From ancient times, people have been using communication to achieve their goals, transfer knowledge and gain the affection of other people. That skill has been improved over time, which resulted in the development of some new branches of communication that serve people daily. One of the „tools“ that are being used these days is a business negotiation. Although the attribute business appears somewhat tough and formal, negotiation is being used in the most diverse situations, from the earliest human age till the late years. One of the main factors that affect business negotiation is competition. Throughout this paper, communication is used as a starting and motivating force for improving negotiation skills and it is entirely used to describe entering and/or achieving a good position on the market. It is the communication that serves as a tool for managers to present their existing knowledge accordingly within a product or service. Knowledge itself, without knowing how to represent it, cannot do much good for the company. It is necessary to mention that this paper is about the air conditioning market, therefore the relationship between competition and negotiation will be explained to a reader, through the business practice of the BTT company, and research that is based on the mentioned market. Entering and existing on such a high-competitive market are the main motives for dealing with this subject. The conducted research confirmed the hypothesis about the tight connection between competition and business negotiation.