Immerse yourself in whispered tales and timeless beats, as the ambiance transports you to a bygone era reserved for top shelf A-listers. An air of intrigue awaits those who dare to discover this hard-to-find haven.
How to Stop Getting Ghosted and Start Getting Respect
“Happy Monday,” Celeste Berke-Knisely says, smiling through the chaos. It sounds like a casual greeting—except it’s not.
Not in hospitality.
Not when you’re trying to sell to hotel general managers.
If you’re still sending cold emails like it’s 2015, I’ve got news for you: they’re not ignoring you because they’re rude. They’re ignoring you because you’re irrelevant.
I recently sat down with Celeste—former Regional Director of Sales with 19 hotels under her belt, and married to a current General Manager—and let’s just say, she didn’t hold back.
“General managers are completely inundated,” Celeste told me. “Most sellers don’t have a clue what a GM’s day actually looks like.”
Let me translate: if you’re pitching tech, spa robes, or scented candles without realizing your prospect is mid-crisis with an overbooked wedding and a broken HVAC… you’re just adding to their problems.
Every “just checking in” email? That’s one more reason your name’s headed for the block sender list.
And Celeste’s real talk hit hard:“If your product doesn’t improve guest satisfaction, and it actually distracts from it—you’re stealing their time.”
Oof. You’re not just selling at the wrong time. You’re selling the wrong way.
Common Hotel GM Complaints About Vendor Emails
Above: A word cloud visualizing common complaints from hotel General Managers about vendor emails. It reflects themes from hospitality forums, expert interviews, and survey data.
Hospitality Vendors are Not Listening — And It’s Costing You
Hotel GMs? They talk. Especially about bad vendors.
Celeste shared a story about her husband—also a GM—telling a persistent vendor that unless they’re Hilton-approved, the convo’s over.
Guess what the vendor did?
Kept emailing.
“Even if they become Hilton-approved,” Celeste said, “my husband still won’t use them. They didn’t listen.”
Take note: if you’re not learning the procurement path or understanding who can actually say yes—you might already be blacklisted. You just don’t know it yet.
Don’t “Break Through.” Be Useful.
Forget the PDFs, promo codes, and “AI-powered” fluff.
What actually works? “I gave them something that helped,” Celeste said. “No strings attached.”
Imagine that. No ask. Just value.
If your product truly solves a problem, prove it … without pitching it like a buzzword salad. And if you’re still not clear on the actual problem you solve? Ask your team. If you get 20 different answers, that’s your red flag.
Reframe or Flame Out
Buyers don’t care about your features. They care about their lives.
Celeste gave me a killer example, “I used to spend every Sunday night making a report. The product that saved me that time? That changed my life with a newborn.”
The real value? Isn’t saving time. It’s giving someone their Sunday nights back.
If you’re not connecting to outcomes that matter personally, you’re selling a tool not a solution.
Can’t Get in the Inbox? Get in the Inner Circle
Let’s be honest. Your email might not even land.
So what did Celeste do?
She built a referral army.
“Who do I know that can get me an in?”
Referrals always beat cold emails. Always.
And if you’re not active on LinkedIn or YouTube? You’re not even in the game. Celeste racked up over 2 million impressions on LinkedIn in a year, solo. No social media team. Just consistent presence.
Outbound Is Not Optional
Hotel sales teams still living off inbound RFPs? Enjoy it while it lasts.
Because vendors? We’re in the outbound trenches now. And it’s tough.
“Hospitality sellers have been so well fed,” I said to Celeste. “But the buffet’s closing. And people are going to get let go.”
Build your pipeline. Or get left behind.
Your Personal Brand = Your 401(k)
Posting isn’t about going viral. It’s about being findable.
“If you’re not investing in your personal brand, don’t expect anything back,” Celeste said.
Buyers will Google you before responding. And if your digital footprint is empty? That five-figure deal might walk.
Hospitality GMs are short on time, short on patience, and drowning in bad pitches.
If you’re trying to reach them with the same tired tactics, you’re not persistent … you’re a pest.
Celeste says, “You can’t take a deposit out of a bank you’ve never invested in.”
So stop pitching. Start helping. Learn what matters to GMs. Build your credibility before you ever ask for 15 minutes because you may not get a second chance.
Here are 7 Action Items to Earn Respect (Not the Black List)
If you’re serious about selling to hotel GMs, it’s time to back up the vibe with real action.
Start here:
Audit Your Outreach: Pull your last 10 emails. Be honest … are they about you, or about them? Rewrite with empathy, not ego.
Research the Property First: Check TripAdvisor reviews, social posts, and recent news. Know if the hotel just had a renovation, bad PR, or a sold-out wedding weekend before you hit send.
