Mastering Farm Negotiations: 7 Proven Strategies for Success
Mastering Negotiation in Agriculture: Lessons from Attia Qureshi
Negotiation happens every single 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 clear 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.
The Seven Elements of Effective Negotiation
Attia introduces her proven framework, which includes:
Interests – uncovering true motivations behind each party’s goals
Options – creating multiple pathways to agreement
Legitimacy – grounding your position in fair standards
Communication – mastering both words and non-verbal cues
Relationship – nurturing long-term trust and credibility
Alternatives – knowing your backup plan if negotiations stall
Commitment – ensuring agreements are clear and actionable
She highlights why Relationship is the most overlooked element in ag negotiations, especially in recurring deals with the same suppliers, landlords, and buyers.
Four Common Farm Negotiation Scenarios
1. Private Sales & One-on-One Deals
From selling used equipment to buying livestock, Attia explains how farmers can use tactical empathy, anchoring, and mirroring to reach a fair price.
2. Value-Based Negotiation with Retailers
When working with seed or input suppliers, she shows how to shift conversations away from “lowest cost” toward long-term value and reliability.
3. Volume & Group Negotiation
Farmers often harness collective buying power, but Attia warns of the misaligned goals that can derail group negotiations if not carefully managed.
4. Land Lease Agreements
Fall lease talks can be stressful, especially when landlords mention “I’ve had a higher offer.” Attia shares strategies for preserving relationships and trust without caving or burning bridges.
Practical Tips from the Farm and Beyond
Attia blends her professional expertise with farm life stories, offering insights on:
Reading non-verbal cues during tough talks
Understanding the power of timing in reaching agreements
Defusing tension in high-stakes discussions
She also debunks the biggest myth about negotiation and recommends her favorite go-to book on the subject.
Why This Episode Matters
Whether you’re preparing for lease renegotiation season or just want to feel more confident in daily farm conversations, Attia’s framework gives you tools to succeed. Farmers who master negotiation protect their bottom line, strengthen relationships, and set themselves up for long-term profitability.
🎧 Listen to the full episode now on the Farm4Profit Podcast.
Stay Connected with Farm4Profit
For questions or feedback, email Farm4profitllc@gmail.com or call/text 515.207.9640.
