01:00 – Starting From Zero Launching a conference center with no sales or marketing team. 

03:00 – Defining the Wingspread Story Clarifying identity, message, and audience.

05:00 – Smarter Lead Intelligence Using lead scoring and intent data to focus sales efforts. 

07:00 – Monthly Touchpoints That Work Staying top-of-mind without hard selling.

09:30 – Getting Comfortable on Video How storytelling humanized the brand internally and externally. 

11:30 – What Guests Love Most Why guests feel genuinely cared for—and keep coming back. 

13:00 – A Truly Curated Meeting Experience Custom menus, white space, nature, and intentional design.

15:00 – Partnership, Push, and Growth Thinking bigger by stepping outside the comfort zone.

17:00 – The Team Behind the Experience Why people—not buildings—deliver hospitality. 

🧠 Ending Summary & Key Takeaways 

Wingspread’s success isn’t about size or flash—it’s about clarity, consistency, and care. By defining their story, staying present with prospects, and leading with people, they’ve built an experience guests return to again and again. See what makes Wingspread so special: 

 • Discover What Makes Wingspread Retreat & E...  

Key Takeaways: 

• Focus beats scale 
• Value-driven touchpoints outperform hard selling
• Lead intelligence helps small teams work smarter
• Video builds trust fast 
• The team is the experience 

Follow ‪@wingspreadretreatexecutive2625‬

___________________________________________  

𝗜𝗦 𝗬𝗢𝗨𝗥 𝗛𝗢𝗦𝗣𝗜𝗧𝗔𝗟𝗜𝗧𝗬 𝗦𝗔𝗟𝗘𝗦 𝗢𝗡 𝗧𝗛𝗘 𝗥𝗢𝗖𝗞𝗦?  

Let’s refill your funnel.  

At Lure Agency, we help hospitality brands, both hotels and vendors, ditch the noise and pour up a proven strategy that actually converts.  

𝗦𝗼𝘂𝗻𝗱 𝗳𝗮𝗺𝗶𝗹𝗶𝗮𝗿?  

Your sales strategy is running on fumes. 
Your inbox is empty. 
Your leads are cold. 
Sales and marketing? Totally out of sync. 
And your competition? Getting sharper and more AI-savvy by the minute.  

Whether you’re trying to fill group blocks or break into a new hotel account, you're stuck in a system that no longer works. Or you want full service, a mixologist, or just the recipe, we’ve got your pour.  

Learn more at www.lureagency.com.  

CHECK OUT THESE GREAT RESOURCES  

💸 Are you leaving money on the table? 
Use our AI Grader tools and find out for yourself. https://lureagency.com/the-ai-bar/

💌 Would you like to pick our brains for free? 
Get revenue-generating tips served up to your inbox once a month. https://lureagency.com/subscribe/

We are Lure Agency and we ❤️  R&R (relationships and revenue).

As a Hospitality B2B marketing agency, we seamlessly blend data-driven decisions with creative flair through our unique "Science and Soul" approach. Our passion is helping independent resorts, tech companies and anyone serving the hospitality industry succeed using the right mixture of human connection and tailored strategies.

With us, it's never just business; it's a journey of collaboration, and we're here, ready to concoct your success story next.

Learn more at www.lureagency.com.

[00:00] – Why the Traditional Agency Model Is Breaking
Bloated retainers, outdated SEO tactics, and eroding trust—why buyers are losing faith and why defending the old model isn’t the answer.

[01:00] – AI, Agentic Technology & the New Agency Reality
How AI is accelerating execution, increasing noise, and forcing agencies to rethink their role in the value chain.

[02:30] – Why Strategy Beats Execution
Execution is becoming automated. Guidance, clarity, and perspective are now the real premium.

[03:00] – How IMPACT Evolved Its Model
From “They Ask, You Answer” to Endless Customers: how IMPACT standardized its point of view, systems, and coaching approach.

[04:00] – Frameworks, Systems & Scalability
Why agencies need repeatable frameworks (like EOS for sales and marketing) to scale impact—not just output.

[05:00] – From IMPACT to Lure: Applying the Playbook
How Lure Agency adapted IMPACT’s philosophy into the WINS Method—and why buyers respond to branded, structured processes.

[06:00] – AI Loves Systems
Why agentic AI favors branded frameworks, documented processes, and consistent methodologies.

[07:00] – Defining Client Success & Ownership
How IMPACT measures progress using the Endless Customer Score—and what “graduation” really means.

[08:00] – Alignment Before Execution
Why starting with alignment sessions prevents misfit, resets expectations, and builds long-term success.

[09:00] – Transactional Vendors vs. Transformational Partners
The shift from “do this for me” to “change how we think”—and why partnership is the new moat.

[10:00] – When Agencies Become the Constant
A candid discussion on being the most stable force amid client turnover—and when advisory relationships still matter.

[12:00] – Niching Down to Stand Out
Why micro-niching (like B2B hospitality) creates clarity, credibility, and scalable systems.

[13:00] – When Clients Truly Take the Wheel
Powerful stories of sales teams closing deals faster by using marketing as a teaching tool.

[14:00] – Fixing Sales & Marketing Tension
Why revenue—not leads or clicks—must be the shared objective.

[15:00] – One Revenue Team, One Goal
Reframing marketing and sales as a unified revenue team—and how hospitality mirrors this shift through “commercial strategy.”

[17:00] – Solve for the Human
Tom’s defining insight: why solving for people—not algorithms—wins in both AI-driven search and buyer trust.

[18:30] – Tom’s IMPACT Origin Story
From kitchen tables and folding desks to a 16-year evolution into a coaching-first agency model.

[20:00] – Where to Find Tom & Final Thoughts
How to connect with Tom and why the agency of the future is already here.

___________________________________________ 
𝗜𝗦 𝗬𝗢𝗨𝗥 𝗛𝗢𝗦𝗣𝗜𝗧𝗔𝗟𝗜𝗧𝗬 𝗦𝗔𝗟𝗘𝗦 𝗢𝗡 𝗧𝗛𝗘 𝗥𝗢𝗖𝗞𝗦? 

Let’s refill your funnel. 

At Lure Agency, we help hospitality brands, both hotels and vendors, ditch the noise and pour up a proven strategy that actually converts. 

𝗦𝗼𝘂𝗻𝗱 𝗳𝗮𝗺𝗶𝗹𝗶𝗮𝗿? 

Your sales strategy is running on fumes. 
Your inbox is empty. 
Your leads are cold. 
Sales and marketing? Totally out of sync. 
And your competition? Getting sharper and more AI-savvy by the minute. 

Whether you’re trying to fill group blocks or break into a new hotel account, you're stuck in a system that no longer works. Or you want full service, a mixologist, or just the recipe, we’ve got your pour. 

Learn more at www.lureagency.com. 

CHECK OUT THESE GREAT RESOURCES 

💸 Are you leaving money on the table? 
Use our AI Grader tools and find out for yourself. https://lureagency.com/the-ai-bar/

 💌 Would you like to pick our brains for free? 
Get revenue-generating tips served up to your inbox once a month. https://lureagency.com/subscribe/

We are Lure Agency and we ❤️  R&R (relationships and revenue).

As a Hospitality B2B marketing agency, we seamlessly blend data-driven decisions with creative flair through our unique "Science and Soul" approach. Our passion is helping independent resorts, tech companies and anyone serving the hospitality industry succeed using the right mixture of human connection and tailored strategies.

With us, it's never just business; it's a journey of collaboration, and we're here, ready to concoct your success story next.

Learn more at www.lureagency.com.

[00:00] Introduction – Why hotel sales alone isn’t enough anymore
[01:00] What is Agentic Search? – How AI tools act like buyer assistants
[02:00] The Role of Trust Signals (E-E-A-T) – Expertise, Experience, Authority, Trust
[03:00] Breaking Down Silos – Why sales + marketing must align now
[04:00] Content is the New Closer – FAQs, PR, case studies, and digital proof points
[05:00] Relationships vs. Relevance – Why both matter in the AI era
[06:00] The Decline of Cold Outreach – Why traditional prospecting no longer works
[07:00] Steps to Stand Out – Sales + marketing collaboration strategies
[08:00] Websites as 24/7 Sales Assistants – Moving beyond glossy brochures
[09:00] The Power of Authentic Video – Real people to staged perfection
[10:00] Humanizing Digital Spaces – Why team bios and welcome videos matter
[11:00] Confirmation from Planners – What buyers are really looking for
[12:00] Lightning Round Q&A – Rapid-fire insights on trust, marketing assets, and budget
[14:00] Closing Thoughts – Bringing authenticity, alignment, and visibility together

✅ Key Takeaways:
Agentic search is here: AI is shortlisting hotels before a salesperson ever gets involved.
Sales ≠ sales alone: Marketing now drives up to 80% of the sales process.
Trust signals matter: FAQs, case studies, PR, team bios, testimonials, and authentic video content all fuel AI.
Relevance to outreach: Cold calls and spray-and-pray emails are fading fast.
Authenticity wins: Real people, real stories, and human touchpoints build trust online.

🚀 Want your hotel to stop being invisible? Time to get sales and marketing singing from the same song sheet—and make sure AI is listening.

___________________________________________ 

𝗜𝗦 𝗬𝗢𝗨𝗥 𝗛𝗢𝗦𝗣𝗜𝗧𝗔𝗟𝗜𝗧𝗬 𝗦𝗔𝗟𝗘𝗦 𝗢𝗡 𝗧𝗛𝗘 𝗥𝗢𝗖𝗞𝗦? 
Let’s refill your funnel. At Lure Agency, we help hospitality brands, both hotels and vendors, ditch the noise and pour up a proven strategy that actually converts. 

𝗦𝗼𝘂𝗻𝗱 𝗳𝗮𝗺𝗶𝗹𝗶𝗮𝗿? 
Your sales strategy is running on fumes. 
Your inbox is empty. 
Your leads are cold. 
Sales and marketing? Totally out of sync. 
And your competition? Getting sharper and more AI-savvy by the minute. 

