Lure Agency

Hello and Welcome! We are a Hospitality B2B marketing agency.

As master mixologists, our recipes build bridges for hotel sales teams and industry visionaries, ensuring that every handshake is the beginning of a long-lasting relationship and the promise of soaring revenue.

Whether you're an independent resort or a tech company, scaling revenue within the hospitality sector can be tricky without the right mixture of human connection and tailored strategies.

Our secret sauce is crafted to help you WIN.

With us, it's never just business; it's a journey of collaboration, and we're here, ready to concoct your success story next.

Let's shake and stir greatness together.

 Connect with us soon!

Partner and Creative

knoodle Advertising

A full-service advertising, public relations and digital agency in Phoenix, Arizona. Our philosophy begins with comprehensive strategies fueled by massive amounts of research. Use your knoodle; what can we do for you?

Managing Director | Partner

The Starmack Group

Founded in 1998, The Starmack Group is a full-service advertising and communications agency, focusing on national, personality-driven hotels and management companies, as well as clients in the lifestyle industry. We provide business partner passion and responsibility, industry experience, and creative execution in brand management, graphic design, campaign development, interactive design and implementation, as well as media research, planning and placement.

Senior Art Director

Cory Falter Creative

Cory Falter Creative is a boutique design and marketing studio, offerings a comprehensive array of services, include Branding, Graphic Design, Advertising, Web & Interactive Design, Photography and Copy Writing. For more than 20 years, I've had the pleasure of creating for a diverse group of clients ranging from Sporting Goods and Surf accessories manufacturers to Hospitality and Music Radio stations. The Ritz-Carlton Hotels & Resorts, Hilton Hotels and Suzuki Motor Corporation to name just a few.

Account Director | Principal

454 Design

Founded in 1995 as a full-service branding and creative studio partnering with a diverse array of clients in the action sports, real estate, technology and hospitality industries.

Director | Founder

▶︎ 𝗛𝗔𝗦 𝗬𝗢𝗨𝗥 𝗥𝗘𝗩𝗘𝗡𝗨𝗘 𝗠𝗔𝗗𝗘 𝗔 𝗗𝗘𝗣𝗔𝗥𝗧𝗨𝗥𝗘?

Why aren't independent resorts and hospitality vendors seeing consistent growth anymore?

Because buyers today don’t want to be sold to

They want to be helped. 

And outdated sales funnels? 
They’re about as useful as a “Do Not Disturb” sign in a digital-first world.

So, how do you drive real revenue without burning trust?
➜ You answer their questions. 
➜ You build relationships. 
➜ You show up before they even hit “inquire.” 

That’s what we do at Lure Agency.

Since 2012, I’ve helped independent resorts and the vendors who support them attract, convert, and retain more business using a proven transparent relationship marketing strategy.

Built for how modern buyers actually buy.

What’s the difference?

Most agencies pitch impressions. 
We deliver impact. 
With clear ROI, scalable strategies, and messaging that doesn’t just sound pretty.

It sells.

Because after 30 years in marketing, here’s what I know for sure:

No trust = no sale. 

But trust? 
Trust scales.
Along with sales.

Struggling to find sales?

Let's connect and chat about it.


▶︎ 𝗥𝗘𝗦𝗨𝗟𝗧𝗦 𝗔𝗡𝗗 𝗣𝗥𝗔𝗜𝗦𝗘:

"Our results with Lure Agency have been crazy impressive!! This strategy has been a lifesaver for us. We're now efficiently operating with two salespeople instead of the previous 3.5, all thanks to a stream of highly qualified leads."

Julie Petit
Director of Sales & Marketing 
Stonewall Resort

_____________________________

“Cory and the Lure team have been critical in helping us grow our inbound lead flow and revenue growth year-over-year.”

Organic website traffic increased by 18%, inbound lead inquiries increased by 37%, and annual revenue growth grew by 4.6%. 

Jake Newman  
Marketing and Sales Coordinator
Newman Windows and Doors

________________________________

“Lure Agency has great ideas, increased our web presence, and generated more leads for us. 
I highly recommend their services. “

Organic website traffic increased by 23%, time spent on the site by visitors grew by 37%, and revenue grew by 6.3%.

Steve Blidner
Founder & CEO
TTI Technologies
 
________________________________

Would you like to learn how your sales team can identify, convert, and retain more revenue?

Call me directly at 619-889-8156 or email me (cory@lureagency.com) and let's have a conversation about your goals and objectives.
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#digitalmarketing #sales #hotelmarketing #hotelsales #marketing #integratedmarketing #b2bhospitality #hospitalityb2b #hoteltech #hotelrevenue #hotelbusiness

Cory Falter

Independent doesn’t mean solo.

And I couldn't be more excited about this partnership.

Benchmark Global Sales—the meetings and events team behind Benchmark Resorts & Hotels, chose Lure Agency to help drive direct group revenue across their independent portfolio.

Big thanks to…
Evan Crawford
John MacMullen
Paul Bashaw
Mousumi Johnson
and the entire Benchmark team for this opportunity. 

Looking forward to what's ahead.

Let's get after it. 🤙

Check out the release: https://lnkd.in/gtUBUbfb

Growing Revenue For Hospitality B2B Is My Bottom Line 🔺 Partner at Lure Agency 🔺 President HSMAI San Diego 🔺 Host of the InnSync Show 🔺 SDSU Dad of Twin Daughters 🔺 Former Pro Motocross Rider 🔺 80s New Wave Fanatic

Calm before the storm.

Or wave, more like it. 🏄‍♂️

As in the HSMAI San Diego Chapter inaugural, The Waves of Hospitality Awards is about to drop in.

