How To Get Your First 10 Customers If You Don't Have a Sales Background

Getting your first 10 customers is tough, especially if you’re not a sales pro. But you don’t need slick pitches or a fancy strategy to make it happen. Here’s the playbook:

1. Start with your network: Reach out to friends, colleagues, and acquaintances. People who already know you are more likely to give your product a shot.
2. Craft personal messages: Skip the generic emails. Tailor your outreach to show you understand their needs.
3. Ask for referrals: Your network knows people you don’t. Be specific about who you’re looking to meet.
4. Use social media: Share helpful posts, join conversations, and build trust online.
5. Offer incentives: Discounts, bonuses, or exclusive perks can nudge early adopters to say yes.
6. Learn from feedback: Your first customers will teach you what works - and what doesn’t.

This isn’t just about landing 10 sales. It’s about building relationships and refining your approach so you can scale. Let’s break it down.

4 Ways To Get Your First 10 Customers (41mins Full Class)

Use Your Personal Network

When you're just stepping into the world of sales, leaning on the people who already know and trust you can be a game-changer. Your personal network isn't just a list of contacts - it's a treasure trove of potential opportunities. These are the folks most likely to give your product a shot, and approaching them with authenticity and a clear strategy can make all the difference.

Find Potential Leads in Your Network

Start by mapping out everyone you know. Don’t limit yourself to close friends and family - think bigger. Include former colleagues, classmates, neighbors, gym friends, community members, and even casual acquaintances. You’d be surprised how many connections you actually have.

To keep things organized, create a simple spreadsheet with three columns: Name, Relationship, and Potential Fit. In the "Potential Fit" column, jot down whether someone might be a direct customer, know someone who could be, or simply be a great source of feedback or referrals.

For instance, your college roommate who now runs a marketing agency might be the perfect fit for your B2B software. Or that neighbor who chats endlessly about home renovations? They could be your ideal user if you're building a home improvement app. And don’t forget about connectors - people like real estate agents, consultants, or community leaders who seem to know everyone. They might not buy your product, but their networks could be gold.

Here’s why this works: 92% of consumers trust recommendations from people they know. That level of trust is something cold emails or ads can’t compete with. Your network already trusts you - use that to your advantage.

Write Personal Outreach Messages

When reaching out, ditch the overly polished sales pitch. Instead, aim for a message that feels like a natural conversation. If you haven’t spoken to someone in a while, start by genuinely reconnecting. Nobody likes to feel like they’re just a name on a list.

Keep your message short and focused on how you can solve a problem for them. For example, instead of saying, “I’ve launched a new project management tool with advanced analytics,” try something like, “I’ve been working on a tool that helps small business owners like you save five hours a week on admin tasks.” It’s specific, relatable, and directly speaks to their needs.

Always include a graceful way out. Say something like, “No worries if this isn’t relevant right now,” or “Feel free to ignore this if you’re swamped.” This reduces pressure and, ironically, makes people more likely to respond.

If it’s been a while since you’ve spoken, take a moment to rebuild the connection before diving into your pitch. A little effort to re-establish rapport goes a long way.

Ask for Referrals

The true strength of your network often isn’t in who they are - it’s in who they know. When asking for referrals, make it as easy as possible for people to help you.

Be specific in your request. Instead of saying, “Do you know anyone who might be interested?” try, “I’m looking to connect with small business owners spending over $2,000 a month on Facebook ads but not seeing strong results.” The clearer you are, the better the chances they’ll think of someone who fits.

To make it even easier, offer to draft an introduction for them. This minimizes their effort and increases the likelihood they’ll follow through.

And no matter the outcome, always express your gratitude. A simple thank-you keeps the relationship strong and makes people more inclined to think of you for future opportunities.

When asking for referrals, frame your request around how your product or service could genuinely help someone in their network. It’s not just about what you gain - it’s about creating a situation where everyone benefits.

Once your network is engaged, focus on crafting clear outreach messages that show the value you bring to the table. Relationships are your starting point, but thoughtful communication is what will turn those connections into opportunities.

