Cold calls? Dead.
E-blasts? Hope prospects like SPAM.
Traditional networking events? Losing their edge.
It’s time for a reality check—old-school sales tactics for hospitality vendors are outdated and ineffective. If you’re looking to boost your bottom line, you have to shift your mindset.
Welcome to modern selling—where relationship-building takes center stage through social selling.
I recently had a conversation with Celeste Burke Knisley, a certified Gap Selling and Hospitality sales trainer, on the InnSync Show, where she shared a powerful message: “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.”
The world has changed.
With the digital age reshaping our world, hospitality vendors must adapt or risk losing ground to more innovative competitors.
Let’s talk about what that really means and why social selling is the key to staying relevant.
The Evolution of Selling in Hospitality
The truth is traditional sales strategies that once thrived in the hospitality industry are now facing diminishing returns.
Cold calling and “e-blasts” feel disconnected from how people interact and make purchasing decisions today.
I hear this frustration all the time: “Cory, our old outbound playbook just isn’t working anymore.”
And they’re right. Today’s buyers don’t want to be sold to; they want to build a connection.
Celeste put it bluntly, “If your team is out there still putting flyers on people’s cars, there is a better way.” That way is through social selling—meeting your prospects where they are: online.
Social selling lets us extend those traditional relationship-building efforts into digital spaces. It creates opportunities to connect in a more authentic and scalable manner. It’s not about abandoning the fundamentals; it’s about adapting them for a digital world.
What is Social Selling, Really?
Let’s get something straight—social selling is not just pitching your product online.
As Celeste defines it, “It’s 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 says, and I couldn’t agree more.
It’s about being in the moment with your potential buyer, not pushing for a quick sale. Think about it this way: Do you walk up to someone at an event and immediately hit them with your pitch, or do you start with some small talk? The goal here is the same—build relationships gradually. This makes future sales conversations feel natural and welcomed rather than forced.
Building Trust and Relationships in a Digital Space
Building trust is the bedrock of successful selling, especially in an industry where transactions often involve high-value purchases. Social selling is about “utilizing social channels to share a message, plant those seeds, like marketers do so well,” Celeste told me. It mirrors how relationships develop organically in the real world.
I’ve seen it firsthand. When you consistently show up on social media to share your expertise and engage with your audience, you create a sense of familiarity. It’s like a trusted brand commercial that keeps playing—people get to know you before they even meet you. Celeste shared a great example from a recent hospitality event where she heard, “Hey, Celeste, I know you from LinkedIn!” That kind of recognition is gold.
Leadership’s Role in Empowering Social Selling
One major hurdle is often leadership’s outdated perspective on social selling. Many leaders see social media as a distraction rather than a tool for growth. Celeste shared her experience, “I came from a place where if you were online, you weren’t working.” This mindset can trickle down and hold back entire teams.
And here’s the irony: Some of these leaders have the most sophisticated spam filters on their own email accounts, yet they still expect their teams to make cold calls. How do you not see the disconnect there? It’s time for leaders to focus on metrics like engagement, impressions, and social selling indexes (SSI) rather than the number of cold calls. This shift can empower sales teams to use social platforms effectively and recognize the value of their efforts.
The ROI of Social Selling
Social selling isn’t just about being active online; it’s about achieving real results. Celeste shared how her LinkedIn efforts have directly led to business opportunities, adding up to $56,000 in revenue. And here’s the kicker—no travel costs, no trade show fees. Just being present on LinkedIn and letting the right people find her.
I’ve seen similar results. By engaging online, you’re reaching hundreds of thousands of people without ever stepping foot in an airport or setting up a booth. The potential reach is enormous, and when done right, it can translate into substantial leads and brand awareness—all from the comfort of your desk.
Adapting to the Digital Age
Here’s the bottom line: Social selling isn’t optional anymore. As Celeste said, “You have to adapt or you will die.” And she’s right. Embracing digital platforms, building trust through consistent engagement, and understanding the value of relationship-building will put you ahead of the competition.
For those ready to make the shift, my advice is simple: Start small. Focus on providing value, share your insights, and be genuinely helpful. You don’t need to be a social media superstar overnight, but every little effort can add up to significant results over time. Just like Celeste’s journey, the rewards are there for those willing to embrace the change.
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About Lure Agency
Lure Agency is renowned for its passion for R&R – Relationships and Revenue. This Hospitality B2B marketing agency stands out for its unique “Science and Soul” approach, expertly fusing data-driven strategies with creative flair. Specializing in helping independent resorts, tech companies, and suppliers and vendors in the hospitality industry.
Lure Agency crafts success stories by balancing human connection with tailored strategies. Their work goes beyond mere business transactions; it’s a journey of collaboration and innovation.
Lure Agency is committed to concocting success stories and inviting interested parties to learn more at www.lureagency.com.
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