It doesn’t have to be.  Although prospecting among friends can be uncomfortable, there is an easy way to do it.

Here’s how . . .

During a casual moment with a friend, say this:

"From time to time, I come across good ideas for [you fill in the topic, such as: retirement planning, estate planning, reducing taxes, etc.].  When I do, would you like to know about them?"

With a negative response, let it go.  But often friends respond with "sure."  If so, respond with an "OK", and give it a couple of weeks.

Then make an appointment to discuss whatever applies by saying: "I ran across something you’ll be interested in reviewing.  How about lunch this Friday?"

Social prospecting is easy with this strategy.  Just be sure you have a very interesting idea to discuss that you think applies to this prospect.