In today’s fast-paced retail world, customers expect more than just products—they expect experiences. And at the heart of delivering those experiences are frontline staff.
This was the core message of a free seminar hosted by Araneta City, in partnership with the J. Amado Araneta Foundation (JAAF) and the Department of Trade and Industry (DTI), held last August 8 at The Hub, Cyberpark Tower 1.
Leading the session was entrepreneur and sales coach Ruben Lanot, who shared practical strategies on how frontline teams can elevate in-store experiences, boost sales, and build long-lasting customer relationships.
“More than just employees, frontline staff are the living, breathing representation of a business. Success greatly depends on their ability to connect with customers,” Lanot emphasized.
Mastering the Sales Funnel
Lanot explained the four stages of the sales funnel—awareness, consideration, purchase, and loyalty—and why understanding each stage is crucial in guiding customers from discovery to advocacy.
“When you map out this journey with intention, you’re not just driving sales—you’re building long-term relationships,” he said.
He also highlighted four tried-and-tested sales activities:
- Upselling – encouraging customers to consider premium options
- Cross-selling – suggesting complementary products
- Promotions – creating urgency through limited-time offers
- Product knowledge sharing – building trust and confidence
The Value of Accurate Inventory
According to Lanot, stock accuracy is a game-changer in retail operations. Having the right products available ensures satisfaction, avoids missed opportunities, and strengthens store displays and promotions.
To maintain accurate inventory, he recommended:
- Daily stock checks to quickly spot discrepancies
- Cycle counting for consistent accuracy
- Visual stock mapping to track and replenish items easily
“Inventory accuracy keeps products available, operations smooth, and customers happy,” Lanot stressed.
Creating the “WOW” Customer Experience
For Lanot, great service drives repeat business. He encouraged retail teams to create a “WOW” experience by:
- Greeting customers with a warm smile
- Going the extra mile in solving problems
- Remembering regulars to build rapport
- Ending interactions with positive closing statements
When faced with difficult customers, he advised staff to stay calm, listen actively, provide clear solutions, and follow up to rebuild trust.
“A WOW experience means making every customer feel valued from the moment they enter to the moment they leave,” he said.
Building a Stronger Retail Community
This seminar is part of Araneta City’s continuing commitment to strengthen its retail ecosystem by providing tenants with expert-led learning opportunities. Through its collaboration with JAAF and DTI, the City of Firsts continues to support business resilience, innovation, and customer-first service in today’s evolving marketplace.
