Jeffrey Gitomer August 7, 2013

If you can remember that far back in Facebook history (2007), it startedas a “fan” page. Then one day (way back in 2010), out of the blue,Facebook decided to change it to a “like” page.
 
Why did theychange it? Here’s their reason: “To improve your experience and promoteconsistency across the site, we’ve changed the language for Pages from“Fan” to “Like.” We believe this change offers you a more light-weightand standard way to connect with people, things and topics in which youare interested.”
 
Huh? Oh, that’s corporate-speak. What it really means is to create a business page where your customers or fans can goand interact. Kind of like what it was.
 
REALITY: It’s hard to make fun of the third largest country in the world, so everyone went along – me included.
 
And then the begging began. PLEASE LIKE ME! Or LIKE US ON FACEBOOK! The signs were everywhere. Still are.
 
And many people did:
Zappos – 833,000 likes
Elvis – 8.5 million likes
Lady Gagam – 53.5 million likes
Chevrolet – 1.9 million likes
Tesla – 234,000 likes
Jeffrey Gitomer – 35,451 likes (Not bad. But not as many as I would like. I try to give people a reason to like me, rather than just ask.)
 
What about your business? Who is liking you? And why? What’s the reason customers would like you beyond the beg?
 
Want more “likes”? Consider the process, not just the ask. Asking for a like gives me or anyone else little or no incentive to do so. Can youimagine this conversation, “Honey, as soon as we get home, let’s likethem.” No, not gonna happen.
 
Here are a few thoughts to getyour mind wrapped around the “like” process and help you understand howto attract and earn more of them:
• Maybe remind people WHY they like you. If you love our service, share the love on Facebook. Facebook.com/yourbusiness THANK YOU!
• What’s to like? Ask yourself WHY people like you and talk about that.
• Where’s the value? Like me – and my 10 best ideas for summer weekend getaways will be yours!
• Where’s the one on one? Interacting with customers one-on-one will get people talking about you on THEIR Facebook page, and liking you.
• Maybe if you LOVE me, then you’ll be more likely to like me. Your passionate customers are the ones who will like you.
• Maybe if you’re LOYAL to me, then you’ll be more likely to like me. The customers who buy from you over and over are the ones who will like you.
 
STRATEGY: Instant like in your store or place of business. DO IT NOW! Where’syour iPad? Why aren’t you asking people to sign in at your cash register or welcome counter and like you on the spot? I mean really, do youthink your customers head home and say: “I really gotta ‘like’ the drycleaner as soon as I walk in the door.” Not likely.
STRATEGY: Smartphones can improve like. Ask customers to like you at the register. Give a coupon.
 
Okay, so they like you. THEN WHAT?
Like is a one-time click, what’s my reason to post, interact, and return?
 
STRATEGY: Instead of just asking people to like you, ask them to tell you WHATthey like – or WHY they like it. Or better, why they like YOU. Getpeople to post something, not just click a button. Expand the like sothat others can see your value and your reality.
 
The value oflike is undeniable. Lots of people liking you gives peace of mind to new and prospective customers. Like is proof – social proof that you are“safe” to do business with.
 
Like is a vote of confidence to the business, not just other customers.
Like is a source of pride and affirmation of self-worth.
Like is reputation building.
 
PLAN A STRATEGY. You now have some additional awareness of both the value and the strategy of “like.”
 
If you invest a few hours with your team, and maybe an outside professional (we use onesocialmedia.com)…
1. You’ll attract more people
2. You’ll become interactive with them
3. You’ll make more sales.
 
That I guarantee you’ll like.
 
Jeffrey Gitomer is the author of twelve best-selling books including The SalesBible and The Little Red Book of Selling. His forthcoming book, 21.5Unbreakable Laws of Selling, will be available September 3rd, and willfeature a national public seminar tour.  Get the details atwww.gitomer.com. It will lead you to more information about training and seminars, or email him personally at [email protected].
 
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without written permission from Jeffrey H. Gitomer and Buy Gitomer. 704/333-1112