“Happy Monday,” Celeste Berke-Knisely “Smiles through the chaos,” says During the chaos. It sounds like a casual greeting—except it’s not.
Not in hospitality.
You should not try to sell hotel managers.
If you still send cold emails in 2015, then I’ve got some bad news for your: They aren’t ignoring you just because they’re rude. You’re ignored because you are 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.
Avoid becoming You can also find out more about us here. hospitality vendorContinue reading.
Hotel Vendors Sales Tips
Watch the entire InnSync episode here >>
Spam is not a sales strategy
Celeste said, “General managers are totally overwhelmed.” “Most sellers have no clue how a GM spends their day.”
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.
What about those “just checking in emails”? You’re on the blocked sender list for another reason.
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 are not simply selling at the wrong moment. You’re not just selling at the wrong time.
Common hotel GM complaints about vendor emails
Above: A wordcloud visualizing common complaints by hotel general managers about vendor emails. It is based on themes from hospitality forums and expert interviews.
Source Links
Hospitality Vendors are Not Listening — And It’s Costing You
Hotel GMs? They speak. They are especially vocal about poor 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.
What did the vendor do?
Keep emailing
Celeste responded, “Even though they were Hilton-approved, my husband would still refuse to use them.” They didn’t care.”
Take note: if you’re not learning the procurement path or understanding who can actually say yes—you might already be blacklisted. You’re just not aware of it.
Don’t “Break Through.” Be useful.
You can forget about PDFs, promotional codes and “AI powered” fluff.
What really works? Celeste replied, “I gave them a gift that was helpful.” No strings attached.
Imagine it. Just value. Just value.
If your product truly solves a problem, prove it … without pitching it like a buzzword salad. If you are still unsure of the problem that you solve, ask your team. Your team can help you. You should be concerned if you receive 20 different responses.
Reframe or flame out
Your features are not important to buyers. Buyers care about their own lives.
Celeste shared a great example: “I spent every Sunday evening making a report. What was the product that saved me time? It changed my life as a parent of a new baby.”
What’s the real value of saving time? Saving time is not the real value. Give someone their Sunday evenings back.
You’re selling an instrument, not a solution, if you don’t connect to personal outcomes.
You can’t get into the Inbox. Join the Inner Circle
Let’s not be shy. You might not receive your email.
What did Celeste do exactly?
She created a referral arm.
Who do I know who can help me get in?
Cold emails always lose out to referrals. Always.
If you’re not on LinkedIn or YouTube, what happens? You’re out of the game. Celeste achieved over 2,000,000 impressions alone on LinkedIn within a single year. No social media team. Just consistent presence.
Outbound Is Not Optional
Hotel sales teams Are you still living off RFPs that come in? Enjoy the moment.
Because vendors? We are now in the trenches of outbound. It’s hard.
Celeste, I said “Hospitality salespeople have been well fed.” But the buffet is closing. People are going to be laid off.”
Build your pipeline. Or get left behind.
Your personal brand = your 401(k).
Posting isn’t about going viral. It’s all about being found.
If you don’t invest in your future, it will affect the quality of your life. personal brandCeleste warned, “Don’t look for anything back.”
Buyers will research you before they respond. What if you have no digital footprint? The five-figure deal could walk.
It is important to understand that you can use your own language. don’t need fireworks. You need credibility
Want a meeting? Want a Meeting?
The hospitality GMs have little time and patience. They are also overwhelmed by bad pitches.
If you’re trying to reach them with the same tired tactics, you’re not persistent … you’re a pest.
Celeste: “You can’t withdraw money from a bank that you haven’t invested in.”
Stop pitching. Stop pitching. Learn what GMs care about. Do not ask for more than 15 minutes without first building your credibility.
Here are 7 actions you can take to earn respect.
You need to be serious about your sales pitch to hotel GMs.
Start Here
- Audit Your Outreach: Take out your 10 most recent emails. Be honest … are they about you, or about them? Rewrite with empathy and not ego.
-
First, Research the Property:
Check TripAdvisor and social media for recent reviews. Before you send your message, check to see if there has been a recent renovation, a bad PR or a sold out wedding weekend. - The Procurement Path Most GMs can say no, but not all. Map out the org charts and target your message at the decision makers.
- Give, Don’t Grab: Share something with them that will make their day better (a tip on staffing, a revenue statistic, or a relevant trend). Just value. Just value.
- Personalize Your presence: Update your LinkedIn Profile. Post every week. Before you pitch, be someone that buyers will recognize.
- Create a referral pipeline: Who else would you like to see benefit? Warm intros beat cold emails. Warm intros beat cold emails every time.
- Stop Hiding Behind Features Translate the benefits of your product in real life: less headaches, more hours saved, and better reviews from guests. This is what will get 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 are knowledgeable, helpful and human.
If you are tired of being ignored, ghosted or blacklisted by others, then remember this:
You can’t earn respect if you demand time. Instead, earn it by providing value.
Start here. Be consistent. Send something worth opening the next time.
Want more? We can help. Find out more about our 4-session learning series that will help you to breakthrough. Hospitality Vendor Breakout Sessions >>
About Lure Agency
Lure Agency is renowned for its passion for R&R – Relationships and Revenue. This Hospitality B2B Marketing agency is known for its “Science and Soul” unique approach. It combines data-driven strategy with creative flair. Specializing in helping independent hotels, tech companies and suppliers in the hospitality sector.
Lure Agency tells stories of success by balancing tailored strategies with human connection. They go beyond simple business transactions. It’s more of a collaboration and innovative journey.
Lure Agency invites interested parties to visit their website to find out more. www.lureagency.com.
