Beitelspacher et al. (2018), used longitudinal survey data and supplier CRM data of a global sporting goods supplier to analyze the effects of returns on salespeople behavior and future retailers returns. The authors found that conceptualization of exchanges between suppliers and retailers as reciprocal rather than negotiated enhances relationship building efforts. This article also highlights the importance of salespeople’s ability to recognize that negative occurrences (i.e. returns that might lower their sales achievements and commissions) could be turned into positive opportunities.