Find the Procurement Path: Not every GM can say yes, but most can say no. Map the org chart and tailor your message to the true decision maker.
Give, Don’t Grab: Share something that helps their day (a staffing tip, revenue stat, or relevant trend). No ask. Just value.
Personalize Your Presence: Update your LinkedIn profile. Post weekly. Be someone buyers recognize before you pitch.
Build a Referral Pipeline: Ask current clients, “Who else do you think would benefit from this?” Warm intros beat cold emails. Every time.
Stop Hiding Behind Features: Translate your product into real-life outcomes: saved hours, fewer headaches, better guest reviews. That’s what gets you meetings.
We are at a time when hotel GMs are dodging pitches like dodgeballs, the ones who win aren’t louder … they’re smarter. They show up informed, helpful, and human.
So if you’re tired of being ghosted, blacklisted, or politely ignored, remember this:
You don’t earn respect by demanding time; you earn it by delivering value.
Start there. Stay consistent. And the next time you hit send, make sure it’s something worth opening.
Why Your Best Leads are Coming from the Places You Can’t Track
Attribution used to be simple.
A prospect clicked an ad, landed on a website, and converted. Marketers could draw a straight line from lead to sale.
But today?
That line has turned into a messy, untrackable web of interactions across dark social channels, AI-driven search, and private conversations.
After getting tagged in posts, receiving LinkedIn DMs, and seeing the rise of ‘privatized’ groups, I started wondering—how are we supposed to track leads that never leave a digital breadcrumb?
That’s why I invited Connor DeLaney, Lead Sales Consultant at IMPACT onto the InnSync Show, to see if he could shed some light on this growing challenge and help us navigate the murky waters of dark attribution.
The Hidden Sales Pipeline: Dark Social is Winning Deals Behind Closed Doors
“Companies struggle with where leads come from because it’s harder than ever to know where they’re actually coming from,” says Connor. “Fifteen years ago, tracking was easy. Now, so much of the buying experience happens behind closed doors, aka dark social, before the customer ever reaches out.”
Let’s break down what’s happening, why it’s a problem, and how you can adapt.
Why Traditional Analytics Tools Can’t Track Your Best Leads Anymore
Buyers are researching in places you can’t see. They’re DMing industry peers on LinkedIn. They’re getting product recommendations in Slack communities. They’re running AI-powered searches that don’t require clicking through to a website.
“Buyers control more of the journey than ever,” DeLaney explains. “They want to avoid the pushy salesperson. They want to research in peace and only talk to you when they’re ready.”
The kicker?
By the time they do reach out, they’re often 80% through their decision-making process—and you have no idea what influenced them.
By the time they reach out, they’re not looking for a pitch—they’re looking for validation.
Even when dark social tracking tools try to assign credit, they get it wrong.
I’ll see leads come in, and our CRM will say they came from Google Ads… but we don’t even run Google Ads.
Point is, all this focus on attribution could be hindering more than helping.
So what’s the move? Keep chasing attribution ghosts—or adapt to the new reality of buyer behavior?
The Trust Deficit: Why Buyers Avoid Your Sales Team
There’s a bigger issue at play: buyers don’t trust brands like they used to.
“They either want to interact with individuals instead of companies, or they want to get as far as possible in their research before talking to anyone,” says DeLaney.
This is why dark social (LinkedIn DMs, private channels, organic discussions) has become such a powerful driver of sales—it feels more authentic.
A LinkedIn post from a real person? Trustworthy.
A chatbot message from a corporate account? Not so much.
And yet, companies still hoard information behind gated content and vague pricing pages.
DeLaney calls this “ostrich marketing”—burying your head in the sand and hoping buyers will still come to you.
Spoiler: they won’t.
The Friction Factor: Are You Making It Harder to Buy?
“Friction is the F-word of the internet,” says DeLaney. “As soon as you create friction, buyers leave.”
Consider these common mistakes:
No pricing transparency. If buyers can’t find at least a ballpark figure, they’ll assume it’s out of their range.
Requiring a sales call for basic info. If someone has to “book a demo” just to understand what your product does, they’ll go elsewhere.
Instead of forcing buyers to jump through hoops, give them what they need upfront. If they’re well-informed before reaching out, they’ll close faster—and on their terms.
How to Adapt: Controlling the Conversation (Even When You Can’t Track It)
How do you still win business if you can’t track every touchpoint?
The answer isn’t to double down on outdated attribution models—it’s to rethink how you engage with buyers in the spaces where decisions are actually happening via dark social.
