Based on social learning theory, this study discusses the impact of the mentoring relationship on sales performance and studies the mechanism of emotional intelligence and the goal orientations through collecting 5 insurance enterprises and 428 questionnaires of the salesmen of insurance. The results show that:mentoring relationship has a significant positive impact on emotional intelligence and sales performance; emotional intelligence has a partially mediated effect between the mentoring relationship and sales performance; proving orientations and learning orientations has a significant moderator role in the process of mentoring relationship effecting on sale performance, but the interactions of mentoring relationship and avoiding orientations have no significant effect on sales performance. These conclusions provide supporting evidence and a guide to action for using mentoring relationship to train the salesmen of insurance, promote sales performance and improve the identity of insurance.