Communication represents the basis of the human civilization`s development. In that sense, it is an essential part of a person's everyday life. When considering the business development, it is clear that only quality human interaction leads to the improvement of business results. Therefore, there is a strong connection between business communication and its implementation in each of the segments of business such as sales and marketing activities or during the selection process and communicating with potential future employees. Business communication consist of the patterns of behavior which include a specific level of respect but in the modern approach to business communication emphasis is placed on creativity and freedom of speech encoured by the development of digital technologies. Business communication transformed revolutionary and adapted to different branches, industries and tools through people tend to communicate. Quality business communication opens numerous posibilities when considering the globalization process and approach to different global market in expanding the business. It is very important to take into consideration the cultural and regional patterns of behaviour which may vary. These factors can influence and be crucial in leaving a quality first impression and improve the impact of the business communication. Communication is learned and trained just as any other discipline in which people tend to become perfect. It is very important to understand the differences between the communication styles in order not only to achieve better interpersonal relations inside the company but also to adequately represent company and its products and services.