Your fab friends. You love them. You spend hours together, putting the world to rights over a cuppa or a glass of wine. They understand you better than your family. They know you better than you know yourself.
So, whatever you do, DON’T ask them for business or marketing advice!
Let me explain.
1. Your Friends Are Not Impartial
Your friends are your biggest fans, which is exactly why you can’t ask them to give you impartial feedback on pricing, products or marketing.
They won’t want to see you hurt and they certainly don’t want to be responsible for crushing your dreams, so they’ll say whatever it takes to make you happy. After all, they want to STAY friends with you – and if they criticise your business it’s like saying you have an ugly baby. Friends don’t do that.
They’ll tell you it sounds fab and that it’s going to work – but that’s not actually what you need to hear.
When you’re a business owner you need to be a tough cookie. You need to have your big girl knickers on. You need to hear the truth – the truth might be that your products or services simply aren’t good enough yet and they need some work, or that your brilliant marketing idea involving 16 buses and a tame elephant is actually a bit dodgy and won’t work.
Don’t put your friends in a position where they have to be the ones to tell you!
2. They Aren’t Your Ideal Customer
Unless you set up your business to solve one of your friends’ problems, they are NOT your ideal customer. If you’re selling services to business owners and your friends don’t own a business, there is no point asking their opinion. If you’re providing products for dog owners and they don’t own a dog, then don’t ask them! They won’t get it.
The only person whose opinion counts, other than your own, is your ideal customer. No one else matters.
Speak to THEM in your marketing. Create your products and services for THEM. Ask THEM for their opinion. Put your messages out there where THEY will find them.
Unless your friends also fall into your ideal customer category, their opinion doesn’t really help you. Sorry!
3. They Have Limiting Beliefs
Your friends don’t have your dream for your business. Their dreams are different and their beliefs are different.
It’s hard enough for you to value yourself and your time and your skill, without getting a sharp intake of breath from well-meaning friends when you tell them what you’ll be charging. They might think it’s too expensive – but unless they are your ideal customer, you need to ignore them. Their money beliefs can’t hold you back.
You’re already battling mind monkeys in your head telling you that you’re not good enough or no-one will pay that, without friends and family keeping your expectations low in case you get disappointed.
Don’t get me wrong – they do it because they want to protect you and stop you from getting hurt.
But you can’t build a profitable business by playing safe, pricing too low and keeping your head below the parapet. You need to be brave – brave enough to put yourself out there, sell your skills, charge decent prices and keep going when it’s tough.
So What Should You Do Instead?
Join a business networking group or community with other business owners. Find a business mentor or coach who will take an objective view and scrutinise your business model before you invest money in it. Surround yourself with people who understand what it takes to run a business.
As for your friends? Keep them in the loop. Tell them what you’re up to. They are your cheerleaders, your shoulders to cry on, your support network – and you’re going to need them when you’re having a tough time.
Just don’t ask them for business advice. Go celebrate with them when you make your first sale instead!