Whether you’re trying to fill group blocks or break into a new hotel account, you're stuck in a system that no longer works. Or you want full service, a mixologist, or just the recipe, we’ve got your pour. 

Learn more at www.lureagency.com. 

CHECK OUT THESE GREAT RESOURCES:
💸 Are you leaving money on the table? Use our AI Grader tools and find out for yourself. https://lureagency.com/the-ai-bar/

 💌 Would you like to pick our brains for free? 
Get revenue-generating tips served up to your inbox once a month. 
https://lureagency.com/subscribe/

We are Lure Agency and we ❤️  R&R (relationships and revenue).

As a Hospitality B2B marketing agency, we seamlessly blend data-driven decisions with creative flair through our unique "Science and Soul" approach. Our passion is helping independent resorts, tech companies and anyone serving the hospitality industry succeed using the right mixture of human connection and tailored strategies.

With us, it's never just business; it's a journey of collaboration, and we're here, ready to concoct your success story next.

Learn more at www.lureagency.com.

[00:00] Welcome & Budget Season Kickoff
Cory sets the stage for Q4 budget season and introduces guest expert Christine Malfair.

[01:00] Secret #1 (Leisure): Guest-Obsessed Marketing & AI Visibility
Christine explains why obsessing about guests—not competitors—is the key, plus tips for leveraging AI search and reviews.

[04:00] Secret #1 (Group): Removing RFP Friction
Cory shares how short forms on meeting pages can lift direct inquiries by up to 50%.

[05:00] Secret #2 (Leisure): Always Be Converting (CRM Focus)
Christine stresses owning the guest relationship, prioritizing CRM data over OTA aliases.

[07:00] Secret #2 (Group): Re-Engaging Lost Contacts
Cory reveals how cleaning and repurposing sales & catering data can unlock hidden revenue.

[09:00] Secret #3 (Leisure): Don’t Peanut-Butter the Budget
Christine urges marketers to go deep on high-performing channels and shift spend with agility.

[10:00] Secret #3 (Group): Turbo Prospecting Made Easy
Cory explains how analytics and intent signals make prospecting less painful and more effective.

[13:00] Facing Change & Cutting Waste
Christine and Cory discuss lean marketing, shifting behaviors, and avoiding wasted ad spend.

[16:00] Commission Costs & The Direct Group Opportunity
Cory highlights how hotels can redirect hefty commission payouts into smarter direct strategies.

[18:00] Final Thoughts & Wrap-Up
Both share closing advice on agility, change, and balancing leisure + group strategies.

🔑 Key Takeaways:
 

Put the guest first. AI search is shifting, but guest-centric content still wins. 
Cut friction. Simplify forms and reduce barriers to capture more direct leads. 
Own your data. Strong CRMs and re-engaged contacts pay long-term dividends. 
Spend smart. Shift budgets to what’s working; avoid “peanut-buttering” across channels. 
Rethink prospecting. Use analytics to turbocharge outreach and focus on warm leads.
Audit commissions. Redirect wasted spend into high-ROI, direct-booking strategies.

___________________________________________ 
𝗜𝗦 𝗬𝗢𝗨𝗥 𝗛𝗢𝗦𝗣𝗜𝗧𝗔𝗟𝗜𝗧𝗬 𝗦𝗔𝗟𝗘𝗦 𝗢𝗡 𝗧𝗛𝗘 𝗥𝗢𝗖𝗞𝗦? 

Let’s refill your funnel. 
At Lure Agency, we help hospitality brands, both hotels and vendors, ditch the noise and pour up a proven strategy that actually converts. 

𝗦𝗼𝘂𝗻𝗱 𝗳𝗮𝗺𝗶𝗹𝗶𝗮𝗿? 

Your sales strategy is running on fumes. 
Your inbox is empty. 
Your leads are cold. 
Sales and marketing? Totally out of sync. 
And your competition? Getting sharper and more AI-savvy by the minute. 

Whether you’re trying to fill group blocks or break into a new hotel account, you're stuck in a system that no longer works. Or you want full service, a mixologist, or just the recipe, we’ve got your pour. 
 

Learn more at www.lureagency.com. 

CHECK OUT THESE GREAT RESOURCES:
 💸 Are you leaving money on the table? Use our AI Grader tools and find out for yourself.
 https://lureagency.com/the-ai-bar/

 💌 Would you like to pick our brains for free? 
Get revenue-generating tips served up to your inbox once a month.  https://lureagency.com/subscribe/ 

We are Lure Agency and we ❤️  R&R (relationships and revenue).

As a Hospitality B2B marketing agency, we seamlessly blend data-driven decisions with creative flair through our unique "Science and Soul" approach. Our passion is helping independent resorts, tech companies and anyone serving the hospitality industry succeed using the right mixture of human connection and tailored strategies.

With us, it's never just business; it's a journey of collaboration, and we're here, ready to concoct your success story next.

Learn more at www.lureagency.com.

⏱️ Key Segments (Timestamps for YouTube Chapters) 

[00:00] Intro – Why trade shows aren’t delivering ROI 
[01:00] What vendors miss by going “all in” on trade shows 
[02:00] Where buyers really get trusted information 
[03:00] Visibility vs. Verification – why online presence matters 
[04:00] When a weak website kills strong booth conversations 
[05:00] SEO & Agentic Search – the new battleground 
[07:00] Case in point: Cory’s own software shortlist via ChatGPT 
[09:00] What vendors can do today to show up online 
[10:00] Owning your narrative: client success example 
[13:00] Competitor content + LLM visibility = inbound pipeline 
[14:00] EEAT signals & WINS Method: trust that converts 
[16:00] The Money Keyword Matrix framework explained 
[19:00] Competitor pages, intent-driven search & high-intent leads 
[21:00] Fixing the holes first: website value proposition 
[22:00] Final takeaways & where to find Sam 

🎙️ Episode Highlights:

Why trade shows fail: Visibility without verification = wasted money. 
Agentic search shift: Buyers shortlist vendors before and after shows. 
SEO isn’t dead: Google still owns 98% of search traffic. 
EEAT signals matter: Reviews, testimonials, team pages, and FAQs. 
Competitor strategy: “Alternative” and “vs.” pages rank fast and convert. 
WINS Method: Fix the holes in your digital boat before scaling. 

📌 Ending Summary & Key Takeaways:

The trade show floor is no longer where decisions are made—it’s just the spark. 
The real buying journey happens online, where prospects validate, compare, and shortlist vendors long after the booths are packed up. Hospitality vendors who ignore this shift risk invisibility. 
✅ Stop relying on trade shows alone. 
✅ Build trust with EEAT-driven content. 
✅ Use SEO + LLM visibility to get shortlisted. 
✅ Own the narrative with competitor & problem-focused pages. 
👉 Trade shows can open the door, but your digital presence seals the deal. 

___________________________________________ 
𝗜𝗦 𝗬𝗢𝗨𝗥 𝗛𝗢𝗦𝗣𝗜𝗧𝗔𝗟𝗜𝗧𝗬 𝗦𝗔𝗟𝗘𝗦 𝗢𝗡 𝗧𝗛𝗘 𝗥𝗢𝗖𝗞𝗦? 

Let’s refill your funnel. 
At Lure Agency, we help hospitality brands, both hotels and vendors, ditch the noise and pour up a proven strategy that actually converts. 

𝗦𝗼𝘂𝗻𝗱 𝗳𝗮𝗺𝗶𝗹𝗶𝗮𝗿? 

Your sales strategy is running on fumes. 
Your inbox is empty. 
Your leads are cold. 
Sales and marketing? Totally out of sync. 
And your competition? Getting sharper and more AI-savvy by the minute. 

Whether you’re trying to fill group blocks or break into a new hotel account, you're stuck in a system that no longer works. Or you want full service, a mixologist, or just the recipe, we’ve got your pour. Learn more at www.lureagency.com. 

CHECK OUT THESE GREAT RESOURCES 
💸 Are you leaving money on the table? Use our AI Grader tools and find out for yourself. https://lureagency.com/the-ai-bar/

 💌 Would you like to pick our brains for free? 

Get revenue-generating tips served up to your inbox once a month.  https://lureagency.com/subscribe/
 

We are Lure Agency and we ❤️  R&R (relationships and revenue).

As a Hospitality B2B marketing agency, we seamlessly blend data-driven decisions with creative flair through our unique "Science and Soul" approach. Our passion is helping independent resorts, tech companies and anyone serving the hospitality industry succeed using the right mixture of human connection and tailored strategies.

With us, it's never just business; it's a journey of collaboration, and we're here, ready to concoct your success story next.

Learn more at www.lureagency.com.

00:00 – Intro & Guest Lineup Year-end roundup setup + intros to Nicole, Celeste, and Susan. 
01:00 – Biggest Buzz: AI in Hotel Sales Nicole on real-world AI tools (ZoomInfo, Google Gemini) and how sellers can use them today without heavy integrations. 
03:00 – Visibility Shock: Sellers vs. AI Search Celeste’s “deer in headlights” trainings showing sellers how invisible they look in AI and planner searches. 
05:00 – Video That Actually Moves Revenue Susan breaks down how getting clients on camera drove +185% impressions and +54% engagement year-over-year.
08:00 – Predictive Lead Scoring for Hotels Cory walks through using digital breadcrumbs (page views, time on site, clicks) to prioritize high-intent leads and ditch random cold prospecting.
09:30 – Hangover #1: Spray-and-Pray Outreach Celeste’s trade show inbox horror story and why feature-dumping emails are actively hurting your brand.
12:30 – Hangover #2: Ghosting on Active RFPs Nicole on proposals going into a black hole, last-minute “we’re ready to sign” replies, and how to prioritize leads when communication disappears.
16:00 – Hangover #3: RFP Addiction & Zero Influence Why blind RFPs are low-win, low-control and how sellers can build their own pipeline and personal brand to reduce RFP dependence.
18:00 – Hangover #4: AI Resistance & Blockbuster Energy Susan on leaders refusing to adapt, the risk of becoming irrelevant, and why adaptability is now a core skill.
20:00 – When AI Eats Transactional Selling Celeste forecasts AI-driven RFP responses, what happens to sellers who only “push paper,” and how roles will be forced to evolve.
23:00 – LinkedIn Lurkers & Lost Planner Conversations Cory calls out hotel sellers hiding in the shadows while planners are actively building relationships and trust on LinkedIn every day.
25:30 – 2025 Wins: Video Replies & Human Touch Nicole’s simple video follow-ups that instantly break ghosting and create more personal buyer connections.
28:00 – 30 Seconds of Insane Courage Celeste’s mantra for posting more content: trying multiple formats (video, text, photos, long form, collabs) and showing the human side.
31:00 – Story-First Email That Actually Gets Clicks Susan shares how shifting from “rate dates & space” blasts to story-driven touchpoints boosted click-through rates up to 38%.
35:00 – Direct Group Inquiries & RFP-Free Leads Cory on the rise of non-professional planners, why long RFP forms are killing conversions, and how simple inquiry forms are winning 30–50% close rates.
37:00 – One Word for 2026: Clarity, Journey, Wow, Trust 
Each guest picks a non-negotiable theme for leveling up: 
Susan: Clarity 
Celeste: Journey 
Nicole: Wow 
Cory: Trust
42:30 – Where to Find Nicole, Celeste & Susan How to connect with each guest and follow their content.
44:00 – Sales on Tap Invite + Custom GPT Teaser Open invitation to the Sales on Tap community, plus a sneak peek at a custom ChatGPT dropping for members on Thanksgiving.

