© 2018, Emerald Publishing Limited. Purpose: The purpose of this paper is to examine the mediating role of salespeople’s customer orientation on the relationship between sales manager personal characteristics, fellow salespeople’s characteristics, job satisfaction and adaptive selling and salespeople’s performance in the insurance industry in Jordan. Design/methodology/approach: A structured and self-administered survey was employed targeting 500 insurance salespeople working at insurance companies operating in Jordan. The final sample size was 320 salespeople representing a response rate of 64 percent. A Confirmatory factor analysis was used to assess the research constructs dimensions, unidimensionality, validity and composite reliability. Structural path analysis was also used to test the hypothesized relationships of the research model. Findings: The empirical findings indicate that salespeople’s customer orientation fully mediates the effect of fellow salespeople’s characteristics and adaptive selling on salespeople’s performance. Sales managers’ personal characteristics have a direct effect on salespeople’s performance, contrary to job satisfaction that had no effect on salespeople’s performance. Research limitations/implications: This paper has examined only five factors that affected directly and indirectly salespeople’s performance; meanwhile other factors may affect their performance, such as salespeople experience, internal marketing and corporate image. Additionally, the fact that paper’s sample consisted only of insurance salespeople working at insurance companies limits its generalization potential to other industries. Practical implications: The findings emphasize the importance of fostering good relationships among fellow salespeople’s characteristics and adaptive selling strategies. Further, sales managers’ personal characteristics directly affecting salespeople’s performance signifies the importance to hire managers with the right personal approach. Originality/value: This paper represents one of the early attempts that investigate factors affecting salespeople’s performance through the mediating role of customer orientation. Accordingly, the findings shed more light into the strategic role of this construct in enhancing salespeople’s performance. Also, the paper is the first of its kind to build and examine an integrated model of salespeople’s performance in the insurance market of Jordan, which provides valuable empirical evidence concerning the drivers of salespeople’s performance in the insurance industry in Jordan.