Write Clear and Targeted Outreach Messages

Expanding beyond your personal network means reaching out to people unfamiliar with you or your business. This is where many founders - especially those without sales experience - tend to struggle. They either come across as overly aggressive or too vague. The good news? You don’t need fancy sales tricks. The key is addressing real customer needs and communicating in straightforward, relatable language.

Understand Your Customer's Problems

The foundation of effective outreach is understanding the challenges your customers face. It’s not about rattling off your product’s features - it’s about identifying the pain points that frustrate them or make their daily tasks harder.

Start by having genuine conversations with people who match your target audience. Ask open-ended questions like, “What’s the most frustrating part of your workflow?” or “What would make your day run more smoothly?” Pay close attention to emotional cues. Words like “stressed,” “overwhelmed,” or “bogged down” often reveal the areas where they’re struggling most. These insights are gold.

Take a page from Brian Chesky’s playbook during Airbnb’s early days. Instead of hyping up their platform’s technical features, he tapped into the emotions of their audience. Travelers were tired of the impersonal nature of hotels and craved authentic, local experiences. Meanwhile, homeowners were looking for ways to earn extra money from unused spaces. By truly understanding these needs, Airbnb crafted messages that resonated deeply with both groups.

Capture exact phrases your customers use, like, “I spend hours every week tracking campaign performance.” Using their language when reaching out to similar prospects makes your message relatable and personal.

Specificity is your secret weapon. A generic promise like “saving time” won’t grab attention. But saying, “Cut down the two hours you spend every Monday morning sorting through weekend inquiries” hits home. When someone reads your message and thinks, “That’s exactly what I deal with,” you’re already halfway there.

Use this understanding to create messages that directly address the problems you’ve uncovered.

Write Simple Emails and LinkedIn Messages

Once you’ve nailed down your customer’s challenges, your outreach messages need to be just as focused. You’ve got about three seconds to grab their attention before they decide to delete your email or keep reading. Every word has to pull its weight.

Start with a subject line that’s specific and benefit-driven. Instead of vague lines like “Quick question” or “Partnership opportunity,” try something like “Cut your weekly reporting time in half” or “Clear your customer inquiry backlog.” The subject line should immediately show you understand their world.

In the body of your message, lead with the problem - not your solution. For example, you could open with, “I noticed on LinkedIn that managing multiple client campaigns is a daily challenge for you.” This shows you’ve done your homework and aren’t just blasting out generic emails.

Keep the message short and easy to skim. Stick to two to three sentences per paragraph and break up text with line breaks for better readability, especially for mobile readers.

Here’s a simple structure to follow:

• Paragraph 1: Reference something specific about them or their business to show this isn’t a cookie-cutter email.
• Paragraph 2: Highlight the problem you solve, using language that mirrors what you’ve heard from others.
• Paragraph 3: Briefly explain your solution and include one clear benefit or result.
• Paragraph 4: Make a low-pressure ask, like scheduling a brief conversation.

Avoid using jargon or buzzwords that sound overly polished or fake. Terms like “synergies,” “paradigm shift,” or “revolutionary” often come across as insincere. If it’s not something you’d say in a face-to-face conversation, leave it out of your email.

Wrap up with a line that makes it easy for them to decline. For example, “If this isn’t a priority right now, no worries at all.” Ironically, this kind of low-pressure closing can actually increase your response rates because it removes the fear of being roped into something they’re not ready for.

The goal here isn’t to close a deal in your first message - it’s to start a conversation. Keep your request small and specific. Instead of asking open-ended questions like, “When’s a good time to chat?” offer clear options like, “Does a 15-minute call next Tuesday or Wednesday work?” Giving them specific choices makes it easier for them to respond.

Timing also matters. Emails sent Tuesday through Thursday between 10 AM and 2 PM tend to perform best. For LinkedIn messages, early mornings or late afternoons - times when people might be checking their phones during their commute - are often more effective.

Your outreach message is often the first impression potential customers will have of you and your business. Make it count by focusing on clarity, relevance, and a genuine desire to help - not by trying to sound like a polished salesperson.

