Many people like to prospect strangers, because if they say, “Not interested, buzz off” you never need to see them again. We find talking business with friends awkward. Here are five reasons to do it.

1. They may need help.

An advisor had a friend who lost a parent. The advisor saw an opportunity for business, but held off because the friend was grieving.

Weeks turned to months. The relationship cooled. The advisor asked why. The friend explained: “You knew I was in a difficult situation, coping with financial issues. You could have helped, but you never offered.”

What's the moral of the story? “Everyone should have the opportunity to say no.”

2. They have no clue what you do.

Years ago, people's professional titles described one thing. Insurance agents sold insurance. But today, many professions have spread into different fields. Today, your favorite airline will sell you cruise tickets, book hotels and provide rental cars.

Insurance agents offer lots of other financial services. People won't know unless you tell them. What's the message? You don't know exactly what they do either. Draw them out. This gives you the opportunity to tell your story.

3. They will buy somewhere else. As above, they don't know what you do. Because you never brought up business, they might assume you don't do business with friends, have more clients than you can handle or don't offer what they need to buy.

How often have you heard: “I never knew you did (x). I always assumed you only did (y).” Here's the message: They may not know how you help people or if you are taking on new clients.

4. Everyone wants to be an important client. People shop online, but they don't get personal service. Walking into a financial services office might get them “the broker of the day.” Are they on their way up or out the door?

Most people prefer to deal with someone they know, someone who is personally invested in their success. Here's the message: “If we ever did business together, I would consider you an important client.

5. Keep it in the family. Families have secrets. They don't like the idea of strangers knowing their intimate details. They also like recycling money, thinking it's better that fees and commissions go to a relative, not a stranger. The message is to try and establish yourself as the family advisor for your friends and relatives.

Bottom line: It's difficult to grow a business if you focus on who you won't do business with.

Bryce Sanders is president of Perceptive Business Solutions Inc. He provides HNW client acquisition training for the financial services industry. His book, “Captivating the Wealthy Investor” can be found on Amazon.

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