The term negotiation is encountered almost every day. Sometimes people are not even aware that they are negotiating with themselves or with others. Negotiation is a term that is unavoidable in the business world. This thesis deals with negotiation as a theoretical basis in which various techniques, tactics and strategies of the negotiation itself are explained, as well as the obstacles for banks when negotiating and selling its products and services. For banks, as financial institutions, the most important thing is to retain existing and acquire new clients. Considering the competition, it is sometimes a very demanding job and requires certain skills and negotiation techniques. Sometimes neither sales skills nor the quality of the product or service are enough, but skillful negotiation tactics. The banking sector strives for a win-win situation because the trust and loyalty of clients is essential. Communication is the most important element and negotiation is based on it. Successful business is based on continuous information and communication with clients. The work will be based on the study of negotiation, negotiation skills, what techniques, strategies and tactics exist in the negotiation process and what are the essential elements of negotiation in the banking sector. Also, the paper will focus on the characteristics of bankers that make them successful negotiators and what each sales meeting looks like. The aim of this thesis is research and analysis of business negotiations in the banking sector, its advantages and disadvantages, as well as the obstacles in negotiations that bankers face on a daily basis and how they successfully solve them.