18 Key Strategies Startups Used to Secure Their First Major Client
Securing the first major client is a critical milestone for any startup’s success. This article presents key strategies employed by successful startups, backed by insights from industry experts. From building a strong portfolio to personalizing outreach, these proven tactics will help new businesses attract and retain valuable clients.
- Build a Strong Portfolio of Work
- Lead with Value to Earn Trust
- Cultivate a Network for Referrals
- Validate Demand Before Building Product
- Personalize Outreach to Ideal Customers
- Demonstrate Expertise Through SEO Success
- Leverage Referrals from Trusted Contacts
- Connect Through Online Industry Communities
- Offer Promotions to Build Portfolio
- Invest in SEO for Long-Term Growth
- Exceed Expectations to Generate Referrals
- Tailor Solutions to Client Needs
- Develop Partnerships in Complementary Fields
- Speak at Events to Generate Leads
- Show Value Before Selling Services
- Listen and Offer Personalized Solutions
- Build Relationships Through Network Discussions
- Provide Free Value to Nurture Relationships
Build a Strong Portfolio of Work
Continue building a portfolio of work until the work speaks for itself. It’s similar to the saying “actions speak louder than words.” Newcomers in the market are often under the impression that a particular person or happenstance will deliver a valuable client, leading them to wait on false hope to materialize. There’s no substitute for working hard and smart, regardless of one’s nature of work and business. Everyone will need to deliver credibility at some point to sustain longevity.
My first major client sought me out upon discovering some of my historical work featuring C-Level executives in the market. One never knows what a potential client will like about you or your work. Be yourself, produce good work, and let things unfold from there on. Don’t leave client acquisitions to chance if you can’t back up what you offer with ability and willingness to serve people. There’s no magic wand in the market that will erase incompetency with a checkered performance record. Embrace a positive outlook and do your work. The rest will follow suit in due time.
Sasha Laghonh
Founder & Sr. Advisor to C-Suite & Entrepreneurs, Sasha Talks
Lead with Value to Earn Trust
We’re an ad agency, and we like to say, “The best marketing we have is the marketing we do.” We work tirelessly to provide exceptional value for our clients, which translates into referrals. Most consultants and agency owners will advise against doing free work, arguing that it devalues your brand. However, in our early days, we believed the opposite. We thought the best way to build a client base was to lead with value. This meant doing free or significantly discounted spec work or taking on projects at a very low cost.
We gained our first clients by working as hard as we could at a very low price. It wasn’t about working for free indefinitely; it was about earning trust, proving our capabilities, and giving people a reason to return. That strategy worked—and it continues to work.
Ryan Burch
Owner, Tobie Group
Cultivate a Network for Referrals
All of my clients have come to me through referrals, including my first major client, so my recommendation would be to work on building a strong network and a good reputation in your industry. My first client came to me while I was still working in an agency. A former coworker approached me when his team was looking for an experienced contractor to help them migrate a large website over the course of 6 months. I took that opportunity to transition into full-time freelance consulting.
Alex Juel
Owner, Digital Marketing & Strategy, AlexJuel.com
Validate Demand Before Building Product
When I started my SaaS company for an interactive ad platform, I was committed to the principle of “sell first, build later.”
I began by hypothesizing that consumer brands selling through physical stores while focusing on young adults as their primary audience face challenges creating branding ads online. My first step was validating this problem through conversations with decision-makers, like Chief Marketing Officers, without pitching a solution.
I focused on understanding whether the issue was significant, its cost to the organization, and its personal impact on the decision-maker.
Once I filtered out prospects where the problem wasn’t urgent or critical, I honed in on those with a clear, high-cost pain point. In a second meeting, I presented a conceptual prototype–a visualization of the potential solution.
This wasn’t about selling a final product but about gauging their reaction, ironing out key details, and collaboratively defining what an MVP would need to deliver value. Sometimes, this required an additional meeting to refine expectations further.
My ultimate goal was to secure a contract for delivering the MVP within weeks or months. By focusing on signing at least two such contracts with clients who shared similar needs, I ensured the viability of the product before starting development. This approach allowed me to validate demand, avoid speculative building, and leverage early revenue to fund development.
I solved the lead generation problem first, the sales problem second, and product problems last.
Maddy A
Founder and CEO, Startup to Scaleup
Personalize Outreach to Ideal Customers
The early stage of growth is exciting and tough at the same time. And there is nothing more exciting than landing a first major client. Even though it was years ago, I remember that experience very clearly. The beginnings of putting out our great product were all about hustling, but in a smart way. There were a few critical aspects that we decided to focus on:
- Perfect prospecting—identifying the best of the best Ideal Customer Profiles and creating a shortlist of individuals who might be interested in hearing about our product.
