Vantage Partners 2026 Customer-Supplier Negotiation Study

Download Now

Organizations are facing significant market disruptions, from tariffs to AI. To stay competitive in this environment, companies must protect both value and relationships. We surveyed more than 400 industry leaders on both the buy-side and sell-side to compare how negotiation practices have changed since our prior studies in 2009 and 2018.

Key takeaways

• In 2025, 42% of deals were reported adversarial, up from 29% in 2018. 

• Organizations are losing 60% of their deal value across the negotiation and implementation.

• Top negotiators achieve 3X more value for their organizations — and are more likely to enhance relationships. 

Submit the form below to download the study.

Interested in additional content on negotiation? Visit our Insights Center.