Johnny's got that kind of coat that looks messed right after I brush it and I do that every day. I gave him something to chew to keep him occupied while I brushed him in the beginning and he was distracted enough for me to get the job done.
Recently, I've switched to a metal comb, as suggested by a groomer, and he's slowly becoming less interested in the distraction. Tonight he sat while I combed him and didn't even chew the toy.
I have read to start in the ear-area for a calming effect.
Be patient, they do get used to grooming when it's done often.