Salesforce performance has widely studied in economic and business literature, especially in relation to the factors that affect salesforce performance improvement. The aim of this study was to verify the impact of learning orientation, performance orientation, and customer orientation on salesforce performance, and whether adaptive sales mediate these effects. This research was conducted at a company engaged in fast moving consumer goods business in Indonesia. Data collection was done by involving 200 sales forces who have worked in the company for a minimum 1 year period. The questionnaire results were analyzed using Structural Equation Modeling method. The results of the study indicate that performance orientation has a positive effect on sales force performance, whereas adaptive selling act as mediator in the relationship between performance and customer orientation to salesforce performance. This study has contribution to the salesforce performance literature. During the selection and development program of salesforce, companies need to emphasize more on performance orientation, customer orientation, and adaptive sales factors. © 2023 Author(s).