Build Trust Through Social Media

Social media isn't just a tool for broadcasting; it's your chance to build trust and credibility by connecting directly with potential customers. Platforms like LinkedIn offer a space where you can share your expertise without relying on flashy sales pitches. It’s about showing up consistently, offering genuine value, and engaging meaningfully. This approach aligns perfectly with the broader goal of authentic outreach.

Share Helpful and Educational Content

Tailor your content to address the challenges your audience faces. Share practical advice and actionable insights that can help them tackle everyday problems. When you explain how you solved an issue - what worked, what didn’t, and why - it adds a layer of authenticity that people appreciate. This kind of transparency not only builds trust but also highlights your expertise.

Instead of trying to cover every topic in your industry, pick one area where you can truly shine. For instance, if you're building a project management tool, focus on helping remote teams stay organized instead of diving into every aspect of productivity. Narrowing your scope allows you to stand out and deliver more meaningful content.

LinkedIn’s publishing platform is an excellent place to post longer, in-depth articles. As one expert points out:

"Thought leadership on LinkedIn is about providing value, not self-promotion."

To make your content impactful, include real-world examples like case studies, lessons learned, or observations about trends in your field. And don’t underestimate the power of consistency - posting regularly, even just a few times a week, keeps you visible and reinforces your expertise. Over time, this steady stream of valuable content lays the groundwork for deeper engagement with your audience.

Join and Participate in Relevant Communities

Getting involved in industry conversations can position you as a knowledgeable voice and open doors to valuable connections. But don’t just share your own content - actively engage with posts from others in your field, whether they’re leaders, peers, or potential customers. Skip the generic comments and instead offer thoughtful insights, ask questions, or share your experiences.

Look for LinkedIn groups or other online spaces where your target audience spends time. Once you’re there, participate regularly - answer questions, share helpful resources, and offer advice. When reaching out to connect, make it personal by referencing something specific about their work or a recent post.

Here’s a great perspective to keep in mind:

"People who build credibility on LinkedIn are consistent in sharing valuable content, engaging with others thoughtfully, and presenting themselves in a way that aligns with their expertise."

By contributing meaningfully to these communities, you’re not just networking - you’re building relationships that could lead to collaborations, whether that’s working on projects together or sharing resources. Approach every interaction with the mindset of adding value, not making a quick sale.

Use Testimonials and Success Stories

When you’re new to the scene, social proof can be a game-changer. Highlight feedback from beta users, early adopters, or anyone who’s benefited from your insights. Ask for recommendations or endorsements from former colleagues, clients, or others who’ve found your work helpful. Focus on specific, measurable outcomes rather than vague compliments.

Once you’ve secured a few customers, document their journeys. Share the challenges they faced, the results they achieved, and how your solution played a role. These detailed success stories serve as powerful trust-builders. As one expert aptly notes:

"The goal isn't just to be seen, but to be trusted."

When you share these stories authentically - without making them feel like a sales pitch - they add credibility to your brand. Even simple things like likes, comments, and shares on your posts show that your content resonates with others.

Over time, this growing evidence of your expertise will naturally attract the right audience and make your direct outreach efforts even more impactful.

"Building credibility and authority is not a sprint but a marathon – stay focused, stay authentic, and stay committed to your growth journey."

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Offer Incentives for Early Customers

If you're not a natural salesperson, incentives can be your secret weapon to turn cautious prospects into your first paying customers. Early adopters are taking a leap of faith on a new, untested solution, so giving them a little extra nudge with meaningful incentives can make all the difference. Let’s dive into some specific ways to convert interest into action.

Provide Discounts or Bonuses

Limited-time discounts are a great way to create urgency while making your offer more appealing to price-conscious buyers. But instead of throwing out a generic percentage off, tie the discount to something tangible. For instance, offering a 50% discount to your first 10 customers for the first 30 days highlights both the savings and the exclusivity.

Bonus features can sweeten the deal even more. If you're selling software, consider including premium features for free during the first six months. Running a service-based business? Add extra consultation hours or a complimentary workshop to the package - it’s an easy way to show added value.

Extended trial periods are another strong option, especially for subscription products. While most trials last about 7-14 days, offering an extended trial of 60-90 days gives early customers time to see real results. This longer commitment often leads to stronger buy-in.

