This paper deconstructs the dimension system of social capital from a new perspective, constructs a regulated intermediary model, and studies the intermediary role of sales creativity and the regulatory role of self-efficacy. The research shows that: social capital has a significant positive effect on sales performance; sales creativity plays an intermediary role in the model; the direct driving effect of social capital on sales performance and the intermediary effect of sales creativity in the relationship between them will be regulated by self-efficacy. The research results are helpful to understand the relationship between social capital and sales performance from the perspective of self-efficacy, and help to explain the influence mechanism of salesperson’s social capital on sales performance.