This research focused on how retail companies can influence their frontline salespeople to promote their brands effectively. They explored how customer marketing programs and supplier representatives can help build a strong connection between salespeople and the brands they sell, leading to increased brand sales. Additionally, they discovered that rewards programs can encourage salespeople to go above and beyond for a specific brand. Interestingly, salespeople's focus on customer satisfaction, known as customer orientation, can impact how their extra efforts for a brand affect that brand's sales. This study's findings can help both retailers and suppliers understand how to work together to achieve their goals in the retail environment.