Why the first customers are often the hardest
Getting your first clients is one of the biggest challenges for many people who want to become self-employed in Switzerland. It can often feel overwhelming: Where do you start? Who do you approach? And how do you overcome the fear of rejection?
When I started working in sales for an international IT company after my studies, calling on companies that were not yet our customers, I was full of doubts. I knew what our company had to offer, but the idea of selling myself as a representative scared me. Over time, however, I've learned that it's less about perfection and more about real connections between people. Today, I want to share with you three simple strategies you can use to get your first clients - without overwhelming yourself.
Getting started with customer acquisition - why it seems so hard
It's perfectly normal for the beginning to be difficult. We often get in our own way: the fear of rejection, the feeling of not being good enough or the worry of being too pushy. At the same time, we often lack a clear plan for where to start.
1) Leverage your network: the first key to customers
Your network is the perfect place to start looking for your first customers. We often think we need big marketing campaigns, but the best contacts are often the ones we already have.
Why your network matters: Friends, family, former colleagues or acquaintances often know exactly what you can do and can recommend you to others. They already trust you - a huge advantage.
How to proceed:
Tell people up front that you are starting a business and explain how you can help.
Ask specifically for referrals: "Do you know anyone who has [problem X] and could benefit from [your service]?"
Avoid mistakes: Avoid pressure or appearing desperate. Remain authentic and simply explain what you offer.
2) Provide value: Building trust made easy
Before someone becomes a customer, you want to build trust. One of the best ways to gain that trust is to offer free value.
Why value works: People appreciate getting something before they buy. This can be helpful information, an initial consultation, or a small workshop.
Examples:
Create a free e-book or guide.
Offer a short, no-obligation consultation.
Share useful tips on social media.
Set limits: It's important to make it clear that this is a limited, free entry. This helps to protect your time and manage expectations.
3) Define your audience: who you really want to reach
A clear target audience will help you focus your efforts and get results faster. If you try to reach everyone, you'll often reach nobody.
Why focus is important: The more specific your target audience, the easier it is to understand their problems and offer solutions.
How to proceed:
Define your target audience: What problems do they have? What do they want to achieve?
Engage this audience directly - for example, through social media or targeted networks.
Examples: Suppose you provide services to small businesses, your approach might be: "I help small businesses optimise their processes and work more efficiently."
Avoid mistakes: Don't make your message too broad. If you are too general, you will lose your target audience.
Conclusion: Start acquiring customers now
Acquiring your first customers is a challenge - but it's absolutely doable. With these three strategies, you have a clear roadmap to becoming self-employed and celebrating your first successes: use your existing network, build trust through free added value and focus on a specific target group.
You are not alone! If you would like support in attracting your first clients, I offer a free initial consultation. Let's find out together how to get your business off to a successful start!
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