The research problem is the impact of assertive communication on the managerial negotiation process. The motivation for selecting this paper subject arises from the fact that business negotiation is a communication process aimed at finding a compromise solution for the reconciliation of conflicting interests of negotiators; i.e. the style and mode of communication is a variable that significantly influences the outcome of negotiations. The reason for this comes from the fact that business negotiation process is in its essence a communication process. Fundamental conclusions of the research suggest that assertive communication significantly correlates with the successful outcome of the negotiation process. The reason for this is the balance of the assertive communication approach. Assertive communication implies a clear and unambiguous expression of one's own desires, needs and expectations, while respecting the needs, desires and expectations of other parties in the negotiation process. This ensures clear rules and boundaries in the negotiating process, which contributes to the successful and effective achievement of negotiating goals.