Prospecting That Works When Telephone and In-Person Cold Calls Are Frowned Upon

In modern prospecting, office visits are the exception—not the opener. They come after trust, not before.

A practical guide for hotel sellers navigating a new landscape. Not long ago, walking into an office with a business card and a smile could open the door to a new corporate relationship. Cold calls were expected, and unannounced drop-ins were common. That world has changed. Today, office buildings have stricter access controls. Many companies discourage random visitors to protect employees and reduce security risks. Unknown phone numbers get screened. Gatekeepers are instructed to minimize interruptions. Traditional prospecting methods, once the backbone of hotel sales, have simply gone the way of the Dodo Bird.

Even so, prospecting remains essential. It is still the most reliable way to uncover new leads, build new relationships, and connect your hotel with emerging markets and future referral opportunities. But the way we prospect must evolve in order to stay effective.

Modern selling requires preparation, and a solid understanding of the client’s business. Instead of relying on volume, today’s seller will succeed by using precision and relevance.

Adopting a Smarter Prospecting Mindset

The most effective sellers today observe the market carefully and use what they learn to approach prospects with purpose. They Think of themselves less as a cold caller and more as someone who tracks business activity, reads patterns, and engages when the timing is right.

Finding Opportunities Through Digital Clues

Your next piece of business is often hiding in plain sight. You just need to know where to look. Here are a few examples.

LinkedIn: Changes in leadership, new hires, department growth, and relocations often signal upcoming travel needs.

Industry Calendars: Association meetings, tournaments, conferences, and seasonal events can uncover demand that aligns with your hotel.

Construction Permits: New facilities, expansions, and infrastructure projects bring crews, consultants, and specialists.

Corporate Footprints: Warehouses, satellite offices, distribution centers, and service hubs create recurring business.

CVB and Local Event Calendars: Sports events, festivals, cheer competitions, and citywide gatherings shape demand cycles.

 Local Business Development: A new business entering your area, large or small, can create a shift in demand.

The Art of the Warm Approach

Effective prospecting starts with knowing exactly who you’re contacting and why. When your outreach reflects a clear understanding

Prospecting Needs to Evolve

of the client’s business and ultimate needs, your message comes across as purposeful and helpful and not as an interruption.

Example:

“I noticed your company is preparing to open a new facility this spring. Many teams bring in installation and training staff during that phase. If helpful, I can share how we’ve supported similar groups with affordable rooms for extended stays and rooming list flexibility.”

Creating Value-First Emails That Get Read

Email has become the first point of contact for many sellers. To stand out, your message must be direct, relevant, and respectful of the reader’s time.

Using Social Selling to Build Visibility

Selling on platforms like LinkedIn isn’t about pitching. It’s about being present and sharing knowledge that positions you as someone worth speaking with.

Choosing the Right Communication Method

Effective sellers know when to call, when to email, and when to use LinkedIn or another channel.

Email is often the right choice when you’re making a first introduction or sharing information the client may want to review on their own time. Be sure to give the potential client enough time to review then FOLLOW UP!

Example: if you’ve identified a company that is hiring seasonal staff, you might send a short, focused email such as: “I noticed your team is adding seasonal associates this quarter. Many companies bring in trainers or onboarding support during this period. If it’s helpful, I can share how we’ve supported similar groups with accommodations and meeting space.”

Navigating Call Screening with Professionalism

Call screening is standard practice today. Many companies want to reduce interruptions and promote employee safety.

Closing Reflection

The way we prospect has changed, but the need for prospecting has not. Sellers who combine research with relevance will always be positioned to succeed.

Prospecting still works. It just works differently now smarter, quieter, and more strategically.