This article is organized with the aim of presenting the sales performance model of industrial goods of oil refinery based on the effective components of the sales strategy, which is practical in terms of purpose and in terms of the method of collecting information, it is a part of mixed (qualitative-quantitative) research. The statistical population in the qualitative section includes professors and experts in the field of marketing and sales as well as senior managers in Shazand Oil Refinery, and in the quantitative section it includes all employees and managers of the marketing and sales, financial and commercial departments of Shazand Refinery. The sample size in the qualitative part was estimated with theoretical saturation (10 people) using targeted sampling and in the quantitative part based on stratified random sampling, 113 people were estimated. The data collection tool was interview in the qualitative part and researcher-made questionnaire in the quantitative part. Validity and reliability were confirmed. Smartpls3 software was used for data analysis. The obtained results led to the identification of 20 components and 76 indicators, the variables of the company's behavioral performance, the company's interactive performance and the company's financial performance as the main effective category; Customer valuation variables, sales management, sales process/steps, use of multiple sales channels, customer prioritization and targeting, management plan development, communication goals and sales models, and customer segmentation as causal conditions. Effective factors); The variables of information technology and the use of technology and customer needs and behavior are also effective as background conditions; the variables of sanctions and economic conditions of society, competitors and political currents as effective intervention conditions; The variables of internal empowerment and communication management are effective as strategies; External and internal outcome variables were considered as outcomes.