The backbone of poultry farming is the relationships on which the sector is built, and in a sector where success is defined by the partnerships connecting various stakeholders across the supply chain, the ability to negotiate well can mean the difference between surviving and thriving.
Recognising this, NFU and ABN have made negotiation training an integral part of the PIP (Poultry Industry Programme). Conducted by respected management consultant Alistair Gibb of Cedar Associates, the training is designed to give us the confidence and skills to make sound decisions, secure fair terms, and build strong relationships throughout our careers.
Fundamentals of negotiation
The training began by exploring the fundamental dynamics of negotiation, highlighting how different approaches 鈥� collaborative or competitive 鈥� can affect outcomes.
Alistair encouraged us to focus not only on securing favourable terms, but on how preparation, clear objectives, and relationship awareness can all help build the foundation for lasting partnerships.
We also learned to assess how factors like pricing, market fluctuations, and interpersonal dynamics work together to shape sustainable arrangements.
Steering the discussion
Of course, communication is key to any successful negotiation. We practised how to ask leading questions, respond to objections with confidence, and steer conversations through conflicting interests toward productive outcomes.
Strategic thinking is also important. Instead of reacting to negotiation developments on the fly, we were taught to approach each interaction with a well-defined plan, including setting achievable goals, identifying shared interests, non-negotiables and considering multiple ways to reach agreements.
Scenario-based learning
To ground the training in real-world relevance, the session included scenario-based learning, including a second-hand car selling activity, where we paired up and one of us took on the role of seller and the other the buyer.
This hands-on activity mirrored the give-and-take of real negotiations, and gave us the chance to practice in a low-pressure environment. This really helped my understanding of the negotiation process and prepared me for the complexities of real-life negotiations.
鈥淚 think this negotiation training session has really helped prepare us to face future negotiations with clarity and confidence.鈥�
PIP 2024/25 member and seasonal turkey producer Toby Howe
Negotiating amid market volatility
We also discussed market volatility, adding another layer to negotiations taking place against the backdrop of a rapidly evolving sector. With production costs and consumer demands constantly fluctuating, farmers need to be able to negotiate contracts that offer some degree of stability and predictability. We learned how to leverage timing, evidence, and persuasive communication in order to navigate negotiations successfully.
Creating lasting partnerships
The training also highlighted how long-term success depends on trust and collaboration. In this context, negotiation becomes less about winning and more about creating lasting, mutually beneficial partnerships. We explored this principle in a group exercise requiring us to work together and practice cooperation alongside negotiation.
I think this negotiation training session has really helped prepare us to face future negotiations with clarity and confidence. I'm looking forward to putting what we've learned into practice!
