The study employs the stimulus-organism-response (S-O-R) model and the self-determination theory to examine the effects of trust in supervisor, job enrichment, and extrinsic motivation on intrinsic motivation and then sales performance. The moderating roles of customer demandingness and self-efficacy are explored as well. Research results based on a sample of 152 respondents collected with a dyadic approach in Vietnam show that trust in supervisor, job enrichment, and extrinsic motivation including compensation and recognition each produces a positive effect on salespeople’s intrinsic motivation, which in turn can advance sales performance. Contrary to the expectation, customer demandingness negatively moderated the relationship between trust in supervisor and intrinsic motivation. Moreover, the moderating role of self-efficacy on the relationship between intrinsic motivation and sales performance is not supported though it indeed exerts a positively direct effect on sales performance. The study contributes to the sales performace literature by identifying the intrinsic and extrinsic drivers that are critical in a salesperson’s work context. Implications and limitations are discussed as well.

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