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    INSIGHT IT & TELECOM · KEESHIFTS 2026

    The market has shifted. Are your salespeople keeping up?

    Distributors, telecom operators, IT services firms, SaaS vendors: the IT industry has shifted from product to recurring service. Every salesperson still selling a product instead of selling value is quietly eroding your margins.

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    THE REALITY

    Product remains the foundation. It's no longer enough on its own.

    Distributor, telecom operator, integrator, software vendor: whatever the label on your business card, you're all swept up in the same shift. Value has moved from the product to the recurring service, and it's not going back.

    IT Distributors
    30% → ~50%
    of revenue in the value segment (2020-2025)
    Source: Xerfi, March 2025
    Software vendors
    45% → 64%
    of revenue from recurring SaaS (2020-2024)
    Source: EY / Numeum, 2025
    IT services & telecom
    +2% vs +6,5%
    traditional consulting vs managed services (2024)
    Source: Xerfi / Insee, 2024

    Translation for your P&L: you no longer sell once. You commit to a relationship that must be renewed every year, against a competitor only waiting for one bad quarter to take the account back.

    This isn't a tweak to your sales pitch. It's a change of trade. And a change of trade not matched by a change in sales skills translates, mechanically, into margin erosion. You're already seeing it in your numbers.

    Your four business models

    Distributor, operator, IT services firm, software vendor: four ways to sell, four different tensions.

    The assessment

    Are your best product sellers (still) your best service sellers?

    In all four cases the symptom is the same: capable salespeople who thrived in the old model struggle to carry their reflexes into the new one.

    Discovery
    PRODUCTanswers a stated need
    SERVICEidentifies an unspoken business priority
    Pitch
    PRODUCTcompares features
    SERVICEbuilds lasting perceived value
    Relationship
    PRODUCTends at the order
    SERVICErestarts at every renewal
    Negotiation
    PRODUCTdefends a list price
    SERVICEdefends a promise never 100% guaranteed

    None of these four gaps closes with a motivational seminar or yet another product training. They close by reworking the structure of the sales conversation and the logic of account management.

    Our response

    We assess your business before choosing the method.

    Our KEESCOPE™ sales diagnostic maps your teams' sales maturity against the new model. We then put the right methods to work for your business.

    ASSERT™
    To structure the sales meeting when you need to identify a service need behind a product request.
    Explore the ASSERT™ training
    STRATA™
    For complex, multi-decision-maker sales cycles: strategic accounts at IT services firms, large telecom accounts, SaaS deals involving CIOs, CISOs and business leadership.
    Explore the STRATA™ training

    Every programme includes real cases from your sector, not generic case studies from another B2B setting.

    Who it's for

    For IT organisations mid-shift from product to service.

    Keeshifts works with IT distributors, B2B telecom operators, IT services firms and software vendors (SMEs and mid-market companies) that:

    see their product/service mix evolving faster than their internal sales skills
    want to professionalise the sale of managed services, subscriptions or recurring contracts
    want to structure strategic account management without unnecessary complexityStrategic Accounts training

    Product training remains the foundation. It's no longer enough to sell what you've become.

    Do your current salespeople already know it?

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