From products to solutions: the role of salesperson opportunity recognition

This paper seeks to define a new construct, salesperson opportunity recognition, which contributes to solutions selling effectiveness and efficiency.

A framework for the composition of salesperson opportunity recognition as well as antecedents and outcomes is constructed from an analysis and synthesis of the extant literature on entrepreneurial cognition and creativity.

The paper identifies salesperson opportunity recognition as a distinct, multi‐dimensional construct that mediates the relationship between key organizational variables and solutions selling outcomes.

The paper is conceptual and requires empirical development.

This paper describes key cognitive processes necessary for salespeople to succeed in today's solutions‐oriented, customer‐centric environment. The discussion should help sales scholars embark on new research into salesperson cognition.