For me, being friendly needs no introduction (10)
I believe the answer is:
personally
'for me' is the definition.
(I've seen this before)
'being friendly needs no introduction' is the wordplay.
'being' becomes 'person' (person is a kind of being).
'friendly' becomes 'pally' (pally means friendly).
'needs no introduction' means to remove the first letter.
'pally' with its initial letter taken off is 'ally'.
'person'+'ally'='PERSONALLY'
(Other definitions for personally that I've seen before include "Speaking for myself" , "I think" , "in my opinion" , "in my book" , "as far as one is concerned" .)