You Blew It. You Forgot About TOMA

by Paul Kirch, founder of BOSS Academy and creator of Askology Method

By that title, you’re probably wondering where you’re falling down. “What now?” might even be a phrase you utter more than you’d like. I get it. The truth is, we all fall short in some areas, especially when it comes to consistent outreach. But when you listen to the uninformed, or those who are closed-minded to what still matters, it’s understandable. After all, I hear it all the time from clients and peers who are frustrated with their own results. "That no longer works." Really?

Yes, I get it. You’re tired of doing the hard outreach only to feel ignored. It doesn’t feel good. But here’s the harsh reality: most of the time, we aren’t being ignored, we're just not the priority we want to be. We’re giving up too soon, or worse, convincing ourselves that the things that require effort just don’t work anymore. It feels good to excuse ourselves from the not-so-fun tasks. Right?! Of course it does. Sure, our bank accounts aren't happy, but at least we can rest at ease knowing we're facing the same struggles everyone else is. Or are we?

It’s easy to say:

• “Cold calling doesn’t work.”

• “Networking is a waste of time.”

• “Nobody listens to voicemail anymore.”

And sure, those excuses let you off the hook. They allow you to rationalize why results are slipping. But deep down, you know better. There are activities you’ve avoided because you don’t think they work. Or maybe it’s just because the nay-sayers convinced you they no longer work.

If you're honest with yourself, you're likely relating to the excuses above. It's natural. Sales statistics tell a troubling tale: it takes 7–13 touchpoints on average to turn a prospect into a client, and often at least 5 meetings. Yet most ‘sales professionals’ stop after just 1–2 attempts. It's often easy to find new people to reach out to. Go to LinkedIn with over 1 Billion members, and you can probably find someone new to reach out to. However, fortune is in the follow-up.

The Truth About Top-of-Mind Awareness (TOMA)

Top-of-mind awareness isn’t a magic button. "I posted an article on LinkedIn, isn't that enough? I'm doing my part and people should remember me." It doesn’t come from a single email blast, article or one networking event. It’s built through consistent, intentional touchpoints, the kind that remind people you’re still there, still engaged, and still valuable.

What if I told you there was a tool that could give you TOMA with very little effort and even one use could help. Would you use it? I'm going to warn you that the nay-sayers are going to come knocking and tell you it's a waste of time. Still interested? Great! 

Let me preface by saying that you need to reframe your expectations. After all, this is a tool you've likely used for years with declining success. Remember, I said we need to reframe expectations. 

"Paul, the suspense is killing me. What's this magic tool?" Let me start by stating where most people fall down: they confuse easy with effective. A “like” on social media feels good, but it doesn’t create deep awareness. A quick text is convenient, but it might not carry weight, unless they are a close contact. What does? TOMA is a sales person's best friend and the ones that know realize voicemail is the ultimate top of mind awareness tool, but only if you use it correctly. 

If your only expectation of voicemail is a returned message, then you might end up with some disappointment. Of course I love it when I get a call back, but more importantly I know that they have to hear my voicemail or at least see the transcript. They might ignore the message, but if they hear or see my name, the next time I reach out there is a connection. Well that is if you don't wait 6 months like many people do. If you leave a message today and then disappear for six months, you're likely doing more harm than good. You've established zero trust and zero rapport. TOMA fades, so stay on their radar.

I am sure you're thinking, "Paul, you're really making too much of this voicemail thing. No one calls me back and it's just something I don't even bother with any more." Go ahead, follow your gut. But just know, you’re also giving yourself permission to leave money on the table. You're also giving you permission to let your competitors win where you failed to stand out. I wouldn't take joy in that, but you have to do what you find works for you. That being said, the most successful sales teams, inside and out, still leave voicemail messages. We do it for a reason.

Why Voicemail Still Matters

Despite what you’ve been told, voicemail is not dead. In fact, it’s one of the few channels left that still carries your voice, your tone, your personality. That’s influence you can’t get from a typed message. If the purpose is to remain top-of-mind, you can't lose.

Think about it:

• Underutilized. Because so many have stopped using it, your message stands out.

• Emotional connection. People remember the confident, caring, human voice.

• Reinforces presence. Every voicemail is another brick in the wall of awareness.

The real reason voicemail “doesn’t work” for some people? Because they approach it like a sales pitch instead of a relationship touchpoint. Or they have the wrong expectation, which leads to disappointment more times than not.

"Okay, I'm convinced. But what do I say?" Next week I'll share insights on how to craft the perfect voice-mail message. However, I don't want to leave you empty handed. Here's three points that will help you get better at framing the perfect message(s):

1. Length - I strive for 20 seconds or less. That might seem brief, but long messages seem like a lifetime for someone receiving the message. If you have something of great importance, you could stretch to 45, but I'd use caution for anything beyond 20.
2. Hook - The information that will capture their attention. To reel them in you have to first hook them with a well-positioned statement like, "I'm working with other home health advisors, and I have solved the retention problem that is likely limiting your growth. Let's connect so I can share how I helped a local agency increase retention by 35%" <-- If you can quantify and it's something of value, wow! 
3. Rapport - Yes, you can have rapport by expressing empathy that hits home for them. “I know keeping members engaged while navigating compliance is no small task…”  <-- Connect to their pain. Everyone wants to be understood. 

I don’t love scripts—but voicemail is one place I always make an exception. Create messages and get really comfortable with making the delivery sound natural. It won't happen by accident and if you ignore this advice, prepare to leave long-winded and rambling messages that alienate.

There's more to come, but if you're serious about engaged follow-up, you'll learn to embrace one of the best forms of TOMA, voicemail.