The graduate thesis explains communication, its general meaning and the importance it has in the private and business environment. It represents the transmission of a message from the recipient to the sender verbally by voice and nonverbally by visual elements. It is a two-way process that involves sending and receiving information. The aim of this paper is to describe communication styles and their impact in business negotiation. Nowadays, it is understood that employees successfully deal with communication styles, and business entities are increasingly investing in education. Without communication there is no negotiation. Negotiation is a process of mutual communication with the aim of reaching a joint decision. In addition to all this, there is a code of ethics, the observance of which leads to successful communication during the negotiations and ultimately to an agreement that will satisfy both parties. By verbal and non-verbal expression, we send a strong and specific message that we need to be aware of before it is addressed to the recipient or negotiator. Such communication creates a confidential and long-term relationship with clients and partners, and thus achieves the desired needs and interests. A key part of the paper is the research part. The primary research method was a survey questionnaire conducted by Croatia insurance representatives based in Đakovo. The survey sought to investigate the extent to which negotiation is represented in the business entity, whether employees are successful negotiators and how much the business entity attaches importance to training to develop and improve communication styles and skills in negotiation. Also, whether the negotiations are more directed outside the business entity or within.