Salespeople often resist selling radical innovations. This study identifies a key barrier: salespeople's fear of losing face in customer interactions. Based on a theories-in-use study with 69 experts and two surveys of 190 and 204 industrial salespeople, we show that this fear stems from anticipated consultation failures—such as giving incorrect information, lacking answers, or breaking promises—that may harm their professional image. The fear is most pronounced among those with high self-expectations, low change readiness, and limited experience. Our findings encourage managers to strengthen consultation resources, select or train for change readiness and experience, and realign role expectations to reduce face-related fears and support the successful commercialization of radical innovations.