___________________________________________ 
𝗜𝗦 𝗬𝗢𝗨𝗥 𝗛𝗢𝗦𝗣𝗜𝗧𝗔𝗟𝗜𝗧𝗬 𝗦𝗔𝗟𝗘𝗦 𝗢𝗡 𝗧𝗛𝗘 𝗥𝗢𝗖𝗞𝗦? 

Let’s refill your funnel. 
At Lure Agency, we help hospitality brands, both hotels and vendors, ditch the noise and pour up a proven strategy that actually converts. 

𝗦𝗼𝘂𝗻𝗱 𝗳𝗮𝗺𝗶𝗹𝗶𝗮𝗿? 

Your sales strategy is running on fumes. 
Your inbox is empty. 
Your leads are cold. 
Sales and marketing? Totally out of sync. 
And your competition? Getting sharper and more AI-savvy by the minute. 

Whether you’re trying to fill group blocks or break into a new hotel account, you're stuck in a system that no longer works. Or you want full service, a mixologist, or just the recipe, we’ve got your pour. Learn more at www.lureagency.com. 

CHECK OUT THESE GREAT RESOURCES 
💸 Are you leaving money on the table? 
Use our AI Grader tools and find out for yourself. https://lureagency.com/the-ai-bar/

 💌 Would you like to pick our brains for free? 
Get revenue-generating tips served up to your inbox once a month. https://lureagency.com/subscribe/

We are Lure Agency and we ❤️  R&R (relationships and revenue).

As a Hospitality B2B marketing agency, we seamlessly blend data-driven decisions with creative flair through our unique "Science and Soul" approach. Our passion is helping independent resorts, tech companies and anyone serving the hospitality industry succeed using the right mixture of human connection and tailored strategies.

With us, it's never just business; it's a journey of collaboration, and we're here, ready to concoct your success story next.

Learn more at www.lureagency.com.

00:00 – Welcome to the Agentic Search Showdown
Cory kicks things off and frames the debate: code vs creative.

01:00 – What Agentic Search Really Is
SEO hasn’t died—it evolved. AI still relies on structure, clarity, and storytelling.

03:00 – Stop Renaming Search
Buzzwords aside, search is still search. Data and brand storytelling must work together.

05:00 – The OTA Dependency Problem
Hotels outsourced visibility and control. Rising fees make direct discovery critical.

06:00 – Why Both Tech and Creative Matter
It’s not either/or. Build for machines and humans at the same time.

07:00 – Your Website Is the Hub
Websites can serve as both experience and data source. AI belongs on brand.com.

09:00 – Data vs Emotion
Without data you’re invisible. Without emotion you’re forgettable. Winners need both.

10:00 – Why Beautiful Sites Still Don’t Surface
Many premium hotels don’t appear in AI search due to a weak structure and authority.

11:00 – Personalization Is Already Deciding Winners
AI matches personal preferences to brands. Strong identity matters more than amenities.

13:00 – Will Websites Still Matter?
The web isn’t going away. Transactions still belong on hotel websites.

15:00 – Fear Is Big Tech’s Advantage
Panic drives dependency. Focus on customers, not headlines.

16:00 – Blank Website vs Beautiful Website
A real-world challenge emerges: data visibility versus emotional trust.

18:00 – Small Businesses vs Big Tech
Big Tech wants a booking, not your booking. Collaboration beats competition.

21:00 – Fix Your Own House First
Stop feeding other platforms. Make your site conversational and searchable.

23:00 – 2026 Advice from the Panel
Focus on basics, structure, clarity, and customer behavior before chasing trends.

27:00 – Humanity and Trust Signals
Hotels feel lifeless online. Teams, testimonials, and real people matter.

29:00 – Deep FAQs Win
Surface FAQs aren’t enough. Operational, experience-based answers drive visibility.

31:00 – Final Thoughts and Round Two
The debate pauses. Real-world results are coming next.

___________________________________________ 
𝗜𝗦 𝗬𝗢𝗨𝗥 𝗛𝗢𝗦𝗣𝗜𝗧𝗔𝗟𝗜𝗧𝗬 𝗦𝗔𝗟𝗘𝗦 𝗢𝗡 𝗧𝗛𝗘 𝗥𝗢𝗖𝗞𝗦? 

Let’s refill your funnel. At Lure Agency, we help hospitality brands, both hotels and vendors, ditch the noise and pour up a proven strategy that actually converts. 

𝗦𝗼𝘂𝗻𝗱 𝗳𝗮𝗺𝗶𝗹𝗶𝗮𝗿? 

Your sales strategy is running on fumes. 
Your inbox is empty. 
Your leads are cold. 
Sales and marketing? Totally out of sync. 
And your competition? Getting sharper and more AI-savvy by the minute. 

Whether you’re trying to fill group blocks or break into a new hotel account, you're stuck in a system that no longer works. Or you want full service, a mixologist, or just the recipe, we’ve got your pour. 

Learn more at www.lureagency.com. 

CHECK OUT THESE GREAT RESOURCES:

 💸 Are you leaving money on the table? Use our AI Grader tools and find out for yourself.
 https://lureagency.com/the-ai-bar/

 💌 Would you like to pick our brains for free? 
Get revenue-generating tips served up to your inbox once a month. https://lureagency.com/subscribe/ 

We are Lure Agency and we ❤️  R&R (relationships and revenue).

As a Hospitality B2B marketing agency, we seamlessly blend data-driven decisions with creative flair through our unique "Science and Soul" approach. Our passion is helping independent resorts, tech companies and anyone serving the hospitality industry succeed using the right mixture of human connection and tailored strategies.

With us, it's never just business; it's a journey of collaboration, and we're here, ready to concoct your success story next.

Learn more at www.lureagency.com.

[00:00] Introduction – Why hotel group sales feels overwhelming 
[01:00] Types of leads: inbound vs. outbound, direct vs. third-party 
[03:00] Planner types: professional vs. non-professional buyers 
[05:00] The timing trap – responding outside 9–5 business hours 
[06:00] Why overlooked leads (non-pros) can be your best wins 
[08:00] Value perception – why planners pay a premium for trust 
[09:00] Prioritization: why sellers must rank opportunities 
[10:00] The 5-minute rule: response speed = 8X higher conversion 
[11:00] Nurturing leads that aren’t ready to buy (yet) 
[12:00] Avoiding the “spray and pray” outreach trap 
[14:00] Building trust through personalization & brand continuity 
[16:00] The role of immediacy: texts, emails, and first impressions 
[18:00] Making prospects the hero – guest-first selling 
[19:00] Case study: Paradise Point Resort sales transformation 
[21:00] Closing thoughts & future conversations 

🔑 Key Takeaways 

Not all leads are equal: distinguish inbound vs. outbound, direct vs. third-party, and pro vs. non-pro planners. 
Speed matters: responding within 5 minutes can increase conversion rates by 8X. 
Personalization wins: ditch the “e-blast” and focus on human-first, value-driven outreach. 
Nurture the future: today’s “not now” leads can become tomorrow’s high-value clients. 
Trust is the premium: planners will pay more for the hotel that feels like the safest, easiest fit.

___________________________________________ 
𝗜𝗦 𝗬𝗢𝗨𝗥 𝗛𝗢𝗦𝗣𝗜𝗧𝗔𝗟𝗜𝗧𝗬 𝗦𝗔𝗟𝗘𝗦 𝗢𝗡 𝗧𝗛𝗘 𝗥𝗢𝗖𝗞𝗦? 

Let’s refill your funnel. 
At Lure Agency, we help hospitality brands, both hotels and vendors, ditch the noise and pour up a proven strategy that actually converts. 

𝗦𝗼𝘂𝗻𝗱 𝗳𝗮𝗺𝗶𝗹𝗶𝗮𝗿? 

Your sales strategy is running on fumes. 
Your inbox is empty. 
Your leads are cold. 
Sales and marketing? Totally out of sync. 
And your competition? Getting sharper and more AI-savvy by the minute. 

Whether you’re trying to fill group blocks or break into a new hotel account, you're stuck in a system that no longer works. Or you want full service, a mixologist, or just the recipe, we’ve got your pour. Learn more at www.lureagency.com. 

CHECK OUT THESE GREAT RESOURCES 
💸 Are you leaving money on the table? 
Use our AI Grader tools and find out for yourself.
 https://lureagency.com/the-ai-bar/

 💌 Would you like to pick our brains for free? 
Get revenue-generating tips served up to your inbox once a month.
 https://lureagency.com/subscribe/

We are Lure Agency and we ❤️  R&R (relationships and revenue).

As a Hospitality B2B marketing agency, we seamlessly blend data-driven decisions with creative flair through our unique "Science and Soul" approach. Our passion is helping independent resorts, tech companies and anyone serving the hospitality industry succeed using the right mixture of human connection and tailored strategies.

