摘要：When strategically planning negotiating speech it is desired to avoid coincidences and to choose the most appropriate means to achieve its objective. Implementation of the strategic orientations is associated with each aspect of the language. Negotiating, in other words, it is a public speaking in the negotiations, is a strategic process, which includes an understanding of the circumstances, the deliberate behavior and a plan how to achieve your goals. During the time of negotiating the negotiators together are creating a commonly significant thing, their thoughts, opinions, attitudes and values are tested, adapted, developed through interaction. Negotiators approaches of different cultures can vary significantly. For one negotiator some things and facts may be more important or more significant than for others, and his attitude towards them will determine how he will interpret and understand the statements which he have heard. The paper deals with the problems of rhetorical effect to other side of the negotiations. It is argued that a persuasive speech is very important competence of negotiator, as nothing can change negotiator's alive speech. Only directly negotiating, giving evidence, arguments, counter-arguments, controversy negotiators can move quickly to the overall objective of the agreement. Even with a well-developed modern means of communication, the Internet, electronic negotiation support systems, negotiators are moving to another part of the world for direct negotiations. Negotiator in alive bargaining process demonstrates himself, his appearance, mind, manners, emotions, ethics, etiquette knowledge, characteristics of voice, gestures, movements, facial expressions, reactions and their other communication options. The use of rhetorical tools in bargaining process, the success of staying in contact with the other half of the negotiations is an important factor for effective negotiations. If classical rhetoric focused attention on how to convince the other part, in modern rhetoric, focus is focused more to dialogue, to interaction between speakers, and harmonization of relations.
关键词：Strategic Orientation;Rhetorical Argumentation;Negotiators Rhetoric;Business Negotiation;Persuading the Opponent;Logical Reasoning;Negotiator Fervor;Ethics of Reasoning