Kimberly🌟 Hensley, MBA
Tré Wilke IV
Kelsey Prince Rocha, CHDM

Ready to welcome 88 of San Diego's finest in Hospitality.

Wish us luck. 🤙

Moments like this remind us why we ❤️ Hospitality.

The inaugural The Waves of Hospitality Awards presented by HSMAI San Diego Chapter rolled onto the shores of Belmont Park.

Like a tsunami.

Electric.
Magical.
Unforgettable.

It was named "Waves" because this city is defined by the ocean. Its energy. Its power. It's in constant motion forward.

Just like our honorees and winners.

HUGE congrats to:

➜ Marketing Professional of the Year
Keriann Greaney Martin, CHDM
Hotel del Coronado

➜ Sales Professional of the Year
Debbie Au Burlock
Estancia La Jolla Hotel & Spa

➜ Revenue Management Professional of the Year
Isabelle Camu, CRME, CHBA
Fairmont Grand Del Mar

➜ General Manager of the Year
Jayne Aston
Catamaran Resort Hotel & Spa

➜ James V. Cunningham Award for Hospitality
Tré Wilke IV
Evans Hotels

These are the people riding the wave of excellence. 
Pushing hospitality forward. 
Shaping the guest experiences that make San Diego unforgettable.

To every winner:
You earned this.
Your work matters.
Keep making waves.

And to everyone who showed up last night? 
You made it electric. 
The energy in that room was pure San Diego magic.

And special shout-out to Belmont Park for hosting us at your incredible venue. You guys knocked it out of the park...

This is just the beginning.

Year two is going to be even bigger.

Who's ready to ride the next wave with us?

Leadership wants an update on prospecting.

All those check-in emails.

And follow-up calls.

How's it going?

Oh, fine. 😜

Want LinkedIn results this week?

It's so easy, yet…

many are asleep on this one.

Stop lurking in the shadows and do this instead.

Leave 5 thoughtful comments on 5 of your top prospects' posts.

That's it.

No fancy tools.
No growth hacks.
Just show up and add value in 15 minutes.

Do this every day for a week.

Watch what happens.

Trust me on this one.

Are you ready to jump into the comments this week?

Let's send it. 🤙

Did you forget your business cards?

Good for you.

If you're still handing them out at events, you're basically giving people permission to forget you.

Here's why:

It expires the second anyone switches companies.

Your LinkedIn profile?
Permanent.

Think about it.

When someone changes jobs, their business card becomes a relic.

Wrong email.
Wrong number.
Wrong company.

But their LinkedIn?
Still right there.
Still connected.
Still relevant.

Next time you're at an event, skip the card shuffle.

➜ Pull out your phone. 
➜ Scan their QR code. 
➜ Connect on LinkedIn.

You'll stay in touch no matter where their career takes them.

Plus, you won't have a drawer full of cards you'll never look at again.

What's your take? 

Are business cards still worth carrying, or are they just expensive confetti at this point?

Owner says, "No one knows who we are…

we need a brand ASAP".

Marketing Manager says, “I found something on Amazon that will help.”

Owner says “Just do it” 😂

TGIF y'all.

Prospects don't need to like you.

They need to trust you.

I've done business with people I didn't particularly like. 

But I knew they'd deliver because of their track record and the results others vouched for.

That's why building trust signals matters more than being likable.

➜ Your content. 
➜ Your problem-solving. 
➜ Your expertise. 

These create the visibility engine that earns trust before you ever get on a call.

Case in point: 
I used a custom AI prompt to vet CRMs. 
Got it down to three solutions. Ran one demo. 30 minutes total.

The vendor I chose? 
I found them through their content ecosystem.
Not a sales pitch.

Trust beats likability every time.

Want to build that trust engine for your hospitality vendor business?

Our latest article breaks down the prospecting strategies that actually work.

The Warm Prospecting Playbook for Hospitality Vendors Who Hate Cold Calling

Check it out: https://vist.ly/4d5vh

We just launched something big.

The WINS Method™ is officially live.

Here's why it matters for both… 
Hotel Group Sales and Hospitality Vendors.

80% of B2B buyers have already made their decision before they ever talk to sales.

Cold emails? Dead.
"Just checking in" messages? Ignored.
Old-school tactics? Not cutting it anymore.

AI isn't replacing sales.
It's rewriting the rules.

WINS is our answer.

➜ Website
➜ Intel
➜ Nurture
➜ Sell

Four pillars that help hospitality brands show up with trust, relevance, and consistency before the RFP or form fill ever lands.

It's human-powered. AI-loved. Built to cut the fluff and fast-track results.

We've been quietly running this framework with brands like Stonewall Resort and TTI Technologies.

Now we're opening it up with a "done with you" model.

If you're tired of spray-and-pray tactics and ready for strategy-and-serve, this is for you.

See the full release here: https://vist.ly/4beiu

No alternative text description for this image

Cold prospecting? 

You're basically sliding into someone's DMs from an igloo.

Warm prospecting? 

You've been showing up at the campfire so long, people already saved you a seat.

The difference isn't luck.

It's consistency.

When you engage on LinkedIn regularly, you're not interrupting strangers. 

You're connecting with people who already know your name, your vibe, and your value.

Stop being the cold caller nobody asked for.

Start being the person everyone's been waiting to hear from.

Let's warm it up y'all 🔥

Your hotel tech booth looked like Vegas. 

Your website looked like 1999.

Guess which one your buyer remembers when they get back to the office?

Spoiler: It's not the one with the free swag.

Trade shows spark interest. 

But buyers don't buy on the show floor. 

They shortlist later, when they're alone with their laptop and your website.

If your digital presence can't carry the conversation, all that booth buzz turns into crickets.

