How to get your first 10 customers

Before you start: be specific about who and what

Write one sentence that names your customer and the problem you solve, for example "I help independent cafés in Manchester cut food waste with a weekly ordering plan." If you cannot write that sentence, your outreach will be vague and replies will be rare. Narrow it down until you can picture real people who fit.

Then decide your first offer and price. Make it small, easy to say yes to, and clearly useful: a pilot, a fixed-price starter package, or a one-off audit.

Step 1: build a list of 50 names

Write down 50 real people or businesses who match your customer description. Sources include:

• People you already know, and their contacts. Ask "who do you know who…?"
• LinkedIn searches by job title and location.
• Companies House and local business directories for business types in your area.
• Trade associations, local Chamber of Commerce and networking events.
• Online communities where your customers ask for help (follow each group's rules on self-promotion).
• Businesses that serve the same customer but do not compete with you, who could refer clients.

Step 2: start with warm contacts

Message people who know you first. Do not ask them to buy. Ask whether they know someone with the problem, or whether they would give you feedback on your offer. Warm introductions convert far better than cold messages, and early feedback will sharpen your pitch before you contact strangers.

Hi [name], I've started helping [customer type] with [problem]. Do you know anyone who's struggling with that at the moment? An introduction would mean a lot, and I'd welcome any honest feedback on the offer too.

Step 3: personal outreach to the rest

Send 10 to 15 personal messages a day, not a mass mailing. Each one should show you have looked at their business, name a specific problem, and make a small, low-pressure ask.

• Email business addresses responsibly. UK rules (PECR and UK GDPR) treat business-to-business email differently from consumer email, so check the ICO's guidance on direct marketing before emailing individuals.
• Keep messages short, honest and easy to decline.

Hi [name], I noticed [specific thing about their business]. I help [customer type] with [problem]. Usually that means [one-line result]. Would a 15-minute call next week be useful? If it isn't a priority, no problem at all.

Step 4: run good conversations

On calls, spend most of the time asking, not pitching:

• What does this problem cost you at the moment?
• What have you tried? What did you not like about it?
• What would a good result look like in three months?
• Who else is involved in a decision like this?

If it's a fit, close with a clear next step: "Based on what you've said, the starter package would cover X and Y for £Z. Would you like to go ahead?"

Step 5: follow up (this is where most sales happen)

Many people say yes on the second or third contact, not the first. Follow up politely after three or four days, then again a week later, then stop. Always give an easy way to say no. A clear "not now" is useful information and saves you both time.

Step 6: make every customer a source of the next one

• Deliver more carefully for your first customers than you think you need to.
• Ask for feedback at the end of every job, and act on it.
• Ask happy customers for an introduction to one person they know.
• Ask for a short testimonial, with permission, in their own words.
• Keep in touch. A short, useful check-in a month later often leads to repeat work.

Track four numbers each week

If replies are low, improve your targeting and first message. If conversations do not turn into sales, look again at your offer, price or the problem you are solving. These four numbers tell you where the bottleneck is.

• Messages sent
• Replies
• Conversations held
• Customers won

A realistic four-week rhythm

• Week 1: write your one-sentence description and offer; build the list of 50; message warm contacts.
• Week 2: 10 to 15 personal outreach messages a day; book calls.
• Week 3: hold conversations; follow up everyone; refine your offer.
• Week 4: deliver to your first customers; ask for introductions and feedback; repeat.

Tools that help (without taking over)

A simple spreadsheet is enough to track your list and follow-ups. AI assistants can help you research businesses and draft outreach, but personalise every message yourself and never invent details about a prospect. If you want to check how well you use AI tools for this kind of work, the free PromptRank assessment at busigurus.com, from our sister company, is marked by a fixed rubric.

Before you begin, test how clearly your offer is described. Solopreneur Protocol scores your problem, customer, offer, channel and first-sale plan, free for your first idea.