This study tries to develop a conceptual model as an effort to increase sales performance, low sales performance becomes a gap and a reflection that the company's success in entering the market is still low. This is a concern of how to increase a company's selling ability. This study develops and proposes a new basic model by adopting variable valued based selling capability as an effort to drive sales performance through marketing support advantage and entrepreneurial orientation. Four hypotheses are proposed using quantitative research methods, the model is tested on 110 respondents who were selected through purposive sampling method. from the tourism industry in Central Java using AMOS 22 as a data analysis tool and the results of the study were four hypotheses accepted. The main findings in this study were variable valued based selling capability. The results showed that the concept was successful in being a driving force of sales performance so that the valued based selling capability became an indicator of the key to success. which demonstrated different marketing strategies in improving sales performance.

Keywords: Marketing support advantage, entrepreneurial orientation, valued based selling capability, sales performance, tourism, Central Java.