The power of suppliers: The power of suppliers Powerful suppliers capture more of the value for themselves by charging higher prices, limiting quality or services, or shifting costs to industry participants. Renamed in our business to read the Power of Sellers, details how the entity that is in control of the "product" is not dependent on the industry to drive its revenue. This is very important when you realize in an up or down market, it is the Seller who has the sole power to set market prices and to set the level of inventory of a product.