When I started my business, I had the mindset and training to build TOMA – Top Of Mind Awareness. My goal was to build TOMA with every new person I met networking. TOMA is achieved when a consumer thinks of a product or service and a specific company or brand name immediately comes to mind. For example, when you think of a sports apparel company, the name Nike immediately comes to mind. So, when people think of your type of business, does your company name immediately come to their mind? It can take time to build TOMA.

Building TOMA can be done faster and more effectively when you also understand that people will do business and refer to those who know, like, and trust. I learned from Kevin Knebl that the fastest way to get people to know, like, and trust you, is to remember them on a personal level. I believe this 100%. Let me share a recent story that illustrates this very thing.

I met a woman networking about 6 months ago whose expertise is in digital marketing and CRM’s. We decided to have a one-on-one networking meeting at a local coffee shop and did so about a month after the networking event. At our one-on-one we talked about personal and professional topics to get better acquainted. After the one-on-one, we corresponded to each other one more time. After this one-on-one meeting, I knew that I could help her, more than I thought she could help me. I embrace those relationships, because I love connecting people. I thought she had a quality service offering and she seemed genuine and sincere. Since she was someone whom I could assist more by providing her referrals than the other way around, I admit, I relied on her to stay TOMA with me.

This business owner did not stay top of mind with me until several months had passed. Since she did not stay in touch, I forgot about her. On May 7 TOMA collided with the Know, Like, and Trust Factor. During our one-on-one meeting several months ago, I must have mentioned that my son went to STEM School Highlands Ranch. This business owner remembered that tidbit of personal information and on May 7 when the shooting happened at STEM School Highlands Ranch, she was one of the first (non-family) persons who contacted me to see if my son was OK.  Since that day, she has checked in two or three more times to see how our family has been doing processing what happened. Needless to say, she has earned the know, like, and trust factor with me, AND now she has been staying TOMA with me.

Because of this, recently when I was asked for a referral to someone who knows how to set up and manage Salesforce CRM, she came top of mind. If she had not stayed TOMA with me, AND earned the Know, Like, and Trust Factor with me, I would never have referred her to this potential client.

Some people are so business-like and uber professional, they are impersonal. For me, it is much harder to get to know, like, and trust those people. Have good balance of professionalism and the Know, Like, and Trust Factor. Also, remember that if you can benefit more from knowing the other person, than they can benefit from knowing you, you should take on the responsibility of staying TOMA with them.

At SHE Leads Group, we teach our members both these skill sets. Every meeting we focus on professional and business development training. Experience the SHE difference and visit a chapter near you where you business category is not already taken. Contact SHE Leads Group today for more information or to inquire about starting your own chapter.

About the author

Beth Boen, Founder of SHE Leads Group

Beth Boen has more than 30 years of experience in sales, marketing and customer service. She is an award-winning marketer. She is also a professional trainer and customer experience consultant. Beth loves helping people build long-term, loyal relationships that produce quality connections in their business that lead to lifetime customers and endless referrals. Beth helps people do this through her thoughtful blogs and training curriculum. Members of SHE Leads Group have access to more in-depth business development training through presentations at meetings from Beth, her curriculum, and guest trainers. In addition to being the Founder of SHE Leads Group, Beth has had a training and consulting business, The Voice Customer Experience, that she started in 2005.

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