Problem #1 Friends and Family

OK, so you have a business that you believe in, and you want to share it with those you love the most. What happens when you do that? Well, you find out who your friends are. Your friends are not measured by whether or not they join your business or if they buy your products, they are measured by how they treat you.
Here is our experience in a nut shell.
We call a few people to show them what we are doing, this person, that couple gladly listen to us. Some respond positively, some are hesitant, but glad we like it. Then there is another couple, one that we thought we were close to. He is looking for a business to bring him home from a job. He has tried many business ventures, even. Here is something that he would be great at, something he is looking for, but when we ask him to see it he blows us off. Then suggests it is Amway, when we say it isn't, he says we are probably in Quixtar and don't KNOW that it is Amway. Nope, it is not Amway in any way, shape or form. Still, not going to talk to us, even stops talking to us pretty much knowing NOTHING about what we are doing.
The reason this is so hurtful is not that he isn't going to get in or even purchase from us, but that he doesn't trust us. We are not trustworthy enough to just look at it. What harm would that do? We wouldn't harass him to join, we wouldn't drop him because he didn't join, however, he doesn't trust us. Obviously we are also too stupid to even know that we are in Amway under a different name, even though we are IN it, and he has never heard of it.
Now we are hurting personally, and I have no idea how to continue a friendship that never really was.

There are a few ways to avoid this scenario.
Don't:

1. Say you want to "Show" them something
2. Say you want to "share" something with them
3. Say that you have exactly what they are looking for

Do:

1. Ask them to do you a favor as a friend and just listen to something
2. Ask them to listen and give you their opinion on something
3. Convey excitement, but don't be too excited.

A balance needs to be found somewhere between feeling like you need to bring your friends and family along and destroying relationships forever.