The primary objective of this study is to analyze the process through which solution orientation leads to salespeople's psychological responses and subsequently to sales performance. Based on social learning theory, regulatory focus theory, modified expectancy theory, role theory, and coping strategies, the study posited both positive and negative response pathways, established seven hypotheses, of which five were supported. The results are as follows. First, the challenging task of solution orientation simultaneously increases self-efficacy through the positive pathway and role stress through the negative pathway, supporting the dual-pathway model. This finding suggests that innovations introducing new values have a dual nature. Second, role stress through the negative pathway was found to have no significant effect on self-efficacy or job satisfaction. This result differs considerably from prior research that has explained the impact of role stress on job performance using an inverted U-shaped relationship, suggesting that role stress simply exists and does not necessarily cause problems. Third, self-efficacy was found to have a positive effect on both job satisfaction and sales performance.