With us, it's never just business; it's a journey of collaboration, and we're here, ready to concoct your success story next.

Learn more at www.lureagency.com.

[00:00:00] Welcome & Kickoff Cory introduces Kimberly Hensley of Triple Seat to share real-world strategies for modern hotel prospecting.
[00:01:00] Why Cold Outreach Doesn’t Work Kimberly breaks down why “checking in” emails and cold calls fall flat with today’s hospitality buyers. 
[00:02:00] From Transactional to Emotional Personalization Why the future of sales is about resonance, not automation—and how hotels can make every connection feel personal. 
[00:04:00] Storytelling That Sells How authentic storytelling and human connection build trust faster than any sales deck—featuring examples from Mews and Triple Seat. 
[00:06:00] Building Your Brand Inside the Brand Cory and Kimberly discuss personal branding, networking, and how being visible online fuels credibility offline. 
[00:08:00] Agentic AI & The End of Trade-Show Selling AI-driven research has replaced in-person decision-making. Here’s how vendors can stay visible, searchable, and relevant post-show. 
[00:10:00] Closing the Prospecting Loop Trade shows are just the start—learn how to connect the dots between visibility, content, and conversion. 
[00:11:00] Relationships to Transactions Kimberly shares how real business happens during human moments—like side conversations, not sales pitches. 
[00:12:30] Trust Over Likeability Cory explains why trust wins every time and how credibility is built through proof, not popularity. 
[00:13:30] The Visibility Engine in Action How Cory used AI prompts to shortlist and vet CRM tools—leading to his discovery of EngageBay. [00:14:30] Warm Prospecting: The Smarter Way Why “warm prospecting” beats cold calling, combining humor, timing, and intent signals for meaningful outreach. 
[00:16:00] Timing Is Everything Kimberly reframes “no” as “not now” and shares how follow-up timing can make or break a deal.
[00:17:00] Gen Z Buyers & Tech Evolution The new generation of buyers values authenticity, speed, and storytelling—here’s how to keep up.
[00:18:00] Service as a Sales Strategy Kimberly explains how customer care creates trust, retention, and long-term brand advocacy.
[00:19:00] Where to Find Kimberly Hensley Connect with Kimberly on LinkedIn—her go-to place to share insights and build industry community.
[00:20:00] Wrap-Up & Laughs Cory and Kimberly close with laughs over LinkedIn’s algorithm chaos and a promise for round two. 

___________________________________________ 
𝗜𝗦 𝗬𝗢𝗨𝗥 𝗛𝗢𝗦𝗣𝗜𝗧𝗔𝗟𝗜𝗧𝗬 𝗦𝗔𝗟𝗘𝗦 𝗢𝗡 𝗧𝗛𝗘 𝗥𝗢𝗖𝗞𝗦? 

Let’s refill your funnel. 
At Lure Agency, we help hospitality brands, both hotels and vendors, ditch the noise and pour up a proven strategy that actually converts. 

𝗦𝗼𝘂𝗻𝗱 𝗳𝗮𝗺𝗶𝗹𝗶𝗮𝗿? 

Your sales strategy is running on fumes. 
Your inbox is empty. 
Your leads are cold. 
Sales and marketing? Totally out of sync. 
And your competition? Getting sharper and more AI-savvy by the minute. 

Whether you’re trying to fill group blocks or break into a new hotel account, you're stuck in a system that no longer works. Or you want full service, a mixologist, or just the recipe, we’ve got your pour. Learn more at www.lureagency.com. 

CHECK OUT THESE GREAT RESOURCES: 

💸 Are you leaving money on the table? 

Use our AI Grader tools and find out for yourself.
 https://lureagency.com/the-ai-bar/

 💌 Would you like to pick our brains for free? 

Get revenue-generating tips served up to your inbox once a month.
https://lureagency.com/subscribe/
 

We are Lure Agency and we ❤️  R&R (relationships and revenue).

As a Hospitality B2B marketing agency, we seamlessly blend data-driven decisions with creative flair through our unique "Science and Soul" approach. Our passion is helping independent resorts, tech companies and anyone serving the hospitality industry succeed using the right mixture of human connection and tailored strategies.

With us, it's never just business; it's a journey of collaboration, and we're here, ready to concoct your success story next.

Learn more at www.lureagency.com.

00:00 – Welcome to the INN-Year End Vendor Round-Up Cory tees up the discussion: “Buzz and hangovers of 2025 for hospitality tech, sales, and marketing.” Meet the guests: Jacki, Zoe, and Susan.

01:00 – Biggest Buzz of 2025: What Got the Industry Talking? 
Jacki: Nothing new stood out—back to fundamentals, back to resonance. 
Zoe: AI hit light-speed; personal branding exploded. 
Susan: Self-serve buyer tools and ROI calculators on the rise. 
Cory: Agentic search is flipping the entire sales/marketing universe.

04:00 – The 2025 Hangovers: What Hurt the Most? 
Zoe: A crowded market where everyone looks the same (too much blue, not enough brave). 
Jacki: AI-generated sludge content—painful, lifeless, forgettable. 
Susan: “Dear valued partner…” e-blasts that feel robotic and pointless. 
Cory: The disconnect between trade-show hype and zero digital presence.

08:00 – One Delicious Change That Drove Results 
Jacki: Full repositioning + new messaging doubled client site traffic by Q3. 
Zoe: Shifting to advisory/mentorship and upskilling in-house marketers. 
Susan: Building confidence tools (custom GPTs, non-pitchy outreach frameworks). 
Cory: The WINS Method—simple, tactical, and ROI-heavy for vendors.

13:00 – If Your Brand Were a Cocktail… What Would It Be? 
Zoe: Espresso martini—multitasking fuel for the modern marketer. 
Jacki: Same drink, but tied to “waking up” your go-to-market strategy. 
Susan: Science & Soul Spritz—data + storytelling in a bubbly mix. 
Cory: Corona NA—SoCal heritage with a sober twist.

17:00 – How Each Leader Is Finishing the Year Strong 
Jacki: Focused on Q1 planning and helping sales close year-end deals. 
Zoe: Deep reflection, sorting wins/losses, analyzing trends. 
Susan: Reconnecting with clients and reinforcing relationships.
Cory: Launching something big…

19:30 – BIG ANNOUNCEMENT: Sales on Tap Launching Next Week Snackable. 
Gamified. Built for hotel sellers. 
Featuring modules, a resource room, a lobby, tools, and introvert-friendly sales training.

21:00 – BREAKING NEWS: Women’s Travel Freelancer Network 
Jacki + Zoe officially launch their new collaborative community.
20 members and growing—support, connection, and shared momentum.

 22:00 – Where to Find Today’s Guests 
Jacki: JackiBrownMarketing.com + LinkedIn 
Zoe: LinkedIn (website TBD… someday!) 
Susan: LureAgency.com + LinkedIn + YouTube 
Cory: Everywhere sellers need to get future-ready. 

🔑 Ending Summary & Key Takeaways 

2025 was a rollercoaster—AI acceleration, tighter competition, and massive shifts in buyer behavior. The big winners were those who embraced personal branding, self-serve tools, and clearer, bolder messaging. The industry hangovers were equally loud: AI junk content, stale e-blasts, look-alike vendors, and the gaping hole between trade-show presence and digital credibility.

___________________________________________ 
𝗜𝗦 𝗬𝗢𝗨𝗥 𝗛𝗢𝗦𝗣𝗜𝗧𝗔𝗟𝗜𝗧𝗬 𝗦𝗔𝗟𝗘𝗦 𝗢𝗡 𝗧𝗛𝗘 𝗥𝗢𝗖𝗞𝗦? 

Let’s refill your funnel. 
At Lure Agency, we help hospitality brands, both hotels and vendors, ditch the noise and pour up a proven strategy that actually converts. 

𝗦𝗼𝘂𝗻𝗱 𝗳𝗮𝗺𝗶𝗹𝗶𝗮𝗿? 

Your sales strategy is running on fumes. 
Your inbox is empty. 
Your leads are cold. 
Sales and marketing? Totally out of sync. 
And your competition? Getting sharper and more AI-savvy by the minute. 

Whether you’re trying to fill group blocks or break into a new hotel account, you're stuck in a system that no longer works. Or you want full service, a mixologist, or just the recipe, we’ve got your pour. Learn more at www.lureagency.com. 

CHECK OUT THESE GREAT RESOURCES 
💸 Are you leaving money on the table? 

Use our AI Grader tools and find out for yourself.
 https://lureagency.com/the-ai-bar/

 💌 Would you like to pick our brains for free? 

Get revenue-generating tips served up to your inbox once a month.
 https://lureagency.com/subscribe/

We are Lure Agency and we ❤️  R&R (relationships and revenue).

As a Hospitality B2B marketing agency, we seamlessly blend data-driven decisions with creative flair through our unique "Science and Soul" approach. Our passion is helping independent resorts, tech companies and anyone serving the hospitality industry succeed using the right mixture of human connection and tailored strategies.

With us, it's never just business; it's a journey of collaboration, and we're here, ready to concoct your success story next.

Learn more at www.lureagency.com.

📍 Timestamps & Key Segments Below 👇

⏱️ [00:00:00] Welcome Back, Celeste!

Celeste returns to InnSync

Teaser: A new tool for hotel sellers is coming

⏱️ [00:01:00] Why Are Leads Drying Up?

30%+ decline in some markets

Hotels relying on “hope” instead of strategy

⏱️ [00:02:30] It's Not Just Seasonality

Budget cuts, travel slumps, post-COVID shifts

The digital buyer is here to stay

⏱️ [00:04:00] Agentic Search Is Changing Everything

57% of planners use AI like ChatGPT

Low-effort, high-reward sourcing is the new norm

⏱️ [00:05:30] Enter the Non-Professional Planner

Admins and parents now book most small meetings

Branded hotels aren’t catering to them

⏱️ [00:07:30] Why Old School Tactics Fail

“Rate, date, and space” won’t cut it

AI research trumps traditional selling

⏱️ [00:09:30] RFP Fatigue Is Real

Delayed replies lose deals

“Just checking in” emails drive buyers away

⏱️ [00:11:30] Fast Answers = Fast Conversions

Visibility before the click

Buyers move fast—are you ready?

