This paper qualitatively evaluates the negotiation impact factors of companies active in Business-to-Business (B2B) and Business-to-Government (B2G) sales. Scholars consider B2G relationships to be comparable to or integrated in B2B relationships. Few studies examine the attributes of B2G relationships compared to those of B2B. This paper maps and analyses possible differences related to buying and negotiation processes. Consolidating 240 interviews, the authors provide empirical evidence that power and dependence are dynamic and change during negotiation phases. This evidence forms the basis for a structured process depending on the type of industry studied and refers to standardized versus customized products.