Friends & Family Incentives: The Good, The Bad & The Ugly

Okay, let’s get straight to the point here. When you have friends or family who own, manage or are key players in any business that excites you, it can be great. There are often perks such as free product giveaways, special events and privileged shopping deals. The catch? Sometimes the generosity of these businesses can be abused. Friends… and even family… often expect these types of incentives instead of appreciating them when they happen to come their way.

If you are standing in the shoes of someone who has to decide what makes sense to support your friends and family as customers, you know it can be tough. From everyday discounts to special holiday incentives to freebies and more, business owners are challenged with the drama – yes, drama – of making sure their friends and family feel special when shopping with them. As small business owners, it’s drama  enough just to handle your ever expanding to-do-list, so adding “keep friends and family shopping and happy” often becomes just another chore to check off. Luckily, with a little planning and a lot of heart, keeping your favorite people (or your not so favorite people but blood makes them count) happy can be  as easy as 1-2-3.

1. Set Limits.

Limits, boundaries, deadlines… call it what you want, but the key is to identify what you offer your friends and family in discounts and shopping incentives so that there is no confusion. If it’s written out and identified clearly, it’s easy to blame the “policy” versus having to take the blame yourself. If you still get heat for it, remind them you are running a business and policies are part of your business model. Still getting heat? Maybe you need to find new friends… Or at least accept that they may not be the right customer for your business.

2. Offer Exceptions

If your mom makes the cut, give her a special deal that exceeds your typical discount. On that same note, break rules whenever you want for whomever you want should you feel the urge, need, desire. But only you have this control, so use it wisely. Don’t throw this around whenever… save this for truly special occasions – if at all. Remember, you’re in business to make money – right? Plus, if you throw these types of exceptions around too often, they will become expected. This should definitely not be your goal.

3. Make Them Feel Happy

Sometimes just the feeling of “being special” or “standing out” is all your friends and family may need. Host a special evening just for your fav peeps to shop, offering great deals, discounts and some light appetizers and beverages. Take it up a notch with music, local designers or any other extra effort that shows you really went out of your way to make this special event worth attending. While shopping is the goal, sometimes it’s just nice to show them how much you appreciate that they support you and your business. Of course, this is assuming they are referring people your way, right?!?!

Extra, Extra

To round out these special incentives, discounts and more, make sure to always be thankful of any business you receive – plain and simple. The competition is tough, so friends, family or just some stranger on the street all equally deserve your appreciation as a business owner. Going the extra mile for those you care about is a perk you should enjoy… not dread due to the constant abuse of your generosity. So remember –  create boundaries, write out your policy and invite friends and family to shop away! But please… promise yourself, your friends, your family and me that you won’t become that business owner who depends on them for all your business. All the perks in the world don’t equal up to that making a successful business strategy.