You might also consider flexible payment options. Instead of locking customers into an annual payment upfront, allow monthly payments so they can see the value before committing long-term. For an even bolder approach, try a "pay what you think it’s worth" model for your first customers. Not only does this build trust, but it also gives you invaluable feedback on how your product is perceived.

But incentives don’t have to stop at pricing. Offering exclusive perks can go a long way in building trust and loyalty.

Show the Benefits of Being an Early Customer

Direct access to you, the founder, is something only smaller, growing businesses can offer. Highlight this as a premium benefit - early customers get your personal phone number, priority email responses, or even scheduled monthly check-ins. Your hands-on involvement not only reassures prospects but also strengthens the relationship.

Product influence is another big draw. Let early adopters know their feedback will help shape your product’s future. When customers feel like co-creators, they’re more invested in your success and stick around longer.

Grandfathered pricing is a fantastic way to reward early supporters. Lock in their current rate for life, even as prices go up for everyone else. This shows your appreciation for their trust and creates long-term value.

Exclusive recognition can also be a powerful motivator. Offer to feature early customers as "founding members" on your website, in case studies, or even at industry events. Many business leaders love the visibility and the chance to be associated with something new and exciting.

Finally, priority support and updates can help early customers feel valued as you grow. Promise faster response times, early access to new features, and dedicated support channels. This VIP treatment reassures them they made the right choice and reduces the temptation to switch to competitors down the line.

The best strategy? Combine these ideas into an "Early Customer Package" that feels irresistible. When prospects see a deal that includes discounted pricing, bonus features, direct access to you, and input on product development, saying "yes" becomes an easy decision.

Learn From Your First Customers

Your first 10 customers are more than just buyers - they're your roadmap to refining your product and sales approach. Each interaction offers a treasure trove of insights into your messaging, the value of your product, and who your ideal customers really are. These early adopters essentially become your mentors, showing you what works and what doesn’t.

The trick is to systematically gather and act on their feedback. Treat their input as a guide to shape your strategy for future sales.

Run Discovery Calls

Discovery calls aren’t just for sales pros - they’re your golden opportunity to dig into what drives your customers. Schedule these conversations within the first month of working together, while their decision-making process is still fresh in their minds.

Start with open-ended questions to uncover their biggest challenges, what alternatives they considered, and why they ultimately chose you. This helps you understand the real problems your product solves and the exact language customers use to describe those problems.

Dive deeper into their buying journey by asking who else was involved in the decision and what concerns they needed to address. This paints a clearer picture of the obstacles you’ll need to navigate with future prospects. For instance, you might learn that budget approvals take longer than you thought or that technical teams have specific needs you hadn’t anticipated.

Ask about timing and urgency. Why did they start looking for a solution now, instead of six months ago - or six months later? This helps you pinpoint when prospects are most likely to buy and how to create urgency in your sales approach.

Finally, explore their expectations and success metrics. What results are they hoping for? How will they measure success? This insight not only helps you set realistic expectations but also highlights the outcomes that resonate most with your target audience.

Use Feedback to Make Improvements

Feedback is only as good as what you do with it. Keep it simple - use a spreadsheet to track key insights, recurring themes, and suggestions for improvement.

Pay close attention to patterns in customer language. If multiple customers describe your product as a "lifesaver" or say it "saves hours every week", start using those exact phrases in your sales messaging. Familiar and relatable language builds trust and connection.

Reassess your value proposition based on actual customer experiences. You might find that a feature you thought was minor turns out to be the main reason people buy, or that your primary selling point isn’t hitting the mark. Adjust your pitch to highlight the benefits that matter most to your audience.

Address recurring objections upfront. If several customers mention the same concern before buying, tackle it head-on in your sales materials. That could mean adding an FAQ section to your website, creating a comparison chart, or sharing a case study that directly addresses those worries.

Make small but meaningful changes to smooth out the sales process. Maybe customers want clearer onboarding materials, more transparent pricing, or different package options. These tweaks can remove friction and make the buying experience easier.

Measure the impact of these changes. Track whether your conversion rates improve, sales cycles shorten, or objections decrease after implementing feedback. This data-driven approach ensures you’re focusing on the feedback that truly makes a difference.

