Purpose – The purpose of this study is to analyze the relationship between learning orientation on salesforce performance, performance orientation on salesforce performance, customer orientation on salesforce's performance, adaptive selling on salesforce performance. Theoretical Framework – Integrated with the low-level consumption and purchasing power of the consumers, one of the hard efforts that should be raised and encouraged is the role of salesforce performance. It has a strategic and important role in creating competitive advantage and superior company performance in many companies. In recent studies in the field of sales interest, the sales force's goal orientation is categorized into two orientations, namely: learning orientation, and performance orientation. In addition, according to several studies, customer orientation has an impact on salesforce performance. Design/Methodology/Approach – The approach in this study was a quantitative approach. The respondents in this study were 245 SMEs farmers who were determined by the simple random sampling method. Data analysis techniques in quantitative research with statistical calculations using partial least squares (PLS) with SmertPLS 3.0 software tools. The research data was obtained by distributing online questionnaires. Findings – The findings show that learning orientation has a positive and significant effect on salesforce performance, performance orientation has a positive and significant effect on salesforce performance, customer orientation has a positive and significant effect on salesforce's performance, adaptive selling has a positive effect and significant effect on salesforce performance. Originality/Value – Regarding facts that supporting with the previous research and theory of scholars as described, it led the researcher to conduct the study about three key issues: learning orientation, performance orientation, and customer orientation's effect on salesforce performance as mediated by adaptive selling in the industrial vitamin of Indonesia as the key issues.