#25 — Your first 10 B2B customers

Why it matters: If you build it, they will do absolutely nothing. Getting your first 10 customers proves your concept isn't just a pipe dream and creates the foundation for scaling to 100, then 1,000 customers.§

The big picture: Early customers help refine your product, position it in the market, and provide crucial social proof. You'll need to recruit them actively through sales, not wait for them to find you.§

Finding Prospects

Start with what you know:§

• Tap your existing network first—colleagues and beta users can become customers or sources of warm introductions
• Create a simple spreadsheet with company names, contact persons, and email addresses

Go where your customers are:§

• Research industry associations, conferences, online communities, and specialized directories
• Study how potential customers talk about their pain points and what solutions they currently use

Pro tip: Develop leads yourself rather than purchasing lists. The hands-on experience will inform your sales processes for years.§

Qualifying Good Prospects

Target these attributes for early success:§

• Early adopters: People who have purchased similar products before and are comfortable trying new solutions
• Internet-aligned: Prospects who are active online, making them easier to identify and more comfortable with online interactions and transactions
• Light sales cycles: Focus on decision-makers who can approve purchases from their discretionary budget without complex approval processes
• Intrinsically reachable: Prioritize professionals accustomed to taking calls and responding to outreach (consultants, service providers)

Making Contact

Cold email best practices:§

• Keep it concise: 3-4 sentences with a single, clear ask
• Sound human: Research your prospect and establish a genuine connection
• Demonstrate value: Offer useful insights related to their business
• Make a specific ask: Request a short phone call on a specific day

Winning formula:§

1. Show you've done your homework ("I enjoyed your presentation on financial planning processes")
2. Establish your credibility ("I run a software company that helps small businesses optimize advertising")
3. Provide immediate value ("I have ideas for better aligning your Facebook campaigns with your landing pages")
4. Close with a specific request ("Would you have 15 minutes to chat on Thursday?")

Bottom line: You don't need perfect sales skills or a polished product to get your first 10 customers. What you need is authenticity, domain expertise, and the ability to quickly adapt your product to meet customer needs.§