Abstract: Through literature research, deep interviews, and pre-surveys, this study extracts 17 potential factors influencing customer confidence in salesperson, and grouped these 17 factors into 4 categories by exploratory factor analysis and confirmatory factor analysis. Then by means of multiple regression analysis, it is found that, according to the influence on customer confidence, the 4 categories decrease in the order of service willingness, competence, demeanor, and grooming. Finally, the analysis finds that the current consumer confidence on salesperson is not high enough, so companies need to take measures to enhance the degree of customer confidence