How do you counter the "Best Friend" or "Brother in Law" problem?

That's only a problem if you are selling a commodity (i.e. something that can be price shopped to the lowest bidder)

Are you going in there and saying "we need to change XYZ?"

Or are you going in there and saying "Hey Mr. Business Owner, how's business currently...what are you currently frustrated with...where would you like to see business be in...what are you currently doing now to get there?"

By asking targeted and related questions to the business owner, you will not only build a quality relationship with each other, but you can identify areas of the business not even being addressed by anyone...then offer to solve them.

Personally I don't even touch online marketing until about 4-5 projects in, there's much more important things to do first which will get the business owner fast results.

After that point, you can consider his "brother-in-law" as a free outsource employee of yours to do the work you want done.

Win-Win =)

~Dexx

ZaraK,

First off, NEVER offend them by saying that what their friend/in-law created is awful or weak.

As for countering it, it all depends on what YOU are offering. If all you are going to do for them is to set up a website, then you have some stiff competition from the national $4.95 outfits.

You should be selling them on SEO, SEM or other things that differentiate your business form the other guys. If you do this, then the family friend guy isn't a problem.

If you explain what you offer beyond what these other people offer and they don't get it or they still think you are too expensive, well then is the time to say 'next'.

Or, if you are just starting out, offer to do it for a cut rate and start to build your portfolio.

Heh, well really, I've seen this "issue" brought up by others in the community before...when if you think about it...the problem isn't someone else doing it...you would hire someone in Thailand for $2/hr to do it...

The problem is not being PAID for the project to be done...

So instead of trying to get paid to build a website...get paid to design a MARKETING SYSTEM and then provide instructions for what the Website needs to include in it.

Be the Architects of the marketing system, not the construction workers, but just like building a skyscraper...you wouldn't hire the construction worker to design it. =)

~Dexx

you have to communicate that results matter - ask them for the results their BIL has produced, versus your results with your other clients

I am so glad some one brought this up because I have quite a different perspective on this situation.

Most often then not its an excuse to blow you off, just like when they ask you for your business card.

Ok, well give me your business card and...bla bla bla.

These are statements born out of the desire to shut you down and its usually a smoke screen that's pretty easy to get past.

Sometimes I just shoot right back, yes well unless your business is a charity case why would you turn important profit centers over to some one who isn't a pro? We wouldn't hire an attorney to come and remodel our home or business right?

or...

Would you entertain the possibility that you have not made the best decision by allowing a family member to take over such an important segment of your revenue stream?

or...

That's great that you have some one who understands the importance of capturing each visitor's name and email so you can follow up with them in a series of emails to you increase the chances that they buy from your site or come in to your store!

How big is your site visitor list...?

or...

You know, I hired my uncle and brother in law to replace my roof and it leaked like hell, as a result I don't talk much with them anymore, and now there's always a little tension at family events....


or....

Well its time to get more serious about your business don't you think? (short pause)..Listen, I realize what I just said might offend you or even piss you off but if you step back and look at it, is it possible you have a family member running your web site because you haven't place enough importance on it and therefore loose out on all the extra profit you could be making.


Now I realize that some of those reading this post are not going to agree with my advice, that is completely OK.

Why?

Because they are entitled to!