⏱️ [00:13:30] Turning the Lead Faucet Back On

Better prep, better visibility

Know your buyer before they hit “search”

⏱️ [00:15:00] Time to Prospect Again

Outbound is essential

Gap Selling + AI = new sales approach

⏱️ [00:17:00] Get Comfortable with Discomfort

Cold calling is optional

LinkedIn, video, and smart outreach work

⏱️ [00:20:00] Outbound ≠ One Channel

CRM leads still have gold

Multichannel touchpoints build trust

⏱️ [00:22:00] Why Sellers Avoid Outbound

Discomfort leads to distraction

Strategy + tools = progress

⏱️ [00:24:00] AI Will Replace Transactional Roles

RFP automation is coming fast

Bring insight or risk becoming obsolete

⏱️ [00:26:00] Why This Really Matters

Hotels need revenue to survive

Sellers must justify their role

⏱️ [00:28:00] Big News: New Platform Incoming

Celeste, Cory & Susan building something game-changing

Community + AI + coaching = modern enablement

⏱️ [00:30:00] Learn Smarter, Not Harder

Bite-sized, real-time training

Fun, flexible, and results-focused

⏱️ [00:31:00] Where to Find Celeste

Connect on LinkedIn

Watch The Sales Edge Live

Subscribe to the Modern Hospitality newsletter

🔥 Final Note:

The lead drought is real—but it’s also solvable. Stay visible, stay proactive, and start thinking like your buyer. Subscribe, share, and let’s rehydrate your revenue funnel—with smarts, strategy, and maybe a splash of fun.

___________________________________________

𝗜𝗦 𝗬𝗢𝗨𝗥 𝗛𝗢𝗦𝗣𝗜𝗧𝗔𝗟𝗜𝗧𝗬 𝗦𝗔𝗟𝗘𝗦 𝗢𝗡 𝗧𝗛𝗘 𝗥𝗢𝗖𝗞𝗦?

Let’s refill your funnel.

At Lure Agency, we help hospitality brands, both hotels and vendors, ditch the noise and pour up a proven strategy that actually converts.

𝗦𝗼𝘂𝗻𝗱 𝗳𝗮𝗺𝗶𝗹𝗶𝗮𝗿?

Your sales strategy is running on fumes.

Your inbox is empty. Your leads are cold.

Sales and marketing? Totally out of sync.

And your competition? Getting sharper and more AI-savvy by the minute.

Whether you’re trying to fill group blocks or break into a new hotel account, you're stuck in a system that no longer works.

Whether you want full service, a mixologist, or just the recipe, we’ve got your pour.

Learn more at www.lureagency.com.

CHECK OUT THESE GREAT RESOURCES

💸 Are you leaving money on the table?  Take our quick Marketing Assessment - https://lureagency.com/marketing-asse...

💌 Would you like to pick our brains for free? Get revenue-generating tips served up to your inbox once a month.   https://lureagency.com/subscribe/

#hotelmarketing #hotelsales #hospitalitysocialselling #hospitalityb2b #b2bmarketing #constantcontactpartner #Hoteltech #hospitalitytech

We are Lure Agency and we ❤️  R&R (relationships and revenue).

As a Hospitality B2B marketing agency, we seamlessly blend data-driven decisions with creative flair through our unique "Science and Soul" approach. Our passion is helping independent resorts, tech companies and anyone serving the hospitality industry succeed using the right mixture of human connection and tailored strategies.

With us, it's never just business; it's a journey of collaboration, and we're here, ready to concoct your success story next.

Learn more at www.lureagency.com.

⏱️ CHAPTERS / TIMESTAMPS

00:00 – Welcome to InnSync + Why Traditional Tactics Are Broken

01:00 – Introducing the WINS Method

02:00 – What WINS Stands For (Website, Intel, Nurture, Sell)

03:30 – Why Trust is the New Currency in B2B Sales

05:00 – W = Website: Building Your Digital Front Door

06:00 – Core 4 Website Must-Haves (FAQs, Team, Forms, Social Proof)

07:00 – I = Intel: Smarter Segmentation Using Buyer Data

08:00 – First-Party Data & Behavioral Triggers

08:45 – Aligning Outreach with Buyer Intent

09:30 – N = Nurture: Staying Top of Mind Without Being Creepy

10:30 – The R.O.S.S. Framework for Content (Roadblocks, Objections, Solutions, Stories)

11:30 – Value-Driven Outreach vs. Desperation Eblasts

12:30 – How to Warm Up Cold Leads with Content

13:00 – S = Sell: Social + Assignment Selling Strategies

13:45 – Bridging Sales and Marketing Silos

14:30 – Social Selling + Using Content as “Sales Bait”

15:00 – How to Pre-Educate Prospects Before the First Call

16:00 – Raising Conversion Rates Through AI-Relevant Content

17:00 – Frictionless Buying Experiences (What AI Wants)

18:00 – Why Timing Kills Deals + Removing Bottlenecks

19:00 – Where to Start: Free Tools & AI Graders from Lure Agency

20:00 – Final Thoughts: Why NOW is the Time to Act

20:45 – The Rise of AI Agents + Urgency for Visibility

21:30 – Be the Trusted Voice (or Risk Obsolescence)

22:00 – Outro & Next Steps

🔥 GET STARTED WITH THE WINS METHOD™

Ready to see where you stand? Head to https://www.lureagency.com and try the AI Bar—a suite of FREE visibility graders for hotels, vendors, and personal brands.

📲 DM Cory for 1-on-1 Advice

Have a question about your visibility, sales strategy, or inbound approach? Reach out to Cory directly via LinkedIn or DM.

🎙️ Subscribe for more

If you found value in this episode, hit Subscribe, give us a Like, and ring that bell to stay in sync with the latest revenue-boosting tactics for hospitality pros.

We are Lure Agency and we ❤️  R&R (relationships and revenue).

As a Hospitality B2B marketing agency, we seamlessly blend data-driven decisions with creative flair through our unique "Science and Soul" approach. Our passion is helping independent resorts, tech companies and anyone serving the hospitality industry succeed using the right mixture of human connection and tailored strategies.

With us, it's never just business; it's a journey of collaboration, and we're here, ready to concoct your success story next.

Learn more at www.lureagency.com.

📍 CHAPTERS & TIMESTAMPS

00:00 – Intro: WTF Are Trust Signals?

Cory kicks things off with Susan Tucker, teasing how AI and agentic search are reshaping hotel sales.

01:00 – WHY: Empty Ballrooms Don't Sell Anymore

Susan explains why visualizing experience shows space, and how buyers have changed.

02:00 – AI + Cvent Disruption = Wake-Up Call

The data behind why RFPs are disappearing—and why trust signals now power discovery.

03:00 – Speed Matters: Enter Agentic Search

Cory reveals how the need for instant answers impacts sourcing and conversions.

04:00 – Filtering for Sales-Ready Leads

Susan shows how AI helps surface serious buyers—but only if you're set up for it.

05:00 – HOW: Shift from Product to People

What sales teams can do now to showcase trust signals and capture attention.

06:00 – Testimonials: Text, Video & Beyond

Why real voices and visual proof outperform generic venue shots every time.

06:30 – The Power of Social Proof

Susan shares how to turn online reviews into B2B sales ammo.

07:00 – AI Can Spot Fake—So Be Human

Cory explains how AI rewards authenticity—and penalizes fakery.

07:30 – WHAT: Tools to Build Trust Today

Event snapshots, case studies, and transparency that reduce friction and boost confidence.

08:00 – The Pricing Elephant in the Room

Susan drops the truth: show your price range or risk being skipped.

09:00 – Friction, Frustration, and the Other “F Word”

A candid look at how poor UX kills deals—and what hospitality can learn from Amazon.

10:00 – The Netflix Effect: Instant Gratification

How consumer expectations are bleeding into B2B venue sourcing.

11:00 – RFP Decline: 40% May Disappear

AI research shows how fast change is coming—and who may get left behind.

12:00 – Resources to Help You Win

Susan outlines three key solutions: DIY guides, toolkits, and 1:1 support.

13:00 – Outro: Lead With Trust or Get Left Behind

Cory wraps with a reminder: AI isn't replacing sales—it’s demanding better content from humans.

Final Takeaways from the Episode

Empty Ballrooms Don’t Build Trust

Today’s buyers aren’t just looking—they’re evaluating. Generic venue shots won’t cut it. Real stories, real proof, and real people win.

Agentic search is already shortlisting venues before a human ever sees your name. If your digital presence isn’t structured and trustworthy, you’re invisible.

Transparent pricing, client testimonials, case studies, and verified reviews now do the heavy lifting. If your content can’t answer questions instantly, someone else’s will.

Buyers don’t want to wait—and neither does AI. Build content that delivers answers before they even ask.

AI can smell a fake. Show your humanity. Share your wins. Trust is earned, not claimed.

We are Lure Agency and we ❤️  R&R (relationships and revenue).

As a Hospitality B2B marketing agency, we seamlessly blend data-driven decisions with creative flair through our unique "Science and Soul" approach. Our passion is helping independent resorts, tech companies and anyone serving the hospitality industry succeed using the right mixture of human connection and tailored strategies.

With us, it's never just business; it's a journey of collaboration, and we're here, ready to concoct your success story next.

Learn more at www.lureagency.com.

Welcome back to InnSync! In this high-energy episode, Cory Falter and Celeste Berke-Knisely pull back the curtain on why hotel General Managers are fed up with traditional sales pitches — and what vendors must do differently to stand out. From understanding the true day-to-day life of a GM to how lazy outreach destroys future opportunities, this is a crash course in hospitality sales survival. Learn how reframing your approach, delivering real value, and embracing modern outbound and inbound strategies can change your results — fast. If you sell to hotels, this is your playbook for the new era!

