Written by Evelyn Mytka, Contributing Writer
Landing your very first customer (or client) is a milestone every entrepreneur remembers. It can feel like the biggest hurdle: you’ve set up your business, you’re ready to go, but until someone pays for your product or service, it doesn’t quite feel real. The good news? With the right preparation and approach, you can find that first “yes.” Often, that first customer leads directly to many more.
Get Your Foundation in Place
Before you start looking for customers, make sure your business is ready to serve them. You don’t need to have everything figured out, but having a solid foundation helps you show up with confidence.
- Know what you’re offering: Be clear about your product or service and the problem it solves.
- Set your pricing: Whether it’s an hourly rate, package price, or product list, transparency builds trust.
- Make payment simple: Set up a way to accept payments, and for service-based businesses, have a straightforward contract or service agreement.
- Stay compliant: Ensure your business is registered and aligned with Alberta regulations.
This prep work isn’t just for show, it makes customers more likely to say yes because they’ll see you as reliable and professional right from the start.
Find Your First Opportunity
Your first customer often comes from closer than you expect. Start by looking at the networks and communities you already belong to.
- Friends, family, and colleagues: They can be excellent early supporters who can spread the word about your business through their networks.
Maria was nervous about launching her dog-walking service. She mentioned it to a friend at a birthday party, who referred her to a neighbour. That neighbour became her first client and later referred her to three more.
- Community connections: Local events, Alberta chambers of commerce, farmer’s markets, and community associations are great places to meet people who might need what you’re offering.
Jaspreet started her handmade candle business and signed up for a local farmers’ market. She offered a small discount for first-time buyers and gave out scent samples. Her first customer loved the product and posted about it on Instagram, which led to five more sales that weekend.
- Online platforms: From LinkedIn and Etsy to local buy-and-sell groups, online marketplaces can put your business in front of the right eyes quickly. Don’t forget your own online network too! A simple post shared with friends and family can spark those first sales.
Business Link offers networking events that connect entrepreneurs from across Alberta. Your first customer could be just one conversation away. Subscribe to our newsletter to hear about upcoming events.
Share Your Value Clearly
Once you have someone’s attention, you need to be able to describe what you do in a way that resonates. Keep it simple and customer-focused.
- Explain in plain language: Avoid using jargon or getting too technical. Focus on clear, everyday words that anyone can understand, even if they’re not familiar with your field.
- Highlight the benefits: Don’t just tell people what you sell, tell them why it matters. “These candles are made with natural soy wax, so they burn cleaner and safer for your home.”
“Our bookkeeping service saves you hours every month so you can focus on growing your business.”
- Practice a quick pitch: A short, clear way of explaining your value helps in casual conversations, networking events, and even chance encounters. For tips on how to create an effective elevator pitch, check out this short TED video.
Clarity builds confidence and makes it easier for someone to say “I’ll take it.”
Build Trust from the Start
One challenge new entrepreneurs face is proving credibility without a track record. The good news is that trust doesn’t only come from past customers, it can be built in other ways.
- Use references or endorsements: Ask mentors, colleagues, or peers to vouch for you.
- Offer samples or demos: For products, this might mean free tastings at a market; for services, it could be a small trial project.
When Ahmed launched his bookkeeping service, he offered a free one-hour consultation to small businesses. One client took him up on it, and after seeing the value, hired him for ongoing monthly support. That first client became his biggest advocate.
- Provide reassurance: A satisfaction guarantee or flexible return policy reduces risk for new customers.
- Show professionalism: Respond quickly, deliver on time, and communicate clearly. These basics go a long way.
Deliver and Grow
Securing your first customer is exciting, but what you do next is just as important. Treat that first sale or project as the start of a long-term relationship.
- Be clear about expectations: Share the details of what you’re offering — whether it’s a product or service — plus the price and timeline so there are no surprises.
- Deliver with care: Focus on quality and follow-through.
- Go the extra mile: A little added effort can turn a one-time customer into a loyal one and increase your chances of referrals.
In Alberta’s small business community, word-of-mouth is powerful. Impressing your first customer can open the door to many more opportunities.
Every entrepreneur starts somewhere, and it almost always begins with just one customer. That first transaction isn’t just proof of concept, it’s momentum. With preparation, persistence, and a focus on building trust, you’ll find that first supporter who believes in what you’re offering.
If you’re ready to start your business journey but want some guidance along the way, we’re here to help. Book a free consultation with a Business Link Strategist for personalized support, Alberta-specific resources, or explore our Business Launch Program for step-by-step support to get your business off the ground.
