In this episode of Foundry Talks, we sit down with Cory Falter, Partner at Lure Agency, to discuss why traditional B2B sales tactics are broken and what hotels and vendors should do instead. Cory shares the WINS method, a four-step framework that's helping his clients generate 5-20 qualified inbound leads per month by building trust before the pitch.

Cold calls, spam emails, and generic outreach no longer work. Buyers avoid sales until they're ready to engage, which means you need to meet them where they are in their journey. The WINS Method covers Website optimization with pricing transparency, Intel through organized data, Nurture with problem-solving content, and Sell through social selling.

One of the biggest revelations is how direct leads convert 10 times better than C-Vent leads. Direct website inquiries can convert at 20-50% because prospects have already self-educated through your content. Cory also shares that 50-70% of hotel business now comes from non-professional planners using Google and ChatGPT instead of traditional RFP platforms.

At the end of the day, hospitality is about human connection and trust. While AI and automation can streamline processes, they can't replace the relationship-building that closes high-ticket sales. If you're in B2B hospitality sales and feeling stuck on the RFP hamster wheel, this episode is your roadmap out.

Connect with Cory on LinkedIn or visit lureagency.com. Subscribe to Foundry Talks on Apple Podcasts and Spotify.