Negotiating fairs involves knowing the specifics of fairs at which the company wants to exhibit, good communication with the organizer, visitors and other exhibitors at the fair. Each fair has its own characteristics and rules that the company must respect and abide by, but at the same time, the individual or the team negotiating on behalf of the company needs to know where and how to negotiate the best conditions of exposure, so that ultimately the performance will be successful. Before negotiating with the organizer about the exhibition conditions, the company needs to know what it wants to achieve with its appearance at the fair. It is desirable that the representatives of the companies in the negotiations are expert and have some experience in relation to trade fairs. This paper explores what business negotiations between the participating companies and the organizers of the fair involve. The preparations of the exhibitors prior to their appearance at the fair and the characteristics of the negotiations at the fairs are analyzed. The paper also presents the perspective of business negotiation at fairs in the Republic of Croatia. Recommendations are given to companies for future appearances at fairs, where and how they can save time and money, and when they need to insist on their demands when negotiating and when to agree to a compromise.