Purpose: In this unbendable competitive environment, pharmaceutical firms need to craft strategies that are best suited for their salesforce effectiveness as well as for customers, this study aims to highlight the prominence of salesperson’s satisfaction with supervisors/field managers and the significance of salesperson’s customer orientation in an outbound pharmaceutical sales context, and i.e. how customer orientation can affect the performance of salespeople by using the mediating mechanism of emotional regulation and sales skills. Theoretical Framework: This study relied on the Behavioral Equation Theory (BET) of selling and the Adaptive Theory of Selling (ATS). The theoretical model was developed by integrating BET and ATS to test eight hypotheses. Design/Methodology/Approach: A quantitative and cross-sectional study was conducted. A self-administered survey was used to collect data from 300 salespeople from 20 pharmaceutical firms (national and international). AMOS-22 and SPSS-24 were used to test the eight hypotheses posited. Findings: Implications/Originality/Value: The results supported eight hypotheses and inveterate that a salesperson’s satisfaction with supervisors influences the customer orientation of salespersons. Additionally, a salesperson’s customer orientation has a positive effect on emotional regulation, the salesperson’s performance, and sales skills. Emotional regulation and sales skills have a positive effect on a salesperson’s performance. Moreover, Emotional regulation and sales skills partially mediated the relationship between a salesperson’s customer orientation and performance. This research contributed to the advancement of knowledge in the field of selling and sales management.