Your First Ten Customers

The people most likely to hire you and exactly how to reach them.

Why Ten Matters

Ten customers is the magic number for a new service business. Here's why:

Proof of concept: If ten people pay you, this is a real business
Learning curve: You'll figure out your process, pricing, and problems
Review foundation: Ten reviews makes you look established
Referral engine: Ten happy customers tell their friends
Confidence builder: You'll know you can do this

Your only goal right now is getting to ten. Not a hundred. Not a thousand. Ten.

The Easiest Customers First

Not all customers are equally easy to get. Start with the easiest:

Tier 1: People Who Know You (Easiest)

These people already trust you. They want to support you. They're your fastest path to first jobs.

Who:

Family members
Friends
Neighbors you know
Coworkers (current or former)
People from church, gym, clubs
Friends' parents
Parents' friends

How to ask:

Don't be weird about it. Just tell them what you're doing:

"Hey, I just started a lawn care business. If you know anyone who needs their yard done, I'd appreciate the referral. And if you want, I'd be happy to do yours—I'll give you a good deal since you'd be one of my first customers."

The "friends and family discount":

Offer 20-30% off your normal rate
Or do the first job free in exchange for a review and referral
Make it clear this is a launch special

Why this works: They want to help you succeed. A small discount makes them feel good about hiring you. And they'll tell other people.

Tier 2: People Who Know People Who Know You

One degree of separation. Still warm leads.

Who:

Friends of your friends
Neighbors of your neighbors
Your parents' coworkers
Extended family

How to reach them:

Ask your Tier 1 contacts for introductions:

"Do you know anyone else who might need lawn care? I'm trying to fill out my schedule."

People love to help. Most people know someone who complains about yard work, house cleaning, or other services.

Tier 3: Neighbors Who Don't Know You

These people see you around but don't know you personally. Geographic proximity makes them accessible.

Who:

People on your street
People in your apartment complex
Nearby neighborhoods

How to reach them:

Door knocking:

Best on weekends, late afternoon/early evening
Dress presentably (clean work clothes is fine)
Keep it brief and friendly

Script: "Hi, I'm [Name], I live over on [Street]. I just started a [lawn care/cleaning/pressure washing] business and I'm offering a discount to neighbors. Would you be interested, or do you know anyone who might be?"

Door hangers/flyers:

Simple design with your service, phone number, and a discount offer
Hit 50-100 doors on a Saturday morning
Focus on homes that look like they need your service

The "I just did your neighbor's house" approach:

After completing a job, knock on 2-3 nearby doors
"Hi, I just finished [service] at your neighbor's place. I noticed your [lawn/driveway/gutters] might need some attention. Would you like a free estimate?"

Tier 4: Strangers (Hardest, But Scalable)

Cold outreach to people with no connection to you.

Who:

Anyone who searches for your service online
People who respond to ads
Leads from apps and platforms

How to reach them:

Google Business Profile (next lesson)
Facebook/Nextdoor posts
Craigslist ads
Lead generation apps (TaskRabbit, Thumbtack, etc.)

We'll cover these in detail in later lessons. For your first ten, focus on Tiers 1-3.

The First Ten Action Plan

Here's a concrete plan to get your first ten customers:

Week 1: Warm Outreach

Day 1-2: Make your list

Write down everyone you know who might need your service
Include everyone who might know someone
Aim for 30-50 names

Day 3-5: Personal outreach

Text or call each person on your list
Tell them what you're doing
Ask if they need help or know someone who does
Offer a launch discount

Day 6-7: First jobs

Book and complete your first 1-3 jobs
Take before/after photos
Ask for reviews and referrals

Week 2: Expand the Circle

Day 8-10: Follow up on referrals

Contact anyone your first customers mentioned
"Hi, [First Customer] suggested I reach out. I did their lawn last week and they thought you might be interested."

Day 11-12: Neighborhood push

Door knock or flyer 50 homes near your first jobs
"I just did [service] for your neighbor at [address]..."

Day 13-14: Book more jobs

You should have 3-5 completed, 3-5 more scheduled
Keep asking for referrals after every job

Week 3: Close the Gap

Day 15-21: Whatever it takes

If you're not at 10 yet, increase activity
More door knocking
Post on Nextdoor and Facebook groups
Craigslist ad
Lower your price temporarily if needed

Pricing Your First Jobs

For your first customers, the goal is getting experience and reviews, not maximizing profit.

Pricing Strategy

Friends and family: 20-30% below market rate Neighbors: 10-20% below market rate Referrals: 10% below market rate or match what you charged the referrer

Example (lawn mowing):

Market rate: $50
Friends/family: $35-40
Neighbors: $40-45
After first 10: Move toward $50

The Free Job Debate

Some people recommend doing first jobs free. Here's the trade-off:

Pros of free:

Easiest possible yes
Good for pure practice
Great for photos and reviews

Cons of free:

Attracts people who don't value your work
Sets wrong expectations
Doesn't feel like a real business

Recommendation: Discount heavily, but charge something. Even $20 makes it a real transaction.

Overcoming the Awkwardness

Asking people to hire you feels weird at first. Here's how to get over it:

Reframe the Ask

You're not begging for a favor. You're offering a service people need.

Wrong mindset: "Please hire me, I need the money" Right mindset: "I can solve a problem you have, and I'll do a great job"

Use the "Starting Out" Story

People want to support someone who's getting started. Use that:

"I'm just getting my business off the ground and I'm looking for my first few customers. I'm offering a discount to people who give me a chance early on."

This is honest, relatable, and gives them a reason to say yes.

Accept That Some Will Say No

Not everyone needs your service right now. That's fine.

"No" today might be "yes" in three months
They might still refer you to someone
It's not personal

Track Your Wins

Keep a simple list of every customer you get. When you feel discouraged, look at the list. Progress is motivating.

What to Do When You Get the Job

Getting the job is just the start. Here's how to set yourself up for success:

Before the Job

Confirm the appointment (day before)
Get clear on scope and price
Gather everything you need
Plan your route and timing

During the Job

Arrive on time or early
Take before photos
Do excellent work
Take after photos
Clean up after yourself

After the Job

Walk through with customer if possible
Collect payment immediately
Thank them
Ask for a review
Ask for referrals

The Golden Question

After every successful job, ask:

"I'm glad you're happy with the work. Do you know anyone else who might need [service]? I'm trying to grow my business and referrals really help."

Most people will think of at least one person. Some will give you two or three names.

First Ten Milestones

Track your progress:

Customer 1: First paying job (anyone)
Customer 2-3: Friends or family
Customer 4-5: Neighbors or referrals
Customer 6-7: One degree out (friend of friend)
Customer 8-10: Mix of referrals and new outreach

When you hit 10:

You have a real business
You have reviews and photos
You have a referral network starting
You know your service works
You're ready to scale

Action Steps

Make your list of 30-50 people you know
Reach out to 10 people in the next 48 hours
Book your first job this week
Complete the job and ask for review + referrals
Repeat until you hit 10 customers

Next lesson: Setting up your Google Business Profile so strangers can find you.