How to get your first 10 customers

Almost nobody's first ten customers come from a launch post or an ad. They come from a spreadsheet, a few dozen messages and some follow-up. That's good news if you have a day job, because it fits in coffee breaks.

1. Write down 30 names

Former coworkers, neighbors, people from church or the gym, LinkedIn connections, the group chat. You're not going to sell to all of them. You're going to ask them two things: do they have this problem, and do they know someone who does. Most early customers are one introduction away from you.

2. Know exactly who you're looking for

“Small businesses” is too vague to find anyone. “Restaurant owners in my town whose website still lists last year's menu” is a person you could walk in and meet. If you've done Who's already doing it?, you already have this sentence. Then list where those people actually are: a Facebook group, a trade association, a subreddit, a street.

Describe them by what they believe and what they won't put up with, which tells you more than their income or age. “Owners who refuse to pay an agency $500 to change their hours” is a sharper description than “businesses with money.” Use the words they'd use; people notice when something was written by someone who gets it.

3. Send a short, honest message

Say who you are, what you're testing, who it's for, and what you're asking for. Keep it short enough to read on a phone. Something like this, in your own words:

Hi Dana, I'm starting a small side business doing website tune-ups for local restaurants: menus, hours, photos, the stuff that goes stale. I'm taking on my first five clients at a lower price in exchange for honest feedback. Would that be useful for you, or do you know a restaurant owner who'd want it?

Being upfront that it's new and that you want feedback usually makes people more willing to help. A founding-customer price is fine as long as it's real and you tell them what it'll be later.

4. Follow up, then follow up once more

Most people who don't reply are just busy. Send one friendly follow-up a few days later, and one more a week after that. After that, let it go and move on to the next name.

If you've ever chased a coworker for a signature on a form, you already have the follow-up skills.

5. Ask for the sale

When someone's interested, tell them the price and the next step in plain words. “It's $150 for the first month. I can start Monday. Want me to send the details?” Then stop talking. If they say no, ask what would have made it a yes, and use the answer to fix the offer.

6. Do the work by hand

Deliver the first customers' work yourself, personally, even if you plan to automate it later. You'll learn what they actually care about, which is rarely what you guessed, and you'll get the kind of results that make people tell their friends.

Before you start, tell them what the first week or two will look like, including the awkward part: the messy first cleanup, the photos that need a second round, the month before results show. When you've said it first, the customer reads it as expected.

7. Turn each customer into the next one

After you've delivered, ask three things: “Would you tell me honestly how it went?”, “What almost stopped you from buying?” and “Do you know anyone else who'd want this?” The middle answer is the worry your page should answer for the next customer. If they're happy, ask whether you can quote them on your page, using their real words and only with their permission. Keep everyone in one simple spreadsheet: name, how you know them, when you messaged, what they said, and the next step.

Mark spent his career in sales and mentors salespeople now. If you're stuck on what to say, pick a time with him.

Questions people ask

Is it okay to sell to friends and family?

Yes, as long as you're honest about what it is and they'd actually use it. Even better is asking them who they know, since a friend's introduction gets you a stranger's honest answer.

What if nobody replies?

Look at your message and your list before you look at the idea. Is the message short, specific and easy to answer? Are you writing to people who really have the problem? Change one thing and send ten more.

Should I use social media instead?

Use it to find people and to show your work. Most first sales still happen in a direct conversation, so follow a good post with a message.

Do I need a website first?

No, but one simple page helps people take you seriously and gives them something to forward. SideFrog's “Build the page” prompt makes one quickly; see Test a side hustle idea in a week.

What should I charge?

A real price, close to what you'd charge later, with an honest founding discount if you want one. Free work teaches you less, because people don't tell you the truth about things they didn't pay for. The full walkthrough is in What should I charge?

Read next

• What should I charge?Read
• Test a side hustle idea in a weekRead
• Who's already doing it?Read