- Super-personalized approach, doing things that do not scale—I personally recorded video messages for prospective clients, with messages focusing on the value they could get from our new relationship.
- Semi-automating some operations—like sending LinkedIn invitations, sending the video there and via email, and doing (not very intrusive) follow-ups.
- Switching to manual and personal mode immediately after contact was established.
Interestingly, we have generated the highest revenue from these strategies so far.
Radek Kaczynski
CEO, Bouncer
Demonstrate Expertise Through SEO Success
Securing my first major client as an SEO consultant was a significant milestone, and it all began with a crucial strategy: ranking #1 for “SEO Consultant” on Google. As an SEO consultant, it was essential to practice what I preach, so I focused on ranking for highly competitive keywords like “SEO Consultant” to prove my expertise and attract leads organically.
The strategy behind this was multi-faceted. First, I conducted thorough keyword research to identify search terms my potential clients were using. I then optimized my website with high-quality, informative content that directly addressed their needs—offering insights into SEO best practices, case studies, and success stories. I made sure my website was technically sound, with quick load times, a mobile-friendly design, and clear calls to action.
Content marketing played a huge role here as well. I consistently published blog posts that demonstrated my knowledge and addressed common pain points while also optimizing long-tail keywords that my target audience was searching for. Over time, my website started ranking higher, and within a few months, I reached the #1 spot for “SEO Consultant” on Google.
Once I secured that position, the leads started pouring in. Potential clients reached out to me directly, impressed not just by the ranking, but by the helpful, valuable content I had put out. They saw that I could walk the talk and deliver the SEO results they were looking for.
The great thing to note is that showcasing your expertise through real, measurable results is one of the most powerful ways to attract your ideal clients. Ranking for a competitive term like “SEO Consultant” not only brought in leads but also helped build credibility and trust with prospects.
Peter Wootton
SEO Consultant, The SEO Consultant Agency
Leverage Referrals from Trusted Contacts
My first client came through a referral. When you have a startup, without references or proof points, the only reference you have is referrals from people who know you, trust you, and can vouch for your work. I always advise entrepreneurs to put in place a referral system because it works like magic.
Lubna Forzley
Founder & CEO, Stories
Connect Through Online Industry Communities
Thinking differently about networking: I connected with a regional marketing leader on an industry-specific Slack community, and two years later, they’re still a client. I live in a small town, so I have to be strategic about how I meet new contacts and build up a rapport with them. It’s amazing we have so many ways to connect with peers today.
Caroline Voaden
Reputation Strategist, STORY. Copywriting
Offer Promotions to Build Portfolio
Our key to success has always been relatability. We find a way to relate to your business, explain something from our perspective that you are also experiencing, and then offer the solution.
When you’re first starting out, it’s difficult to get clients to believe in you. It’s often a catch-22 situation: you have no clients because you don’t have a portfolio, but you don’t have a portfolio because you have no clients!
Go above and beyond for your first 10 clients. Give them discounts, offer special promotions, make sure they know that your business may not always operate as it is. You (the business owner) won’t always be involved in every project, pricing will go up, you’re just starting out – anything! Say anything you can to get the snowball rolling, and work will follow.
Stay consistent. Stay focused. Stay motivated.
Andrew Arkwell
Co-Founder & CEO, Arkwell Agency
Invest in SEO for Long-Term Growth
All of our clients come from SEO, including the first one and the ones after that. SEO is a great investment for your business because it’s pretty evergreen. Once you do the upfront work to rank, potential customers and clients can find you for months or even years to come.
Michael Alexis
CEO, Island Residency Solutions
Exceed Expectations to Generate Referrals
My first large client came through a referral. I focused on going above and beyond for every client I worked with—putting in extra time, helping outside my official scope, and genuinely trying to create as much value as I could. That kind of effort sticks with people. One of those early clients referred me, and that referral turned into the biggest client I still have today.
At the end of the day, it’s all about creating value and giving people something to rave about behind closed doors. Referrals like that are gold. If people are out there talking about how great you are when you’re not in the room, that’s how you win long-term.
Alex O’Neil
Owner, City on the Hill Consultancy
Tailor Solutions to Client Needs
Securing our first major client was anything but easy. Large clients typically look for a proven track record—case studies, testimonials, and success stories with similar businesses. At the time, we didn’t have that luxury. What we did have was a deep understanding of their pain points, a strong belief in our solution, and a willingness to go above and beyond to earn their trust.
We started by investing time upfront to truly understand their needs and build real rapport. Instead of pitching a generic solution, we collaborated closely to tailor something specific to their challenges. To lower the barrier and demonstrate our confidence, we offered a discounted pilot—a chance to prove our value before locking into a full contract. This approach created a low-risk opportunity for them and a high-stakes challenge for us.