Before your next show, fix these:

➜ Clear value prop that shows real outcomes, not buzzwords

➜ Content that answers the questions buyers actually search

➜ Proof over promises: case studies, testimonials, real wins

➜ Pages that work for humans and AI search

The punchline?

Your booth gets attention for three days. 
Your website needs to close deals for 362.

Want to learn how hospitality vendors can get more out of their trade show budget and fill that gap?

Check out: https://vist.ly/4bgba

Are we still doing this?

I opened my spam folder and found a ton of "just circling back" emails and one gem that started with "Dear {FirstName}."

Seriously?

Traditional outbound is broken. 
Especially when selling to hotels.

Here's why:

Selling most SaaS is straightforward.
One product, one pitch, one use case.

Selling to hotels?
That's way different.
You're navigating legacy systems, limited IT resources, tight budgets, and a small team where every stakeholder wears multiple hats.

You can't template that.

I sat down with Kimberly🌟 Hensley, MBA from Tripleseat, on the InnSync Show to dig into this. Her take? "Every independent hotel is its own little ecosystem. What works at one property won't work at another."

Are we still doing this?

Sending generic pitch decks to properties that need customized solutions?

Independent hotels don't have enterprise budgets or dedicated tech teams. They need vendors who get that reality.

So why are vendors still blasting generic emails and hammering cold calls like it's 2010?

Because they haven't figured out what actually works.

The best tech vendors don't sell features.
They understand independent hotel operations.
They know your pain points before you tell them.
They speak your language.

Want the full breakdown on prospecting that builds trust instead of resentment?

Check out our latest article:
The Warm Prospecting Playbook for Hospitality Vendors Who Hate Cold Calling

👉 https://vist.ly/4d5vh

Dirty reps at the gym build muscle.

Dirty reps in sales build revenue.

But here's the problem with most sales training: 
It stops at the workshop.

You get pumped up for a day, learn some frameworks, then go back to your desk and... nothing changes.

Because knowing isn't doing says Celeste Berke Knisely, MTA

The real shift happens in the practice. 
The messy reps. 
The accountability check-ins. 
The ongoing reinforcement that actually changes behavior in your CRM.

Here's what else changed ➜ 80% of what was sales is now marketing.

Your cold outreach? 
It's competing with content, AI agents, and buyers who've already done their research.

So we're teaching hotel sales teams how to leverage their marketing departments to warm up that outreach. 

Make it less cringe. More human.

And we're doing it through training that's actually engaging (gamified, not death by PowerPoint).

But the secret sauce? 
We stick around after the workshop.

We track the changes. 
Hold people accountable. 
Make sure those dollars don't fall flat.

Want to see how to level up your game?

Read our latest article and see what separates a transaction from a true partnership.

Prospecting in the Age of AI: 
A Hotel Seller’s Survival Guide

READ THIS: https://lnkd.in/gZAB-RgR

Think AI only searches for celebrities?

Not a chance. 

It's searching for YOU right now.

Your personal brand isn't vanity anymore.

It's your new resume.
Your credibility score.
Your ticket to being found.

Here's the real deal… 

If you're not showing up online, you're invisible to prospects, employers, and AI agents doing the choosing.

Agentic search is here. 
And it's deciding who gets seen and who gets skipped.

Want to know how you rank right now?
And tips to improve your visibility quickly?

Use our Personal AI Grader.
CLICK HERE 👉 https://vist.ly/4c5bb

Let's get you agentic-ready.

Early Lure Agency was a hot mess.

Not because we weren't hustling.

We were swinging at everything like a newbie at TopGolf.

Chasing our tail. And clients.

The problem? 
Zero strategy. 
Just a giant menu of services we assumed clients needed.

Well, they didn't.

What they actually wanted was simple.
More qualified leads.
More deals closed.
More revenue.

Not a 47-point proposal with every service under the sun with no clear, positive outcome.

Here's what changed everything:

Susan Tucker and I stopped selling what we could do.
We started solving what they needed.
And obsessing over it.

One clear outcome:
Drive direct inquiries that convert better than cold outreach and third-party leads for hotel group and hospitality vendors.

That's it.
That's the whole deal.

And guess what? 
Our clients have stuck around for years now. 
Because when you nail one thing really well, people notice.

If you're struggling to gain traction, here's my advice:

Ditch the laundry list.
Pick one outcome you can deliver better than anyone.
Go all in on that. 
And back it up with proof.

Clients don't buy features. 
They buy results that make them money.

What's the one outcome you're obsessed with delivering? 

Drop it below and let's send it. 🤙

Celeste Berke Knisely, MTA

Corporate & Team LinkedIn Trainer | Turning Corporate Teams Into Invisible Sales Armies

A Sales Growth Company

36% of 1230 Executive buyers we surveyed said the deal stalls because sellers aren’t able to find problems. 

We teach and reinforce with your team how understand the unique business problem you solve for your customers, how to find them during discovery and make a case for change / show the cost of inaction. 

No problem = no sale

THE SALES STRUGGLES ARE REAL:

- Win Rates are Declining 
- Low Average Sales Price
- Long Sales Cycles
- Poor Pipeline Development

The Gap Selling Methodology is a sales technique that shifts the focus of the sale from your product to the buyer’s problem. In old-school selling methodologies, focusing on the features and benefits of your product meant the buyer had all the power when it came to understanding the prospect’s true needs. 

With Gap Selling, we teach you how to find the gap– the space between the buyer’s current and future states– and utilize that information to sell to the real problem the buyer is experiencing.

HOW IS IT DIFFERENT FROM OTHER METHODOLOGIES?

