Beyond the Handshake: Why the Best Marketers are Actually Sales Leaders in Disguise
How Sales Excellence Transforms Marketing Strategy and Unlocks Creative Leadership
Beyond the Handshake: Why the Best Marketers are Actually Sales Leaders in Disguise
By Stephanie Garner
I spent over 15 years in the trenches of hospitality sales, working my way from Sales Manager to Regional Director of Sales for major brands. I loved sales—I am a football coach’s daughter, after all, so a competitive "play to win" mentality is literally in my DNA. But toward the end of my time in the hotel industry, I found myself in a role that was, quite frankly, brutal. I was working in a historic hotel with a very "old school" leadership style, and I began to realize that I could drive more dollars through a well-curated Canva strategy than I could by picking up the phone for the fiftieth time that day. I knew I had the skill to move the needle digitally, but I was being smothered by a system that didn't value my creative eye as much as my call log.
My breaking point came during a meeting with a rather "grumpy" General Manager. I was eager to present a fresh, strategic approach to sales via social media—something I had been studying and implementing long before it became trendy. His dismissive response was, “Everyone thinks they know social media.” This classic "gatekeeper" moment stemmed from the misconception that digital expertise is solely the domain of the youngest person in the room. As a Gen Xer, I didn't merely join the social media era; I was instrumental in bringing it to the workplace. While younger “experts” were still in school, I was actively taking professional social media classes, yet my extensive background in sales psychology was overlooked simply because I didn’t fit the expected age profile for tech-savvy individuals.
I realized that life is too short to remain in a position that brings unhappiness. When a role no longer supports your growth—or when you can no longer commit fully to that role—it’s time to move on. Ultimately, I left the "old school" hotel and became the Brand Curator for J. Exum Group, a dynamic team of women who granted me the creative freedom I craved. Now, I turn that “trench work” experience into effective marketing strategies. I don’t just make things look stunning; I create tools that I know will close deals because I’ve been on the other side of the handshake.
The Practical Magic of the “Sales-First” Curator
Upon stepping into my role as Brand Curator for J. Exum Group, I brought more than just a sense of aesthetics; I brought fifteen years of hospitality resilience. In real estate, marketing often falters because it is created in a vacuum—it may look stunning on a screen but fails in practice. With my background as a Director of Sales, I don’t simply ask, “Does this look fancy?” I ask, “Does this help my agent secure the listing?”
As a salesperson at heart, I understand that brand awareness is the fuel for every transaction. My goal is to ensure the J. Exum Group name isn't just seen, but recognized as a mark of excellence within our community. I work tirelessly to get our team the recognition they deserve, from producing high-energy reels that capture our culture to strategically submitting press referrals—such as securing Jackie’s feature in Louisville Business First.
To maintain this elite presence, I direct bi-annual, magazine-style photo shoots. By treating our branding like a bold editorial spread, I build a robust bank of sophisticated imagery. This proactive curation ensures that whether we are launching a new listing or a recruiting campaign, we aren't just scrambling for content; we are deploying a polished, "sales-first" visual strategy that commands attention.
The Final Script: Own Your Value
The lesson I gleaned from my time in that historic hotel—where my digital expertise was deemed "just another opinion"—is that your value is defined not by your current position, but by the vision you contribute. Life is too precious to remain in a role that dims your spark. If you are a sales professional drawn toward creativity, or a leader who knows you have more to offer than just fulfilling call quotas, I urge you to flip the script. Embrace opportunities that allow you to merge your “trench” grit with your creative spirit.
To the young women entering this industry or seasoned leaders contemplating a shift, my advice is straightforward: Connections are your currency. Your network is a living asset that requires ongoing nurturing. Never cease learning, remain adaptable, and quite frankly, don’t underestimate the Gen X workforce. We are the overlooked super force in today’s work force, adept at bridging high-tech digital strategies with high-touch human connections.
When I curate the identity of a premier real estate team, I do so with the confidence of someone who understands that the best marketing stems from a profound understanding of people. To the business owners and leaders reading this: take a closer look at the Gen Xers on your team. We are not merely “holding on” until retirement; we serve as the bridge between the traditional handshake and the modern hashtag. We are the "Connector" generation, and when you empower us, we don’t just follow the brand—we curate the future.
About the Author
Stephanie Garner is the Brand Curator for J. Exum Group in Louisville, KY, and a dedicated community connector. With over 15 years of experience in hospitality sales leadership, she employs a 'sales-first' perspective to drive brand strategy and manage her multi-state short-term rental portfolio, Starry Stays. When she isn’t reshaping real estate marketing, she enjoys being 'Dolly' to her granddaughter and mentoring women who are ready to flip the script and reclaim their creative power in the workforce.
