GL, good new innkeeper question. I asked the same when I started and got the usual diverse (polite term) responses here. What I decided, and what has worked out is ...
Family visits rarely, but generally stays in non-inn spaces, to leave open room sales. A house party of friends or family that we all invite is a strain on us, but fun. They recognize that and put money in for expenses, food, housekeeping.
Old friends who want to come by on a trip for a visit usually pay $40 for a night or two, covers direct expense. They are always glad to do it as it solves a problem of not wanting to be freeloaders. These are (discounted) sales and we pay the room tax.
Business acquaintances, neighbors, etc. I thought I might offer 20% off, but in truth, these folk are more demanding that regular guests, so now it is 10% off, the same as a block booking (with a deposit).
Then there are the freeloaders. Avoid them. There are "media" types - anyone with a blog is media nowadays - looking for comp rooms. Sometimes you will get a mention, rarely a customer. People want you to donate a room night for a charity auction. If you like the charity, fine, but no potential customers will see ever it.
Anyone who said "I am your friend, give me a free night and I will tell my friends" should be asked "If you are my friend, why wouldn't you want to tell all your friends anyway?"
You will also get callers you don't know complaining about paying full price. Steel your nerves. There are people who can't stand to pay full price for a valuable experience; let them go somewhere else.
Consider the logic: We had a customer call for a room when everything in town was booked. We had a cancellation: room is $165/night for two. She said her Hilton VIP card would get her a room for $100, but the Hilton was full, so would we match that price? (We know the rack rate at the Hilton for that weekend was $289, and no specials accepted). No, Our rate is $165, a good deal for a 420 s.f. king with fireplace. Too much. Later she calls back and now she is mad, "do you know I have spent over an hour on the internet and phone and I can't find a place cheaper than you!" She booked at the full rate; she came for two nights and grudgingly enjoyed the wine, appetizers, the full breakfast. We had only been open a few months then. Now, I am more inclined to tell guests who complain about the price that they should keep looking. Grumpy, cheap people are a drain on the spirit.
It is a mindset: hospitality is a business. B&B is a particularly personal busines, but it is still a business. You set fair rates, charge them fairly. You are not gouging people, you are offering them a choice thay can accept or decline. For them to insist that your B&B experience is not worth your rates is insulting you. You will get plenty of guests who understand this and will be your good customers.