In the changing times, sales force often represents not only the huge expendi-ture but also the major contributor to the profit. In the previous literature of sales force management, the dichotomy typology usually takes the form of outcome- and behavior- control, but few studies have noted the third mechanism Sales Control System related issues; Furthermore, how to effectively improve the performance of the performance of sales staff by Sales Market Orientation behavior (custom-er-orientation, competitor-orientation, product-orientation) and managers how to used Sales Control System can be applied in Sales Market-Orientation behavior of different sales personnel has become an important management issues. Review of currently related research, few studies have looked for this topic .So, this study will focus on this issue as a starting point to Effects of Sales Controls on Sales Market Orientation and Sales Performance.
