The objective of this research is to find out the antecedents and consequences of salespeople-company identification. The authors adopted that independent variables are construed external image of the company, sense of belonging and value congruence, dependent variables are adaptive selling behavior and sales performance. Results showed that first, the better construed external image of company, the more identification in salespeople-company. Second, the more salespeople have sense of belonging and value congruence, the more identification in salespeople-company. Also, the more salespeople-company identification, salespeople try to adaptive selling behavior and the better sales performance. This paper discussed theoretical and practical focusing on salespeople-company identification.