Your Sales Strategy Needs a System. Not a Hail Mary.
We’re not here to recycle tired hospitality marketing advice; we’re rewriting the entire playbook.
With the help of AI, today’s decision-makers have taken the entire sales process into their own hands. That means fewer are responding to outreach, they’re swiping left on emails sent out of context, and making buying decisions long before a salesperson enters the picture. If your strategy still relies on outdated tactics and wishful thinking, you’re playing a losing game.
Have you noticed the shift?
The old playbook doesn’t cut it anymore. That’s why we built The WINS Method™, a modern sales framework designed to meet today’s buyers where they are: in control, online, and already halfway to a decision.
We recently chatted about what this sales and marketing framework actually is, why it matters right now in hospitality, and what to ditch before you send your next “just checking in” email.
Spoiler: If it feels cringey, it probably is.
Let’s dive in.
A New Era for Hospitality Sales & Marketing
Outdated tactics such as check-in emails and RFP roulette are losing ground. Traditional cold outreach is annoying. And it’s ineffective.
It’s time to stop trying to build trust on quicksand. Your sales process needs to be built for 2025 … because, well, we’re already here.
The Issue? Sales Tactics are Stuck in a Bygone Era
The sales funnel in hospitality has collapsed into a messy, nonlinear maze.
Buyers are in control. They research in stealth mode, rely on peers and platforms, and don’t want a sales rep until they’re damn sure it’s worth their time.
So what does a vendor or hotel team need to do?
So many people want to bypass all the other parts and pieces and get straight to the sell. But, it just doesn’t work that way.
Pushing for the sale without trust, relevance, or timing is like proposing marriage on the first date.
And the result? Low engagement. High churn.
Salespeople spinning their wheels on leads that were never warm to begin with.
The WINS Method™: What It Is and Why It Works
We’ve put together a modern B2B framework that is “AI-ready and human-friendly,” something that’s deceptively simple but incredibly strategic.
WINS stands for:
- W: Website
- I: Intel
- N: Nurture
- S: Sell
WINS is the framework we've used for our clients for the past 8-10 years. It is about understanding who your buyers are, showing up where they are, answering their questions openly and transparently, and building long-term relationships.
Now, it’s more important than ever before because of the rapid advancements in technology. Similar to how Google overtook the white pages, AI is now taking over Google.
Let’s unpack how each piece works.
Website: Your Digital Front Door (So Stop Leaving It a Mess)
Start with your home base. Always.
Right now, your website is more than an online brochure, it's your 24/7 sales rep.
If your website is not optimized to educate, engage, and convert, you’re not just leaving money on the table, you’re setting it on fire.
Here is a foundational starting point of modern "must-haves." We call it the Core Four:
- Deep FAQs: not just the basics, but buyer journey questions from pre-search to final decision.
- Humanized Team Pages: bios, headshots, and most importantly, video.
- Social Proof: testimonials, reviews, and especially video reviews for trust signals that can’t be faked.
- Easy Outreach: ditch long forms for frictionless contact options. Our recommendation is to have a “short form” that has no more than four fields.
Fun fact … A client recently added a short-form to their meetings page and in the first month had a 50% increase in direct inbound leads (the best kind!)
Don’t forget Video! It builds trust. It boosts SEO. And it’s how real humans prefer to engage. A quick walk-through, a welcome message, or a client success story can be the difference between a bounce and a booking. Start scrappy if you need to—authenticity beats polish every time.
Bottom line: If your website isn’t answering questions, showing faces, and inviting conversation, your buyers will keep scrolling to someone who is.
Ready for a quick gut check? Pull up your site and ask:
Would I trust this business with my time, money, or reputation based on what I see in 30 seconds?
If not, it’s time to clean up your digital front door and start selling smarter.
Intel: First-Party Data is Gold (So Stop Ignoring It)
Intel isn’t about big brother vibes. It’s about using the data you already have and utilizing tools to be smart, timely, and personal.
Let’s be clear: you don’t need a crystal ball, you simply need a CRM that’s not collecting digital dust.
