Landing Your First Client

By Staff Writer

Your first client is more than just a starting point for your business. Your first client can determine your future success and helps you land subsequent clients. That initial client lends legitimacy to your company, can offer feedback for improvement and can give testimonials to strengthen your marketing campaigns. That first client also gives potential investors evidence that there is legitimate interest in your product or service. It’s not enough to think, “If you build it, they will come.” You need to get active to build a client base. Try these eight steps to get started.

Hint: Don't have room in your budget to pay for professional designers and writers? Head to your local university and hire an art, graphic design or marketing student.

1. Go with what—and who—you know. Think friends, neighbors, former customers and employees. Make a list of acquaintances from your church or synagogue, hobbies, clubs or trade organizations. Think of relatives’ friends, your mortgage broker, pharmacist, mechanic, and former classmates. Then send letters and announce your business; tell them your idea. Two weeks later, call them and follow up. Offer an incentive to these first contacts, such as a discount, and reward those who give you referrals. Even just a cup of coffee or a lunch is a great way to show your gratitude and encourage those names and numbers to keep pouring in.

2. Build new networks. If you don’t already belong to them, join some local organizations, whether they’re specific to your industry or more general like the Rotary Club. Research other groups near you, and don’t miss an opportunity to meet potential prospects, or even people who know potential prospects. You never know who will be able to introduce you to the perfect client.

3. Set up informational meetings. Get some of those people you know together and discuss your ideas. Keep it low-key and informal, perhaps over lunch. This is a great chance for you to get thoughts on your plans and also get referrals to people who can use your idea.

4. Tradeshows. You may not be ready to get a booth on your own, but try finding someone who will share one with you. Perhaps one of the organizations you researched offers a combined booth? If the booth doesn’t work out, go to the show anyway. It’s a great place for business-to-business networking. Walk the tradeshow with a smile. Pick up informational literature from competitors and potential partners and always be sure to follow up on any and all leads you get.

5. “Here’s my card.” Never underestimate the power of word-of-mouth marketing. Hand out your business card to everyone you meet—and don’t toss the ones you get.

6. Display your business, front and center. Place displays or brochures for your company in offices around town. Go where the prospects are. For example, if you’re a piano tuner, you won’t get as many responses from a display in a fish market as you will from a display in the local music school.

7. Prospective clients are online, too. A few words can go far on the Web. Look for sites that are relevant to your industry and seek out newsgroups that target your audience. Answer questions in online forums and chat groups. Passing the word online can be the cheapest and easiest way to get connected to the right people.

If you’re ready to introduce millions of potential customers to your business, launch your own Web site. It’s become increasingly easy to register a domain name, find a hosting company and then get the tools from that host to launch a simple site very quickly and efficiently. Don’t miss this opportunity to show prospective customers—and investors—you are a professional, forward-thinking company that isn’t ignoring the potential of the Internet.


8. Warm up to cold calls. Admittedly, it isn’t most entrepreneurs’ first choice or favorite task, but done correctly—and with enough dialing—it can prove successful. Make a list and pick up the phone. What do you have to lose?

Start with these basics and then branch out. Sponsor a fundraiser or hold a seminar in your field of expertise. Get creative. You already have the best bait imaginable with your idea. Now it’s time to go fishing!