In the business-to-business sector, personal selling is often employed, making the skills of sales representatives a crucial factor throughout the negotiation process for closing a sale. The importance of emotions in the business-to-consumer sector is beyond question. However, the role of emotions in the business-to-business sector has not yet been fully explained. Individual studies have shown that various emotions can occur in the business-to-business context. However, the specific effects attributed to the different emotions that arise have not been clearly articulated. This work aims to address two fundamental questions in the area of emotions: What emotions are present in business-to-business relationships in general, and specifically in business-to-business negotiations and discussions? What differences and similarities exist regarding business types, in the various phases of conversation, and among the different roles in the buying/selling center?.