Communication is a human characteristic in such a way that a person can be considered a communicative being. This is a process that needs to be conducted between at least two participants, the sender of the message and the receiver of the message, and it occurs because one participant wants to transfer information to the other participant. Communication can be verbal, which is a form of communication that uses speech, regardless of whether it is direct speech or written communication. Nonverbal communication is a process that does not include using words, but other communication channels. Business communication refers to the process of transferring business messages from the sender to the receiver. Business communication has a very important and irreplaceable role in selling products and services. In so doing, both verbal and nonverbal communication have an extremely important role. The business process consists of three phases, and in each of these phases, communication has a crucial role; initiative (it is driven by the seller or the buyer, usually the seller offers merchandise to the buyer at a specific price), conclusion (both the seller and the buyer agree to the purchase terms) and realization (the buyer gets the paid merchandise, and the seller gets the money or other means of paying). Selling is a form of communication with the clients, and people who want to have good communication with the clients need to know the rules of successful business communication. The seller needs to be able to evaluate different types of business communication, and in general business communication, he needs to maintain the principles of decent communication. This paper observes the influence of communication skills of a sales representative on the successfulness of selling agricultural products of „Poljocentar“ company from Križevci, in the period from 2018 until 2020.