Most salespeople fear silence and rush to fill it, appearing insecure. By intentionally embracing silence, you reframe it as a tool. It signals confidence, gives the buyer critical time to process information, and, like a pause in a performance, can make them lean in and pay closer attention.

During slower business periods, audit every customer-facing brand touchpoint, not just marketing assets. This includes truck wraps, staff uniforms, on-hold music, and email signatures. This is the ideal time to identify brand inconsistencies and create an actionable plan for fixes when your team has more capacity.

The moments in a customer journey where expectations are lowest (e.g., a mandatory safety video) are the greatest opportunities for brand building. By turning a dull requirement into extravagant entertainment, a brand can generate immense goodwill and memorability.

In an era of mass automation, customers notice and value actions they know can't be easily scaled. Instead of another automated email, send a personal video via text, a handwritten note, or "lumpy mail." These high-effort signals cut through the noise and show genuine appreciation.

Systematically identify frustrating moments in the customer journey, like waiting for the check. Instead of just minimizing the pain, reinvent these moments to be delightful. Guidara’s example of offering a complimentary bottle of cognac with the bill turns a negative into a generous, memorable gesture.

If a prospect says "no" to your permission-based opener but doesn't immediately hang up, use that brief moment to provide context. State a relevant trigger (like hiring) and social proof to pique their curiosity and potentially salvage the call.

Reframe voicemails not as a request for a callback, but as a strategic preview for your next action, like an email or text. This guides the prospect to an easier response channel and makes the multi-touch sequence feel more cohesive and intentional.

Use ringless voicemails or direct calls to thank customers or wish them well during holidays without any attempt to upsell. This unexpected, purely appreciative contact builds significant goodwill and differentiates your brand.

Stop asking for callbacks in voicemails. Instead, use the voicemail as a brief 'bumper' to direct the prospect to a specific email you just sent. This tactic can triple email reply rates in a sequence by creating a multi-channel prompt for a higher-leverage channel.