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. This isn’t about manipulation,
she says. It’s about building rapport and influencing with integrity.
Attendees can expect to learn:
- Levels of listening and why most people aren’t listening as well as they think
- Tools like labels, mirrors, dynamic silence, and summarizing to drive conversations forward
- How to practice influence in low-stakes settings to prepare for high-stakes deals
- Why putting the other party first leads to better outcomes and stronger collaboration
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. We’ve used these skills in life-or-death situations, and they work just as powerfully in business,
she explains.
Her session resonates with the conference’s broader theme of breaking down silos and elevating commercial strategy across functions. Whether you’re in marketing, sales, or revenue, you’ll leave with communication tools that improve every conversation and every result.
Pro tip: Bring a pen and paper. According to Hein, writing things down helps your brain absorb these new techniques. This is like learning a foreign language you have to practice it, or you lose it.
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.
About HSMAI
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.
