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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We start with Mike Doran—the Sale Manager who’s been at the helm of this event for years—offers an insider’s view of what it takes to make the Sale of Champions a success. From coordinating sponsors and buyers to ensuring the young exhibitors have their moment in the spotlight, Mike’s leadership has helped the IFAA grow its support from $50,000 in its first year to nearly $725,000 annually in livestock sales, scholarships, and awards.

Then, Joe Stien, a young leader who not only captured Reserve Grand Champion honors in the 2024 4-H Market Hog competition but also uses his platform, The Joe Show, to amplify youth voices in agriculture. Joe shares the grind behind the glamour, from early mornings in the barn to the adrenaline rush of the Sale of Champions, and how this event represents years of dedication from youth exhibitors across the state.

We also explore how the IFAA invests in the next generation through over $240,000 in scholarships each year, including the Winner’s Circle Scholarships for students pursuing ag degrees. With stories from the ring, the sale floor, and the scholarship stage, this episode highlights how tradition, community, and opportunity come together to create lifelong impact for Iowa’s ag youth.

Whether you’re a livestock exhibitor, a parent, a sponsor, or just a fan of the Iowa State Fair, you’ll come away with a deeper appreciation for the dedication and teamwork that fuel the Sale of Champions.

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https://farmfocused.com/farm-4profit/

Don’t forget to like the podcast on all platforms and leave a review where ever you listen!

Website: www.Farm4Profit.com

Shareable episode link: https://intro-to-farm4profit.simplecast.com

Email address: Farm4profitllc@gmail.com

Call/Text: 515.207.9640

Subscribe to YouTube: https://www.youtube.com/channel/UCSR8c1BrCjNDDI_Acku5Xqw

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With nitrate levels making headlines again, Mike doesn’t shy away from addressing Iowa’s Nutrient Reduction Strategy and how his team is driving long-term improvements in water quality. He also explains the real impact of the Choose Iowa branding initiative, how export tracking actually works, and why the Iowa State Fair is one of the best tools for connecting everyday Iowans with agriculture.

We dig into hot-button topics like crop conditions, biosecurity in pork and beef, rural workforce development, and the significance of celebrating Century & Heritage Farms. Whether you’re a farmer, policymaker, or just someone who cares about Iowa’s land and legacy, this episode will give you a timely, no-spin look at the challenges and opportunities shaping the future of Midwest agriculture.

Want Farm4Profit Merch? Custom order your favorite items today!

https://farmfocused.com/farm-4profit/

Don’t forget to like the podcast on all platforms and leave a review where ever you listen!

Website: www.Farm4Profit.com

Shareable episode link: https://intro-to-farm4profit.simplecast.com

Email address: Farm4profitllc@gmail.com

Call/Text: 515.207.9640

Subscribe to YouTube: https://www.youtube.com/channel/UCSR8c1BrCjNDDI_Acku5Xqw

Follow us on TikTok: https://www.tiktok.com/@farm4profitllc

Connect with us on Facebook: https://www.facebook.com/Farm4ProfitLLC/