How to Handle a lack of Support from Friends and Family

When I decided to open my own business, I did lots of research on the many reasons that new businesses fail. Many sources cite improper marketing, poor customer service, and a lack of funds. While many of these are true, I have found that a lack of support from friends and family is one of the initial and toughest blows a new business owner has to overcome. I am so grateful to the friends and family that did support me, but it wasn’t what I expected.

When starting out in a new venture I think it is completely normal to count other people’s money. We as owners without even thinking of it forecast an estimate of our first month’s sales. We think if “my cousin, aunt, uncle and friends” just buy or give “this much” then that will be my 1st quarter clutch. When the reality of the situation is whatever number we have in our heads, we will probably only get about 10% of that. So what do you do then?

This was a question I had to ask myself in the first few weeks my Etsy shop opened. Here are a few things that I learned.

1. People often say in business “don’t take it personal”. That is NOT possible. Why? There is nothing impersonal about business, especially if you are the owner. Being an owner of a small business means you have put your dreams into action. You have placed family, your reputation and your overall livelihood on the line. You have invested your own money or possibly taken out a loan, sacrificed your free time and time with loved ones. How can this NOT be personal? It is. Knowing that gives you permission to embrace whatever feelings you may have. But despite all this I had to realize, this was MY dream, not my friends and family. And although I wanted their support, MY dream is NOT my friends and family’s responsibility.

2. I had to realize my audience. My friends and family were no different from any other consumer. What does this mean? It is important to understand consumer psychology. On average it takes 8 interactions with a product before a consumer will buy it. This example really helped me. McDonalds is one of the most heavily marketed and most stable companies in the world. They have a solid fan base, as they produce a consistent product. When you watch TV how many times do you see a McDonald’s commercial, how many times do you pass McDonald’s on the way to work. You probably can’t even count. But it takes all of that just to get you to spend $5.00 a week on an extra value meal. So mentioning your business to your family and friends that one time at a family dinner probably won’t cut it. You must think out the box and stay there.

3. The most important thing I had to learn, was NOT to get discouraged. This was much easier said than done. I had to find the confidence to keep going despite this ever present failure. I did my best to use this failure as a lesson. I looked at my product, and completely picked it apart. Was it good enough, did it solve a problem, was it useful, was it over priced? I did my best to turn my pain into power and learn as much as I could from that experience. Setbacks are only fatal when you don’t find a way to learn from them.

So as I close this post I hope you realize you are not alone. A lack of support is a causality of the war of entrepreneurship. In all things there lies an opportunity to turn your pain into power…..Don't just win... Reign