Workers involved in 'people-work' are expected to engage in a great deal of emotion management as they attempt to convey the appropriate emotions (which they may not genuinely feel) to their clients or customers whilst perhaps suppressing inappropriate ones. Should this emotion management be unsuccessful within some industries, a customer may be lost as they choose to take their business to a competitor; however, within the 'caring' business, such as the counselling and guidance professions, a failure to display the appropriate emotion (e.g. sympathy) or a leakage of an inappropriate one (e.g. boredom) can have much more serious implications for the well-being of the client and their continued relationship with the professional. This paper will thus argue that emotion management or 'emotional labour' is a vital skill within the counselling and guidance professions, but one that can also be a significant source of work stress. Strategies for coping with the stress of performing emotional labour are suggested.