Soft power helps to build a constructive relationship among distribution channel members. One source of soft power is trust, which is:

		a pledge of continuity and a long-term view of performing value-adding activities in the channel.
		a supplier not requiring the use of contracts in its arrangements with distributors.
		a declaration of a channel steward s future intention to maintain or enhance relationships with channel partners.
		having confidence in another party s integrity and reliability through their history of dealing with each other.