25 Feb IT Resellers Are Competing for the Same Salespeople. Here’s How to Hire Better.

The IT reseller market is expanding, and so are sales targets. Companies need salespeople who can generate revenue, build strong vendor relationships, and win deals in a competitive environment. However, the number of experienced sales professionals has not grown at the same pace.

Most IT resellers compete to hire from the same pool of candidates. The strongest candidates are not applying for jobs; they are approached before they even consider moving. If your hiring strategy relies on job ads or waiting for candidates to come to you, you will always be behind.

Some businesses assume that hiring challenges are related to salary competition. In reality, the companies that consistently secure strong salespeople are not necessarily offering the highest pay. They hire differently. They target the right people before they start looking, making their roles more attractive than their competitors and moving faster when the right person becomes available.

Why IT Resellers Are Struggling to Hire the Right Salespeople

There are three key reasons why IT resellers struggle to hire.

The first is that the best salespeople are not looking for jobs in the traditional sense. They do not scroll through job boards or send applications. If they move, it is because the right opportunity has been presented to them at the right time. Companies that rely on reactive hiring, such as posting jobs and waiting, will always be late to the conversation.

The second challenge is that many IT reseller job offers look the same. Commission structures, vendor relationships, and growth plans follow a similar pattern. If a salesperson chooses between two or three companies with nearly identical offerings, the decision often comes down to salary. This puts businesses in a difficult position, forcing them to compete on pay rather than on the long-term value of the role.

The third issue is slow decision-making. Strong candidates are rarely available for long. A drawn-out hiring process, multiple interview stages, or internal delays often mean that the candidate has accepted another offer by the time a decision is made.

How IT Resellers Can Secure the Right Salespeople

IT resellers who consistently hire strong salespeople follow a more structured approach. They engage with the right people early, offer something compelling, and eliminate unnecessary delays in their hiring process.

The first step is to identify and engage candidates before they start actively looking. The best salespeople move when a well-timed opportunity presents itself. This is why businesses that rely on job applications will always struggle. A more assertive approach is building relationships over time so that the conversation is already in motion when the moment is right.

The second step is to make the role stand out. Salary alone will not secure the best people. Sales professionals in this space are looking for more, including career progression, access to better deals, and a leadership team that can support their success. If a company cannot clearly define why its role is a better opportunity than others in the market, it will not attract the right talent.

The third step is to move quickly. A well-qualified salesperson is unlikely to wait weeks for a hiring process to unfold. Businesses that secure them move efficiently without unnecessary interview stages or long internal discussions.

Why IT Resellers Need a Smarter Hiring Strategy

The demand for experienced IT salespeople is not slowing down. While more businesses are hiring, the number of available professionals remains limited.

Companies that treat hiring as an afterthought waiting until a role needs filling, will continue to struggle. The ones that take a proactive, structured approach will secure the salespeople they need before their competitors do.

At Fortuna UK, we work with IT resellers who understand that hiring the right salespeople is not about luck but strategy. We have a network of over 30,000 sales and leadership professionals in the tech space, giving our clients access to rarely available talent on the open market. If hiring experienced sales professionals is a priority, we can help.