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About
Tony Perzow — Negotiation, Influence & Human Potential for the Agricultural World
For nearly two decades, Tony Perzow has trained leaders across the globe to negotiate with confidence, clarity, and integrity. But his most powerful discovery didn’t come from boardrooms — it came from watching talented, hardworking people sabotage their own success long before they ever stepped into a negotiation.
Tony teaches a truth that resonates deeply in the agricultural world:
The biggest obstacle to growth isn’t the market, the weather, or the competition — it’s the limiting beliefs we carry within ourselves.After personal loss reshaped his understanding of human behavior, Tony realized that negotiation success is never just about strategy. It’s about self-trust, resilience, and the inner capacity to believe we deserve the opportunities we pursue.
Today, Tony brings a transformational approach to negotiation and communication that blends practical tools with the human psychology behind performance. He helps farmers, producers, agribusiness teams, and rural leaders recognize the fears that quietly drive decision-making — and teaches them how to shift into clarity, confidence, and influence.
Because in agriculture, negotiation is everywhere: pricing, suppliers, distributors, land, labor, partnerships, family transitions, generational succession, and even the ongoing negotiation with an uncertain future.
Tony equips audiences with:
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Practical negotiation strategies tailored for high-pressure, high-stakes environments
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Tools to reduce conflict, communicate with authority, and strengthen vital relationships
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Mindset transformation that eliminates self-sabotage and builds resilient, future-focused leaders
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Techniques that help people show up as their strongest, most capable selves — in business and in life
Tony’s mission is simple:
to help agricultural professionals become the kind of people who can win better deals, build healthier relationships, and lead with confidence no matter what challenges come their way.Why Tony for Agricultural Audiences?
Agriculture is built on relationships — with land, with partners, with markets, and with each other.
Tony’s work goes beyond tactics and into the heart of what truly shapes outcomes: clarity, communication, and the ability to stay steady under pressure.
His approach resonates deeply with agricultural leaders because it is:
• Practical — grounded in real-world negotiation and influence
• Relational — built on trust, empathy, and long-term thinking
• Human — focused on self-awareness, communication, and presence
• Transformational — strengthening people, not just deals
Tony helps agricultural professionals navigate conflict, protect margins, strengthen family operations, and lead with confidence in a world defined by uncertainty.
If your audience is ready to elevate both their skills and their self-belief, Tony is a powerful guide for the journey.
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Video Clips
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Topics
The Heart of the Deal: A Human-Centered Approach to High-Stakes Negotiation
In agriculture, negotiation isn’t an occasional event — it’s a daily reality. Prices shift. Markets tighten. Contracts get renegotiated. Family dynamics add pressure. And in an industry where the margins matter and relationships run deep, the old win-lose playbook simply doesn’t hold up.
In this transformative keynote, negotiation expert Tony Perzow invites audiences to rethink what negotiation really is.
Instead of relying on outdated, adversarial tactics, Tony teaches a modern, human-centered approach rooted in clarity, confidence, and emotional intelligence — the qualities that create stronger deals and stronger relationships.
Drawing from real-world experience training global organizations, as well as his personal journey from fear-based thinking to values-based leadership, Tony reveals a powerful truth:
The hardest negotiation you’ll ever have is the one with yourself.
When you understand your own triggers, fears, and patterns, you show up differently — with steadiness instead of reactivity, with presence instead of pressure, with strength instead of fear.
For agricultural professionals navigating high-stakes decisions, complex partnerships, and generational transitions, this keynote provides the mindset, tools, and clarity needed to lead with both courage and heart.
Key Takeaways:
- See negotiation not as conflict, but as the art of navigating pressure with clarity
- Identify how fear shows up in conversations — and shift into grounded confidence
- Understand why old-school tactics backfire in relationship-based industries
- Build trust faster by negotiating from values instead of reactivity
Learn human-centered strategies that strengthen deals, teams, and long-term partnerships
Discover why the highest level of negotiation is influence without force
The Ethical Con Man: How to Influence Without Pushing, Manipulating, or Selling Out
Influence is at the heart of agriculture — whether you’re managing teams, working with suppliers, selling to buyers, negotiating land, or navigating family operations. But most people rely on influence tools rooted in pressure, fear, or outdated psychology — approaches that erode trust and weaken relationships.
In this paradigm-shifting keynote, Tony Perzow turns traditional influence training on its head.
Instead of teaching people how to “get the yes,” he reveals how to become the kind of person others want to say yes to.
This is not manipulation.
This is not tactical persuasion.
This is magnetism — influence built on integrity, presence, and genuine human connection.
By reframing classic persuasion principles through a values-based lens, Tony helps audiences step into a leadership style that feels honest, grounded, and deeply effective.
It’s a new model of influence that works everywhere — at the kitchen table, in the boardroom, and across every deal in agriculture.
Key Takeaways:
- Understand how fear-based influence shows up — and how it damages long-term relationships
- Learn the behavioral science behind decision-making (rooted in Stanford research)
- Reclaim persuasion tools by filtering them through integrity, clarity, and trust
- Shift from “getting yeses” to magnetizing yeses through who you are
- Build habits that make you more trusted, respected, and impactful
- Influence without pressure — and lead without sacrificing your values
“The speaker you recommended absolutely exceeded our expectations!”