Once onboard, we treated them like VIPs. We delivered white-glove service, stayed hyper-responsive, and made sure they always had what they needed. I wouldn’t quite call it “fake it till you make it,” but we definitely hustled harder to show we could meet their expectations and grow with them. That first big win wasn’t about flashy marketing or luck—it was about trust, execution, and doing the work no one else was willing to do.
Billy Giordano
Founder/CEO, StaffedUp
Develop Partnerships in Complementary Fields
My key strategy for securing my first major client was to build a genuine, consultative relationship. I took the time to thoroughly understand the prospect’s unique challenges, pain points, and operational needs. With that insight, I developed a customized proposal that directly addressed the specific requirements of their procurement process. This tailored approach not only shortened the sales cycle but also ensured the delivered solution aligned perfectly with the client’s expectations.
Renato Ferreira
Founder & Advisor, Insight Sales
Speak at Events to Generate Leads
To be honest, it all began with a simple “yes” to a coffee meetup. A friend introduced me to a copywriter who was seeking a designer. Since I had recently been laid off and was still figuring out what freelancing would entail, I knew I needed to start putting myself out there. That one conversation led not only to my first major client but also to an ongoing stream of referrals that generated tens of thousands in revenue over the next several years.
She wasn’t just a great client; she was a leveraged partner in a complementary industry. Because we served the same audience in different but connected ways, every time she had a project, I was her go-to designer. That single relationship became a referral goldmine.
At the time, I didn’t realize how strategic that decision was, but looking back, saying yes to genuine connections, especially with people who work alongside your ideal clients, is one of the smartest moves you can make. People do business with people, not businesses, so start there.
Kristin Pruis
Brand & Web Design Strategist, K Design Co.
Show Value Before Selling Services
My first client came from a talk I gave to a professional networking group. Someone from the audience approached me afterward and made an introduction, which resulted in my first project a few weeks later. It was a one-year agreement for a six-figure engagement, which felt great. The fact that my talk was so well-received and generated meetings and referrals as follow-up made me realize I had a real business. I still give many talks, and it is an excellent way to generate leads and business. I believe having a good reputation is incredibly important for building a strong B2B business. Here are the lessons that experience taught me:
- Do great work that people will talk about.
- Give many talks, even virtually, and use examples from your experience. I do a lot of public speaking online and offline, host podcasts and webinars, which leads to people talking about me online, tweeting, etc.
- Join networking groups to meet people who are the multipliers in your industry. They talk to everybody and know everyone. They have large followings, so you need to connect with them online too.
- Be active on social media so you can share your talks and content, and your followers can help spread the word.
- Generate lots of fresh content that will push down any potential negative comments online.
- Monitor your online data to shut down trolls and misinformation. There are several online tools to alert you of potential problems (some are free, others are for a fee).
It continues to be a great source of leads and has served me well.
Paige Arnof-Fenn
Founder & CEO, Mavens & Moguls
Listen and Offer Personalized Solutions
At a speed networking event, I met a female founder who started telling me what she does. I didn’t get a chance to introduce myself because I jumped in with a tip: “Call yourself a TikTok expert. Start with ‘Two of my videos have gone viral, and over 20 million people have seen them.'” She did it throughout the event and loved the reaction she received. Later, she came back and asked, “How can I work with you?” It was the perfect reminder: show before you tell. That was my first major client, and networking has worked well for me ever since.
Mangla Sachdev
Founder, Expat Business In A Bag
Build Relationships Through Network Discussions
Securing my first major client for Write Right was a mix of persistence, clarity, and personalization. I remember spending hours tailoring the pitch, understanding their tone, pain points, and brand story. Instead of flooding them with generic services, I offered a focused solution backed by real samples.
My key strategy was building trust before selling. I initiated the conversation by offering value—free content audits, insights, and tons of patience. I didn’t chase the close; I nurtured the relationship.
Eventually, they saw the value and signed on. That one client opened doors to many others, and I’ve stuck to the same principle since—listen more, offer personalized value, and let your work speak.
Kritika Kanodia
CEO, Write Right
Provide Free Value to Nurture Relationships
I built relationships throughout my network to win my first major client. I contacted people in my network who potentially needed my services and then started discussions to learn about their business problems. The customized pitch I developed through this method demonstrated how I could deliver value to their organization.
Past success examples were critical proof of my expertise because they demonstrated confidence in my capabilities to potential clients. I consider personalized communication and relationship-building activities essential factors in this process. My approach created competitive differentiation and trust foundations that businesses need to establish new partnerships. Successful collaborations begin after clients share their distinctive requirements, which you address directly through listening so you can achieve partnership success and access future possibilities.
Jenna Brennan
VP of Growth, Dutch
