Salesperson Undertaking a Relational Boundary Spanner Role: Significance and Strategy
Question 3 : Explain the significance and strategy of a salesperson undertaking a relational boundary spanner role
1) Significance of a salesperson undertaking a relational boundary spanner role
A salesperson works at the boundary between the firm and the customer. They manage the interface between the organisation and the environment. As for, they perform actions that link the customer to the firm. “Salespeople represent the company to the customer and the customer to the company” (Hair, Anderson and Babin, 2009). Leifer and Delbecq (1978) define a boundary spanner as the person who is responsible for the exchange of information between the organization and its environment. Boundary spanning salespeople can for example, provide value added services or tips about service performance (Dunlap, 1990). In other words, boundary spanners salespeople have strategic roles in organisations. They gather information and then obtain feedback and perceptions from the external environment. After, they are able to interpret and translate the information back into their organisation.
A boundary spanner role has two meanings (Aldrich & Herker, 1977). First, a boundary spanner collects and facilitates information from the external environment. Secondly, its role can be defined and explained as a representative of the organisation. According to Booz & Lewis (1997), there is another function of boundary spanners which is uncertainty reduction. Indeed, by collecting relevant information through inter-organizational communication, the level of uncertainty perceived by the organisation reduces. Moreover, Williams (2003) refers to boundary spanner as an exchange of knowledge by networks of relations. Therefore, it is important to maintain and keep these relations, which is why a boundary spanner should have the ability of communicating, empathizing, resolving conflicts and listening: “the key skills associated with successful boundary spanners include: empathy,
1) Significance of a salesperson undertaking a relational boundary spanner role
A salesperson works at the boundary between the firm and the customer. They manage the interface between the organisation and the environment. As for, they perform actions that link the customer to the firm. “Salespeople represent the company to the customer and the customer to the company” (Hair, Anderson and Babin, 2009). Leifer and Delbecq (1978) define a boundary spanner as the person who is responsible for the exchange of information between the organization and its environment. Boundary spanning salespeople can for example, provide value added services or tips about service performance (Dunlap, 1990). In other words, boundary spanners salespeople have strategic roles in organisations. They gather information and then obtain feedback and perceptions from the external environment. After, they are able to interpret and translate the information back into their organisation.
A boundary spanner role has two meanings (Aldrich & Herker, 1977). First, a boundary spanner collects and facilitates information from the external environment. Secondly, its role can be defined and explained as a representative of the organisation. According to Booz & Lewis (1997), there is another function of boundary spanners which is uncertainty reduction. Indeed, by collecting relevant information through inter-organizational communication, the level of uncertainty perceived by the organisation reduces. Moreover, Williams (2003) refers to boundary spanner as an exchange of knowledge by networks of relations. Therefore, it is important to maintain and keep these relations, which is why a boundary spanner should have the ability of communicating, empathizing, resolving conflicts and listening: “the key skills associated with successful boundary spanners include: empathy,