The importance of nonverbal communication in business negotiation in entrepreneurship

U ovom radu fokus je na neverbalnoj komunikaciji kao dijelu poslovnog pregovaranja jer je pregovaranje jedan od temeljnih segmenata poslovanja, a neverbalna komunikacija jedan je od temeljnih dijelova komunikacijskog procesa pa je jasno da pregovaranje i neverbalna komunikacija ne idu jedno bez drugoga. Kroz diplomski rad prikazani su pojmovi poslovnog pregovaranja i neverbalne komunikacije, ali i tumačenje poveznice tih dvaju pojmova, odnosno njihov međusobni odnos. Kroz provedeno istraživanje donesen je zaključak da je neverbalna komunikacija važna ne samo za svakodnevno komuniciranje, nego je iznimno važna i u poslovnom komuniciranju. U empirijskom dijelu rada istraženi su i prikazani stavovi pregovarača o važnosti neverbalne komunikacije u poslovnom pregovaranju za poduzetnike. Prilikom istraživanja korišten je anketni upitnik, a rezultati istraživanja doveli su do zaključka da pregovarači primjećuju neverbalne znakove komunikacije prilikom pregovaranja i da neverbalni znakovi mogu utjecati na stvaranje njihovog mišljenja o sugovorniku, a kasnije i na ishod pregovaranja. Razmatrajući stavove ispitanika zaključeno je da pregovarači obraćaju pozornost na odijevanje ostalih sudionika, ali im je ipak važniji sadržaj koji sugovornik iznosi od vanjskog izgleda sugovornika. Osim toga, zaključeno je; da pregovarači uglavnom sudjeluju u poslovnim pregovorima više puta tjedno, da pregovarači primjećuju i pridaju pažnju većini znakova neverbalne komunikacije, da su nekad spremni prekinuti pregovore radi neverbalnih znakova koje sugovornik šalje, da na temelju znakova neverbalne komunikacije mogu procijeniti kakav je sugovornik i stvoriti prvi dojam o njemu.In this paper, the focus is on nonverbal communication as part of business negotiation because negotiating is one of the fundamental business segments and non-verbal communication is one of the fundamental parts of the communication process, so it is clear that one does not go without the other. Through the thesis, the concepts of business negotiation and nonverbal communication are presented, as well as the interpretation of the connection between these two concepts and the impact one make on the other. The connection between nonverbal communication and business negotiation has been explained and proven. Through the conducted research, it was concluded that non-verbal communication is important not only for everyday communication, but is also extremely important in business communication. The empirical part of the paper explored negotiators views on the importance of nonverbal communication in business negotiation for entrepreneurs. The survey questionnaire was used in the research, and the results of the research led to the conclusion that negotiators notice non-verbal signs of communication when negotiating and that non-verbal signs can influence the formation of their opinion about the interlocutor and later the outcome of negotiations. Considering the attitudes of the respondents, it was concluded that the negotiators pay attention to the clothing of other participants, but the content that the interlocutor presents is more important to them than the appearance of the interlocutor. In addition, it was concluded; that negotiators generally participate in business negotiations several times a week, that negotiators notice and pay attention to most signs of nonverbal communication, that they are sometimes willing to cancel negotiations because of nonverbal signs sent by the interlocutor, that they can assess what the interlocutor is like and make a first impression about him