Here’s a reality check: Nobody—literally nobody—is sitting around thinking, Wow, I hope I get another unsolicited demo request today!

Yet, sales teams in hospitality and beyond keep hammering inboxes and LinkedIn DMs with Hey, just checking in… messages, hoping that persistence will magically turn into revenue.

It won’t.

The game has changed. Buyers are calling the shots now, and they don’t want to be sold to—they want to discover the right solutions on their own terms.

So why are so many vendors still clinging to outdated, pushy sales tactics that buyers themselves hate?

It’s time for Prospecting 2.0 in your hospitality sales strategy.

Cory Falter recently invited Zoe Koumbouzi, LinkedIn expert and fractional CMO to the InnSync Show and she shed light on why your old-school approach is pushing people away and what you should be doing instead.

Let’s see what she had to say.

Traditional Cold Outreach Is Dead (and Annoying)

Watch the entire InnSync Show interview here >>

Think back to the 1990s—when cold calling was the way to prospect. You sat in a room with a ripped-out section of the Yellow Pages and just… dialed.

That approach was already on life support in the 2000s, and now? It’s completely obsolete.

“Fast forward to today and you’ve got many global sectors, like the UK, where it’s absolutely impossible to get someone on the phone,” Zoe says. “There are gatekeepers. You cannot get through.”

It’s not just ineffective, it’s harming your brand.

“I can’t tell you how overloaded I am with feature dumping,” adds Cory. “Vendors are leading with things buyers don’t care about instead of addressing the actual pain points that keep their prospects up at night.”

Even worse? When you do get through, your prospects aren’t interested.

Traditional prospecting methods—cold calls, mass emails, aggressive LinkedIn outreach—don’t work because buyers don’t want to be interrupted. They don’t trust sales pitches, they don’t care about your latest product update, and they definitely don’t want to “jump on a quick call.”

What’s Really Happening?

Buyers have flipped the script.

They do their own research.

They read reviews.

They seek out trust before they ever consider talking to a sales rep.

That means your job isn’t to chase prospects down—it’s to become the obvious choice when they’re ready to buy.

The Real Reason Buyers Ignore Your Sales Pitches

So, why do hospitality vendors keep making the same mistake?

It comes down to ego.

“A lot of vendors still think people will be excited about their product just because they think it’s amazing,” Zoe points out. “But the reality is, buyers don’t care about features. They care about solving their own problems.”

Think about your own buying behavior. When was the last time you got excited about a cold pitch?

Never.

You ignore them just like everyone else. But when you need something—a new CRM, a better revenue management tool, a tech solution that actually solves a pain point—what do you do?

You Google it.

You ask your peers.

You read content that educates you before making a decision.

So, why aren’t you selling that way?

“I still see vendors starting with features and benefits that no one gives a sh*t about,” Cory said. “Buyers have acute pain. If you’re not leading with how you solve their problems, you’re being ignored.”

The Biggest Sales Mistake Hospitality Vendors are Making

Most vendors still lead with features and benefits instead of solutions. And it’s killing their chances before the conversation even starts.

“Sales teams are overloaded with feature-dumping,” I said in our conversation. “They’re leading with things buyers don’t care about, instead of addressing the actual pain points that keep their prospects up at night.”

Buyers don’t care about how cool your product is. They care about how it fixes their specific problems. And until your messaging reflects that, they’re not listening.

How to Make Hotel Buyers Come to You (Instead of Running Away)

So, what actually works?

1. Invest in Brand Awareness, Not Just Sales

Your prospects need to trust you before they’re willing to talk to you. That means focusing on education, visibility, and credibility.

“Prospecting 2.0 is about awareness,” Zoe explains. “It’s about getting your educational content out there, getting people to know you, and actually making them come to you.”

Buyers should already know who you are before they ever get on a sales call.

2. Educate, Don’t Sell

Inbound marketing works because it answers the questions buyers are already asking. Instead of blasting out sales pitches, create content that helps your audience make better decisions.

Ask yourself:

• What problems do our ideal customers struggle with?
• What questions do they Google?
• How can we provide real value without immediately asking for a sale?

By consistently showing up with insights, research, and industry knowledge, you earn attention instead of demanding it.

“Sales is really easy when you literally help answer and guide prospects’ questions,” Cory said. “It’s not a mystery.”

3. Fix Your LinkedIn Strategy (Seriously)

Most vendors treat LinkedIn like an afterthought. That’s a mistake.

“LinkedIn is literally your portal to other people,” Zoe says. “Yet, too many companies leave it to their intern or just throw up random posts without a strategy.”

A strong LinkedIn presence—both for your company and for key execs—helps build credibility before outreach happens.

That means:

4. Make It Easy to Buy from You

You know what else buyers hate? Hidden pricing.

“Still no pricing anywhere,” Cory says. “No one wants to contact sales just to find out if they can afford your product.”

Be upfront. Publish pricing or at least a pricing range. If you can’t list a set number, explain why—and give potential buyers a way to qualify themselves before they waste time on a call.

The Bottom Line: Change or Get Ignored

If your sales team is still pushing outdated, self-serving tactics, you’re not just losing deals—you’re destroying trust before the conversation even starts.

Buyers don’t want your cold calls. They don’t want your demo requests. They don’t want another spammy LinkedIn pitch.

They do want to work with brands they trust, who educate, engage, and make it easy to buy.

“It’s about building high trust,” Zoe says. “You want to become the no-brainer choice in your industry. When people think of your service, they should immediately think of you.”

So, stop pushing. Start attracting. The brands that understand this? They’re the ones dominating their space.

Your move.

Frustrated that your sales pitches are being ignored? Check this out >>

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.

Susan Tucker
Partner & COO
Lure Agency