Getting your first customers is one of the most exciting and important parts of starting a business. This is the moment when your idea becomes real, and you start to get feedback, gain trust, and build momentum. However, finding those first few users or buyers requires a special approach that involves understanding others, hard work, and targeted outreach. Here are some steps to help you succeed:
Identify a Real Problem
Before you try to sell anything, ask yourself: What problem am I trying to solve, and who really needs this?
Many new business creators jump right into selling without figuring out if their idea addresses a real issue. Instead, start by talking to people. Join online forums, set up interviews with potential users, or listen to discussions in communities related to your idea.
Ask questions like:
- What frustrates you the most about [X]?
- How are you dealing with this problem right now?
- What would the perfect solution look like for you?
Once you find a common problem, adjust your message to directly address that issue. When people see that you understand their struggles, they are more likely to try your solution.
Use Your Current Network
Your first customers may already be in your life—you just haven’t asked them yet.
Reach out to:
- Friends and former coworkers who fit your ideal customer profile
- LinkedIn connections in relevant fields
- Online groups and communities where your target audience hangs out (like Slack groups, Reddit, Discord, or Indie Hackers)
Avoid sending generic messages. Personalize each one. Let them know why you thought of them. Here’s a simple message you could use:
“Hey [Name], I’m working on a tool to help [audience] solve [problem]. I thought of you because of your work at [company]. I’d love your feedback or can give you early access if you’re interested.”
Your network isn’t just your first audience; they can also become your biggest supporters.
Provide Value Before Asking for Sales
Build trust before you ask people to buy from you. A great way to do this is by offering helpful information for free.
You can do this by:
- Writing useful blog posts or guides
- Sharing tips on LinkedIn, X (Twitter), or other platforms
- Creating free templates or tools
- Offering to have short phone calls to explain your idea
By consistently helping others, you show that you’re a reliable and trustworthy source. When it’s time to promote your product or service, people will already know and trust you, making them more likely to buy.
Create a Simple, Low-Risk Way to Start
Your first customers are taking a risk by trying something new. Make that risk as small and easy as possible.
Here’s how:
- Offer a free trial that’s easy to access
- Have a good refund policy
- Allow demo access or previews without needing to log in
- Provide clear instructions on what to do next
You want your potential customers to feel like they have nothing to lose by trying your solution. The easier it is to take that first step, the more likely they are to do it.
Use Testimonials and Social Proof Early
Even just a few happy users can help you market your product effectively.
Here’s what you can do:
- Ask beta testers for a short testimonial or quote
- Turn early customer feedback into case studies or social media posts
- Add logos, names, or reviews to your website (make sure to get permission first)
Even if you only have a handful of users, showing real people using your product gives you instant credibility. People are more likely to buy something that others have already tried and liked.
Don’t Wait to Start Selling
Waiting too long can hinder your progress. Many creators hold off on promoting their work, thinking they need a perfect product or a fancy website before launching.
The truth is, you’ll learn much more from five real users than from spending another month perfecting your product.
Instead, try this:
- Do a soft launch with a few users, even if things aren’t perfect
- Collect feedback and make quick improvements
- Share your journey online and involve your audience
Getting your product into the hands of users quickly helps you test your ideas, discover what works, and build momentum.
Final Thoughts
You don’t need a large following or a marketing team to find your first customers. What you really need is understanding, clarity, and consistent effort. Focus on solving a problem that matters to people, connect personally with potential users, and make it easy for them to try your product. Your first 5–10 customers are just the start, but they will lay the groundwork for everything that follows.