Due to the company's limited resources, the Franz Janschitz Ltd pursues an indirect distribution strategy on an international level. Despite some contract partners, there is neither a concept nor a marketing or sales system that support the company to retain its sales partners. The objective of this thesis is to support the Franz Janschitz Ltd to establish a positive long-term oriented business relationship with its sales partners. In order to achieve this objective, a partner retention concept is developed. As the present master thesis shows, there are many possibilities for a company to retain a sales partner. As it can already be seen at the beginning, the content of this thesis deals exclusively with the aspects of the B2B market, focusing on the traffic safety industry. To start a business relationship, an appropriate business partner has to be selected. Supporting this selection process, relevant key criteria for the decision on a B2B partner are defined in the first chapters of this thesis. Following the brief introduction in the B2B market, all stages influencing the development of partner retention are identified. It aims to determine all trigger points and obstacles which have to be considered when developing a long-lasting business relationship. Following the functional chain, the thesis illustrates instruments, measures and strategies for the establishment of long-term partner relationships. Although there are positive and negative approaches for a company to retain the sales partner, the thesis outlines that a long-term business relationship can only be developed through positive attitudes. As the results of this thesis show, the idea of retaining sales partners only with marketing instruments can be rejected relatively quickly. The empirical results show that the basis of all B2B relationships is the product of a company, its services as well as a competitive market price. In addition to that, the so-called "social skills" are determined as essential success factors when it comes to the sustainability of a B2B relationship. Finally, the most important measures for the company are summarized in the author's recommendations.