Transforming Frontline Employees into Service-Based Sales Professionals: Insights from Geoffrey Toffetti of Frontline Performance Group

In the latest episode of the Product Led Growth Leaders podcast, host Thomas Watkins sat down with Geoffrey Toffetti, CEO of Frontline Performance Group, to discuss how frontline employees can evolve from order takers to strategic, service-driven sales professionals. Drawing on years of experience transforming hospitality operations, Geoffrey reveals how technology, data, and culture can empower frontline staff to elevate guest satisfaction while generating measurable revenue growth. This episode offers hospitality executives and operations leaders a roadmap to unlock the untapped power sitting at the front desk, behind the counter, and across every guest touchpoint.

Turning Service Moments into Revenue Opportunities

Geoffrey Toffetti believes the hospitality industry has long underestimated the revenue potential of its frontline employees. These are the people who interact most frequently with guests—checking them in, solving problems, and creating first impressions—but they rarely have access to the same data, tools, or incentive structures as traditional sales teams. The result? Countless missed opportunities to enhance the guest experience and drive revenue. Geoffrey explains that the key isn’t to make frontline staff “salespeople,” but to equip them with the mindset and systems to view selling as a natural extension of service.

That philosophy drives Engage, Frontline Performance Group’s SaaS platform built to transform how teams operate. Engage provides individualized goals, real-time incentive tracking, and role-specific dashboards for employees, managers, and executives. The software leverages behavioral science and AI-driven coaching to deliver actionable, daily insights—like suggesting relevant room upgrades or service add-ons—without adding complexity. By reframing sales through a service lens, staff feel empowered rather than pressured, leading to more authentic interactions and higher conversion rates.

This approach is reshaping hospitality organizations worldwide. Hotels using Engage have reported front-desk upsell conversions increasing from 7% to 15% and in some cases tripling overall revenue within just 90 days. As Geoffrey notes, “When your frontline understands how their actions directly contribute to both guest happiness and company success, they don’t need to be convinced to sell—they’re inspired to serve.”

About Geoffrey Toffetti

Geoffrey Toffetti is the CEO of Frontline Performance Group, a global leader in frontline performance optimization. With decades of experience in hospitality operations and revenue management, Geoffrey specializes in blending technology, behavioral science, and training to help organizations elevate service quality and profitability simultaneously.

About Frontline Performance Group

Frontline Performance Group helps companies transform their customer-facing teams into revenue-generating professionals. Its flagship platform, Engage, delivers AI-driven coaching, incentive management, and real-time performance analytics designed specifically for frontline employees in hospitality, automotive, and service industries.

Links Mentioned in This Episode

• Frontline Performance Group

• Geoffrey Toffetti LinkedIn

Key Episode Highlights

• Selling through service creates authentic, guest-centered revenue growth.

• AI-driven coaching helps frontline staff improve performance daily.

• Purpose-built tools like Engage bridge the gap between potential and execution.

• Incentive transparency and real-time feedback boost employee motivation.

• Hospitality leaders can double revenue by reframing culture—not by adding pressure.

Conclusion

Geoffrey Toffetti’s conversation with Thomas Watkins reinforces a simple truth: the frontline isn’t a cost center—it’s a growth engine. With the right mindset, technology, and leadership, every guest interaction can create value for both the customer and the business.

Ready to take your product-led growth to the next level? Explore more strategies and insights at 3Leaf Consulting.
Interested in sharing your expertise on our podcast? Apply to be a guest on Product Led Growth Leaders here.