The goal isn’t to get everything perfect - it’s to keep improving based on real-world customer experiences. Think of your customers as your sales coaches, helping you refine your strategy and setting you up for growth beyond those first 10 wins.

Conclusion: Growing Beyond Your First 10 Customers

As a founder without a background in sales, your ability to turn challenges into meaningful relationships is a real advantage. Landing your first 10 customers hinges on building genuine connections and staying persistent in your outreach. The strategies we've discussed work because they emphasize authenticity over pushy sales tactics.

Tap into the trust you've already earned within your personal network. Friends, colleagues, and industry contacts are often your best starting point. Unlike cold outreach, these relationships are built on familiarity and credibility, making them far more likely to result in meaningful partnerships. Personalization is your secret weapon - it fosters connections that last well beyond the first transaction.

Social media can be a powerful tool for establishing credibility. By consistently sharing valuable insights and engaging with your audience, you position yourself as a trusted voice in your space. Offering early customer incentives can help create urgency, but the real magic happens when you treat these early adopters as partners in your journey, not just buyers.

The feedback loop you develop with your first customers is pure gold. Every discovery call, every piece of feedback, and every insight helps you refine your product and sharpen your sales approach. This hands-on experience becomes your on-the-job training, replacing the need for formal sales education with lessons learned from real interactions.

These first 10 customers lay the groundwork for scaling your business. The words they use to describe your product inform your messaging. Their objections become the points you proactively address. And their referrals? They’re the key to unlocking your next wave of growth. These early lessons are the stepping stones to expanding beyond your initial customer base.

Above all, stay true to yourself in every interaction. People can spot authenticity a mile away, and in a world overflowing with automated emails and cookie-cutter pitches, your genuine approach will stand out. The relationships you build now often turn into some of your most enduring and valuable partnerships.

Keep repeating this process, and don’t worry about being perfect. Each conversation teaches you more about your market, your messaging, and your customers. Consistency wins over perfection - so keep reaching out, keep learning, and keep nurturing those relationships that will drive your business forward for years to come.

FAQs

How can I use my personal network to get my first customers without being too pushy?

To make the most of your personal network without coming across as pushy, start by focusing on building real connections. Reach out to people you already know, not with an agenda, but with genuine interest in their needs. Offer advice, share helpful resources, or simply check in. This approach naturally builds trust and sets the stage for organic conversations about your business down the line.

When the time comes to talk about your product or service, don’t treat it like a sales pitch. Instead, present it as a way to help solve a problem they’re facing. Keep it respectful - value their time, don’t push, and let them decide if it’s something they want to pursue. By leading with sincerity and offering value first, you’ll not only gain their support but might also earn their referrals.

What are some effective ways to create personalized outreach messages that connect with potential customers?

To make your outreach messages hit the mark, start by digging into the details about your prospects. Take the time to learn about their industry, any recent news about their company, and challenges they might be dealing with in their role. This groundwork helps you write messages that feel tailored and relevant.

When crafting your message, focus on shared goals or pinpointing specific issues they may be facing. Skip the cookie-cutter templates and instead reference something unique - like a recent milestone they’ve achieved or a trend that's shaping their business. Keep your tone approachable yet professional to establish trust and rapport.

Lastly, ensure your message is straightforward and to the point, ending with a clear call-to-action that nudges them toward a reply. A personalized approach not only shows you’ve done your research but also helps your outreach stand out, making it more likely to spark a meaningful connection.

How can I use social media to build trust and connect with my first customers if I’m new to sales?

To connect with your first customers on social media, focus on creating genuine, value-packed content that speaks directly to your audience. Share your journey, your mission, or the specific problem your product or service solves. This helps forge a personal connection and makes your brand relatable.

Be active and engaged - respond to comments, answer questions, and join conversations that matter to your audience. This approach shows you're not just a faceless brand but someone who genuinely cares about their needs. Don’t forget to highlight social proof like customer testimonials, reviews, or success stories. These elements go a long way in building trust and credibility.

Instead of pushing hard for sales right away, aim to nurture relationships. Consistently offering value and staying true to your message will naturally draw in your first customers and earn their loyalty over time.