Many small business owners are surprised to learn that their close friends often don’t fully understand what they do for a living. Since people prefer doing business with those they know and trust, educating your friends about your business is crucial.
Think of your existing social and business networks – clubs, recreational activities, school events, religious groups, and hobby circles. These are filled with people who know you personally. While they value your friendship first, your profession is often secondary. It’s your responsibility to show them how your skills and services can benefit them or their contacts.
Your aim is to become the ‘go-to’ person in your circle. Instead of focusing on ‘What’s In It For Me?’ (WIIFM), inspire them to ask, ‘What Can You Do For Me?’ (WCYDFM?). Position yourself as a valuable advisor who can help them solve their problems.
While your friends might know the general type of business you’re in – ‘He owns a garage,’ or ‘She’s a consultant’ – clarifying your specific expertise is essential, especially if your business name is vague. Use simple language, share relatable stories, and provide clear examples to explain what you do.
Develop a concise and engaging explanation of your business that’s suitable for casual conversations. Tailor it to your personal storytelling style and be mindful of when to weave your message into the discussion naturally. Make it easy for people to share your story with their own networks, creating a ripple effect of referrals.
In your continuous pursuit of new customers, remember to tap into the valuable opportunities within your existing personal relationships. Reciprocate by learning about your friends’ businesses as well – it’s a two-way street!