How does Google get businesses to compete with others for their bids on search keywords?
What makes a certain supplier more valuable to a company than others?
Why are companies more open to salary negotiations when the employee is about to quit?
In all these situations, one party enjoys a clear position of leverage over the other(s).
To gain leverage, you either need to be irreplaceable, deliver more value than the other side or should have the ability to walk away.
The party that has the most to lose from a ‘no deal’ outcome always has less leverage than the party that has nothing to lose.