In business communication and negotiations communicating sides are trying to convince each other in their views, positions justice. For this purpose using a variety of measures starting with scientifically sound principles, logic diagrams and ending in various appeals, speculations, sophistries. Language persuasiveness is very important the negotiators’ competence. Nothing can replace the suggestibility of a live word. Only directly communicating, negotiating, submitting proof, arguments, counter-arguments, controverting negotiators can move quickly to the overall objective of the agreement. Persuasion aims to change the behavior of the opponent, interviewer. Persuasion can bring positive and negative results.

DOI: https://doi.org/10.3846/bm.2016.48