📍 Timestamps

00:00 - Welcome & Why Hospitality Sales is a "Different Bird"

01:00 - Defining "What's Not Working" in Sales Outreach

02:00 - Introducing Celeste Berke-Knisely: Hotelier, Gap Seller, Game Changer

03:00 - Why GMs Are Fed Up with Traditional Sales Tactics

04:00 - The Disconnect: Understanding a GM’s Day-to-Day Reality

06:00 - The Dangers of Ignoring Procurement Rules

08:00 - Why "Persistence" Can Actually Kill Your Credibility

09:00 - Providing Value Instead of "Just Checking In"

10:30 - How Reframing to Solve Real Problems Changes Everything

13:00 - Why "Saving Time and Money" Isn’t a Real Selling Point

15:00 - The Personal Impact of Poor Solutions (Family Time Matters!)

16:30 - Hidden Costs of Staff Turnover and Burnout

17:30 - Short-Sighted Selling: Hurting More Than Helping

18:30 - Hospitality Tech Vendors Face Unique Challenges

19:00 - Strategy Shift: Building a Referral Network

20:00 - LinkedIn and Content: Non-Negotiable for Modern Sellers

21:30 - The New Reality: 80% of Sales is Now Marketing

23:00 - Why Personal Branding is the Ultimate Career Insurance

24:30 - How Generative AI Reviews Will Affect Seller Reputation

26:00 - Why Building Your Online Presence is a 401(k) for Sellers

27:30 - Hospitality Tech Sellers Need a Different Mindset

28:30 - Power of Evergreen Content: "The Secrets to Selling into Hotels"

29:00 - Where to Find Celeste and What’s Coming Next

🔥 Final Takeaway

Today’s hotel sellers and vendors have two choices: evolve or evaporate.

Understanding your buyers, reframing around their real problems, and investing in your brand before you sell are now the keys to success. Building inbound trust, layering value-driven outbound, and thinking long-term are no longer optional — they're survival skills.

As Cory and Celeste reveal, the winners in hospitality will be those who stop spamming and start serving.

Want to thrive? Build your "sales 401(k)" today. Your future self will thank you.

We are Lure Agency and we ❤️  R&R (relationships and revenue).

As a Hospitality B2B marketing agency, we seamlessly blend data-driven decisions with creative flair through our unique "Science and Soul" approach. Our passion is helping independent resorts, tech companies and anyone serving the hospitality industry succeed using the right mixture of human connection and tailored strategies.

With us, it's never just business; it's a journey of collaboration, and we're here, ready to concoct your success story next.

Learn more at www.lureagency.com.

⏱️ TIMESTAMPS

00:00 – Opening banter & “what made you smile?”

01:00 – Order takers vs. rainmakers: why hotels default to reactive selling

02:50 – The double-edged sword of endless inbound RFPs

04:30 – Shocking conversion rates & the cost of low qualification

06:15 – Inside LondonHouse’s CRM reality: Delphi vs. modern tools

08:00 – Defining a rainmaker: relationships over revenue math

10:05 – When RFPs erase your team’s true value

12:00 – Trust, handholding & small-meeting decision makers

13:30 – Personal branding as lead magnet (Nat Berman shout-out)

15:00 – Will AI replace sales pros? Don’s hot take

17:10 – Human nuance tech can’t touch (custom fan moments)

18:45 – Career security & the hospitality “human moat”

19:55 – Don’s deconstruct-and-rebuild playbook for proactive teams

22:20 – New puzzle pieces: AI templates, Affixify, Amaze Insights, Lure Agency

24:00 – Showcasing your sales team on the website—why it matters

25:30 – Video & voice notes that cut through copy-paste noise

27:10 – Psychology of trust: people buy people first

28:00 – Where to connect with Don & episode wrap-up

💥 Key Takeaways

Proactivity, reactivity: market-share gains live outside the inbox.

Personal brands close deals—buyers remember faces, not floor-plan PDFs.

Tiny tech hacks (AI email templates, quick Loom videos) give back hours.

Show your squad: featuring real humans on M&E pages increases RFP wins.

Relationships scale when you treat LinkedIn as “reputation at scale.”

🔗 Resources & Shout-Outs

Don Barnett on LinkedIn:   / donbarnett  

LondonHouse Chicago: https://www.londonhousechicago.com

Affixify • Amaze Insights • Lure Agency.

🙌 Ending

If this convo sparked an “aha!”, smash that 👍, subscribe for fresh InnSync insights, and drop your biggest rainmaker tip in the comments. Want more bold hospitality sales ammo? Follow Cory & Don on LinkedIn—then go turn those tire-kickers into lifelong loyalists. See you in the next episode!

We are Lure Agency and we ❤️  R&R (relationships and revenue).

As a Hospitality B2B marketing agency, we seamlessly blend data-driven decisions with creative flair through our unique "Science and Soul" approach. Our passion is helping independent resorts, tech companies and anyone serving the hospitality industry succeed using the right mixture of human connection and tailored strategies.

With us, it's never just business; it's a journey of collaboration, and we're here, ready to concoct your success story next.

Learn more at www.lureagency.com.

🎯 Whether you're in hotel group sales or a vendor trying to reach hotels, this is the disruption you can't afford to ignore.

👇 Check out the key moments below and start future-proofing your strategy today.

⏱️ Timestamps / Chapters

[00:00:00] Welcome & Hot Topic Alert

Cory & Susan kick off with why agentic search is the new buzzword you need to know.

[00:01:00] What Is Agentic Search, Anyway?

Susan breaks down agentic search and how AI tools like ChatGPT are replacing traditional Google searches.

[00:02:00] Why Traditional Search Feels Broken

Sponsored links. Slow answers. Outdated UX. Here’s why AI-powered agents win.

[00:03:00] Why It Matters for Hotels

Cory explains how agentic search will disrupt the RFP process and make direct connections faster and easier.

[00:04:00] Real-World Example: LureCon Planning in AI

See how a fictional event used AI to plan venues across cities—without waiting for callbacks or RFPs.

[00:05:00] The End of Busy Work for Hotel Sales Teams

Susan & Cory discuss how hotel sales teams can shift from volume to value.

[00:06:00] How Vendors Get Discovered (Or Not)

Why vendors must optimize their digital footprint to show up when agents are searching.

[00:07:00] The Self-Service Buyer Is Already Here

Susan shares how AI helped her shortlist a CRM—no demos, no cold calls, just clarity.

[00:08:00] Preparing for the Shift: Website is King Again

Cory introduces the Core Four elements that every hotel website must have to succeed.

[00:09:00] Self-Service Tools Vendors Must Offer

Think self-schedulers, pricing calculators, and friction-free forms.

[00:10:00] Impact Takeaways: Say, Show, and Disrupt

Susan shares insights from the Endless Customers Impact Live event.

[00:11:00] Trust Is the New Currency

The Lure team’s philosophy comes full circle: transparency, video, and value-driven marketing win.

[00:12:00] Introducing: Breakouts by Lure Agency

Susan unveils a new "done-with-you" offering to help teams become agentic search-ready in just 4 sessions.

[00:13:00] Wrap-Up & What’s Next

A quick sign-off and teaser for more content coming soon.

🧠 Summary (100 words):

In this power-packed episode of InnSync, Cory Falter and Susan Tucker unpack the AI-fueled revolution of agentic search—where buyers use tools like ChatGPT to bypass traditional sales channels and get instant answers. From disrupting the RFP process to empowering self-service decision-making, this shift will forever change how hotels and vendors sell. They reveal strategies to stay visible, earn trust, and future-proof your brand—plus introduce Breakouts, a new done-with-you program to help hospitality pros adapt fast.

We are Lure Agency and we ❤️  R&R (relationships and revenue).

As a Hospitality B2B marketing agency, we seamlessly blend data-driven decisions with creative flair through our unique "Science and Soul" approach. Our passion is helping independent resorts, tech companies and anyone serving the hospitality industry succeed using the right mixture of human connection and tailored strategies.

With us, it's never just business; it's a journey of collaboration, and we're here, ready to concoct your success story next.

Learn more at www.lureagency.com.

🔗 Timestamps:

0:00 - Intro: Connor DeLaney’s Third Visit

2:15 - Why Most Companies Struggle with Lead Attribution

5:45 - Dark Social: The Unseen Buyer Journey

9:30 - Broken Tracking: The Myth of Perfect Data

13:00 - Buyers Want Control (And DIY Research)

16:40 - Why Brands Need to Build Trust, Not Barriers

19:30 - Pricing Transparency: Competitors Aren’t Your Problem

24:50 - Ostrich Marketing & The Cost of Hiding Info

29:00 - Hospitality Sales: Fixing Chaos with Proactive Content

33:15 - What Are “Signals” and Why They Matter

36:30 - Attribution in a Non-Linear World

39:00 - How to Get Your Arms Around the Chaos

44:10 - The Power of Asking “How Did You Find Us?”

47:50 - Creating Trust Through Useful Content

51:00 - Reimagining the Buying Experience Through a Buyer’s Lens

56:20 - Experiment: Would You Buy From You?

1:01:30 - Marketing Owns the Sales Journey Now

1:04:00 - Where to Find Connor & What’s Coming Next

💡 Key Takeaways:

Dark social (DMs, Slack groups, AI tools) drives decisions you can’t track.

Today’s buyers are 80% through their journey before talking to sales.

Traditional attribution models are broken — and that’s OK.

The best brands empower buyers with clear, honest information.

“Signals” like social posts, AI answers, and referrals build the trust that leads to conversions.

📍 About the Guest:

Connor DeLaney is a Lead Sales Consultant at IMPACT, where he helps businesses align sales and marketing in today’s rapidly evolving buyer landscape. You can find him on LinkedIn at linkedin.com/in/connordelaneyimpact or email him at cdelaney@impactplus.com.

We are Lure Agency and we ❤️  R&R (relationships and revenue).

As a Hospitality B2B marketing agency, we seamlessly blend data-driven decisions with creative flair through our unique "Science and Soul" approach. Our passion is helping independent resorts, tech companies and anyone serving the hospitality industry succeed using the right mixture of human connection and tailored strategies.

