How to get your first 100 customers (without a huge budget)

Nicole
Nicole
6 min read
May 19, 2025
How to get your first 100 customers (without a huge budget)

Starting a business is one thing – getting people to actually pay you for what you offer is another.

And when you’re new, it can feel like nobody even knows you exist…

  • You post on social media, but no one buys.
  • You tell friends and family, but they don’t support you.
  • You don’t have the budget to run big ads.

It’s frustrating, but you’re not alone.

Every business starts with zero customers.

The goal is to turn zero into 100 – without burning money on marketing.

Because here’s the truth:

  • The hardest part of business is getting your first 100 customers.
  • Once you get past that, growth gets easier.

You don’t need luck, viral content, or a huge following.You need strategy, consistency, and a system that works.

So let’s break it down – step by step.

1. Start with the people you know

Your first customers are already in your network. Think about it:

You already have friends, family, colleagues, and acquaintances. Some of them need what you offer – they just don’t know about it yet.

How to get your first sales from people you know:

  1. Make a personal list of 50+ people who might be interested.
  2. Send direct messages (not spammy!) – Tell them about your business and ask if they know someone who might be interested.
  3. Offer them a “friends & family” discount to be among your first customers.
  4. Ask for referrals – Even if they don’t buy, they might know someone who will.

It seems silly, but it isn’t – even if just 10% of your network buys from you (for example, 100 people – you’ll probably realise there is more), that’s your first 10 customers right there.

2. Make the most of Social Media (without relying on ads)

Posting random content is NOT enough.

Most businesses fail on social media because they…

  • Post only product pictures without any value.
  • Expect sales without engagement.
  • Don’t create content that attracts the right people.

How to use social media to get customers (even with zero followers)

1. Optimize Your Profile

  • Make it clear what you do and who you help.
  • Add a call-to-action (example: “DM me for orders”)
  • Use a professional profile picture and bio.

2. Post Engaging Content (not just ads)

Instead of: “Buy my product” (not gonna cut it), try…

  • Behind-the-scenes content where you can show how you make or prepare your product.
  • Before-and-after results if your product or service creates transformation.
  • The story of how and why you started your business.
  • Happy customer testimonials that speak for your business
  • Teach something related to your business and provide value to your audience without asking anything in return. This builds trust and goes a looooong way.

3. Use Instagram & TikTok to your advantage

  • Use Instagram Reels & TikTok videos (they get way more reach than regular posts).
  • Show your product/service in action.
  • Use trending sounds and hashtags to boost the amount of people that’ll see your posts.

4. Join Facebook & WhatsApp Groups (and actually engage!)

  • Find local community groups and niche-specific groups related to your business.
  • Engage in discussions and provide value (don’t just drop links).
  • Offer free advice, tips, or insights – then mention your business.

Here’s a checklist you can try:

  1. Post 3-4 times per week with a mix of valuable, engaging content.
  2. Engage in 5+ Facebook groups related to your business daily.
  3. Start 1-on-1 conversations in DMs with potential customers.

Social media growth is about consistency – NOT instant results. Show up every day, and momentum will build. You’ve just got to be patient.

3. Offer a Referral Program (make your customers your sales team)

People trust recommendations more than ads.

A referral program turns your happy customers into your best salespeople.

Here are some referral program ideas…

  1. Give a 10% discount for every friend a customer refers.
  2. Offer a free gift or bonus after 3 referrals.
  3. Give store credit instead of discounts (keeps customers coming back)

Here’s how to make your referral program work:

  1. Announce your referral program on social media, your website, and email.
  2. Make it easy to share (give customers a referral code or link).
  3. Remind customers often, don’t just expect them to remember on their own.

4. Partner With Other Businesses & Creators

Who already has your ideal customers?

Find businesses that complement yours (not competitors), and then partner with them to cross-promote each other’s audiences.

Here are some examples of collabs that could do really well:

  1. Personal trainers & healthy meal prep businesses
  2. Web designers & branding experts
  3. Makeup artists & photographers

Partnerships let you tap into a ready-made audience, without needing to spend a cent. It really is a win-win situation.

5. Build Trust & Credibility

The fastest way to lose customers is looking sketchy.

If someone lands on your page and isn’t sure if you’re legit, they won’t buy.

Here’s how to instantly build credibility as a new business:

  • Use real photos (avoid stock images, show YOUR work)
  • Show your face (people connect with people, not logos)
  • Share customer testimonials (reviews = instant trust)
  • Have a website (even a simple one makes you look professional)
  • Respond quickly to inquiries (slow replies kill sales)

What you can do to start…

  1. Add a testimonial/reviews section on your page.
  2. Post 1 video per week to show your personality.
  3. Respond to all messages & comments within 24 hours.

Customers buy from businesses they trust, so build trust first.

It’s all about building momentum

You don’t need paid ads.You don’t need 10,000 followers.You DO need strategy, consistency, and smart marketing.

Here’s your step-by-step game plan to get your first 100 customers without a huge budget:

  1. Start with people you know.
  2. Use social media to engage, not just sell.
  3. Set up a referral program to get free word-of-mouth marketing.
  4. Collaborate with other businesses to expand your reach.
  5. Build credibility because people only buy from brands they trust.

Your first 100 customers will take work, but once you get them, growth becomes easier and it will all be SO worth it.

Pro tip: If you want to get more customers for your business, you can register your business to make it official and more attractive to potential clients and partners.

Now go out there and start bringing in those first 100 customers. You’ve got this!

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