Like anything they don't like, it takes positive reinforcement.
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As corbinam indicated, its baby steps. So lets assume your pup is still a baby and start all over
First you just put the dog into grooming position (whatever your prefered position is). Treat and praise. Move the dog around and put back into position, treat and priase. Stroke ears, feet, tail. If you can get dog on his back for a belly rub, terrific. That's enough for Day One
Day Two. Move the dog into grooming position, treat and praise. Then bring out the torture tools. Now you are just going to let the dog sniff them , then just touch the brushes against their bodies. Treat and reward. If dog relaxes, you can move immediately to the next level which is just a light brushing. Gentle touch, non threatening. And don't forget to touch ears, feet and tail again....with a firmer grip each time.
Day Three and beyond....You gradually become a little bit more intrusive and insistent on their cooperation....but treating and praising all along. And you build from there
My dogs don't LOVE to be groomed, but they put up with it. If they see bring out my grooming bag, they do go running the opposite direction. These days, not because they don't like to be brushed, they do like it...but mostly because they know that brushing sometimes leads to nail clipping or poop chute trimming eventually. I haven't figured out how to give them different signals on that yet. But at least once I have them in place, they mostly don't fight back.
p.s. there is also the Sheltie wrestler hold you can employ as a last resort. This requires a flat surface with the dog on the same level as you and your legs. And yes, you wrestle them into position, and use your legs to hold them into position. Once they settle, you treat and praise and then you can begin.