DeLaney offers three key strategies:
1. Ask buyers directly—because your CRM won’t tell the full story.
When a prospect finally books a call, they’ve already done the research. The simple act of asking, “How did you find us?” can reveal more about their journey than any tracking software ever could.
“I’ve had prospects tell me they saw a LinkedIn post, then heard my name on a podcast, then got a DM from a colleague before finally reaching out,” DeLaney says. “None of that shows up in attribution reports—but it’s the real path to conversion.”
While responses won’t be perfect (buyers might only recall their last touchpoint), collecting these insights consistently will help you spot patterns over time.
2. Invest in creating demand, not just capturing it.
Most companies focus on capturing leads already in buying mode—those searching on Google or filling out forms. But the biggest growth opportunities come from creating demand before buyers even know they need you.
Here’s how:
Be where the conversations are happening. Engage in discussions on social media channels, contribute to industry groups, and join live Q&A sessions.
Share insights freely. Post thought leadership content, answer FAQs publicly, and let buyers self-educate. If you’re the one helping them learn, you’ll be top-of-mind when they’re ready to buy.
Think beyond immediate ROI.Content that builds credibility today might not turn into a lead tomorrow—but it will when buyers hit that decision-making stage.
“When you create demand, you become the company buyers already trust before they even start looking,” says DeLaney.
3. Make it ridiculously easy to buy.
Want to lose a lead fast? Make them jump through hoops just to get basic information.
Many companies still hide pricing, require a call just to access product details, or bury FAQs behind a gated form—all in an effort to force engagement and track direct traffic. But today’s buyers don’t play that game.
“Friction is the F-word of the internet,” DeLaney says. “The harder you make it to get answers, the faster buyers will move on.”
Instead, remove unnecessary barriers:
Publish transparent pricing (or at least a pricing range).
Clearly answer common questions so prospects don’t have to email you for details.
Streamline the buying process with easy demo scheduling and self-service options.
When buyers can research freely, they come to you already confident in their decision—making the sales process faster, smoother, and far more effective.
“Most businesses don’t think like their buyers,” DeLaney points out. “But the ones who do? They win.”
The Bottom Line: It’s Not About Attribution—It’s About Trust
Attribution will never be perfect again.
And that’s okay.
The real goal isn’t to track web traffic and every step of the buyer’s journey—it’s to be so visible, so helpful, and so easy to buy from that attribution doesn’t even matter.
And as DeLaney puts it: “If you show buyers the way instead of making them figure it out themselves, they’ll choose you—whether you can track it or not.”
At the end of the day, buyers aren’t looking for another marketing campaign to funnel them through. They’re looking for credibility, clarity, and confidence in their decision. The brands that meet them where they are—without forcing them down a rigid, outdated path—will be the ones that win.
So the question isn’t how you track every touchpoint. The question is: Are you showing up where it matters most?
The Hidden Barrier Blocking Hotel Group Sales
Hotels are sitting on a goldmine of group business, yet many don’t even realize they’re pushing potential clients away.
The culprit?
An outdated, cumbersome sales process anchored in rigid RFPs.
They’re executive assistants, HR professionals, and department heads who have been tasked with organizing an event—and they don’t have the time or patience to navigate the traditional hotel sales process.
On the latest InnSync Show, I chatted with Organizational Coach, Todd Ryan, about how hotel group sales teams can unlock sales opportunities and book more direct group business.
Let’s see what they had to say.
How to Win at Hotel Group Sales
“A lot of the workforce was reduced [after COVID], and a lot more people are doing more with fewer resources and have taken on this responsibility,” explains Todd Ryan.
These accidental planners aren’t part of professional associations and often don’t even know what they don’t know.
“Hotels don’t even realize they’re pushing 50 to 80 percent of their potential guests away,” adds Cory. “It’s happening right under their noses, and they’re not doing what needs to be done to captivate, educate, inspire, and build trust.”
Yet, hotels are still treating them like seasoned event pros, assuming they understand airwalls, attrition clauses, and the industry jargon buried in multi-page contracts.
The result? Frustration, abandonment, and lost business.
The RFP Roadblock: Why Hotels Are Losing Easy Wins
Imagine you’re a busy executive assistant who just got assigned to book a company retreat. You land on a hotel website, excited to explore options. But instead of clear, digestible information, you’re hit with an intimidating RFP form demanding 30+ fields of data you don’t even have yet.
What do you do?
You bounce.
The truth is, many potential clients never even make it past this step.
“If they don’t know what information they need, because they’re not professional planners, they get halfway through the RFP process and abandon it,” says Ryan.
The process is so archaic that it drives people away before they even start.
And it’s not just about the forms. Even if someone submits an RFP, the follow-up is often slow, impersonal, and filled with boilerplate questions they’ve already answered.
