Former hostage negotiator Sandy Hein, Negotiation Instructor and Coach, The Black Swan Group, knows a thing or two about high-stakes communication. At HSMAI’s Commercial Strategy Week, she’ll show hospitality leaders how to apply those same skills in negotiations, team collaboration, and commercial strategy. HSMAI staff had a chance to sit down with Hein and chat about her upcoming session. Hein will introduce the concept of tactical empathy, a trust-based approach to influence that prioritizes deep listening, psychological awareness, and authentic connection. Attendees can expect to learn: Hein brings a unique perspective to Commercial Strategy Week, drawing on her 23 years in law enforcement and her work with The Black Swan Group coaching professionals on multimillion-dollar deals. Her session resonates with the conference’s broader theme of breaking down silos and elevating commercial strategy across functions. Pro tip: Bring a pen and paper. According to Hein, writing things down helps your brain absorb these new techniques. Want to explore more? Hein recommends Never Split the Difference by Chris Voss, Ego, Authority, Failure by Derek Gaunt, and The Black Swan Group’s free resources—including their weekly negotiation newsletter and Negotiation Mastery YouTube channel. The Hospitality Sales & Marketing Association International (HSMAI) is committed to growing business for hotels and their partners and is the industry's leading advocate for intelligent, sustainable hotel revenue growth. The association provides hotel professionals and their partners with tools, insights, and expertise to fuel sales, inspire marketing, and optimize revenue through programs such as the Marketing Strategy Conference, Adrian Awards, Sales Leader Forum, and HSMAI ROC. Founded in 1927, HSMAI is a membership organization comprising more than 5,000 members worldwide, with 40 chapters in the Americas Region. Connect with HSMAI at hsmai.org.This isn’t about manipulation,
she says. It’s about building rapport and influencing with integrity.
We’ve used these skills in life-or-death situations, and they work just as powerfully in business,
she explains.Whether you’re in marketing, sales, or revenue, you’ll leave with communication tools that improve every conversation and every result.
This is like learning a foreign language you have to practice it, or you lose it.
|
17-18 June 2025
 Indiana Convention Center South Capitol Avenue United States - Indianapolis, IN 46225 |
Organization
The Hospitality Sales and Marketing Association International (HSMAI)
https://www.hsmai.org
1660 International Drive, Suite 600
USA
- McLean, VA 22102
Phone: 703-506-3280
Email: info@hsmai.org
Recent News
 HSMAI Launches New Edition of Certified Hospitality Digital Marketer (CHDM) Study Guide |
|
Negotiation Mastery for Commercial Leaders |
|
HSMAI Announces the Passing of Vice President of Marketing Communications, Jason Smith |
