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Vantage Partners Customer-Supplier Negotiation Study

The Vantage Partners Customer-Supplier Negotiation Study is a global benchmarking study comprising more than 500 survey responses from individuals representing more than 300 companies, plus interviews and case-study analysis. The study explores and analyzes key aspects of customer-supplier negotiation in practice, including:

  • Negotiation outcomes
  • The negotiation process
  • Collaborative versus adversarial approaches to negotiation
  • Negotiation best practices
  • Buy-side best practices
  • Sell-side best practices
  • Buy-side and sell-side negotiation priorities
  • Role of Procurement

Based on these Study findings, customer-supplier negotiations have formalized and evolved significantly since Vantage’s landmark 2009 Customer-Supplier Negotiation Study. Perceptions of value delivered and received have improved, however, significant value erosion is still reported. 25% (buy-side) and 7% (sell-side) report improvement in potential value realized/delivered since 2009.

A total of 271 buy-side respondents and 259 sell-side respondents participated in the current study—approximately 38% executives, 38% managers, and 24% individual contributors. The study is further informed by interviews with respondents and case studies from Vantage Partners’ work with hundreds of clients over more than 20 years. 

For more findings and insights, download the full study below.

Download The Study


Negotiation Strategy & Tactics, Sourcing & Supply Management