Gap Selling teaches you how to be Problem-Centric™. We don’t pitch about our product or service, and we don’t try to find the customer’s “pain point” to manipulate a sale. Gap Selling is a collaborative effort with the buyer to identify the true source of the problem, evaluate the cost of that problem, and work together to find a solution to fill the gap.

Different Ways to Learn Gap Selling:
-Read the Book
-Engage with Out Team for robust training / reinforcement 

As one of a handful of Certified Sales Training Partners, I not only carry a pipeline and actively sell, but I teach/train too. Industries of Focus are primarily:  Hospitality, Hospitality Technology, Hospitality Service Providers, SaaS, Mar Tech and Retail (To Name a Few).

The Value lies in the gap.  

GAP SELLING SETS UP SALESPEOPLE TO BE TRUSTED ADVISERS.

Shoot me a DM to chat so you can see what discovery SHOULD look like.

Certified Gap Selling Training Partner | Changing The Way The World Sells

Revenue Magazine

How do you find content specifically for sales, by those in the trenches - and weed out the noise? You build a platform that allows you to find what you need with the click of a button.

Revenue Magazine was born out of frustration with the endless stream of generic, recycled sales advice flooding LinkedIn. We saw a glaring gap in the knowledge available to salespeople, leaders, and operations professionals—one that needed to be filled with meaningful, actionable insights. That’s why we bring together 30 handpicked experts who deliver the strategies and advice they actually use to succeed. 

We cut through the noise and deliver content that truly elevates your game—no bullshit, just real, valuable knowledge from the people who live it every day.

And yes, it is gated! Why? To keep out the bots. You subscribe - a new article is dropped daily!

www.revenuemagazine.com

Founding Contributor at Revenue Magazine - Writing About Sales Teams/Discovery/Sales Leadership

Celeste Berke Knisely - Sales Training & Coaching

A self-proclaimed "Sales Growth Strategist" who collaborates with executives to identify strategic gaps and create roadmaps for success. With a passion for cross-functional collaboration, team development, and delivering results, I am your partner in achieving top performance.

My consultancy focuses on two key areas. Firstly, consulting with high-performing teams to develop robust sales strategies and uncover gaps in sales cycles and stagnant revenues. Secondly, we assess current sales processes and implement modern sales growth initiatives. Through bespoke sales training and social selling programs, I help teams identify opportunities and quickly implement training to elevate their sales organization.

Known as a LinkedIn Expert, I excel in power networking and community building. With 21 years of experience in non-profit and for-profit arenas, holding B.S. and M.S. degrees, I previously served as Regional Director of Sales and Marketing for a hospitality management company. Managing 19 properties, a 50+ member sales team, and $105M in annual sales, I earned accolades such as Director of Sales of the Year, 2x Manager of the Year, and was named 40 under 40 by the Triad Business Journal. I am also a certified sales professional from Marriott International and am recognized as a top LinkedIn Expert in Denver.

Connect with me on LinkedIn for collaboration in sales strategy, bespoke sales training, GAP Selling - Training, Sales, Branding & Prospecting Webinars, Sales Strategy, and Sales Team Coaching. Let our team guide your sales organization to exceptional results.

Sales Trainer / Sales Strategist

Hospitality Sales Edge

You could do the same thing you've always done - OR - lean into challenging your team to embrace a new approach.

In an industry where excellence is non-negotiable, it's time to embrace a fresh and modern approach to hospitality sales.

Let's face it, most hospitality sales training is outdated and completely focused on needs, benefits, features, objectives and knowing your SWOT compared to your competition. While all of that information is GREAT - I've yet to see a training company embracing modern day approaches to how buyers buy.

You pay to train your team only to wonder why there was zero retention and results haven't changed.

Revpar is on the decline, expenses are rising, competition is fierce and your pipeline isn't growing to sustain revenue targets.

You are not alone...but doing what your team has always done (relying on inbound or dropping rates to fill) is not the answer!

Yes, relationships matter, but in today's modern selling environment, trust, value and how you can help a buyer goes a long way.

The Hospitality Sales Edge R.E.A.C.H. model was built by a former hospitality seller turned trainer for modern day hospitality sellers.

Arm your team with the know how to prospect daily, to build their own pipeline, to know the ins and outs of every single opportunity so you can drive revenue, fill need times and feel confident in your strategy.

I work with independent teams and many brands to train their teams on modern-day sales approaches. No two trainings are the same - they are bespoke based on a thorough diagnosis of what your team is doing.

The cherry on top? I will evaluate your team's tech stack as well - as if you aren't leveraging tools that can drive incremental revenue, you are losing to the competition.

Shoot me a dm, check out www.hospitalitysalesedge.com or simply follow along for tips and trends.

Sales Training / Sales Strategies & Growth Consultant

TLR Consulting Group

Relationships are authentic, and your team’s NEW approach should be too.

Hospitality Industry – Sales Teams, VPs, Development Teams, Hospitality Executives, Management Companies, and Brands alike – it’s time that we disrupt the industry! 

Does your team have systems and strategies in place to create visibility and a competitive advantage in the marketplace?  Old outdated methods do not work. Almost 1 Billion professionals are online – let’s meet them there.

Our Mission is to help guide the Hospitality Industry to its full potential through modern training, strategy, and levering the digital-first world.  We:

➜Show your teams how to create a competitive advantage online, so that your customers, accounts, and potential partners know who you are

➜Teach proven strategies to fill your pipeline, build your authority, position your team members as the go-to expert, but most importantly, how to find, attract and talk to your ideal clients; authentically.

And if you’ve read this far – we know hospitality. We’ve lived it with first-hand experience both at the property level and above property at the corporate level.  For over 19 years!  

