August 2023 - 8

How Women in Horticulture Can Find
an Effective Negotiation Style
By Cindy Whitt, marketing and communications manager
Women can become more effective negotiators by
recognizing the factors influencing their style. Deborah
Streeter, Ph.D., the Bruce F. Failing senior professor of
personal enterprise at Cornell University, recently explored
these internal and external factors during an AmericanHort
Women in Horticulture webinar. Attendees represented key
sectors of the industry, including retail, growers, distributors,
educators and landscapers.
" In horticulture, there are a lot of problems to solve
because nature is involved, and people are involved, " she
says. " So you're probably good at problem-solving, but
you don't think about negotiation that way. "
According to Streeter, the biggest challenge for women
in negotiation is often the double bind., e.g., a woman
who projects kindness and warmth may not be seen as a
competent or decisive leader. Men are not usually subjected
to these unconscious gender biases.
Another internal factor that may impact negotiation is
what she calls negotiation roots, or the idea that we behave
a certain way because of what we were taught. Some
people see negotiation as confrontational, which tends
to have a negative connotation. It's important to identify
what negotiation roots are holding women back from
communicating our goals.
One way for women to learn to negotiate is through
practice. Women who think they are not good at negotiating
need more experience. Men are taught how to negotiate
because they have a more extensive network of mentors who
show them how. She suggests asking for support from peers
to practice negotiation as a skill.
" It's important to monitor your own self-talk. Don't say.
'I'm bad at negotiation,' " she says. " Say (you're) a beginner. If
you haven't done a lot of it, then you're just at the beginning
point. In your job, it took time and experience to get good at
things - and that's going to be true of negotiation as well. "
According to Streeter, another internal factor to consider
is emotional intelligence (or emotional quotient, EQ),
which is how we manage our own emotions and the
emotions of others. Women are taught to use emotions to
build relationships, while men are conditioned to compete
with others. But successful negotiations do not need to
be aggressive or harsh. EQ can help uncover strategies to
make it a win-win situation for everyone by being aware of
others' needs and aligning self-interests.
" You want to figure out what the other person is trying
to solve in their situation, " she says. " The other side will say
yes for their own reasons, not for your reasons. "
Understanding and improving your internal factors can
help women prepare, but being adaptable during a negotiation
is also key. She suggests staying focused on the problem and
proposing solutions rather than someone's personality, which
is an external factor that cannot be controlled. EQ can help
women to learn self-regulation of emotions from external
factors during heated conversations.
In negotiation, understanding the best alternative to a
negotiated agreement, or BATNA, can help women to be
prepared to accept a different deal, look for other ways to
agree or walk away if necessary.
Women are less likely to persist in tough negotiations and
may accept the first offer, but women can arm themselves
with tools to walk away feeling successful. Prepare to state
your case and desired outcome, remember to consider the
other person's perspective and decide what measures are
important for success.
The presentation was part of the AmericanHort
Women in Horticulture webinar series that aims to
educate, inspire and help women build their professional
network and skills. AmericanHort members can access
this program in the online Hort Knowledge Center.
Learn more about upcoming Women in Horticulture
programs and access past interviews with notable women
in the green industry at
8 |

August 2023

Table of Contents for the Digital Edition of August 2023

Editors' Letter
Table of Contents
Editors' Picks
Innovator of the Year: Meet the Lawn & Garden Retailer Innovators of the Year!
Special Advertising Section
Technology: Open-to-Buy Inventory Management Key for Retailers
Green Goods: Trial-Proven Produce
Product Focus: Garden Pharmacy
Ad Index
5 Minutes With ...: Ken Lain
August 2023 - 1
August 2023 - 2
August 2023 - 3
August 2023 - Editors' Letter
August 2023 - 5
August 2023 - Table of Contents
August 2023 - 7
August 2023 - Headlines
August 2023 - 9
August 2023 - 10
August 2023 - Calendar
August 2023 - Editors' Picks
August 2023 - 13
August 2023 - Innovator of the Year: Meet the Lawn & Garden Retailer Innovators of the Year!
August 2023 - 15
August 2023 - 16
August 2023 - 17
August 2023 - 18
August 2023 - 19
August 2023 - 20
August 2023 - 21
August 2023 - 22
August 2023 - 23
August 2023 - 24
August 2023 - 25
August 2023 - 26
August 2023 - 27
August 2023 - 28
August 2023 - 29
August 2023 - Special Advertising Section
August 2023 - 31
August 2023 - Technology: Open-to-Buy Inventory Management Key for Retailers
August 2023 - 33
August 2023 - Green Goods: Trial-Proven Produce
August 2023 - 35
August 2023 - 36
August 2023 - 37
August 2023 - 38
August 2023 - 39
August 2023 - 40
August 2023 - 41
August 2023 - Product Focus: Garden Pharmacy
August 2023 - 43
August 2023 - Marketplace
August 2023 - 45
August 2023 - 46
August 2023 - 47
August 2023 - Ad Index
August 2023 - 49
August 2023 - 5 Minutes With ...: Ken Lain
August 2023 - 51
August 2023 - 52