<![CDATA[This study aims to analyze the influence of selling orientation and customer orientation in their application to improve salesperson performance in Palu City. The population of this quantitative-associative study is all salespersons in Palu City, with a sample size of 85 respondents selected through purposive sampling techniques. Data collection using a questionnaire instrument in the form of a Google form. The research data analysis method uses Jeffreys's Amazing Statistics Program. The results of this study indicate that selling orientation does not have a significant effect on salesperson performance; on the contrary, customer orientation has been shown to have a significant effect on salesperson performance. Simultaneously, however, there is a significant influence between the application of selling orientation and customer orientation on improving salesperson performance in Palu City compared to the application of each orientation partially.]]>
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