This episode breaks down why procurement should not be treated as an obstacle, but as a person you need to understand. Carlos Nouche talks with Jorge Gayle, negotiations instructor at the Black Swan Group and former head of procurement at JetBlue, about how tactical empathy, curiosity, and better questions can change B2B sales outcomes.They also cover why likability matters in negotiation, how to move beyond price-focused selling, and how procurement fits into a larger buying committee with technical, legal, security, and business stakeholders. Key topics: Jorge Gayle explains the biggest misconception about procurement: that they only want the cheapest deal.The real job of procurement is not just price control, but managing risk, process, compliance, and value.In negotiations, the goal is to uncover what the other side is not saying, not just respond to the surface-level request.Tactical empathy means understanding the other person’s worldview before pushing back on price or terms.Labels like “it seems like” and “it sounds like” are used to gather information and lower defensiveness.Curiosity is framed as a superpower because it helps people feel heard and makes the conversation less combative.Jorge defines negotiation broadly: anytime there is a want or need, you are already negotiating.Asking “why” too early can trigger resistance, so the episode recommends labels and calibrated questions instead.Salespeople should lead with the buyer’s pain points and priorities before presenting their own value.Being likable can increase the odds of doing business significantly, especially in complex enterprise deals.Procurement is only one part of the buying process, so sales teams also need to understand technical, legal, security, and business stakeholders.Jorge shares his personal 1 percent edge: training for ultramarathons and improving body performance through endurance work. Connect with Jorge: https://www.linkedin.com/in/jorge-gayle-3ba08299/ - Carlos and the 1% Edge Team Connect with Carlos Nouche on LinkedIn: https://www.linkedin.com/in/cnouche/ Visit Carlos Nouche’s website here: https://carlosnouche.com/ Listen to The 1% Edge on these podcast platforms: Spotify: https://open.spotify.com/show/5DXOsN1j0AEjNPoJ68Fnq2Apple Podcasts: https://podcasts.apple.com/us/podcast/the-1-edge/id1814316904Amazon Podcasts: https://music.amazon.com/podcasts/19ea92c1-349b-493f-9646-30be896ab263/the-1-edge #AI #artificialintelligence #businesstechnology #humanelement #adoption #futureofwork #productivity #BusinessLeadership #ExecutiveDevelopment #SalesStrategies #ProfessionalGrowth #ProductivityTips #CommunicationSkills #FutureOfWork #AIinBusiness #Resilience #ContinuousImprovement #Mentorship #LeadershipMindset #BlueRidgeBusiness #BusinessGrowth #WorkLifeBalance #CareerSuccess #TeamBuilding #StrategicPartnerships #SalesProspecting #LeadershipCommunicationThe 1% Edge podcast delivers powerful insights for business owners, leaders, managers, and executives seeking to elevate their professional and personal lives. Hosted by Carlos Nouche, each episode features candid conversations with experts and entrepreneurs covering leadership, sales strategies, productivity, communication skills, AI adoption, resilience, and continuous growth. Tailored for the Blue Ridge, Georgia business community and beyond, the podcast equips listeners with actionable advice to overcome challenges, build strong teams, and drive lasting success in today’s fast-paced business environment. Tune in every week to gain the edge you need to lead with confidence and clarity.
