How to find your first customers — 6 tips for solopreneurs/founders

(from my own, real experience)

Finding your first customers or clients (depending on how you want to refer to them) can feel like HARD WORK when you first get started. “How do I find clients?” is a question I’ve had multiple times from female founders getting started with their own solopreneur ventures. I’ll be honest, it can be hard work, but the good thing is that they usually come from the most surprising places! 

Based on my experience over the last 6ish years, I have put together six ideas for where you can find your first clients, with examples from my own story, so you can understand them in practice. 

1. Your network, the people that already know and trust you 

Your warmest leads are probably in your phone: previously colleagues, old bosses, friends who run businesses, and anyone you’ve ever worked with in some way. Send them a personal message explaining your new business and that you’d be open to working together, or ask them to refer you to their network. Most people’s first clients come from their existing network.

One of my earliest clients was the hiring manager from my internship, who had since moved on to another company. 

2. Show up where your ideal clients already are 

Choose networking events that your ideal clients are already attending. Founder meetups, women in business groups, co-working community events and industry-specific events. Don’t go there and pitch; just go to meet and chat in a natural setting.

As a female solopreneur, I attend events at Equals and meet other female founders there regularly, some of whom have become clients. 

3. Build partnerships with people who serve the same audience 

Think about who else works with your ideal clients and connect with them deliberately. You can build informal referral agreements to send each other clients.

As an example, I have built relationships with agencies that work with b2b organisations on web and design work, and I partner with them on the marketing and copywriting services. In some cases, I have sent cold emails to these companies to get that relationship started. 

4. Ask every happy client for a referral 

A simple client-source strategy. After every project, workshop or pro bono opportunity, ask for a referral: "Is there anyone in your network who might benefit from this kind of work?" Referred clients are great because they typically already trust you before you’ve spoken, as you have been recommended by someone they trust.

A long-term client of mine regularly shares my details with contacts, and I have had multiple projects off the back of his referrals.

5. Consistently show up online - where your ideal customers are

When choosing your social platforms, pick just one where your ideal customers hang out, that might be LinkedIn, Instagram, or even Reddit. Ensure your profile clearly states who you serve and how you help them. By choosing one platform at the start of your journey, you can prioritise posting consistently without any overwhelm. Intentional messaging that speaks to that ideal audience, shared regularly, helps build brand awareness and demonstrates your expertise. Increase your network by connecting with ideal customers and engaging with those you want to work with.

For me, regular posting on LinkedIn has helped me source multiple leads, projects and long-term partnerships. It feels like hard work, but it definitely helps!  

6. Offer something valuable for free — once 

To gain a bit of traction in the early stages of your business, offer a free or heavily discounted session, audit or workshop in exchange for a testimonial and referral. It’s a great way to build credibility and proof. Choose someone whom you believe in, and whose testimonial will mean something to your ideal audience. Don’t think of it as free work, but an investment in your reputation and building that credibility.

In the early days of sarahwarsaw.com, I offered my services at a much lower price, which enabled me to get some great testimonials quickly and early on - ideal for using in my pitches later down the line. 

What are some other ways you’ve made connections with your first clients or customers? I’d love to hear your ideas too!