Unlike prior research related to salespeople, this study focuses on emotional factors such as salespeople's emotional intelligence and burnout as factors influencing salespeople's behavioral outcomes. In particular, this study addresses emotional intelligence as an antecedent that reduces the burnout experienced by salespeople during interactions with customers, and examines how increases or decreases in such burnout affect selling behavior. While it is important for salespeople to acquire extensive knowledge about sales to adapt well to customer needs, for work-related abilities to be properly exercised, the ability to resolve social conflicts, emotional problem-solving ability, and flexible thinking may be even more important. This is because emotional intelligence is a self-regulation ability that particularly emphasizes the prosocial aspect among human emotional capacities, encompassing social abilities such as understanding of self and others and empathy toward others. When such abilities are high, individuals are better able to overcome the negative psychological phenomena experienced through interactions with customers, and this is likely to influence selling behavior. The research results demonstrated that salespeople's emotional intelligence affects the degree of burnout experienced during the selling process, and that decreases or increases in burnout have a significant effect on selling behavior. This suggests that in order to elicit positive behaviors from salespeople who are likely to experience negative psychological phenomena due to frequent interactions with customers, rather than intellectual job training or selection, it is of paramount importance to educate and manage employees to enhance their ability to recognize and regulate their own emotions, motivate themselves, understand others' emotions, and maintain interpersonal relationships—that is, their emotional intelligence—and to select employees with high emotional intelligence. In other words, this study suggests that for salespeople to adapt well to customer needs, not only sales knowledge but also the emotional capabilities of salespeople are important factors. Ultimately, emotional intelligence is an important variable that reduces the experience of burnout during interactions with customers, and the degree of burnout experienced affects salespeople's selling behavior. This study provided an opportunity to draw attention to the importance of salespeople's emotional capabilities and emotional phenomena, and offers important guidelines for the selection and training of salespeople.