Meanwhile, younger generations are avoiding sales calls altogether. “If we actually spent more time having better conversations, people would be willing to talk,” Ryan points out. “But it has to be a meaningful conversation—not a conversation around something they can find on the internet themselves.”
Ditch the RFP. Do This Instead.
The good news? Fixing this is low-cost and high-impact.
Here are four simple, powerful ways hotels can attract and convert more group business:
1. Make Your Website Work for Non-Planners
If your website is nothing more than a digital brochure with an RFP link, you’re missing out.
Instead:
Add a clear, engaging FAQ section that answers common questions from non-professional planners.
Explain industry terms like attrition and room blocks in plain language.
Offer a simple, short contact form (name, email, and question) instead of an intimidating RFP.
There should be FAQs at the top, middle, and bottom of your site—especially for non-professional planners. Give them the basic terms and planning essentials so they don’t waste time or get overwhelmed.
2. Show, Don’t Just Tell
Non-planners don’t know what they don’t know—so help them visualize the experience.
Create short video tours of meeting spaces and amenities.
Add real event photos instead of staged, empty room shots.
Feature video testimonials from past group clients.
We obsess over TripAdvisor reviews, but hotels rarely showcase real group testimonials in video format. Get some highlights, some action, and make it easy for planners to trust you.
3. Personalize the Process
Would you book a big event with a faceless hotel sales team? Probably not.
Planners feel the same way.
Introduce your sales team with bios and photos.
Offer a “Meet Your Planner” video that explains the booking process in a friendly, approachable way.
Make it easy to schedule a quick discovery call without committing to a full RFP.
4. Be a Consultant, Not a Gatekeeper
If a prospect does reach out, don’t interrogate them with generic questions.
Instead, guide them.
Ask: “Have you planned a meeting like this before?” If not, walk them through the basics.
Focus on solving problems, not just closing deals. Sometimes, that means referring them elsewhere—which builds trust and long-term loyalty.
Most hotel sellers are stuck in a short-term mindset. They’re focused on closing deals today, rather than building trust that leads to repeat business.
A consultative approach wins every time.
The Bottom Line
Hotels are losing easy group business simply because their process is too rigid, outdated, and unwelcoming to non-professional planners.
By simplifying the inquiry process, making information easily accessible, and approaching sales as a consultative experience, hotels can capture more bookings, build stronger relationships, and eliminate friction before prospects walk away.
The demand is already there. The question is: Are you making it easy enough for them to say yes?
How to Educate, Build Trust, and Close Deals
Selling to hotels isn’t just challenging—it’s a minefield of missteps that can derail your efforts before they even begin.
Vendors face a crowded market, endless jargon, and buyers with no time to spare.
One of the most critical errors vendors make is unclear messaging, which doesn’t just confuse potential clients but can also lead to significant financial losses.
If your sales pitch isn’t landing, it’s likely due to one (or more) of these common pitfalls: unclear messaging, weak differentiation, or an overreliance on outdated outbound tactics.
On the InnSync Show, I had the privilege of sitting down with Jacki Brown — Fractional Marketing Leader for Hospitality. Together, we unpacked actionable strategies for vendors looking to cut through the clutter, build trust, and close more deals.
What to Know If You Want More Hospitality Sales
Overwhelmed Hotel Buyers Aren’t Listening
Imagine being a hotelier at a bustling trade show. Booth after booth touts how they’ll “revolutionize” or “elevate the guest experience.” By the fourth pitch, it all starts to sound the same.
The buzzwords? Forgettable.
The pitches? Indistinguishable.
Jacki shared it perfectly: “They’re inundated with so many vendors doing similar things. It’s not just that there are too many options—it’s that those options fail to stand out.”
And here’s the kicker: When vendors fail to communicate clearly, buyers tune out. Vague messaging doesn’t spark curiosity; it creates confusion.
Time is a hotelier’s most valuable resource. If vendors can’t articulate their value in seconds, they lose not just attention but trust—and ultimately, the sale.
To add to the frustration, vendors often attempt to overcomplicate their offerings, claiming to be “revolutionary” or “game-changing” without providing the substance to back it up.
Here’s the real issue: Most vendors don’t communicate clearly or concisely what they actually do.
In an industry where time is scarce and decisions need to be made quickly, unclear communication isn’t just a missed opportunity—it’s a dealbreaker.
Overcomplicating your pitch or hiding basic details like pricing and ROI doesn’t make you seem sophisticated—it makes you seem untrustworthy.
As I’ve seen time and again, the old “spray and pray” approach to cold outreach just doesn’t work anymore.