First-party data
You probably have warm leads sitting quietly in your system right now, people who reached out two years ago, downloaded a guide, or clicked an email link. If they’re not being nurtured, you’re not just missing opportunities. You’re leaving doors wide open for your competitors.
Segmentation
Context is everything. Past clients, potential clients, vendors, partners—each one deserves tailored messaging. A one-size-fits-all campaign might save time, but it costs trust. Relevance, frequency, and timing win over lazy blasts every time.
Intent data
Your prospects are searching right now. Are you tracking what they’re looking for? Tools like Uplead, Leadfeeder, Clearbit, or even Google Search Console can show you which companies are browsing your site, what they’re reading, and what they’re ready to act on. Use it. Don’t snooze on it.
Bonus Tip: Don’t treat data like homework. Treat it like heat, something you can use to warm up cold leads, fire up conversions, and fuel smart strategy.
When you know what your prospects care about, you can meet them there before the RFP ever hits your inbox.
Nurture: Stay Top of Mind (Without Being Creepy)
If Intel is about knowing your people, Nurture is about showing up in the right way.
Nobody likes the “Just checking in!” email. It’s vague. It’s self-serving. And worst of all, it adds zero value. If that’s your go-to move, it’s time to level up.
Instead, deliver what your audience actually wants: content that solves problems, answers questions, and makes them feel seen.
That’s where the ROSS Framework comes in:
- Roadblocks – Address the real barriers holding your buyers back.
- Objections – Tackle the silent “yeah, but…” hesitations.
- Solutions – Offer clear, practical answers to real-world challenges.
- Stories – Share wins from clients, case studies, or even internal moments of growth.
Think Friends—but strategic. Show up regularly. Be familiar. Be helpful. Be someone they want in their inbox.
Pro tip: This isn’t about one-off email “blasts.” It’s about creating a rhythm. A monthly, high-value touchpoint can mean the difference between a ghosted list and a red-hot pipeline.
And don’t underestimate the power of ungated value. A free guide, a quick checklist, or a how-to video with zero strings attached? That’s not giving too much away. That’s building trust at scale.
Stay helpful. Stay human. Stay visible.
Sell: Use Content as Bait (The Good Kind)
By the time someone books a call, they should already be 80% sold. If you’re stuck explaining the basics on that first Zoom, your content didn’t do its job.
This is the payoff of the entire WINS Method™—where all your groundwork turns into closed business.
You’ve cleaned up your website. You’ve dug into the data. You’ve delivered real value consistently. Now it’s time to convert.
Here’s how:
Social Selling
This is the bridge between marketing and sales. Use content to spark genuine conversations on LinkedIn. Watch who engages, comment back, DM with purpose. Your goal isn’t a pitch—it’s a dialogue. That’s where trust forms fast.
Assignment Selling
Turn your best content into pre-call homework. Share it in automations, outbound messages, or even as a calendar reminder. Educated prospects come to the table ready to talk specifics—not generalities. You’re no longer selling. You’re guiding.
The result?
Fewer leads, but better ones. Shorter cycles. Higher win rates.
Everyone wins… or should we say WINS?
Why The WINS Method™ Works in an AI-Powered World
Ironically, AI is actually encouraging us to be more human.
The rise of Agentic Search means bots are starting to choose who shows up, not based on who pays the most, but on authority, trust, and relevance.
You want to be the content that’s being served. Trust signals. Authority. Adding relevant content now is how you get found later.
And don’t forget: prospects want Amazon-like buying experiences. Click, learn, decide. No waiting for demo calls. No hunting for answers. The brands that remove friction are the ones closing deals.
Sales teams are shrinking. AI is growing. Your prospects don’t have time to wait, and neither do you.
Being recognized by customers, search engines and AI isn’t about being trendy. It’s about being findable. Trustworthy. Human. The WINS Method™ sets you up to win in a world where AI is the gatekeeper and trust is the currency.
Want to See How You Stack Up?
Take our WINS Assessment:
For more great resources, check out these tools in our AI Bar >>
- Vendor Website Grader
- Hotel Visibility Grader
- Personal Visibility Grader
- Hotel Sales Content Creator
Because here’s the deal: you can’t be the best-kept secret in your space anymore. Both people AND machines are watching. So make sure they see your best side.
