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How employees who interact with customers (contact employees) manage their emotions is considered to be crucial. This paper analyzes the mediating effect of salespeople’s strategies for emotion regulation when it comes to negative customer behavior as well as both sales success and their own satisfaction about the interaction. The objective is also to measure if those negative relational behaviors (i.e., aggressiveness, anger, lack of listening, disrespect) have a direct effect on salespeople’s capacity to influence buying decisions and on their satisfaction with the buyer–seller encounter. The research results demonstrate the key role of salespeople’s genuine expression of emotions during sales interactions. In addition, the results make it possible to identify important implications for the human resource management of salespeople.