With us, it's never just business; it's a journey of collaboration, and we're here, ready to concoct your success story next.

Learn more at www.lureagency.com.

[00:00:45] The Untapped Opportunity: Non-Professional Planners

50-80% of meeting planners aren’t professionals—hotels are missing out.

Why executive assistants, HR reps, and sales leaders are booking meetings post-COVID.

[00:02:30] Why Hotels Overlook This Market

Many hotel sales teams focus only on professional planners.

The shift post-pandemic: more people handling meetings with fewer resources.

Younger planners aren’t trained in traditional meeting planning.

[00:04:15] Why People Avoid Talking to Hotel Sales Teams

85% of buyers do research before talking to a salesperson.

How bad sales conversations push planners away.

The origins of the RFP process and why it’s still broken.

[00:06:00] How Generative AI is Changing the Sales Process

Planners use AI to research venues before reaching out.

Zero-click searches: Why hotel websites must answer key questions up front.

[00:08:15] How Hotels Can Optimize Websites to Attract More Group Business

Hotels are losing planners due to poor website UX.

The power of FAQs: Answer key questions for non-professional planners.

Video testimonials and social proof: Show, don’t tell.

The missing short form: Make it easy for planners to inquire.

[00:12:30] Why Hotels Are Failing at Capturing This Business

Post-COVID sales teams became too transactional.

The lost art of guiding planners through the process.

Real-life example: How an untrained planner got a bad deal due to lack of guidance.

[00:16:30] The Disconnect Between “Relationship Building” and Sales

Hotels claim relationships are key, yet act transactionally.

Why short-term thinking kills long-term business growth.

Saying “no” to bad-fit business can actually increase revenue.

[00:19:00] How Trust and Credibility Win More Sales

The key to real relationships: Trust over persuasion.

How sales teams can shift from being “salesy” to being trusted advisors.

Why proactive follow-ups and check-ins make all the difference.

[00:22:00] Todd’s Passion for Leadership & Coaching

How behavioral psychology plays into hotel sales.

The power of influence beyond traditional sales tactics.

Where to connect with Todd Ryan for more insights.

[00:24:00] Closing Thoughts & What’s Next

The importance of reducing friction in the group booking process.

Why hotels need to rethink their digital presence and sales approach.

Stay tuned for Part 2—we’re just getting started!

We are Lure Agency and we ❤️  R&R (relationships and revenue).

As a Hospitality B2B marketing agency, we seamlessly blend data-driven decisions with creative flair through our unique "Science and Soul" approach. Our passion is helping independent resorts, tech companies and anyone serving the hospitality industry succeed using the right mixture of human connection and tailored strategies.

With us, it's never just business; it's a journey of collaboration, and we're here, ready to concoct your success story next.

Learn more at www.lureagency.com.

We are Lure Agency and we ❤️  R&R (relationships and revenue).

As a Hospitality B2B marketing agency, we seamlessly blend data-driven decisions with creative flair through our unique "Science and Soul" approach. Our passion is helping independent resorts, tech companies and anyone serving the hospitality industry succeed using the right mixture of human connection and tailored strategies.

With us, it's never just business; it's a journey of collaboration, and we're here, ready to concoct your success story next.

Learn more at www.lureagency.com.

We are Lure Agency and we ❤️  R&R (relationships and revenue).

As a Hospitality B2B marketing agency, we seamlessly blend data-driven decisions with creative flair through our unique "Science and Soul" approach. Our passion is helping independent resorts, tech companies and anyone serving the hospitality industry succeed using the right mixture of human connection and tailored strategies.

With us, it's never just business; it's a journey of collaboration, and we're here, ready to concoct your success story next.

Learn more at www.lureagency.com.

We are Lure Agency and we ❤️  R&R (relationships and revenue).

As a Hospitality B2B marketing agency, we seamlessly blend data-driven decisions with creative flair through our unique "Science and Soul" approach. Our passion is helping independent resorts, tech companies and anyone serving the hospitality industry succeed using the right mixture of human connection and tailored strategies.

With us, it's never just business; it's a journey of collaboration, and we're here, ready to concoct your success story next.

Learn more at www.lureagency.com.

We are Lure Agency and we ❤️  R&R (relationships and revenue).

As a Hospitality B2B marketing agency, we seamlessly blend data-driven decisions with creative flair through our unique "Science and Soul" approach. Our passion is helping independent resorts, tech companies and anyone serving the hospitality industry succeed using the right mixture of human connection and tailored strategies.

With us, it's never just business; it's a journey of collaboration, and we're here, ready to concoct your success story next.

Learn more at www.lureagency.com.

[00:00:00] – Introduction Cory welcomes Sam Dunning from Breaking B2B for round two on InnSync. They kick off by discussing how hotel websites often fail to provide a good experience for meetings and events.

[00:01:30] – Common Website Issues Sam highlights the neglect of B2B sections on hotel websites. They often treat event planning as an afterthought, resulting in confusing, long RFP forms that frustrate planners.

[00:03:00] – The New Non-Professional Planners Cory explains that many inexperienced planners are now responsible for booking large events. These new planners struggle with the confusing information found on hotel event pages.

[00:04:33] – User Experience & Lost Revenue Sam dives into how poor website experiences are driving away planners. Instead of engaging, many websites bombard visitors with long forms before even providing basic venue details.

[00:06:50] – What Planners Need Sam outlines key elements planners want to see: clear venue information, testimonials, event photos, and simple answers to their most common questions.

[00:10:00] – Missing Social Proof Cory and Sam explore how hotels miss out by not providing social proof, such as video testimonials and case studies, on their event pages. Unlike leisure booking pages, event sections lack reviews and success stories.

[00:12:00] – How to Convert Visitors into Leads Sam discusses how the best B2B websites answer common questions upfront and remove barriers to conversion, turning visitors into qualified leads.

[00:14:36] – Why Pricing Transparency Matters They highlight the importance of offering at least a ballpark range for event pricing. Being transparent saves time and ensures only qualified leads move forward.

[00:17:20] – Website Breakdown: Live Analysis Cory walks through a live breakdown of a hotel event page, showing how unclear messaging and a lack of relevant content confuse potential planners and hurt conversions.

[00:24:00] – Quick Fixes for Hotel Event Pages Sam shares easy improvements for hotel websites: use clear headlines, provide social proof, and add FAQs that answer the most common planner questions.

[00:27:00] – Conclusion Cory and Sam reflect on the missed opportunities hotels face with poorly optimized event pages. Sam offers advice on how to enhance these sections and boost leads.

Conclusion: In this episode, Sam Dunning explains why many hotel websites are driving away planners with confusing event pages. By making simple changes, you can turn your website into a 24/7 sales machine. Watch for actionable tips and don’t forget to subscribe!

We are Lure Agency and we ❤️  R&R (relationships and revenue).

As a Hospitality B2B marketing agency, we seamlessly blend data-driven decisions with creative flair through our unique "Science and Soul" approach. Our passion is helping independent resorts, tech companies and anyone serving the hospitality industry succeed using the right mixture of human connection and tailored strategies.

With us, it's never just business; it's a journey of collaboration, and we're here, ready to concoct your success story next.

Learn more at www.lureagency.com.

Summary: In this episode, Celeste Burke Knisley and Cory Falter explore the shift from traditional sales tactics to social selling in the hospitality industry. Celeste emphasizes how social selling isn’t just about social media platforms, but about creating genuine, trust-based connections with potential buyers. The conversation dives into why many leaders still resist the change, how vendors can better educate and provide value to their audience, and the immense ROI of a strong social presence. From crafting a sales pitch to staying top-of-mind on LinkedIn, Celeste offers practical tips to enhance your sales strategy.

Key Segments: [00:00:00] Introduction - Cory welcomes Celeste back

[00:00:18] Embracing digital selling in hospitality

[00:02:00] WTF is social selling? Celeste explains

[00:03:34] Building trust with potential buyers

[00:05:01] Leadership’s misunderstanding of social media

[00:06:43] Networking offline vs. social selling online

[00:08:00] Social selling’s long-term impact on business

[00:09:40] Why social selling matters to vendors

[00:10:52] Staying top-of-mind on social channels

[00:14:30] Engaging your audience with educational content

[00:16:00] What hospitality vendors are getting wrong

[00:19:05] How leadership can better support sellers

[00:20:44] ROI from social selling and Celeste’s results

[00:22:10] Closing thoughts and where to find Celeste

Ending: In this value-packed episode, Celeste breaks down the keys to successful social selling in the modern age and challenges hospitality vendors to think beyond outdated tactics. From building trust to leveraging LinkedIn effectively, the insights shared here are invaluable for any sales professional looking to thrive in today’s market. Be sure to connect with Celeste on LinkedIn or YouTube to keep up with her latest insights on digital selling. Thanks for watching, and don’t forget to like, share, and subscribe!

We are Lure Agency and we ❤️  R&R (relationships and revenue).

As a Hospitality B2B marketing agency, we seamlessly blend data-driven decisions with creative flair through our unique "Science and Soul" approach. Our passion is helping independent resorts, tech companies and anyone serving the hospitality industry succeed using the right mixture of human connection and tailored strategies.

With us, it's never just business; it's a journey of collaboration, and we're here, ready to concoct your success story next.

Learn more at www.lureagency.com.

Key Segments & Timestamps:

[00:00:26] Introduction & Welcome Back

Cory welcomes Connor for round two on the InnSync Show, diving into why sales and marketing need to work together.

[00:01:00] The Siloed Relationship Between Sales & Marketing

Discussing the traditional separation of sales and marketing in hotels and why it's a costly mistake.

[00:02:09] The Changing Role of Marketing in Sales

Connor explains how marketing now covers up to 95% of the buyer’s journey, reshaping the sales process.

[00:04:30] The Evolution of the Buyer’s Journey

Buyers today are more informed than ever. Connor talks about how this shift impacts the sales approach.

[00:06:45] Eliminating Friction in the Buyer’s Journey

The dangers of withholding information from potential customers and how transparency can boost conversions.

[00:09:43] Opportunity Gaps & Revenue Loss

Connor explores how businesses lose revenue by not tracking key metrics and missing out on potential customers.

