We are often asked this question here at Wovex. We find that once you start to uncover all the other improvements that people gain in their work when they are managing benefits properly, this concern diminishes.
One important approach, to manage this type of resistance, is to explore how much individuals will gain, in reputational terms, by managing benefits well. Ensure that your benefits approach also manages the risks to individuals. Spend effort ensuring that the new benefits management process doesn't put individuals at risk while it is still in its early stages and they have little control. Also, make the accountability of each role explicit to everyone in the organization.
Have you found any other useful ways to manage this concern?