Five Keys to Building a Sustainable Sales/Credit Partnership

By Tracy Mitchell, Trinity Logistics’ AR Director

The economy has been keeping everyone on their toes: Rising costs, unpredictable tariffs, and fluctuating customer demand are squeezing already thin margins. When every penny counts and every customer decision feels just a little more cautious, credit and sales teams can no longer afford to operate in silos.

Combating today’s economic challenges becomes easier when credit departments and sales teams partner strategically. They not only safeguard cash flow, but they also become a powerhouse that helps win new business, strengthen existing customer relationships, and ensure sustainable business growth.

Global trade dynamics have become highly unpredictable. Tariffs on imports and exports shift frequently, making freight volumes uneven. Customers, especially manufacturers and distributors, are often hit with higher costs that trickle down into their shipping budgets. Add in inflation, increased interest rates, and rising operational expenses, and you’re met with a perfect storm where:

• Customers are more price sensitive. They scrutinize every fee, rate, and term.

• Cash flow tightens. Many customers delay payments as they juggle higher costs.

• Risk increases. Credit departments see more customers stretching terms, increasing avg DTP, or worse. Account defaults and bankruptcies have become a regular occurrence.

In today’s economy, it’s a balancing act to remain competitive on pricing while protecting the bottom line. This is where the credit/sales relationship becomes invaluable.

Too often, sales teams see credit departments as a roadblock, just another hurdle in winning new business, while credit sees sales as too loose and all about the dollar. In today’s economy, that dynamic must change. Both departments should have the same end goal: profitable, long-term customer relationships.

When sales and credit collaborate, they create a win-win environment. Sales earns trust with credit and the customer and wins business by offering realistic, competitive terms. Credit, in turn, safeguards margins and reduces risk by ensuring the customer is positioned to pay. As a result, customers feel supported because they experience consistency, transparency, and flexibility throughout the onboarding process and beyond.

How to Establish an AR/Sales Partnership

How can AR professionals and their sales teams build this partnership into a daily reality? Here are a few practical strategies:

1. Bring Credit into the Sales Process Early. Instead of waiting until after the deal is closed, include credit during negotiations. When sales can say, “Our credit team has already reviewed this and can approve these terms,” it builds customer confidence and prevents not so pleasant surprises.

2. Share the Story Behind the Numbers. Credit professionals know more than just whether a customer pays on time. They know how they pay and how they’re paying others in your industry. Sharing these insights with sales can help tailor account strategies and maybe even upsell services. On the other hand, sales can be an invaluable source of knowledge on a customer's business model, who they work with, and where the company is heading. Talk to each other.

3. Communicate Customer Pressure Points. Tariffs and freight surcharges often hit industries unevenly. Credit can spot patterns early, allowing for proactive conversations with customers. Keep sales involved. Use the varied contacts and relationships sales and credit have with the customer to your advantage.

4. Get Comfortable with Flexibility. Not every account needs the same approach. Flexibility can strengthen relationships without exposing the business to unnecessary risk. Think outside the box. Look for the road to “Yes”.

5. Check In. Schedule regular check-ins with sales. Share and discuss top offenders and top performers. Solve problems and build business collaboratively. Celebrate the wins.

How the Partnership Will Strengthen Customer Relationships

Here’s the secret many businesses overlook: credit policies can be a true selling point. Customers appreciate when a vendor understands their business pressures and can offer fair, transparent terms that evolve as the partnership grows.

A customer who feels genuinely supported is more likely to stay with you, even if a competitor offers a slightly lower rate. Keep service levels high. Trust and stability outweigh a bargain that comes with friction or overly strict policies.

Ultimately, sustainable business isn’t just about rates. Remember that customer relationships thrive when every touchpoint, from sales pitch to payment terms, feels consistent and trustworthy.

Developing this type of strong customer relationship requires breaking down the walls between sales and credit. When the two teams share information, trust each other’s expertise, and approach customer accounts as a united front, the result is powerful. You see things like -
• Faster deal cycles
• Healthier cash flow
• Fewer disputes
• Stronger customer loyalty

The economy may be unpredictable, tariffs may rise and fall, and customers may tighten the purse strings—but one thing remains constant: collaboration pays off. For AR professionals, embracing a partnership mindset with sales is more than just good practice—it’s a competitive advantage that helps companies not only survive but thrive in challenging times. Winning business is important. Sustaining it is essential.

Note: The opinions shared in this blog are strictly those of Tracy Mitchell and do not represent Trinity Logistics.