Negotiation Advisory Group

What Negotiation Advisory Group does

Negotiation Advisory Group GmbH (NAG) is a Mannheim, Germany-based negotiation consulting firm founded in 2018 by Stefan Oswald, with Katharina Weber serving as Managing Director. The firm employs approximately 50 international experts and positions itself as the leading negotiation advisory in Europe, citing more than 2,900 completed projects and over €25 billion in cumulative negotiated volume on behalf of clients ranging from international corporations to upper mid-market companies. Named enterprise clients include BASF, Visteon Corporation, and Hamburger Energiewerke, spanning chemicals, automotive, and energy.

NAG delivers its services through a proprietary 'System of Negotiations' methodology that combines game theory, behavioral economics, data science, machine learning, and mathematical optimization. This methodology is operationalized through the NAG 100+ Toolbox covering the entire Source-to-Contract (S2C) process and an AI-supported analysis tool for real-time opportunity and risk identification. The product portfolio is organized around four consulting practices — Einkauf (Procurement), Vertrieb (Sales), Spezielle Verhandlungen (Special Negotiations including M&A and crisis scenarios), and Software-Verhandlungen (Software Negotiations with vendors such as SAP, Microsoft, and Salesforce) — plus an Academy offering corporate training programs.

The business model is professional services: project-based consulting engagements sold directly to enterprise and mid-market clients, supplemented by Academy training revenue. Distribution is direct enterprise field sales, supported by content marketing through a blog and insights platform, regular webinars, active participation in events such as the Procurement Summit 2026, and earned media placements in publications including Handelsblatt, WirtschaftsWoche, and Technik+Einkauf. The firm has no disclosed external institutional investment and is founder/management-controlled.

Name

Negotiation Advisory Group

Legal name

Negotiation Advisory Group GmbH

Website

https://n-advisory.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

51–100 employees

Short description

Negotiation Advisory Group is a Mannheim-based consulting firm that provides negotiation advisory, training, and deal support to international corporations and upper mid-market companies, applying a proprietary 'System of Negotiations' methodology combined with data science and machine learning across 50 international experts.

Ownership category

akta.pro rank

Product category

Negotiation Consulting Services

NAICS

Management Consulting Services (54161), Other Management Consulting Services (541618)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Conflict Management, Negotiation & Difficult Conversations (EDABAAAJ)

akta.pro secondary industries

Transaction Structuring, Negotiation & Deal Execution Support (FSAEAGAK), Corporate Development & Strategic Partnerships Advisory (JVs, Alliances, Carve-outs) (BPAHAOAG), Conflict Resolution & Negotiation (EDABAMAE)

Keywords

• Negotiation consulting
• Procurement advisory
• Sales negotiation
• Negotiation training
• Software vendor negotiation

Headquarters

HQ city

Mannheim

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Consulting Services: Project-based negotiation consulting services delivered by their team of experts. Services cover procurement negotiations, sales negotiations, special negotiations (including M&A, software negotiations), and organizational transformation for procurement functions.
2. Academy and Training: Training programs for companies to develop negotiation capabilities, including workshops, masterclasses, and learning journeys tailored to organizational needs.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Negotiation Advisory Group is a Mannheim-based consulting firm that delivers project-based negotiation advisory services for procurement, sales, and complex special situations including M&A, crisis, and coalition negotiations. The firm also supports software vendor negotiations (SAP, Microsoft, Salesforce) and runs an Academy delivering corporate negotiation training programs. Its proprietary 'System of Negotiations' methodology integrates game theory, behavioral economics, data science, mathematical optimization, and machine learning to produce replicable negotiation outcomes for clients ranging from international corporations to upper mid-market companies.

Product overview

Negotiation Advisory Group (NAG) is a leading negotiation consulting firm in Europe offering a comprehensive portfolio of consulting services centered on negotiation excellence. The core offerings include Einkauf (Procurement Consulting) covering bilateral negotiations, competitive negotiations, bottleneck management, and cost reduction; Vertrieb (Sales Consulting) for sales negotiation optimization; Spezielle Verhandlungen (Special Negotiations) for complex situations like M&A and crisis scenarios; and Software-Verhandlungen (Software Negotiations) for vendor negotiations with tech giants. The firm supplements its consulting with an Academy providing corporate training programs, the NAG 100+ Toolbox covering the Source-to-Contract process, and the book 'Verhandeln mit System' documenting their methodology. NAG applies Data Science, mathematical optimization, and Machine Learning throughout its services, with 50 international experts having completed over 2,900 projects with a negotiated volume exceeding 25 billion euros.

