<p>This study examines how salespeople’s perceptions of point-of-sale innovativeness are associated with their evaluations of the firm’s capability for value co-creation and whether these perceptions reveal distinct salesperson profiles. Data were collected from 362 sales employees in Spain, Portugal, the United States, and the United Kingdom. Using PLS-SEM and interaction-based segmentation, the findings show a positive association between the three dimensions of point-of-sale innovativeness and value co-creation capability and identify four salesperson profiles based on these perceptions. These profiles differ in job satisfaction, sales-service ambidexterity, and market type (business-to-business and business-to-consumer). The findings highlight frontline heterogeneity and offer guidance for organisations seeking to better understand salesperson diversity in relation to value co-creation.</p>