Negotiation is a process we use daily about a plethora of things, consciously or unconsciously in different business and everyday situations - prices in stores, conditions or wages at work, with friends about gatherings, going to the cinema or a restaurant. Business negotiation is a controlled communication process whose goal is to resolve a conflict of interest between two or more negotiating parties. It’s based on verbal, non-verbal and paraverbal communication. This master’s thesis named “The influence of the employees’ personality traits on business negotiations of insurance companies situated in Istra and Primorje-Gorski Kotar Counties” strives to study and explain the importance of business negotiation and the negotiator’s personality traits during the business activities of the insurance companies located in Istra and Primorje-Gorski Kotar Counties. The paper demonstrates the theoretical framework of business negotiations and describes different employees’ personality features and features of the insurance companies, not only from the examined counties but also from other parts of Croatia. The main factors that influence the business negotiations in insurance companies are specific employees’ character traits and their education on negotiating, formal and/or informal, which is an essential part of their daily business activities. The research detects those factors and, as a result, gives guidelines to increase the negotiating efficacy of the insurance companies in those two counties.