Expanding the sales professional's role: A strategic re-orientation?

Based in social exchange theory, this study empirically examines a model of salesperson participation in strategic communication activities. Results show that performance of sales professionals often stems from roles and activities that extend beyond the traditional selling function. Findings indicate that managers' orientation toward change, the firm's selling strategy, and salesperson's trust in their manager all play an important role in the salesperson's likelihood to engage in greater strategic communication activity. Participation in these activities is linked to individual selling performance. Thus, the study provides evidence that expanding the salesperson's role beyond the selling function can add firm value.