Procurement isn't the Problem | with Jorge Gayle

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.

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Takeaways

• Procurement is often misunderstood as just cost-cutting, but it's about value and risk management.
• Understanding what a person is not saying reveals their true motivations.
• Tactical empathy helps lower defenses and opens up honest dialogue.
• Asking the right questions, like labels and calibrated questions, encourages openness.
• Building likability and making it about the other side increases chances of success.
• Curiosity is a superpower that fosters trust and collaboration.
• Multiple stakeholders influence procurement decisions, not just procurement itself.

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Titles

• Mastering Procurement Negotiations with George Gale
• The Hidden Power of Tactical Empathy in Sales

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Sound Bites

• "Make it about the other side, not yourself."
• "Negotiation is just about wants or needs, all day long."
• "Yes or no questions are data, not dead ends."

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Chapters

[00:00] Introduction to negotiation and procurement misconceptions

[01:10] Misconceptions about procurement professionals

[02:25] Understanding what a person is not saying

[03:23] The role of hidden motivations in negotiations

[04:47] Value of understanding risk and value in procurement

[06:01] The concept of tactical empathy and worldview

[07:29] Lowering defenses through opening up

[08:47] The importance of likability in negotiations

[11:07] Using curiosity as a superpower

[12:51] The significance of wants versus needs

[15:18] Effective questioning: labels and calibrated questions

[19:52] Handling yes/no questions and building trust

[23:36] Navigating procurement processes and stakeholder management

[28:38] The power of likability in decision-making

[30:00] George Gale’s background and resources