Selling new products is a major success factor, particularly in today’s fast changing environment. Surprisingly, existing insights on the role of the sales force adoption as a key antecedent of customer’s innovation adoption consistently focus on the salespeople’s perspective. This study, however, examines the effect of the sales force adoption on the customer’s innovation adoption, by looking at it from a customer’s point of view. By analyzing objectively validated survey responses about an industrial innovation from salesperson-visited business customers, the authors provide insights into the effect of customers’ perceived salesperson adoption on the customer’s innovation adoption. Surprisingly, findings show that the customers’ attitudinal adoption of an innovation is negatively driven by their perception of salesperson’s effort. Results also reveal that a high number of competing products in the same market reduce the chance of a salesperson perceived as highly committed to sell a highly-innovative product