Negotiation happens every day in agriculture—whether you’re selling used equipment, renewing a land lease, or buying seed. But too often, farmers head into these conversations without a plan. On this episode of the Farm4Profit Podcast, we sit down with Attia Qureshi, an international negotiation consultant, educator, and farmer’s spouse, to learn how her Seven Elements of Effective Negotiation can transform the way you do business.

Attia begins by walking us through her framework—Interests, Options, Legitimacy, Communication, Relationship, Alternatives, and Commitment—and shows exactly how each applies to farm life. She shares why Relationship is the most overlooked element in ag negotiations, especially when working with the same buyers, suppliers, or landlords year after year.

We explore four common farm negotiation scenarios:

Private Sales & One-on-One Deals – Selling used equipment or buying livestock while using tactical empathy, anchoring, and mirroring to reach a fair price.

Value-Based Negotiation with Retailers – Moving the conversation from “lowest cost” to “best value” when working with seed and input suppliers.

Volume & Group Negotiation – Harnessing collective buying power without falling into the trap of misaligned goals.

Land Lease Agreements – Approaching tough talks in the fall, preserving relationships with absentee or long-time landlords, and handling “I’ve had a higher offer” moments without damaging trust.

Throughout the conversation, Attia blends professional insights with personal stories from life on the farm. She offers practical tips on reading non-verbal cues, understanding the power of timing, and defusing tension in high-stakes discussions.

We wrap up with Attia’s lightning-round favorites, from her go-to negotiation book to the biggest myth about negotiation. Whether you’re preparing for lease renegotiation season or just want to feel more confident in daily farm conversations, this episode delivers strategies you can put to work immediately.

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