Differentiator

Problem solved

Functional benefit

Products and services

• Procurement Consulting (Einkauf) Project-based consulting service helping clients run strategic procurement negotiations, including bilateral negotiations, competitive negotiation management, bottleneck task force interventions, and holistic cost reduction initiatives across the entire procurement portfolio. It is aimed at international corporations and upper mid-market companies whose procurement functions need systematic, data-driven negotiation support.
• Sales Consulting (Vertrieb) Consulting service that helps companies optimize sales negotiations and maximize revenue potential through structured preparation, pricing strategies, and the firm's systematic negotiation methodology. Targeted at organizations whose commercial/sales teams need support improving deal outcomes.
• Special Negotiations (Spezielle Verhandlungen) Specialized negotiation consulting for complex, high-stakes situations including crisis negotiations, coalition negotiations, M&A processes, and tariff-related negotiations. Intended for organizations facing one-off or recurring complex negotiation scenarios that exceed their internal capabilities.
• Software Vendor Negotiations (Software-Verhandlungen) Expert negotiation services specifically for software vendor negotiations with major enterprise providers such as SAP, Microsoft, and Salesforce. Designed to help clients secure better commercial terms, licensing structures, and conditions in complex software procurements.
• NAG Academy - Corporate Negotiation Training Corporate training programs that teach negotiation skills needed in crisis times and beyond, including workshops, masterclasses, virtual training, and full training academies tailored to organizational needs. Aimed at companies that want to build internal negotiation capability across teams.

Quantifiable outcome

• More than 10% increase in product profitability demonstrated for a mail-order company using AI and data science for dynamic pricing
• +1 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• University of LeidencoreStrategic or Co-development PartnerAcademic partnership for research on negotiation performance. Joint study with social scientists on the influence of team composition on negotiation success, demonstrating that diverse teams achieve better results.
• Cologne Business SchoolminorStrategic or Co-development PartnerAcademic partnership with Prof. Philippe Gillen serving as faculty member
• British Chamber of Commerce in Germany (BCCG)minorGTM or Marketing PartnerCo-organizer of trade policy event 'Chancen und Zukunftsfähigkeit Europas' addressing European competitiveness and trade
• Italian Chamber of Commerce for Germany (ITKAM)minorGTM or Marketing PartnerCo-organizer of trade policy event addressing European competitiveness and trade
• DZ BANK AGminorGTM or Marketing PartnerCo-organizer and host venue for trade policy event in Frankfurt
• hejONE GmbHminorStrategic or Co-development PartnerJoint masterclass on 'Resilience in Negotiations' at Procurement Summit 2026, demonstrating three game-changer levers for negotiations in volatile times

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Kerkhoff Group: German procurement and supply chain management consultancy serving industrial clients in DACH. Most direct competitor to NAG in the German procurement negotiation advisory market, with overlapping client industries (chemicals, automotive, industrial).
• Black Swan Group: Negotiation training and consulting firm founded by former FBI negotiator Chris Voss, focused on behavioral and tactical negotiation with enterprise training programs. Comparable to NAG on negotiation content, corporate training academy, and methodology-led delivery.
• The Gap Partnership: UK-based negotiation consultancy providing negotiation consulting, training, and capability-building to global enterprises. Comparable to NAG on deal-making negotiation advisory, enterprise training academy, and methodology-based delivery.
• Efficio: Independent procurement consultancy with strong European presence delivering procurement transformation and cost reduction for large enterprises. Comparable to NAG on procurement advisory, EU corporate client base, and data-driven procurement methodologies.
• Inverto: European procurement and supply chain advisory now part of BCG, serving large industrial and consumer clients across DACH and pan-Europe. Comparable to NAG on procurement advisory, large European industrial clients, and category-specific delivery model.
• Horn & Company: German management consultancy with a strong procurement and operations practice serving DAX and large Mittelstand clients. Comparable to NAG on German enterprise procurement advisory and cost-reduction consulting.
• Scotwork: Global negotiation advisory and training firm with a methodology-driven approach to procurement, sales, and commercial negotiation. Directly comparable to NAG on negotiation methodology, training academy offering, and enterprise/mid-market client base.

Broad incumbents

• Kearney: Global management consulting firm with a longstanding procurement and supply chain practice (formerly AT Kearney) serving large multinational clients. Adjacent competitor for procurement negotiation and special negotiation mandates that NAG also targets at the enterprise level.
• Haufe Group: German business services and training provider offering corporate training, content, and consulting solutions including negotiation topics. Comparable on the Academy / corporate training dimension of NAG's business within the German-speaking market.
• McKinsey & Company: Global management consulting giant whose Operations and Procurement practice competes for the largest M&A, special-negotiation, and procurement transformation mandates that NAG's Strategy & Corporate Development clients also buy. Broad incumbent rather than a direct peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInde.linkedin.com/company/n-advisory

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Negotiation Advisory Group