In the past three columns of this 4-part series, we discussed how successful buyer-vendor partnering can be applied to the 4 Ps of marketing (product, placement, price, and promotion) and focused on the first P: Product, the second P: placement, and the third P: Price. For our final installment, we’ll see how mutually beneficial partnering can help the 4th P: Promotion.

When I was running the salty snack desk, one of my best vendor partners in crackers wasn’t actually my category captain or my bestselling brand. His company was definitely a secondary player, and they served as a validator for me. I relied heavily on what he could offer because my salesperson himself was such a great listener, and always followed up on his promises. He served me in so many capacities over the course of a year – from providing a unique category management insights that my internal team couldn’t provide, to piloting everyday low pricing on his bestselling product, you name it, he supported me on it.

He even sponsored a triathlon that I participated in – and ran/swam/biked alongside me! We were definitely friends in addition to business partners, but that would never have happened had he not listened to my needs as a merchant. I’m not saying you should go out and run marathons with each of your merchants - unless that’s your thing! But you need to find your own way to be a true partner.

This vendor partner was not afraid to try new things - amongst them, a risky promotional tactic of everyday low pricing on his bestselling product. He was willing to try because of the nature of our relationship, and I wish I could say the same for all of our vendors.

We are living in a brave new world: no longer is the paper ad the be-all end-all of promotional planning. We have digital ads, loyalty card offers, buy more save more, everyday low pricing programs and the list goes on. How is a vendor to know which is the best choice for their product at a retailer at any given time? The only solution is true partnership with the retailer.

If you are open and honest with the merchant, she will be open and honest with you. That way, you don’t waste money on a paper ad fee if that won’t move any units; and the merchant satisfies her needs to fulfill her various promotional vehicles with the right products at the right time.

Don’t be afraid to go deep when it comes to new promotional vehicles, either. Tentative engagement will only lead to lackluster results. Getting hot will deliver on the best possible promotional plan.

I hope these columns I have shared with you will help to make your retailer-vendor relationships stronger than ever, and will help suppliers to become a valued vendor partner to every merchant they work with. The relationship between the vendor and the merchant is a nuanced and delicate thing, that when taken for granted can be easily compromised. As my coach used to say, just showing up isn’t enough; but if you don’t show up, you’re out of the boat. Work together with your merchants to accomplish your common goals and you’ll be cheering your mutual success in no time.