Abstract
Despite the important role of salespeople in forming relationships with customers, little research has been carried out in this area. Based upon a series of interviews and a large‐scale survey of salespeople in the New Zealand wine industry this paper argues that the role of salespeople is vital in forming long‐term relationships with retailers and distributors. The paper examines, in detail, strategies used by salespeople to create and maintain relationships, avoid the loss of key accounts and the support that an organisation can provide to assist salespeople in this area. Results highlight the importance of constant calls, communication, product support and partnering in forming relationships with customers.
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