Introduction: The sporting goods industry, as one of the fledgling industries and the most important part of the country's sports industry, which also has many customers, is located in an environment that faces many competitions at home and abroad and is exposed to many risks and dangers. Sales with the aim of identifying ways to strengthen it, has always been in the focus of researchers, so the purpose of this study is to investigate the effect of sales strategy on the performance of sports stores in Isfahan province. Methods:The research method is applied in terms of purpose and descriptive correlation in terms of data collection. Structural equation modeling was used to investigate the relationships of variables. The statistical population of the study included managers and employees of sports stores in Isfahan province (800 people). The sample size of this research according to (Krejcie table, Morgan) is 244 people. Sampling was done in a stratified manner. Data collection tools included Pangoplus and Olvins (2010) sales strategy questionnaire and Swill (2008) individual performance questionnaire. The validity of the research tools was obtained through a panel of experts (n = 12) and the reliability was obtained through Cronbach's alpha, which included sales strategy (0.902) and sales performance (0.866). Data analysis was performed using descriptive statistics and inferential statistics and structural equations in SPSS20 and Lisrel 8.80 software. Results:This study showed that there is a significant relationship between sales strategy and path coefficient of 0.30 and sales performance, so it can be concluded that sales strategy has a positive and significant effect on sales performance. Conclusion:For an organization to be successful, a sales strategy must be set up and employees must be allowed to focus on and interact with customers. Attract comments. In this regard, marketing training helps to ensure that management and sales associates can learn the tools n
