Knowledge about customers’ needs is the basis for salesperson performance. This knowledge acquired mainly by an individual of salespersons considering they are the ones who deal directly with customers. Ownership of knowledge at the individual level should be converted to a team level, thus it can be widely useful. Knowledge conversion can be done through the process of socialisation, externalisation, combination, and internalisation (SECI). However, there have not been many studies linking the process of SECI with collaboration skills combined with personal values. Therefore, this study aims to examine the role of religious personal value towards knowledge conversion in increasing selling performance. This new concept arises because of the phenomenon of individualism and the neglect of the values of religiosity by salespersons. Respondents of 244 Sharia insurance salespersons were selected using stratified random sampling. The results of this study showed RPV on KC is able to improve selling performance.

Keywords: customer-oriented team; COT; knowledge conversion; religious personal value; RPV.