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Trust, time, and transparency form the backbone of the most successful business partnerships in retail.

Drawing from 35 years of working together, Terry Trofholz and host Deanah Baker unpack what makes supplier-retailer relationships truly effective in today's complex business environment.
They begin by acknowledging a challenge many businesses face: with increased responsibilities and the pressures of omnichannel retail, finding time for meaningful collaboration has become harder yet more essential than ever. Both veterans share candid observations about how the fundamentals of business relationships haven't changed despite the evolving landscape.
The conversation dives deep into what builds trust between partners. When a supplier takes on a major program, they're essentially being entrusted with a significant portion of the retailer's success—affecting sales goals, department performance, and even personal compensation. This responsibility creates a natural alignment of interests: suppliers succeed when retailers succeed, creating a virtuous cycle of growth.
Perhaps most valuable are their insights into navigating challenges. From late deliveries to underperforming products, they discuss how transparent communication—especially delivering bad news promptly—distinguishes exceptional business partners. Terry shares a compelling story of facing a potential business crisis when losing a major licensing agreement, and how Walmart's collaborative approach helped transform that challenge into an opportunity that ultimately doubled their business.
The retail veterans make clear that strong collaboration doesn't mean avoiding tough negotiations. What it does mean is building enough mutual understanding and respect that both sides recognize their shared interests in long-term success. As the retail landscape continues to be dominated by giants like Walmart and Amazon, those retailers who can optimize their supplier partnerships gain a critical competitive advantage.
What's your experience with business collaboration? Have you seen the benefits of investing in strong partnerships? Share your thoughts and join the conversation.