Getting the first few customers is the hardest part of starting a business. You have no reviews, no track record and probably no budget. The good news is that early customers don't need a slick brand. They need to trust you and understand what you offer.
This guide covers the approaches that tend to work first, in roughly the order to try them. Most of them cost nothing but time, and you can start on several of them this week.
Start with people who already know you
Friends, family, former colleagues, neighbours, people from your gym or your child's school. These people already trust you, which is the thing a new business lacks most. Many won't buy themselves, but they know people who might.
Write a list of 50 names. It sounds like a lot, but go through your phone contacts, LinkedIn and old group chats and you'll get there. Then tell them, personally, what you've started and who it's for. A post on social media is fine as well, but a direct message to each person gets far more attention.
If you haven't yet checked that anyone will pay for your idea, read how to validate a business idea alongside this. Your first few customers are part of that test.
Write a clear one-line offer
Before you contact anyone, be able to say what you do in one sentence. A useful pattern is: I help [who] with [problem] by [what you do]. For example, "I help busy sole traders get their receipts and records sorted before tax return season."
If people have to ask follow-up questions just to understand what you sell, they won't pass your name on. A clear offer also makes pricing easier, and our guide on how to price your services can help you settle on a number you can say with confidence.
Reach out directly, one person at a time
Direct outreach means sending a short, personal message to someone who might need what you offer, or who might know someone who does. Keep it brief, say why you're contacting them, and make the ask small. For example:
"Hi Sam, hope the new role is going well. I've just started doing bookkeeping for sole traders, mostly getting records ready for Self Assessment. I'm taking on my first three clients this month. Do you know anyone who dreads their tax return? Happy to have a quick chat with them if it helps."
Aim for a handful of messages a day rather than a hundred in one go. If you're emailing businesses you don't know, the ICO's rules on marketing emails apply. You can usually email limited companies without prior consent, as long as you say who you are and give them a way to opt out. Sole traders and partnerships are treated like individuals, so you generally need their consent first.
Show up in local groups and communities
Local Facebook groups, Nextdoor, community noticeboards, business networking breakfasts, your local chamber of commerce, markets and online forums for your niche are all places where potential customers gather.
The trick is to be useful before you sell. Answer questions, share what you know, and mention what you do when it's relevant. Read each group's rules first, since many limit promotional posts to a set day.
- Pick two or three groups where your customers actually spend time, not ten.
- Post helpful answers a few times a week.
- Set up a free Google Business Profile if you serve a local area, so people can find you when they search.
Find partners who already serve your customers
Other businesses often have your customers already. A dog walker might partner with a local groomer, a wedding photographer with a florist, a web designer with an accountant. You send them work, they send you work.
Start by offering something useful: a recommendation, a guest slot in your newsletter, or a referral. Keep it simple and informal at first. If a partnership starts sending regular work, you can agree something more formal later.
Ask for referrals and reviews
Once someone has paid you and is happy, ask two questions: do you know anyone else who might find this useful, and would you mind leaving a review? Most people are happy to help a new business but won't think to do it unless you ask.
Stay on the right side of consumer law. The CMA's guidance says you can ask customers for reviews, but you mustn't write fake ones, only ask happy customers, or hide negative ones. If you offer something in return for a review, you need to say so and the review must still be genuine. Reviews from friends or family should make that connection clear.
Make it easy to buy, then follow up
Remove every bit of friction you can. Have one clear price, one way to book, and a simple way to pay, such as a card payment link or bank transfer details. Send an invoice or confirmation the same day. If you sell online or by phone to consumers, give your business name, contact details, the full price and how they can cancel, as they usually have 14 days to change their mind.
Then follow up. Most people don't say no, they just get busy. A friendly message a week later is normal and often welcome. Keep a simple spreadsheet of who you've spoken to, when, and what the next step is, so nobody slips through the gaps. When you get on calls, our guide on how to pitch your business covers what to say and how to handle questions about price.
What not to waste time on early
It's tempting to work on things that feel productive but don't put you in front of buyers. Most of these can wait until you've had a few paying customers and know what they actually value.
Put that time into outreach instead. Plenty of messages will get no reply, and that's normal. A little every week beats a big push followed by silence. If you find it hard to keep going on your own, Exitnine's community of entrepreneurs is a place to share what you're trying and see what's working for others.
- Paid ads. They can burn money fast when you don't yet know who buys or why.
- Perfect branding. A clean name and a simple logo are enough to start.
- A big website. One page with what you do, the price and how to contact you will do.
- Posting on every social platform. Pick one where your customers already are.
- Expensive tools and subscriptions before you have the work to justify them.
Questions people ask
How long does it take to get your first customer?
It varies a lot by business. Service businesses selling to people in their network can sometimes land a first customer within a few weeks, while products often take longer. Regular outreach every week makes the biggest difference.
Should I offer my first customers a discount?
A small, time-limited founding rate can help, but avoid working for free unless it's a short, agreed trial. Paying customers give you more honest feedback and a clearer sense of whether the business works.
Can I send cold emails to businesses in the UK?
You can usually email limited companies without consent if you identify yourself and offer an opt-out. Sole traders and partnerships generally need to have consented first. Check the ICO's business-to-business marketing guidance before you start.
Do I need a website to get my first customers?
No. Many first customers come from conversations and referrals. A simple one-page site or a Google Business Profile helps people check you're real, but you can start selling before you have either.