Reachdesk Unwrapped: How to secure your first 10 customers

As a startup, one of the first milestones you’ll be eager to hit is winning your first ten customers. Quite often, achieving this is the difference between success and failure for a fledgling company.

If you think you can attract customers solely by reading books and blogs, you might be underestimating the importance of human connections in business. 

After establishing Reachdesk in July 2019, we went from $0 to $430k in annual recurring revenue (ARR) within just six months. Bear in mind, at this point, we were in no position to make waves in the digital world – our one-page website was closer to a landing page – but we made sure our real-world presence was undeniable. 

From attending every event and conference that would have us, to actively seeking out mentorship, here are ten tried-and-tested tips for charming audiences and acquiring customers…

1. Identify your ideal customer

The first step to winning your first ten customers is to identify your ideal customer profile (ICP). This is the person or company that is most likely to benefit from your product or service. If you need help shaping your ICP, our previous Reachdesk Unwrapped blog breaks the process down into six simple steps.

The most important thing to understand about your ideal customer is their key pain points. Before you speak to a prospect directly, make sure you’re prepared to discuss in detail the different challenges their industry is facing, how they impact their work life, and the long-term costs they would incur if they don’t address them. 

2. Build a strong brand

Your brand is ultimately what customers will remember about your company, so it's crucial to build a strong identity from the very beginning. But where should you start?

Know your purpose

Even at this early stage, you should have a solid understanding of your audience. Use this knowledge to develop a compelling value proposition that sets your business apart from the competition. Why should a customer choose you? Why are you a better fit than similar products or services on the market? 

Research your competitors

See what your competitors are doing to carve out a niche for themselves in the marketplace and measure their brand against your own messaging. You’ll want to match their credibility and cover the same topics, while retaining your own unique flavor. 

This is also a good chance to perform some SEO research. Competing websites should give you a good idea of which topics to target. You can also use keyword research tools to identify subjects that your competitors haven't targeted yet. 

Define your personality

If your brand was a real person, what would they be like? Would they be modern and full of energy, or more earnest and thoughtful? Your brand personality will determine how you speak to customers, so it needs to be memorable and aligned with your company values. 

Design your visual identity

Humans are drawn to beautiful things, and a memorable logo and visual identity will give your company a strong head start. Consider elements such as your color palette, typography, and design style, and what you want them to say about your brand.

Be consistent!

Brand initiatives will typically be led and nurtured by marketing teams, but it takes a village to raise a strong and healthy brand identity. Make sure every team understands the company’s purpose, competitors, personality, and visual identity, and follows brand guidelines consistently. 

Remember, a good brand never stands still. Whatever identity you establish, be prepared to evolve and adapt it in accordance with your ongoing research, feedback, and any relevant changes in the market.  

3. Leverage your network

Your network is an invaluable resource when it comes to winning your first batch of customers. Reach out to friends, family, and former colleagues and ask them if they know anyone who might be interested in your product or service. 

You should also be actively looking for a business mentor, and your existing network is a good place to start. This should be someone who has successfully completed the same business milestones that you’re hoping to achieve and understands the level of pressure that you’re under. 

4. Offer a free trial

One of the best ways to secure your first few customers is to offer a free trial of your product or service, allowing them to test your product without committing to a purchase. If they find value in what you offer, they'll be more likely to become paying customers.

Of course, this won’t be an option for every company. But there are other ways to give prospects a risk-free way of experiencing what your company offers, including:

• Money-back guarantees for a specified period
• Limited-time discounts or special offer
• Free and insightful webinars or workshops
• Personalized consultations or assessments to demonstrate tailored benefits
• Customer case studies or success stories

5. Make a splash on social media

If your company can engage with customers without signing up for a single social media account, more power to you. But realistically, social media is a must-have. 

New to the game? Here’s what to consider when choosing which platforms to join:

• Audience: How aligned is each platform’s audience with your target demographics
• Aesthetic: Is the platform’s layout and interface the best way to showcase your product or service?
• Competition: Where are your rivals hanging out? What can you do on those platforms to stand out?
• Engagement: Does the platform’s ecosystem, including features and advertising options, fit your long-term engagement strategy?

Once you’re all set up, spark engagement by consistently sharing engaging content that showcases both your product and your knowledge of the industry as a whole, including infographics, blogs, or interactive posts or polls. 

Replying to comments quickly while letting your personality shine will help you cultivate a following. Taking advantage of trending hashtags and relevant challenges can give you added momentum on social media.

6. Work with influencers

Collaborating with an influencer whose audience aligns with your target market can be game-changing, especially for startups. But influencers are in high demand, and the most fruitful collaborations often start with some organic relationship building. 

Your choice of influencer should ultimately come down to two factors: reach and niche. 

Reach looks at overall followers and engagement, and helps brands target a wide audience base that trusts the influencer. Meanwhile, niche looks at the influencer’s specific area of expertise, which you can target for more esoteric campaigns. 

Once you’ve identified an influencer you want to work with, begin by engaging with their content, leaving thoughtful comments, and sharing their posts to establish a connection. 

Now that you’ve built a rapport, you can reach out to discuss how a collaboration would benefit both parties. Be sure to highlight why the influencer’s audience will be receptive to your product. 

Finally, consider what you’ll offer to make the collaboration more attractive – whether that’s exclusive content, giveaways, affiliate partnerships, or sponsored posts.

7. Deliver exceptional customer service

Studies show that word-of-mouth buzz is the primary factor behind 20-50% of all buying decisions. Your reputation is everything – so make sure it includes delivering exceptional customer service. Make customer care a priority from the beginning by responding to queries promptly, and going above and beyond to resolve issues. 

8. Attend trade shows and conferences

Trade shows and conferences are a great way to network and get your business out there, especially if you bring some pizzazz and let your brand personality shine. Not every conversation will be a runaway success, but you’ll always glean valuable insights that you can report back to your marketing or product teams.  

9. Focus on referrals

Once you’ve secured some customers and given them an exceptional experience with your company, it’s time to request the coveted customer referral. 

These can be crucial to the growth of startups, and here are some ways you can get the referral ball rolling: 

• ​​Referral Programs: Create structured referral programs with rewards for successful referrals, such as discounts, credits, or exclusive deals.
• Loyalty Points: Offer loyalty points or rewards that accumulate with each referral and can be redeemed for discounts or free products.
• Exclusive Content: Provide referrers with access to exclusive content, early product releases, or special events.
• VIP Treatment: Offer top referrers VIP treatment, personalized experiences, or dedicated customer support.
• Gamification: Introduce gamified elements like leaderboards or badges to make the referral process engaging and competitive.

10. Be persistent

Winning your first ten customers as a startup can be challenging, but don't get discouraged if you don't see results right away. Keep trying different strategies until you find what works for your business.

While “believe in yourself” might sound like a saccharine piece of advice, self-belief is essential if you’re going to convince anyone of the value of your product. 

When you’re out in the world and meeting potential customers, you should radiate confidence in both yourself and your product. Of course it’s early days and you might not have everything ironed out, but you should at least feel excited about the possibilities ahead. Channel that excitement into how you present yourself and discuss your product, and you'll be well on your way to success.