✔If you want to position your team or company as the GO-TO choice in hospitality?
✔Do you want to increase the number of warm conversations that your team has so that they directly impact the bottom line and increase RevPar?  
✔Is your team struggling with recruiting and attracting new talent?  Most likely a simple strategy shift is needed.
✔Do you want to be known as the leader in hospitality so that investors, partners, and management contracts come to you?  

If not, then it’s time to take a look at your team’s strategy to elevate your status in the industry.

Ask me about Our:
•	Elite Sales Training Program for On Property Sales Stars 
•	Training and Workshop Series Specifically Designed for Modern Day Hospitality Sales/ABM
•	Hospitality Executive Presence and Positioning

President - TLR Hospitality (a division of TLR Consulting)

Strategy to Accelerate Sales Growth, Build Brand Awareness, Foster Networking Opportunities, Create Employee Advocacy Programs, Increase Employee Engagement and Productivity, Decrease Turnover & Ignite Social Capital. 

Customized Team Trainings & Workshops for Corporate Teams

Backed by 19 years of experience in sales & marketing, our strategies and proven systems catapult teams into the digital age of "social selling". We've helped teams secure over $300M in revenues from leveraging LinkedIn and tapping into the power of the platform; in addition to creating new revenue streams and properly positioning team members and Executives into the top 1% of profiles on LinkedIn.  

We work with: 

🎇 Leadership Teams & Executives -
Who have put their personal brand on the back burner.  We properly position their profiles as an authority so they can gain visibility as a trusted thought leader and influencer.

🎇Sales Teams & Business Development Teams -
Who have been using old and outdated sales tactics. We transition teams to understand and leverage the power of social selling to gain more referrals, expand their network, and how to build a robust sales pipeline to attract ideal clients..

Our clients experience results based on our proven framework:

1️⃣ Investigate

We get to know your team, your process and your goals.  We will look what has worked in the past and identify the gaps in process and systems.  

2️⃣ Customize

Our team will create a customized LinkedIn Strategy that fits your team's needs and provide training that speaks directly to your organization.  

3️⃣ Deliver & Implement

We deliver high value trainings and workshops that have action-oriented tactics and take-aways that your team will be able to implement immediately.  Most teams see results within 30 days.

Are You Ready To Turn Your Workforce Into A Social Media Powerhouse?

🤝Let's collaborate.  For more information, book a 15-minute consultation here:  www.callmeceleste.com

Stonebridge Companies

Drove strategic thinking across 19 sales departments.

Promoted to this role, I leverage my property management success at the regional level with a dash of strategy and loads of big ideas. I’m known for my: 

➜ Cutting-Edge Strategy

I’m a dot connector. Detailed and analytical by nature, I organize the chaos and see the big picture before others do. Whether it’s with people or the bottom line, I’m always forward-thinking. 

For example, in 2016, I initiated and partnered with multiple stakeholders to create a cluster sales team model, integrating three hotel sales teams into one. This critical business decision sparked record-high revenue, cost savings and aligned sales strategy.

➜ Expert Negotiation

A relationship builder at heart, I treat business human to human, executive to executive. I see beyond the surface of the deal, and the heart, inviting clients into a true partnership rather than a transactional exchange.  

I’m an integral player in winning big brands like Google, Amazon and Facebook in addition to making unprecedented deals to serve our clients and advance our bottom line.

➜ Talent Development

I lead to transform. Coaching to the strengths of 40+ Director of Sales, Sales Managers and Sales Support Team Members, I held monthly webinars, conducted one-on-one coaching sessions and honed processes to increase sales funnels and activity. 

I carve out positions to promote my team. In the last two years, I’ve paved the way for eight employees to advance their career within the company. 

Data analysis also plays a key role in my position. Bench-marking, sales forecasts and P&L statements all guide the direction of my cross-geographic teams and recommendations to leadership.

Regional Director ‣ Sales | Strategic Planning | Operations | Team Management & Leadership

Armed with vision and strategy, I came on board to tackle turnover and get the Marriott property firing on all cylinders again. 

* Spoiler alert * It worked! I won Marriott’s Manager of the Year twice (2013 & 2014) and Stonebridge’s Director of Sales of the Year in 2015.

When I started, I crafted a 30-60-90 plan and built the staff from the ground up. Creating foundational processes and finding the right seat for each team member was the secret sauce. I invigorated my five-member sales team and inspired community by creating:

➜ A baseline sales training program
Later adopted corporate-wide as a training standard operating procedure (SOP) for sales managers.

➜ Team processes
I instituted one-on-one meetings with each salesperson and created “Teleprospecting Tuesdays” where both department staff and executives picked up the phone to build relationships…together!

➜ Innovative marketing strategies
We leveraged current market conditions in our favor, offering gas cards with bookings to counter expensive fuel costs at the time. 

Exceeding revenue goals by 114% in 2016 and landing a big brand, national account, a 26% year over year gain, in addition to the other 35+ national accounts I managed, was truly a success!

In this role, I am most proud building a high-performing sales team from the ground up.

I loved leveraging their potential within the Aspiring Leaders Program and recommending them for internal promotions. 

One employee in particular who struggled at first, is now a key player in the company, in her third promotion.

Director ‣ Sales & Marketing | Talent Strategy | Operational Improvement | Team Development 

Crescent Hotels & Resorts

I came to this role for the downtown experience.

With the 235-room Marriott at the heart of Sacramento’s city-center, I led a three-person sales team pushing them to creative avenues for business development, including new incentive programs.

I also spearheaded the annual strategic marketing plan and rooms budget while cultivating tight bonds with Fortune 500 clients like Delta Airlines, SAP and Bombardier.

