b'Leading in the Virtual WorldThe American Seed Trade Associations outgoing chair talks about challengesand successes during the organizations most challenging time in recent memory.Marc ZienkiewiczWAYNE GALE HASbeen listening to histhe pandemic. Even before the pandemic I thought favorite audiobookNever Split the Differenceit crucial to make sure the meetings were as time by Chris Vossbecause he wants to brush up onefficient as possible and that there was a real focus his skills in the negotiation department. on governance of the association. I think I did that I wish Id found it 10 years ago, its the bestwell, which was especially challenging in the virtual book on negotiation, says Gale, who wraps up hisspace. It was difficult to do in the world of COVID, time as American Seed Trade Association (ASTA)he says.chair in June. In the book, the authora formerGale soon found himself chairing ASTAs first FBI hostage negotiatoroutlines the differentvirtual executive session held via web conference.ways to use human psychology in order to doIts always difficult to get people to step up and better deals that in end help you get what youspeak with that sort of technology. Its different really want. trying to run a meeting over the internet where you Lets say you offer to sell something for $10,need input from everyone. COVID has changed the and your customer only wants to pay $7. Naturallyrules of the game.theyll offer you $5 so you eventually end upIn the beginning, he was up against several bar-accepting the $7. Sure, youll still make a profit,riers put in place by the world of virtual meetings.DID YOU KNOW?but maybe if you had better negotiating skills, youThe first was learning how to chair an organiza- The American Seed could have negotiated a better deal. Meeting in thetion in a virtual environment and making sure allTrade Association is to middle usually isnt good for business, says Gale,members are getting the information they needhold its annual meeting owner of vegetable and flower seed companywithout the typical in-person annual meetings. Atvirtually on June 16, Stokes Seeds based in Ontario, Canada.all levelsstaff, board and executivethe com- 2020. It will be the Despite not seeing himself as the worlds bestmunications must continue, and everyone needs tosecond time the face-to-negotiator, Gale helped the ASTA board perseverebe heard, he says. face meeting has been through what could be viewed as the most chal- Ensuring everyone has a voice in the virtual lenging time in the organizations history. In March,space can be easier said than done, he notes. cancelled, the only other Gale found himself having to lead a board of direc- If youre not conscious of it, the phone andtime being in 1945.tors that could no longer meet in the flesh. computer tend to result in a one-way discussion, Almost half my term as chair got derailed bywhereas with an in-person meeting there are more 6/ SEEDWORLD.COMJUNE 2020'