Sales management is considered one of the most important roles in a market economy, and its functions can also be applied to ordinary everyday situations. The modern sales manager directs and is also a coordinator who develops teamwork, cooperation and partnership with employees in order to achieve sales goals. If we were to ask someone "what characteristics should adorn a sales manager?" his answer should be something like this: the sales manager must be able to communicate with people, he must have the ability to anticipate changes and make rational decisions in negotiations. Therefore, the subject of research in this thesis will be the communication skills of modern sales managers. It will be explained what sales management is and what managers ethics are in sales, what managers methods and sales techniques are. As the communication process proceeds, the types of communication, what is non-verbal communication and its characteristics will be listed. The course, stages and outcome of the negotiation process, what are the tactics in the negotiation process, as well as the techniques, styles and power of negotiation. In order to better explain all of the above through the presentation of communication skills on a selected example, the necessity of establishing and implementing sales goals, developing plans necessary for their realization will be pointed out; organizing human and other resources for the purpose of achieving sales goals, and communication in sales departments is important for leading, directing, motivating and creating a climate in sales departments. Successful performance of sales management functions is the result of successful communication. Given that communication is ubiquitous, it plays a very important role in the sales process. Sales management takes care of planning, organizing, managing and controlling employees in the sales function, and it is necessary that the person at the top has good communication skills in order to successfully perform all the mentioned functions. It is very important to have control in sales, and therefore in communication within the company, because in this way sales results are controlled.