Persuasion is one of the communication processes used to influence others to achieve desired goals. It is a key component in the negotiation process, as successful persuasion leads to victory. The paper deals with the process of persuasion and aims to distinguish different situations and tactics in negotiations as well as possible alternatives. The purpose of the thesis is to understand persuasion failures in the negotiation process and to develop skills for improvement. Therefore, the paper aims to understand the different negotiation situations and the different characters of the negotiating partners to which the strategies should be adapted. To begin the process of persuasion, it is necessary to gather as much information as possible about the negotiating partner, which is only possible by focusing on active listening and understanding its importance in the overall process. Persuasion can be found in almost all human activities and can have a positive influence. However, it can also be misused, which is why the last part of the thesis deals with ethics in the persuasion process, i.e. the distinction between socially acceptable and socially unacceptable behaviour and methods of persuasion.