Director ‣ Sales & Marketing | Strategic Planning | Market Planning | Contract Negotiation

Aimbridge Hospitality

Boom - I was the first person in the company's history hired into a Director of Sales & Marketing without industry experience.  I successfully navigated seven interviews before securing this role, paving the way for others by overcoming objections selling my untapped leadership potential.  

I successfully launched a new career leading a staff of four proactive sales people to achieve a $10M annual budget for a Marriott property situated on the campus of three Medical Centers.

Area SME (training leader):  Conducted system training (Hotel Sales Pro) and new Director of Sales/Sales Manager onboarding for the organization.  Worked with sales leaders at various properties within the portfolio to ensure that they were utilizing systems, set up departmental goals and activity goals; monitored results and made recommendations to Regional Management.

Provided complete meeting planning services for clients and groups of all sizes.  Negotiated meeting space, catering and rooms contracts with clients to create win-win agreements for both parties.

Director ‣ Sales & Marketing | CRM SME | In-Market Sales Trainer

Pace Communications

Liaison to the company’s largest account (David’s Bridal) – the nation’s largest bridal retailer – a $780 million company.

Implemented a $4 M invitation and gift program on e-commerce website and in 275 stores nationwide.  Acted as an SME by aiding in developing training programs for stores during new product launches

Coordinated monthly meetings at client site in Conshohocken, PA bringing together multiple stakeholders including the client, graphic designers, and merchandisers, to brainstorm new product ideas and prepare nationwide product launch timelines.

Account Manager | Operational Leadership | Strategy Leader ‣ Sales 

Guilford Merchants Association

A Jack of All Trades, my experience at GMA/GCHMA was varied and no two days were the same.  From managing and executing special events ranging in size from 20 to 800+ people (including two annual tradeshows) to volunteer management, I did it all - often on a shoe string budget.

Sourced speakers from National Speaker’s Bureaus, prepared event agendas, coordinated event logistics, conducted site inspections, solicited for event sponsorship and managed third party vendor contracts (décor, temporary labor, audio/visual, hotels, and convention space).    

Created yearly Guilford County Hotel/Motel Association budget and oversaw overall fiscal management of the Association.

Special Events & Project Coordinator/Assistant Executive Director

𝐈𝐟 𝐘𝐨𝐮𝐫 𝐓𝐞𝐚𝐦 𝐈𝐬𝐧'𝐭 𝐒𝐨𝐥𝐯𝐢𝐧𝐠 𝐁𝐮𝐬𝐢𝐧𝐞𝐬𝐬 𝐏𝐫𝐨𝐛𝐥𝐞𝐦𝐬, 𝐓𝐡𝐞𝐲 𝐀𝐫𝐞 𝐋𝐨𝐬𝐢𝐧𝐠.

You and Your Team has untapped potential, but they need to be asking the right questions.

Budget, Timeline, Jumping to a demo - or sending a hasty proposal; those will not cut it these days.

𝐒𝐚𝐥𝐞𝐬 𝗧𝗮𝗰𝘁𝗶𝗰𝘀 𝗮𝗻𝗱 𝗗𝗲𝗺𝗮𝗻𝗱 𝗚𝗲𝗻𝗲𝗿𝗮𝘁𝗶𝗼𝗻 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗲𝘀 𝗵𝗮𝘃𝗲 𝗰𝗵𝗮𝗻𝗴𝗲𝗱 - A visible online strategy combined with a solid sales methodology drives awareness, builds your brand reputation and attracts ideal clients. 

Not only is it imperative for your team to understand the fundamentals of what has changed in selling and how to address shifts, but they also need to grasp Social selling, solving for business problems, and creating innovative personal brands to:

✔ Fix Low Close Rates
✔ Address Declines in Sales
✔ Improve Weak Pipeline
✔ Get Clients to the NEXT YES

𝗛𝗶. 𝗜’𝗺 𝗖𝗲𝗹𝗲𝘀𝘁𝗲, 𝐚 𝐒𝐚𝐥𝐞𝐬 𝐓𝐫𝐚𝐢𝐧𝐞𝐫, 𝐂𝐨𝐚𝐜𝐡, 𝐚𝐧𝐝 𝐄𝐧𝐭𝐫𝐞𝐩𝐫𝐞𝐧𝐞𝐮𝐫
🎯 My mission is to empower you, your organization and team members leverage their skills to sharpen their discovery calls, fill pipelines and build their brands while doing so!
--------------------

𝗢𝘂𝗿 𝘁𝗲𝗮𝗺 𝗱𝗼𝗲𝘀 𝘁𝗵𝗶𝘀 𝘁𝗵𝗼𝘂𝗴𝗵:

✨ GAP Selling Training
✨ LinkedIn Sales & Marketing Training & Workshops
✨ Sales Strategy Coaching
✨ Business Growth Strategies

My 21 years of experience in corporate hospitality afforded me the lessons and opportunities to understand:  
🔑 The Revenue gaps that are missing
🔑 How to show up and have meaningful and authentic conversations and build a lasting following
🔑 The methods to actually move the needle in your business (not jumping to demos)

There are a number of reasons why helping others is MY purpose. 

Not only am I a sleuth at dissecting business problems, but I'm a type 2 on the Enneagram.  

That means I question things.  I look at situations with a different 👓. 
 
🏆 So, let's get a new set of 👀 on your business so we can change the way your team sells!

