Navigating Through Rough Waters: The Importance of Trust in Managing Sales Representatives in Times of Change

Companies are in the midst of transition, either because of downsizing to reduce costs or re-engineering to improve quality; and the sales force is a key component in these changes. This study examines the impact of sales representatives’ relationships with their managers during times of change. The results suggest that representatives with greater trust in the sales manager are more accepting of the anticipated changes, especially in the longer run. Furthermore, managers interested in building trusting relationships with their representatives should be particularly concerned about using fair performance evaluation procedures and making joint sales calls with their representatives.