The WINS Method™: A Modern Blueprint for Human-led, AI-friendly Hospitality Sales
San Diego, CA & Boulder, CO - October 21, 2025 - Lure Agency has launched the WINS Method™, a practical framework built for how B2B hospitality buying actually happens. With most decisions made before a rep joins the conversation, spray-and-pray outreach and "just checking in" emails miss the mark.
"AI isn't replacing sales; it's rewriting the rules. WINS is our answer to that shift," said Susan Tucker, Partner and COO at Lure Agency. "It helps brands show up with trust, relevance, and consistency before the RFP ever hits the inbox."
Why this matters for sales
B2B buyers self-educate, compare options, and shortlist vendors long before a meeting. Research shows buyers spend a small fraction of their time with suppliers, which means your digital presence has to do more of the selling on its own. See this Gartner overview of the B2B buying process.
Add agentic search, leaner teams, and tighter resources-and the path is clear: be findable, be helpful, and be consistent. WINS gives sales leaders a repeatable way to do that.
What is WINS?
WINS stands for Website, Intel, Nurture, and Sell. Four connected pillars that help your team meet buyers where they research, decide, and act.
- Website - Your digital front door. Make it fast, clear, and conversion-ready. Answer real questions, surface proof, and guide next steps.
- Intel - Use first-party and intent data to warm up cold accounts and prioritize where to focus. Let data set the order of operations.
- Nurture - Build steady, helpful touchpoints using Lure's ROSS content framework: Roadblocks, Objections, Solutions, Stories. Educate, de-risk, and stay top of mind.
- Sell - Lead with content. Show value before the first call, earn trust faster, and shorten the cycle with clear, buyer-first messaging.
Proof in market
WINS has been quietly driving results for brands like Stonewall Resort, ComOps, and Equinox Golf Resort & Spa. Teams report an easier shift from cold contacts to warm conversations-and a clearer line from marketing activity to revenue.
"We created WINS to help sales teams stop spinning their wheels and start closing the right deals," said Cory Falter, Partner and CEO. "It's a move from spray-and-pray to strategy-and-serve."
What changes for your team
- Less cold chase, more qualified inbound and warm outbound.
- Shorter cycles because content answers objections early.
- Consistency across marketing and sales, so buyers see one story.
- Alignment with both humans and algorithms-so you get found and chosen.
Get started
WINS can be rolled out as a done-with-you blueprint for your internal team or handled end-to-end by Lure for immediate traction. If you lead sales in hospitality and want a cleaner path to revenue, this gives you the system and the cadence.
Explore the WINS Method™ or schedule a discovery call at lureagency.com.
Level up your AI skills
If your sales team is building AI fluency in parallel, explore practical, job-based programs here: Complete AI Training: Courses by Job.
About Lure Agency
Founded in 2012, Lure Agency helps hospitality brands turn clicks into connections and connections into conversions. By blending science and soul, the agency bridges the gap between sales and marketing with strategies that drive measurable revenue and lasting relationships. Through its WINS Method™, Lure helps hotels and hospitality vendors attract the right buyers, build trust at scale, and win more business in an AI-driven market.
Media Contact
Susan Tucker, Partner and COO
hello@lureagency.com
www.lureagency.com
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