#049 - I'm In - B2B Sales - Selling v Building Relationships

This Podcast is Sponsored by Leonardo Hotels UK & Ireland https://www.leonardohotels.co.uk/

Host: Phil Street FIH

Guests:

Kan Koo MBE FIH – Executive Director, Cosmo Restaurant GroupLouise Brown MIH – Commercial Executive, Institute of HospitalityHarsh Sodhani AIH – Business Development Manager, Hilton London Bankside

Artwork and Branding: Sonia Cresswell (MIH)

Music by: Leon Williams (FIH)

B2B Sales in Hospitality: Relationships, Trust, and the Role of AI

Selling business-to-business is part art, part science.

But in hospitality, it’s always about relationships. In this episode, Phil is joined by Kan Khoo, Louise Brown, and Harsh Sodhani to explore the realities of B2B sales: from building trust and tailoring language to knowing when (if ever) a hard sell is appropriate.

This conversation unpacks the balance between data and dinners, the pitfalls of bad pitches, and why the human touch still matters in an increasingly tech-driven world.

In this episode, we discuss:

Why relationship building is the cornerstone of B2B salesWhen (and how) to use data to back up trustThe dangers of the “hard sell” and when it might be justifiedHow language needs to adapt for different stakeholdersMistakes too many salespeople make in hospitalityWhat separates true partners from one-time vendorsThe role professional bodies play in raising sales standardsWhether AI can ever replace the human element in B2B selling

Why Our Guests Said, “I’m In!”

Kan Khoo: A Member for nearly four decades, Kan has always been passionate about mentoring and supporting the next generation, while proudly championing diversity and inclusion through his restaurants.

Louise Brown: With hospitality in her blood, Louise has been part of the IOH on and off since 1989. She thrives on connecting people and ensuring members and partners get real value from their relationships.

Harsh Sodhani: Having built his UK career from scratch, Harsh values the IOH for mentorship, connections, and the Youth Council’s platform for new voices in the industry.

Outstanding Quotes from the Episode

“To build long-term successful enterprise, when you don’t close a sale, open a relationship” – Patricia Fripp (quoted by Phil)“Data builds credibility, but dinner builds trust” – Harsh Sodhani“AI and IT don’t have feelings, the human touch in B2B is still irreplaceable” – Kan Khoo“If you’re not actively listening, you’re not selling, you’re just shouting” – Louise Brown“Be the most inquisitive person in the room, not the most knowledgeable. That’s how you build trust” – Phil Street

Join the Conversation

Twitter/X: @IoH_Online

Instagram: @ioh_online

LinkedIn: Institute of Hospitality

From bad pitches to brilliant partnerships, this episode is packed with real-world insights for anyone in sales or hospitality leadership.

Tune in now!

Have feedback or want to feature on a future episode? Contact Phil at phil.street@instituteofhospitality.org