Supplier relationships: A channel management approach to merchant/wholesaler sales force effectiveness

Merchant/wholesaler sales forces are extensions of the mill/supplier marketing organization they represent. The Sales Force Effectiveness Study revealed significant areas of the supplier/vendor relationship that are critical to merchant sales force effectiveness: formal supplier evaluations, coordination to reach target markets, partnership agreements, and coordination of policies and procedures. Effective supplier relations propel merchant sales forces to top performance ranks. Research results suggest that improving sales force effectiveness is a channel-wide effort. To achieve these desired results, mills and merchants must work together to clearly define the role, structure, and functions of the sales forces operating throughout the marketing channel.