Starting a business
How to get your first customers
Your first ten customers are the hardest ones you'll ever get. You have no reviews, no word of mouth and no track record. The good news: the first ten don't come from ads. They come from people, trust and showing up. Here's a plan.
Start with who you already know
Make a list of everyone you know: family, friends, neighbors, past coworkers, people from church, the gym or your kids' school. Tell each one, personally, what you do and who you're looking for. Don't ask them to buy. Ask them who they know who needs it. One personal message beats a hundred social posts.
Pick one kind of customer to go after
"Anyone who needs it" is hard to find. "New homeowners in two neighborhoods" or "barns with ten or more horses" is easy to find. Write down your best customer in one sentence, then ask where those people already gather, in person and online.
Make it easy to find and trust you
- A Google Business Profile, so you show up on Google Maps.
- A simple website with your services, area and a way to reach you.
- Business cards in your pocket, every day.
- A sign on your truck, trailer, door or window.
People who hear your name will look you up. Make sure they find something that looks real.
Find businesses that serve the same people
Other businesses talk to your customers every day. A real estate agent knows who needs cleaners, painters and movers. A vet knows who needs a farrier. A gym knows who needs a nutrition coach. Introduce yourself, leave cards, and send work their way too.
Show your work in public
Post real work twice a week: before and afters, a day on the job, a quick tip, the story of why you started. Short videos get seen more than photos. Be in the local groups your customers use, and be helpful there instead of just posting ads.
Turn every customer into the next one
- Do great work, then ask for a Google review the same day, while they're happy.
- Ask, "Who else do you know who could use this?"
- Leave cards with the neighbors when you work on a house or a street.
- Follow up a week later to make sure they're happy.
Reviews are what turn strangers into customers when you're new.
Your first-10 plan
- This week: message 20 people you know, one at a time.
- This week: set up your Google Business Profile and get cards printed.
- Next week: introduce yourself to five businesses that serve your customers.
- Every week: post your work twice and join the conversations where your customers are.
- After every job: ask for a review and a referral.
When the first ten are in, move to a 90-day marketing plan.