How to Get Credibility Before Getting Customers

If you’re in a brand new business, or entering a new market, you may feel that your biggest business hurdle is getting your first paying customer. Like the catch-22 of finding your first job without experience, it can be discouraging. While desperately wishing someone would give you a chance, you may also be hesitant to put yourself out there because technically, you haven’t “done the work” with clients yet.

If you find yourself in this position, don’t despair. There are lots of ways to build a base that can gain you confidence as well as clients.

1. Remember that you know more than you think you do. What comes easy to you is probably the thing that your client market, if well chosen, struggles with. “Expert” status is relative.
2. Create your platform. Before you protest that you don’t have one, keep it simple. Brainstorm the topics you want to become known for – your own tips you want to share, helpful resources you want your target clients to know about, and so on. You don’t have to be 100% original, but you do need to be 100% authentic. Having something new to say is not always possible, but a fresh take, or translating concepts in a meaningful and helpful way is the basis for a platform and connection with your market. If you take the time to develop this up front, you’ll have plenty of “street cred” in a short time.
3. Create something of value you can offer potential clients that you meet in person and online. Think of this as your “free taste”. It could be a consultation, a brochure or white paper, video or audio, or take another form as long as it shares useful information with potential clients. But remember, this is not a sales piece; your goal is to give value and by association, a hint at the great work you can do.
4. Get a simple website up along with a way to collect potential clients’ emails and start communicating with them. Don’t wait months to get your website perfect before you go live with it. Your website is not the end, it is the means to the end and only one way to capture leads and get visibility. What’s more important is following up. Consistency is key here! Publish a newsletter, or send informational articles out at least 2-3 times per month to people in your new database.
5. Write articles and publish them on your website and send to your contacts.
6. Leverage everything you do by also publishing it in article directories, and breaking the content into small tips to share on Facebook, Twitter and LinkedIn.
7. Gather testimonials and publish them on your site and in your newsletter (don’t forget your LinkedIn recommendations too). If you don’t have any paying clients yet, it is legitimate to start with references you have from past employers and contacts as long as the work is related. However, there are ways you can get current testimonials without having paying clients yet – watch for an article on this subject next week.
8. Publicize yourself. Rather than wait for someone to declare you the expert, do it yourself! Write articles, publish video, hold free teleseminars or speak to groups. Whether your strength is writing or speaking, there are many ways to self-promote which will quickly lead to others inviting you as long as you have something valuable to say.
9. Get out there! Become active in the networks and market you aspire to serve. Pick up the phone or send emails to people who you feel are good matches to work with in future joint ventures, as well as people knowledgeable about the market you are seeking. Most people are quite willing to share, provided you have done your homework and are respectful of their time.
10. Have faith!

It often takes a few months to see the results of your efforts. However, by promoting your business in these strategic ways, before you even have a paying client, you will gain momentum (and confidence) faster than you think possible. Many clients tell me it begins to feel “real” as soon as they take the first steps. Taking action also signals to the world that you’re serious about this, so the sooner you begin, the faster you will see the results.

Want to use this article? You can as long as you include this footer: Sherri Garrity is the Chief Corporate Fugitive and creator of the Five Keys Success SystemTM for ex-corporate employees and aspiring entrepreneurs who want to break free from the confines of their corporate experience and live outside of the ordinary. The Corporate Fugitive system demystifies the business of setting up, managing, marketing and growing a successful and extraordinary business. Visit www.corporatefugitive.com for information and step-by-step resources to take you from overwhelmed employee to extraordinary entrepreneur.