Building a portfolio with complementary technologies – like Workforce Optimisation (WFO), secure card payments and speech analytics – alongside the core contact centre solution creates a distinct competitive advantage. By also including collaborative tools such as UCaaS, Microsoft Teams and Business Intelligence (BI) platforms, the reseller can offer a comprehensive solution that meets a range of business needs. Simplicity and alignment in the product offering are key to building trust and closing deals. Furthermore, a customer is not a single physical entity, rather a collection of individuals who, ideally, are aligned towards a common goal. Sales people must recognise these differences and tailor their communication accordingly. One of the most effective ways to support this is by developing a product champion within the opportunity.
Get your contact centre report here...
A new contact centre market report provides a window on the behind the scenes success factors that supercharge 10 top MSPs in the CCaaS space. Download the free report here – https://www.comms-dealer.com/contact-centre/going-growth-contact-centres