The last three discovery calls I’ve been on had no inbound content strategy. They’re just trying to interrupt busy hoteliers with cold outreach.
Buyers are smarter, savvier, and more skeptical than ever. They’re researching solutions long before they hop on a discovery call. If your strategy is to interrupt their day with vague promises, you’re not just being ineffective—you’re being annoying.
Jacki put it bluntly: “If you’re not upfront and transparent, you’re losing deals.”
Here’s the reality: in today’s market, vendors who differentiate themselves with clear messaging and provide real educational value stand out.
Those who don't? They disappear into the noise.
Fix It with Clarity, Transparency, and Education
Standing out requires more than just having a great product—it demands an intentional, buyer-focused approach.
Hotel decision-makers are bombarded with pitches, leaving them skeptical of vague claims and “revolutionary” promises.
To win their trust, vendors need to make their messaging crystal clear, address pain points directly, and provide real value before asking for the sale.
Jacki points out, “Helping buyers make decisions quickly by giving them the information they need upfront is not just helpful—it’s essential.”
Here are three steps to break through.
1. Lead with Clarity
Be upfront about what you offer, who it’s for, and how it’s different.
Brown emphasizes this as the first step: “Say who you are, what you do, who you do it for, and how you do it differently. Save the hoteliers time.”
Your website should clearly explain your value proposition. If a buyer can’t understand your product within seconds of landing on your homepage, you’ve already lost them.
Your website should be your hardest-working sales assistant, working 24/7 to answer every question and eliminate confusion.
If it’s not crystal clear, you’re making buyers work too hard—and they won’t.
2. Build Trust Through Education
Today’s buyers are researchers. They’re educating themselves long before they talk to sales, combing through websites, videos, and reviews to find solutions to their problems.
This means vendors need to proactively offer the information buyers are searching for—whether that’s on LinkedIn, YouTube, or your blog.
The goal? To build trust by demonstrating expertise and addressing pain points head-on.
Educational content isn’t just about answering questions; it’s about anticipating them.
What objections might a buyer have? What challenges are they facing?
By providing valuable resources like case studies, FAQs, or even comparison guides, you position yourself as a trusted partner rather than just another salesperson.
Jacki says, “When you help buyers make their case to stakeholders with clear ROI, competitive comparisons, and educational resources, you’re doing more than selling—you’re solving.”
Vendors who take this approach empower buyers to make decisions confidently, without feeling pressured.
The takeaway? Build trust first, sell second.
If your content demonstrates that you understand your buyer’s challenges and can genuinely help them, you’re far more likely to earn their business.
3. Differentiate or Die
If your pitch sounds like everyone else’s, it’s time to rethink your approach.
Buyers have heard it all before: promises to “revolutionize” their operations or “elevate the guest experience.” These overused claims won’t cut through the noise.
To stand out, vendors need to highlight their unique value in a way that resonates with buyers’ specific needs.
What unique value do you bring to the table? It could be a standout feature, unparalleled customer support, or a user-friendly design that simplifies a common challenge.
Whatever it is, you must make it crystal clear and tailor it to your audience. The more specific and transparent you are about what sets you apart, the easier it is for buyers to see your value.
And don’t stop there—differentiation is about more than just your product. It’s about how you communicate, educate, and build trust. If your competitors are leading with jargon, take a straightforward approach. If others are vague about pricing, provide clarity.
Jacki says, “If you’re not differentiated, you need to figure out how to be.”
Differentiation isn’t just a one-time exercise; it’s an ongoing commitment.
Regularly assess your competitors, listen to your buyers, and refine your messaging to ensure you’re always a step ahead. The market isn’t static—your strategy shouldn’t be, either.
Actionable Takeaways for Vendors
If you’re ready to stop spinning your wheels, start here:
Audit Your Messaging: Does your website and marketing content clearly explain what you do and why you’re different?
Create Educational Content: Blogs, videos, white papers—whatever format your buyers prefer. Focus on solving their pain points, not pitching your product.
Be Transparent: Include upfront pricing ranges, ROI stats, and product details. Trust is built on openness.
Ask Better Questions: When meeting with prospects, focus on their needs. “What are your key priorities for the year?” is a great place to start, says Jacki. Then, listen.
Stop Selling, Start Helping
Hotel buyers don’t want a sales pitch—they want solutions to their problems.
Vendors who succeed in this space aren’t the ones shouting the loudest; they’re the ones building trust through clarity, transparency, and education.
“Clarity and transparency as much as you can. Education. Build that trust, and the sales will follow," Jacki says.
Ready to make your next pitch a success? Start by thinking less about selling and more about helping. Your buyers will thank you—and so will your bottom line.