[00:13:15] Dark Social & Its Impact on Revenue

Discussing the hidden power of word-of-mouth and how it influences business decisions beyond traditional tracking.

[00:15:30] Tips for Independent Hotels to Compete with Big Brands

Connor shares actionable strategies for independent hotels to stand out, including leveraging social proof and aligning sales with marketing.

[00:24:00] The Importance of Meeting the Event Team

Why getting to know your event team early is crucial for a successful event planning experience.

[00:29:00] Making the Conversion Process Easy

How to create a seamless buying experience that helps potential clients make decisions quickly and confidently.

[00:33:00] Maximizing Event Space & Venue Collaboration

The value of collaborating with venue teams to maximize the event experience and avoid common pitfalls.

[00:36:00] What’s Next for Connor Delaney?

Connor shared an update on his new role and marathon training, as well as how to connect with him.

Summary: Cory and Connor break down why sales and marketing should work together to drive revenue. From understanding today’s buyer journey to the impact of dark social, this episode offers practical advice for hotels and other businesses. Tune in for tips on how to stand out, whether you're a big brand or an independent venue.

Ending: Thanks for watching the InnSync Show! Like, comment, and subscribe for more industry insights. Share this episode if you found it valuable. See you next time!

We are Lure Agency and we ❤️  R&R (relationships and revenue).

As a Hospitality B2B marketing agency, we seamlessly blend data-driven decisions with creative flair through our unique "Science and Soul" approach. Our passion is helping independent resorts, tech companies and anyone serving the hospitality industry succeed using the right mixture of human connection and tailored strategies.

With us, it's never just business; it's a journey of collaboration, and we're here, ready to concoct your success story next.

Learn more at www.lureagency.com.

We are Lure Agency and we ❤️  R&R (relationships and revenue).

As a Hospitality B2B marketing agency, we seamlessly blend data-driven decisions with creative flair through our unique "Science and Soul" approach. Our passion is helping independent resorts, tech companies and anyone serving the hospitality industry succeed using the right mixture of human connection and tailored strategies.

With us, it's never just business; it's a journey of collaboration, and we're here, ready to concoct your success story next.

Learn more at www.lureagency.com.

We are Lure Agency and we ❤️  R&R (relationships and revenue).

As a Hospitality B2B marketing agency, we seamlessly blend data-driven decisions with creative flair through our unique "Science and Soul" approach. Our passion is helping independent resorts, tech companies and anyone serving the hospitality industry succeed using the right mixture of human connection and tailored strategies.

With us, it's never just business; it's a journey of collaboration, and we're here, ready to concoct your success story next.

Learn more at www.lureagency.com.

Timestamps:

[00:00:00] - Introduction to CRMs in Hotel Industry

[00:01:00] - Overview of legacy systems and the need for updated CRMs

[00:02:00] - What is a CRM? The blend of sales and marketing platforms

[00:03:00] - Benefits of sales and marketing automation platforms

[00:04:00] - The impact of misaligned sales communications

[00:05:00] - Staying top of mind with automation

[00:06:00] - Effective CRM workflows for hotel sales teams

[00:07:00] - Advanced techniques: Segmentation and lead scoring

[00:08:00] - Personalizing client interactions with automation

[00:09:00] - Integrating marketing with sales for better alignment

[00:10:00] - The role of automation in managing client interactions

[00:11:00] - Setting up personalized automated responses

[00:12:00] - The strategic advantage of automating repetitive tasks

[00:13:00] - Closing remarks and where to find Susan and Lure Agency

Summary:

In this insightful discussion, Cory and Susan explore how CRM systems and sales and marketing automation can revolutionize the way hotels interact with clients. By integrating these technologies, hotels can nurture leads more effectively, enhance customer engagement, and optimize their sales funnel. They also highlight the importance of using these tools responsibly to maintain authenticity and real connections with clients.

Ending:

Thanks for tuning in to the InnSync Show! We hope this episode provided valuable insights into utilizing CRM and automation platforms in the hotel industry. Don't forget to check out Susan at Lure Agency and join us again for more discussions on innovative sales and marketing strategies. Subscribe to our channel for updates on new content and hit the like button if you found this episode informative!

For more information, visit Susan’s virtual speakeasy at Lucy’s Lounge and connect with her on LinkedIn for further discussions on CRM and automation in the hospitality sector. Stay tuned and keep innovating!

We are Lure Agency and we ❤️  R&R (relationships and revenue).

As a Hospitality B2B marketing agency, we seamlessly blend data-driven decisions with creative flair through our unique "Science and Soul" approach. Our passion is helping independent resorts, tech companies and anyone serving the hospitality industry succeed using the right mixture of human connection and tailored strategies.

With us, it's never just business; it's a journey of collaboration, and we're here, ready to concoct your success story next.

Learn more at www.lureagency.com.

Timestamps:

[00:00:00] Introduction:

• Overview of the changing dynamics in hospitality marketing and sales.

• Introduction to Connor DeLaney and the discussion points.

[00:00:28] Evolving B2B Landscape:

• Analysis of the shifting trends affecting vendor-hotel relationships.

• Insights on how the digital transformation has impacted sales strategies.

[00:00:50] Conversation Begins:

• Cory's warm welcome to Connor.

• A brief recount of their first interaction and the importance of networking.

[00:01:42] Challenges Faced by Vendors:

• Discussion on why traditional outbound marketing strategies are failing.

• The significance of understanding the buyer's journey in the digital age.'

[00:02:15] Historical Context and Current Trends:

• A look back at sales tactics over the past 25 years and their evolution.

• The crucial role of Internet research in the buyer's decision-making process.

[00:03:54] Mistakes in Vendor Approaches:

• The detrimental effects of cold calling and unsolicited sales pitches.

• The importance of tailoring sales strategies to the buyer's needs and challenges.

[00:04:37] Customer-Centric Marketing:

• Strategies for creating a more engaging and informative online presence.

• Tips on building trust and establishing authority in your industry.

[00:06:17] Leveraging Customer Success Stories:

• The power of showcasing real customer experiences and transformations.

• How to effectively communicate the value your solution brings to potential clients.

[00:07:37] Inbound vs. Outbound Marketing:

• The benefits of focusing on inbound marketing to attract qualified leads.

• How to balance and integrate outbound tactics for optimal results.

[00:08:10] Closing Thoughts and Key Takeaways:

• Recap of the essential strategies discussed for improving marketing efforts.

• Final insights from Connor on the future of hospitality marketing.

[00:09:59] End Credits:

• A heartfelt thank you to Connor for his invaluable contributions.

• Invitation for viewers to engage, subscribe, and stay tuned for more episodes.

Ending Note:

Thank you for joining us on this insightful journey with Connor DeLanney. We hope this episode empowers you to refine your marketing strategies and forge stronger connections with your prospects in the hospitality industry. Remember, in the realm of B2B marketing, it's all about understanding, trust, and value. Subscribe for more wisdom-packed episodes, and let's navigate the ever-evolving landscape of hospitality marketing together!

We are Lure Agency and we ❤️  R&R (relationships and revenue).

As a Hospitality B2B marketing agency, we seamlessly blend data-driven decisions with creative flair through our unique "Science and Soul" approach. Our passion is helping independent resorts, tech companies and anyone serving the hospitality industry succeed using the right mixture of human connection and tailored strategies.

With us, it's never just business; it's a journey of collaboration, and we're here, ready to concoct your success story next.

Learn more at www.lureagency.com.

Timestamps:

[00:00:00] - Introduction to Social Selling in HospitalityCory introduces the episode and guest Don Barnett, highlighting the focus on the ROI of social selling.

[00:00:21] - Meet Don BarnettA warm welcome to Don Barnett, discussing his background and the significance of social selling in today's market.

[00:01:04] - The Importance of Social SellingDon shares why social selling is crucial for staying top of mind with potential clients, emphasizing quality content over direct sales.

[00:02:28] - Building Relationships Over TransactionsCory and Don discuss the parallel between in-person networking and social selling, stressing the importance of building rapport before pitching.

[00:04:07] - Supplementing In-Person Events with Social SellingDon explains how social selling can enhance the value of in-person conferences and networking events.

[00:05:16] - Pre-Qualifying Networking EffortsCory introduces the concept of using LinkedIn to pre-qualify potential business connections, saving time and enhancing in-person interactions.

[00:06:30] - Personal Stories Power ConnectionDon shares a personal anecdote to illustrate how sharing relatable content can lead to unexpected business connections.

[00:08:24] - Rethinking Hospitality Sales StrategiesA discussion on the reactive nature of sales in the hospitality industry and the need for a proactive, relationship-focused approach.

[00:11:47] - Doing Business Differently in 2024Don highlights the importance of innovation in sales strategies to stand out in the hospitality industry.

[00:13:31] - The Long-Term Benefits of Social SellingCory and Don discuss the long-term ROI of building relationships through social selling, beyond immediate revenue.

[00:14:28] - Tangible Results from Social SellingDon shares the significant revenue generated from social selling efforts, emphasizing the value of learning from others in the industry.

[00:17:09] - The Compound Effect of Social SellingA look into the future dividends of consistent social selling efforts and the impact on direct business inquiries.

[00:18:28] - Getting Started with Social SellingAdvice for those new to social selling, focusing on engaging with content and building connections organically.

[00:21:24] - Where to Find Don BarnettDon shares where viewers can connect with him and teases a project aimed at providing mentorship to ambitious salespeople.

[00:23:26] - Closing ThoughtsCory thanks Don for the insightful conversation and looks forward to future discussions.

Ending:

Thank you for listening to our deep dive into social selling with Don Barnett.

We are Lure Agency and we ❤️  R&R (relationships and revenue).

As a Hospitality B2B marketing agency, we seamlessly blend data-driven decisions with creative flair through our unique "Science and Soul" approach. Our passion is helping independent resorts, tech companies and anyone serving the hospitality industry succeed using the right mixture of human connection and tailored strategies.

With us, it's never just business; it's a journey of collaboration, and we're here, ready to concoct your success story next.

Learn more at www.lureagency.com.