This study focus on salespersons' emotional empathy ability as a factor affecting on their customer orientation, CRM performance, and sales performance. It is because salespeople 's emotional empathy is a very important factor for consumers to evaluate corporate services. Therefore, this study intends to investigate how salespeople 's emotional empathy ability affects salespeople' s customer orientation, and how salespeople 's customer orientation affects salespeople' s CRM performance and sales performance. Also, we verified the relationship between CRM performance and sales performance. To test our conceptual model, we use a matched, triadic data set based on archival firm records and questionnaire surveys of 1,050 salespeople and 172 sales managers from a large life insurance company in South Korea. The results of this study are as follows: First, the higher the salesperson emotional empathy ability, the more the salesperson has the customer-oriented sales attitude. Second, customer orientation affects CRM performance and sales performance. Third, it is confirmed that CRM performance has a positive effect on sales performance. The results of this study provide a comprehensive understanding and practical implications on salesperson empathy ability and sales performance in the marketing field and suggest the direction of further research in the future.