An effective wholesaler can make all the difference in which firm a financial advisor does business with, a new study suggests.

Among advisors surveyed, 28% said that the wholesalers they worked with were highly influential on their decision to do business with a firm. The study was conducted by the Financial Research Corp., Boston, and Horsesmouth L.L.C., New York.

The results were up from 2007, when a similar survey found that 19% were highly influenced by the wholesaler.

The study identified AIG SunAmerica, Nuveen Investments, Jackson National, Lincoln Financial, John Hancock and DWS Investments were among the firms with the most influential external wholesalers.

Less than one-third of all respondents said that external wholesalers had no influence at all, according to the survey report.

“Advisors are placing the most value on a wholesaler’s honesty, product knowledge, responsiveness and access to value-added materials relevant to their practice,” said William T. Nicklin, chief executive officer of Horsesmouth.

The report was based on a survey of 1,860 financial advisors.