In a cramped garage, surrounded by electronic components and the smell of hot solder, a young man picks up a ringing phone.
“Hi, Steve here,“ he says, his tone confident.
The caller introduces himself. “This is Paul. I’ve heard about your new computer. Can you tell me more?“
Steve feels his heartbeat quicken but keeps his growing excitement out of his voice. “Paul, imagine a computer that’s easy to use, very powerful and built for ordinary people. It can transform how people live and work.“
“What do you mean, exactly? What makes your computer different from all the others on the market?“
“It’s user-friendly and practical. It’s capable of solving real-life problems for all users, not just technologists and engineers. It’s a tool that will simplify everyday life.“
Silence on the other end, with a faint bit of static.
Paul: “OK, I’m getting the sense this might be something big. What does it cost?“
Steve: “We’ve thought carefully about the pricing. It reflects the value that our customers will get from the product.“
“Sounds good. Steve, when will it be ready to go into production?“
“We can start now, “Steve says confidently. “We’ll pool all of our resources to make sure they’re finished on time.“
“OK, we’ll give you a shot. Let’s start with 50 units."
“Great, Paul! We’ll get to work right away.“
“I can’t wait, Steve. Let’s see where this leads,“ Paul says at the end of the exchange.
Steve puts down the phone, still somewhat in disbelief but brimming with self-confidence. Well, that was a shot in the arm: he needed validation that people understood his vision and the door to doing business was now open.
That, of course, was the first step along a path that later revolutionized the technological world.
The first customer isn’t just the first sales transaction – it’s a sign that people believe in what you’ve come up with and that it works. Here’s a step-by-step guide for finding your first customer and how to build the relationship.
1. Determine your value offer
Address a specific problem for the customer and introduce your value offer clearly, for example: “Our service will help your companies reduce the number of late payments by 50%.“
Focus on the result and relay on specific figures and other facts. Your prospective customers want to understand immediately why your product is worth your asking price.
2. Determine your target group
Do your research to be sure who your ideal customer is. Think about demographic indicators and consider the size of the company and specific needs your customer may have. The more detailed you are in the beginning, the easier it will be to sell your product or service – and stand out from your competitors, too.
Craft a short and personalized message. It has to speak directly to your ideal customer’s pain points and show how your product will work for them.
3. Cold calls and direct offers
There’s nothing simpler than picking up the phone and calling a potential customer who is likely to want your product or service and who has enough money to buy it.
Before the call, write down some notes for yourself. Perhaps write out a full script for your pitch. Be direct and stick to exact figures.
“Hi [Name], this is [Your Name]. I was hoping to ask you a quick question about how [their company] is currently handling [specific problem or challenge]. We’ve been helping companies like yours cut down on [pain point] by up to X%, which often translates into noticeable gains starting in the first month. Would you be open to a 10-minute chat sometime this week to see if it might be a fit for you too?“
If your first customer is a private individual, opt for a direct contact at an event like a trade fair or convention where people are milling around looking for new goods and services to try. In a way, those customers have already “screened” themselves and there’s no worry about calling someone who isn’t interested.
4. Be visible and build a network
Take part in seminars and conferences frequented by your prospective customers. Draw up a list of events like that and stay connected with new contacts on social media.
Join LinkedIn and Facebook groups that discuss your field and everyday topics. Share your knowledge and dispense valuable advice. That positions you as an expert and potential customers will remember you better.
5. Demos and free samples
Give your future customers a chance to evaluate your product or service in a demo or by passing out product samples.
If your product is good, they’ll be likely to buy it going forward. If not, then ask for feedback so you can improve your value offer. It’s a win-win for your new business.
6. Follow-up and aftercare
Anytime you interact with customers or demo a product, ask for feedback to understand what works and what needs fixing.
Start an automated email series to send out useful tips and information about updates. That keeps the customer relationship active and lets you tell your brand story and bond the customer more strongly to your product.
7. Recap
Don’t expect things to be perfect. The first customer will come when you start taking action.
Every cold call, product demo and comment from potential customers about the product brings you a small step closer to your first sales.
Don’t be held back by lack of confidence: start today by looking for 10 potential customers. Send personal messages or use social media or pick up the phone and make that your first call.
Your first “yes” is the key that will open the door to many a “yes” to come. Get moving today and watch your first customer get your company up to speed.
