Every business started with zero customers at one point. It’s a position all brands are in at some time. Whether they have reputation, reviews, word of mouth or anything like that, eventually their time comes when they have to rely on their own merits to attract customers. It’s the brands that successfully make it to the next level who avoid this pitfall.
Yet getting from zero to however many customers possible is completely feasible as long as new businesses know how to approach the situation with realistic expectations.
Why It’s Different At First
New businesses operate in a different environment than established ones. Human beings have a tendency to trust those companies they’ve heard about before. They’re more likely to purchase things from companies with reviews. When a company is new, it has no access to these benefits yet.
Therefore, things like paid marketing may not be for the best unless figured out down the road in new business stages. New businesses need something different than growing businesses, for what works for a brand that already has one thousand customers won’t necessarily work for a brand looking to get ten customers first.
Starting With Those Who Are Accessible
The first customers will always come from personal connections. This means friends, family, coworkers—people in their immediate vicinity and people they’re working with over time provide the best access to initial sales numbers.
This isn’t because these people owe the company anything but because they’re the ones who give the company a chance based on prior established trust. New businesses don’t always have that many people in their arsenal so they’re stuck with one group.
In time, smart new businesses won’t only rely upon their networks but will use them effectively. These early customers do much more than just provide sales numbers—they provide feedback, they help fill out the first reviews and may refer others, too. At some point, every business needs to start somewhere so chances are, it’s a good possibility that it’s somewhere these personal connections happen.
Furthermore, there are places where potential customers already are for the brand looking for them. This means online communities and social media groups provide access to certain interests or problems but it’s important they focus on certain ideas so they can get access to those who actually need help. Intervening in relevant discussions helps establish credibility; showing up just to sell, rarely gets somewhere.
Getting Exposure Without Spending Money
Paid marketing works for new businesses but it must be determined where it makes sense to spend money first. Established brands can afford to drop thousands into exposure but new businesses need to be more strategic as their funds are likely quite limited. Established brands have more resources in general so they have luxury newer businesses don’t and that’s having limitless options right off the bat.
Different advertising options cost different amounts and work better for different situations. Some channels require big minimum spends, while others let businesses start small and test what works. Exploring affordable options such as the best push notification ad network or similar accessible advertising platforms helps new businesses reach people without burning through limited budgets too quickly.
At first, small tests need to prevail instead of putting all proverbial eggs into one basket. A new business can spend a little here and there instead of betting everything on one channel only to determine which actually gets a customer before putting bigger bets into whatever makes sense.
Creating Opportunities For Them To Take The Chance
No one knows about any new business so this means there’s a responsibility for people not to take a chance on it unless there’s some sort of benefit to doing so. This usually entails providing something risk-free enough for them to feel comfortable trying an unknown entity and this means guarantees, replacement perks, certain pricing for first-time buyers only.
Additionally, providing content that actually helps them builds the trust before any financial exchange is made by providing effective blogs, videos, social media content—anything that’s helpful without them asking anyone for any sort of money up front goes a long way for someone new trying to transition into a customer who may be uncertain at first but willing to take the plunge if they get something first.
By building trust enough, if someone is willing enough to take a chance on a customer and spread the word and hopefully get more in and more good experiences allows for additional customers easier down the line—which is what every new business eventually needs.
Building Equity From Small Relics
The hardest step is always the first step so when someone goes from zero customers expected to ten it’s understood that it gets overwhelming; from ten to fifty it feels impossible; fifty to one hundred feels slightly easier but once one’s on the road from one hundred onward it becomes less stressful and faster.
This happens because each customer creates opportunities for more customers. Happy customers leave reviews. They tell friends. They come back and buy again. The business learns what actually works and gets better at doing it. Early struggles give way to systems that work, and those systems make continued growth much more manageable.
New businesses that succeed understand this progression. They push through the difficult early period when every customer requires enormous effort. They celebrate small wins and use each success to build toward the next one. They stay patient when growth feels slow because they know momentum builds over time.
The path from zero customers to a sustainable business isn’t quick or easy, but it follows patterns that work. New businesses that focus on reaching people they can actually access, that offer good reasons to take a chance, and that build trust steadily over time give themselves the best shot at building something that lasts. Every business that exists today started exactly where new businesses start now—with nothing but an idea and the determination to find those first few people willing to become customers.
(DISCLAIMER: The information in this article does not necessarily reflect the views of The Global Hues. We make no representation or warranty of any kind, express or implied, regarding the accuracy, adequacy, validity, reliability, availability or completeness of any information in this article.)
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