Does your prospecting game need an upgrade?
Cold calls? Dead.
Flyers on windshields? A thing of the past.
Traditional networking events? Losing their edge.
Old-school sales tactics for hospitality vendors looking to boost their bottom line are outdated and ineffective.
Welcome to modern selling — putting relationship-building front and center through social selling.
As Celeste Berke Knisley, a certified Gap Selling and Hospitality sales trainer, says, “We have to step outside of our comfort zone, and what we’ve always done isn’t going to get us where we need to be.”
During a recent conversation with Cory Falter on the InnSync Show, Celeste highlighted the power of social selling as a modern approach that hospitality vendors need to adopt.
With the digital age reshaping business, vendors must adapt or risk losing ground to more innovative competitors.
Social Selling for Hotel Vendors
The Evolution of Selling in Hospitality
Traditional sales strategies that once drove success in hospitality are facing diminishing returns.
Cold calling and passing out flyers now seem disconnected from how people interact and make purchasing decisions.
Cory says, “Many hospitality sellers are frustrated with their old outbound playbook,” emphasizing the need for a new strategy that aligns with today’s buyer behavior.
Celeste agrees, pointing out that “if your team is out there still putting flyers on people’s cars, there is a better way.”
Today’s sales environment requires sellers to meet their prospects where they are—online.
Social selling offers a way to extend traditional relationship-building into digital spaces, creating opportunities to connect in a more authentic and scalable manner.
What is Social Selling?
Social selling moves beyond simply pitching products.
Celeste defines it as “a way that we socialize how we help and show up with, through a sales lens.” It’s about being present on digital platforms, sharing valuable insights, and helping potential buyers solve problems without expecting immediate returns.
“Selling is helping,” she adds, emphasizing the importance of being “detached from the outcome, being in the moment with our potential buyer.”
Cory expanded on this idea by comparing it to real-life interactions: “Do you walk up to somebody at an event and immediately hit them with the sales pitch, or do you start with some small talk?”
The goal of social selling is to build relationships gradually, just as one would in a face-to-face setting. This approach allows vendors to create trust and credibility, making future sales conversations more natural.
Building Trust and Relationships in a Digital Space
Building trust is the cornerstone of successful selling, especially when transactions involve high-value purchases.
Celeste explains that social selling is about “utilizing social channels to share a message, plant those seeds, like marketers do so well.” This approach mirrors how relationships develop organically, with vendors showing up consistently on social media to share knowledge and engage with their audience.
Cory added, “It’s more of the mindset… how you go about those snackable moments where you’re having a conversation.”
Social selling for hotel vendors allows you to establish familiarity with prospects, much like the repetition of a trusted brand commercial.
Celeste shared her own experience of attending a hospitality event: “Two people yelled across the room, ‘Hey, Celeste, I know you from LinkedIn!’ They knew me before we even met in person.” Her presence on social platforms had already established a sense of trust and recognition.
Leadership’s Role in Empowering Social Selling
Resistance to social selling often stems from leadership’s outdated perspectives.
Celeste mentioned that many leaders see social media as a distraction rather than a tool for business growth.
“I came from a place where if you were online, you weren’t working,” she recalled.
Such beliefs can trickle down through an organization, limiting its ability to embrace new methods for connecting with prospects.
Cory pointed out the irony of these outdated views: “Some of the hospitality vendors that I know have the most sophisticated spam filtering on their own accounts. How do you not see that?”
Leaders must shift their focus to metrics like engagement, impressions, and social selling indexes (SSI), instead of traditional measures like cold call numbers. This shift can empower sales teams to use social platforms effectively without feeling that their efforts are undervalued.
The ROI of Social Selling
Social selling isn’t just about engaging online; it’s about driving real results.
Celeste shared that her efforts on LinkedIn have translated directly into business opportunities. “Just from hospitality reachouts, me being tagged on LinkedIn, me being referred, I’m at $56,000.” The ability to reach thousands of potential clients without travel costs or trade show expenses shows how powerful social selling can be.
Cory reinforced this, noting the efficiency of online engagement: “You’re reaching hundreds of thousands of people, just you alone, zero airfare, zero lodging, food and beverage, no convention fees.”
By leveraging platforms like LinkedIn, vendors can build brand awareness, cultivate relationships, and generate leads—all from the comfort of their desks.
Adapting to the Digital Age
Social selling for hotel vendors is no longer just a nice-to-have strategy; it’s essential for staying competitive.
As Celeste emphasized, “You have to adapt or you will die.”
By embracing digital platforms, building trust through consistent engagement, and understanding the value of long-term relationship-building, hospitality vendors can create meaningful connections that translate into real-world success.
For vendors ready to make the shift, the key is to start small. Focus on providing value, sharing insights, and being genuinely helpful.
As Celeste’s journey shows, the rewards can be substantial—and the only limit is how far you’re willing to go.
Have questions about how social selling could upgrade your selling strategies? We can help.
