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Welcome to the home of the Modern Farm Business® podcast, hosted weekly by Dean Heffta. Modern Farm Business translates proven methods and best practices from the business arena to today's modern farm leadership environment. We'll be learning from forward-thinking experts and discovering how to apply time-tested techniques to make real improvements on the farm.

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Nov 16, 2017

Award-winning author G. Richard Shell discusses the art of negotiation, bringing new insights to the methods people employ and challenging us along the way to improve our own negotiations skills.

G. Richard Shell is an internationally recognized expert in the subjects of law, dispute resolution, negotiation and persuasion. He is Thomas Gerrity Professor of Legal Studies, Business Ethics and Management at the Wharton School of the University of Pennsylvania, and Chair of the Legal Studies and Business Ethics Department for the same. He is also Academic Director for both the Executive Negotiation and Strategic Persuasion Workshops at the
Wharton School.
Richard has advised over 100 businesses, government agencies and nonprofits including Google, General Electric, select units of the U.S. Special Operations Command, the Crisis Negotiation Unit of the FBI, as well as major universities, hospitals, and foundations. His professional opinions regularly appear in leading journals and national publications, and he has authored three books on his subjects of expertise:
• Bargaining for Advantage: Negotiation Strategies for Reasonable People (Penguin, 2006) BUY IT AT AMAZON
• The Art of Woo: Using Strategic Persuasion to Sell Your Ideas (Penguin/Portfolio, 2007) BUY IT AT AMAZON
• Springboard: Launching Your Personal Search for Success (Penguin/Portfolio, 2013) BUY IT AT AMAZON

Websites:; le/shellric/

1. There are two schools of thought on the subject of negotiation: win/win and win/lose. Neither is the “correct” way to approach negotiation, but rather they are both tools to be used when appropriate for the desired results. It takes a situational awareness and self-awareness to be able to read which is the best approach for the situation at hand.
2. Goal setting and preparation are helpful tools to use when going into a negotiation you might be anxious about. This is especially true if you tend to take a more cooperative (win/win) than competitive (win/lose) approach to negotiating. Tell yourself that you’re negotiating not just for yourself, but for the sake of the larger picture, and that someone is ultimately holding you accountable for the results.
3. There are two key areas to focus on in preparation and during negotiations: the outcome and the relationship. You have to be conscious and careful to manage both at once, or you could end up winning the negotiation but losing the relationship as the consequence. This is especially important to keep in mind if you tend to take a win/lose approach to negotiations.

We always welcome your feedback at Modern Farm Business Podcast. Do you have suggestions for future episodes, or questions on something we’ve already covered? Drop Dean a line at He’ll look at each email personally and respond as quickly as possible.

Thanks for listening! See you next week!