𝐋𝐞𝐭'𝐬 𝘁𝗮𝗹𝗸 𝗮𝗯𝗼𝘂𝘁 𝘆𝗼𝘂𝗿 𝗰𝘂𝗿𝗿𝗲𝗻𝘁 𝗽𝗿𝗼𝗴𝗿𝗲𝘀𝘀 𝗮𝗻𝗱 𝘄𝗵𝗮𝘁 𝗺𝗮𝘆 𝗯𝗲 𝗷𝗲𝗼𝗽𝗮𝗿𝗱𝗶𝘇𝗶𝗻𝗴 𝗴𝗿𝗼𝘄𝘁𝗵:
🔑 DM me on LinkedIn
🔑 Email:  celeste@salesgrowth.com
📅 Click featured section links for videos!


"𝘈𝘯𝘺𝘰𝘯𝘦 𝘸𝘪𝘵𝘩 𝘢 𝘤𝘩𝘢𝘯𝘤𝘦 𝘵𝘰 𝘸𝘰𝘳𝘬 𝘸𝘪𝘵𝘩 𝘊𝘦𝘭𝘦𝘴𝘵𝘦 𝘴𝘩𝘰𝘶𝘭𝘥 𝘨𝘳𝘢𝘣 𝘵𝘩𝘢𝘵 𝘰𝘱𝘱𝘰𝘳𝘵𝘶𝘯𝘪𝘵𝘺 𝘸𝘪𝘵𝘩𝘰𝘶𝘵 𝘩𝘦𝘴𝘪𝘵𝘢𝘵𝘪𝘰𝘯 𝘣𝘦𝘤𝘢𝘶𝘴𝘦 𝘴𝘩𝘦 𝘣𝘳𝘪𝘯𝘨𝘴 𝘵𝘳𝘦𝘮𝘦𝘯𝘥𝘰𝘶𝘴 𝘷𝘢𝘭𝘶𝘦 𝘵𝘰 𝘩𝘦𝘳 𝘱𝘢𝘳𝘵𝘯𝘦𝘳𝘴 & 𝘤𝘭𝘪𝘦𝘯𝘵𝘴" - 𝘎𝘳𝘦𝘨𝘰𝘳𝘺 𝘎.

Certified Sales Training Partner | The Sales Game Is Changing, Are Your Ready?

Do You Have a Sales Methodology that Actually Works?

THE SALES STRUGGLES ARE REAL:

- Team Not Converting
- Low Average Sales Price
- Long Sales Cycles
- Poor Pipeline Development

The Gap Selling Methodology is a sales technique that shifts the focus of the sale from your product to the buyer’s problem. In old-school selling methodologies, focusing on the features and benefits of your product meant the buyer had all the power when it came to understanding the prospect’s true needs. 

With Gap Selling, we teach you how to find the gap– the space between the buyer’s current and future states– and utilize that information to sell to the real problem the buyer is experiencing.

HOW IS IT DIFFERENT FROM OTHER METHODOLOGIES?

Gap Selling teaches you how to be Problem-Centric™. We don’t pitch about our product or service, and we don’t try to find the customer’s “pain point” to manipulate a sale. Gap Selling is a collaborative effort with the buyer to identify the true source of the problem, evaluate the cost of that problem, and work together to find a solution to fill the gap.

Different Ways to Learn Gap Selling:
-Read the Book
-Train Today
-Enable Your Team

I'm excited to partner with this amazing organization as a Certified Sales Training Partner come June 2023 and deliver TOP NOTCH sales training.  Industries of Focus are primarily:  Hospitality, Hospitality Technology, Hospitality Service Providers, Travel, Tourism, Software, Analytics, F&B, Events, Mar Tech and Retail (To Name a Few).

The Value lies in the gap.  

GAP SELLING SETS UP SALESPEOPLE TO BE TRUSTED ADVISERS.

Special focus areas include: Hospitality Tech Sales Teams

Shoot me a DM to discuss ways we can work together

Where else can strangers become business partners?

The internet. Except, in our case, specifically on LinkedIn. 

That’s how we all met, and now have Sales on Tap (eeks - launching this month). 

Three years ago last month, Cory Falter and I connected right here. 

He suggested I read Gap Selling. I had a life changing moment and switched direction to join A Sales Growth Company as a Certified Gap Selling Training Partner (the only active certified trainer today!)

So how do you go from a connection to building a business? 

You start in the trenches seeing the gaps. And then you brainstorm how to fill them. 

RevPar declines
Lead volume drying up
Sellers being asked to build their own pipe  line of opportunities 

Yet - all the turning that’s for hospitality sellers today is one and done. There is no long tail. Adoption fails, sellers lose hope and they don’t have reinforcement daily in the trenches to figure out how to approach prospects in today’s modern ways and actually see metrics move. 

We solve for that. Every week, we are there with your team. 

So while this isn’t a formal announcement - this is a - you never know who you will meet online and how you can work together post. 

Here’s to adding to the suite of services with Cory and Susan Tucker 

Ps. Tag a VP of Sales that’s planning your 2026 hospitality conference. So they can consider our workshop on the AI Ready Hotel Seller : Why Hospitalty Sellers Have to Create Demand Not Just Respond to It.

Sales Discovery Expert | Leveraging the Problem-Centric™ OS to Achieve 25%+ Predictable Win Rates Across Underperforming Teams | Mom of One & Done | Gap Selling Certified Training Partner | Co-Founder, Sales On Tap

Proud to be a founding member of Women Sales Experts (WSE) and to celebrate the incredible women behind it.

This group brings together founders, trainers, consultants, and speakers who work with sales organizations and care about raising the bar for the profession.

No competition - all collaboration - which I experienced first-hand during the Annual Conference in Chicago this month! 

Women helping women grow, amplifying each other’s work, and showing what’s possible when experience and expertise come together.

