Abstract: Based on Goal-setting theory, a mediated moderation model was built to explain how Formal control, which includes outcome control and behavior control, impacts sales force’s performance. The results showed that outcome control and behavior control were positively related with sales performance respectively. Outcome control and behavior control interacted to impact the sales performance, such that when outcome control and behavior control was high at the same time, sales performance was higher. Customer-oriented behavior partially mediated the relationship between the interaction effect and sales performance. Our study implies that sales manager should set goals for their subordinates using outcome control, as well as using behavior control as a feedback method. It can in turn stimulate the sales force to engage in customer-oriented behavior and raise the sales performance.