Workshop: Negotiation skills

16 October 2024, 09:00 – 16:30

NFU HQ, Stoneleigh Park, CV8 2LZ

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A contract being signed

The NFU is hosting negotiation training for members, run by two former senior supermarket buyers.

The grocery landscape continues to be increasingly challenging to navigate. With rising input costs and constant pressures from customers to keep prices low, it can quickly become daunting. 

This is an opportunity to attend a one-day workshop, run by former supermarket senior buyers turned management consultants.

Ged Futter and David Miles of The Retail Mind have over 60 years of experience between then working at senior levels in the world’s largest retailer. They are experts in achieving results that improve relationships and strengthen positions in a relationship.

NFU members can take advantage of a 40% saving on the price of the workshop, which will cost £300 + VAT.

To secure your place, contact NFU CallFirst on 0370 845 8458. Spaces are limited and tickets are non-refundable. Lunch and drinks will be provided.

Why should I attend?

Negotiation training is a key skill for anyone in a business involved in supply contracts, where consideration of pricing, volumes, and a range of other terms have a huge bearing on the sustainability of your business.

Recent events have acted as catalysts that have exposed pre-existing and fundamental weaknesses in the supply chain. The level of risk for farmers and growers is at all-time high.

“The focus is often on being
better farmers or growers, but they need to be better buyers and sellers to be better farmers for the long-term.”

Ged Futter, The Retail Mind

Additionally, the need for improvement in the negotiation and accounting skills of farmers was a reoccurring theme in this year’s Oxford Farming Conference Report – Is our Supply Chain Broken?

Who is this course for?

Anyone in your business who is involved in negotiating contracts, annual pricing or volumes.

This course is not for businesses who are approaching their customer with a CPI (Cost Price Increase). For more information on CPI visitL: CPI workshops: securing cost price increases with buyers

The workshop is delivered by experienced ex-retail buyers, who have worked on both sides of the negotiating table. Using tried and tested processes, this 1-day workshop is highly interactive, focused on using real life examples.

It aims to give you the skills to build and maintain strong, constructive relationships with your buyer and communicate during a negotiation in a way that delivers messages clearly and consistently, aiming for a win-win outcome.

What can you expect?

  • Be comfortable to plan and execute a negotiation, following a simple process
  • Understand the stages and know how to stage in control of a negotiation
  • Chose right strategy for the right relationship
  • Practise some theory safely


  • Understanding timeframes, like when to begin
  • What is negotiable? When do negotiations start and stop?
  • What does each stage of a negotiation look like?
  • Identify good negotiation theory and practice
  • How to build power and stay in control
  • Keeping the relationship right whilst delivering the result
  • Planning, preparation and strategy
  • Using the right people, in the right role, at the right time
Event details
Start Date
16 October 2024 at 09:00
End Date
16 October 2024 at 16:30

NFU HQ, Stoneleigh Park, CV8 2LZ

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