One of the biggest surprises (and disappointments) new business owners face is realizing that friends and family aren’t always their ideal customers. And that’s okay!
Your loved ones may not currently need your product or service, but that doesn’t mean they can’t support you in meaningful ways.
In the grand scheme of things, it’s important to realize that it’s challenging to create life changing income from only selling to friends and family. Yet it‘s surprising for a lot of new business owners when the people closest to them are not enthusiastic about their new venture.
If you’ve ever felt discouraged when someone close to you hasn’t bought something from your business, remember that there are many non-sales activities people in your network can perform to stand behind your business.
Sometimes the non-sales activities that we talk about in this article can mean just as much as a purchase when they help you extend your reach to a larger audience of people who are ready and willing to buy.
Here’s how you can help your friends and family help you.
1. Share and Spread the Word
The simplest (and often most powerful) form of support is word of mouth. Without being pushy or salesy, let your friends and family know what your business does, and how it helps people. Click here for wording you can use to let them know how they can support you.
If you have a website, make sure they have a link to your sign up (opt in) page or about page that shows what you do and the transformation/improvement your business helps people make.
Friends and family can:
- Join your list and give you feedback
- Follow your business pages on social media
- Share your posts on social media.
- Tell their own networks about your business.
- Mention you or send someone to your website or shop when that person is looking for what you offer.
Even if your friends and family aren’t your ideal customers right now, they might know someone who is.
And as they learn what your business does and how you can help them, they may decide to make a purchase at some point in the future.
2. Leave a Review or Testimonial
One of the best ways to test out your product when starting out, is to run it by friends and family. This helps them understand what you do, and how it might benefit them.
It also helps you get an outside perspective and constructive feedback that you can use for testimonials and improvements..
For example, give them a free sample of your product or service in exchange for feedback (a testimonial) before launching it to the public.
Once you've sent your product or delivered your service to two or three “testers”, it's important to establish how you want them to evaluate the product. You might provide written instructions and include any video demonstrations for them to review. Be sure to set a deadline for the review or testimonial, and give them an easy way for them to send feedback.
For example create a free Google Form, or if you have a site, install a form plugin (WordPress) or an app (Shopify) that will help you obtain feedback. Make your feedback form short and sweet, with checkboxes and multiple choice questions.
Make sure to get your reviewer's permission before using their testimonials on your site.
If you're using Thrive Suite, you can use Thrive Ovation to create a testimonial system that makes it super simple to receive testimonials that can be posted on your WordPress site.
If your friends or family have tried your product or service—even once—they can:
- Write a thoughtful review online.
- Post a photo using your product.
- Give you feedback you can turn into a testimonial.
When someone has tried your product it gives them first hand information on how to use it, how it helps, and you can also get feedback on anything you may have overlooked. It's a great way to make improvements before you roll it out to the masses.
Reviews and testimonials build trust and credibility for future customers.
Non-Salesy Ways Your Friends and Family Can Support Your Business
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3. Engage With Your Content
Every like, comment, and share boosts visibility. Ask them to:
- Follow your business pages
- Comment on your Instagram posts.
- Save your Pinterest pin.
- Like and subscribe to your YouTube channel.
Engagement tells algorithms your content is worth showing to more people.
When it comes to friends and family, it's best to view their willingness to make a purchase as a “nice to have” versus a “requirement” for your success.
4. Connect You With Opportunities
Your network’s network is powerful. Friends and family can:
- Introduce you to people in your industry.
- Tag you in posts where someone is looking for your product/service.
- Invite you to community events where you can showcase your work.
Sometimes the right introduction is worth more than a purchase.
5. Offer Skills or Time
Not all support has to be promotional. Loved ones might:
- Proofread your website.
- Help you set up at an event.
- Brainstorm ideas with you.
These small acts of service can save you time and energy as you grow.
6. Cheer You On
Building a business can be tough, and emotional support is priceless. Friends and family can:
- Celebrate your wins (big and small).
- Check in during stressful times.
- Remind you why you started when things feel overwhelming.
Encouragement matters just as much as sales.
A Gentle Way to Share Your Business With Loved Ones
When you launch your business or you let your friends and family know about your new venture, you can send a note or email that says something like:
Hi __________(Their Name)!
I have launched my business called _________ and I’m excited to share it with you!
My business does __________ and it helps _________ by improving/solving challenges with __________.
Please stop by and visit my website at __________ and let me know what you think. I value your feedback and would love to hear from you when you have a moment.
While my business may not be something you personally need right now, if you’d like to support me, here are a few quick tasks that will make a big difference — _________________ (list the ways you would like for them to help).
Any support you can provide in helping me with my launch would be appreciated. If you have any questions, please don’t hesitate to reach out!
Thanks in advance for your support,
Your Name
This approach is professional, kind, and helps them understand exactly how they can contribute. It’s not a good idea to make a sales pitch in this note.
You’ve given them everything they need to make a purchase, and if they want to, they will. The last thing you want is to come across as pushy, or desparate. Make your note about awareness and support for best results.
And, the good news is that nothing is final. Just because your friends and family are not customers today, doesn't mean they won't buy from you in the future.
Wrapping It Up
Not everyone you know will buy from you—and that’s perfectly normal. Things are constantly changing, and your business as well as customer needs are evolving.
As your business grows and as people in your network understand more about your ability to help them, they may be more inclined to become a customer.
By giving your loved ones clear, non-sales related ways to support you, you’ll create a circle of encouragement and advocacy that helps your business grow.