If you’re in sales, enablement, or consulting, and want to connect with women who are making massive impact and change, find them in the comments or check out the site here: womensalesexperts.org

PS. The tag function did not work so I re-did this post 7 times - so see comment for the amazing women!

I've never gotten a participation trophy - and by the looks and sounds of it - many have.

Something has been eating away at me - it's come up on a few calls recently....

The idea that all winning is created equal. The idea that a team can win on the merit of their product and name, vs. a team that is actually designing their processes and behavior for human performance.

One may hang on for a while, but as one recently prospect told me - everyone "hits that wall."

Is winning by default winning?

Four times in a matter of weeks, I've heard the default out of Sales Leadership's lips - and what makes me very worried - digging deeper into the orgs....this seems ok. Like completely acceptable to win based on luck. It's like society is now hard wired to just accept participation trophies.

Things I've heard:

"We win by accident"

"Closed shy of a $1M engagement recently by talking all about our product - huge win for the team"

"None of our team doesn't discovery this way - but doesn't really matter - we win a ton".

"5 Sellers carry the team (out of 23) and we hit 100% of quota - that's a win"

"Oh, the sellers, their job is to get people to the event - the event is what sells them"

"We spent $2M in 2025 to dirty box our way to the # - we just made it for the year"

Are these wins? Or are they participation trophies?

If I'm a Sales Leader today, a question I'm asking myself isn't: “Are we winning?”

It’s “Why are we winning?”

PS. These are Sales from the Trenches - the things that do in fact, keep me up at night. :)

The proverbial - this is my dad and this is what it taught me about sales. 

Plenty of Instagram reels poking fun of people using a personal story to say what it taught me about sales here on LinkedIn.

As I sit here in Tempe with my 80 year old dad - he will not be picking up his  Ironman bin # today - yet he’s along for the ride to cheer my husband Jonathan Knisely, CHSP on. 

My dad got 11 months into training for this event, and bowed out. Last month, something wasn’t right so he sought medical advice, even tho he’s an MD. He has to get something fixed before he can do excessive exercise. (Won’t violate HIPPA here)

The lessons I take with me from these instances totally relate to sales. We can do all the things and still not win. We can go the journey and have a profound learning experience and have to shift gears. 

It’s like the one time I got all the way to a recommendation and a CEO joined that call and was so flabbergasted at the numbers that I uncovered that they aborted the mission to dive deeper into things going on internally. Those trumped us working with the team. And for me, it was a win even tho it wasn’t a w in Salesforce. 

I got them to reflect. They will remember that. 

So while my dad went the distance but won’t get that W, I’d assume Barcelona 2026 Ironman at age 81 may be in the cards. After a lil tune up. He’s still on the journey. 

A lil pic of him going into the water in Lake Placid - his 3rd Ironman around age 69.

So yeah. He teaches me a lot about sales and the journey.

Happy ears tell lies

Had a call this week with a prospect who flat out said, “Yeah, we know it’s a problem, but I'm not willing to do THAT".

(fix it)

Many team members get happy years.

"Oh, that's an opportunity. They have a need. They inquired. Straight to CRM."

That’s how pipelines get full - but not necessarily full of opportunities.

Another call with a Head of Sales this week and the new CRO just nixed their methodology and is going heavy on BANT. Pipeline creation is WAY up. CEO is super happy. 

Except - "nothing is actually qualified - there is no problem - these aren't opportunities and I'm the only one who sees it".

Win rate will continue to be an issue (sub 10% for this company) as there is a false sense of oppty creation. 

What you are left with as as leader:

CAC Skyrocketing
Forecast remains inaccurate
Low win rates

Here's a 4 question litmus test that you can use to dive into some opportunities to evaluate - IF - they are even real (and one that I live by daily with my own opptys as a Gap Seller):

Do they have a problem you can fix? (you have to know what you solve)
Do they agree it’s a problem?
Do they actually want to fix it?
Are they willing to go on the journey with you to fix it?

If the answer isn’t yes to all four, it’s not an opportunity - it's hope or happy ears.

PS. This excerpt from Gert-Jan Lagas, AVP Revenue at Mural hits - "We stopped treating every deal like it was real just because it was in Salesforce. Scrubbing the data is sometimes uncomfortable. But the truth works for us, instead of against us"

Truth serum for your CRM....now that's a service :)

Yesterday, a Sales Manager told me they’ve failed their team.

They care, but they have stopped coaching and working with their team in the trenches.  

They stopped the actual doing for the learning journey, and are just checking a box.

Burnout. Yep
But also - it's the culture. There isn't a culture of actually pouring into how people perform.

Instead, there is a micro fixation on activity.

And come to think about it - I heard a similar focus about activity metrics on another call just today.

Activity with no outcome leads to burn out (I've been there).

Hence why I use a gym reference. It's almost impossible to go to the gym and lift heavy day after day and not see any gains (unless you eat like junk). Sure, you can go and throw weights around - that's not doing with intention.

And it's the doing with intention that changes things. That's where the learning happens. Metrics move and behavior changes.

Which is why we ask Red Bull or Protein when someone wants an SKO speaker

Which is why for Gap Selling I will not commit sales malpractice and sell "just training" - a reinforcement plan has to be in place

It's why Sales on Tap (hard launch next week with Cory Falter and Susan Tucker) is not a one and done - it's there - always on. You learned, now let's go do and keep practicing the doing.

It's why there is a shift to actually getting to know people, use signals to create warm prospecting and messages that sound human. Learn, hone, tweak and do....over and over.

Anyone can take a one and done training - but you honestly learn from those dirty reps - when you give it your all, it's not pretty, but you pushed passed growth. 

Big thanks to Lure Agency for the collab on this episode.

Am I the only one who makes the awkward face at the gym when you push that last set?

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