Now the exciting (and possibly nerve-wracking) part – finding people who will pay for your service. Early on, this often happens through personal networks and targeted outreach, rather than broad ads or content marketing (which can come later). Here are strategies to land that first client:
Leverage Your Existing Network: Tell friends, family, former colleagues, social media connections about your new coaching/consulting business. You’d be surprised who might refer someone to you. Don’t be shy; you can frame it as, “I’m starting to take on a few clients in X area. If you know anyone who’s struggling with [problem], I’d love an intro – I have a free initial session to see if I can help.”
Offer Free or Discounted Beta Sessions: To build word of mouth and testimonials, consider offering 1-3 free coaching sessions to a couple of people in your target market (or a single free intro session to a larger handful). They get value; you get practice and hopefully a success story or testimonial. Important: Treat them like paying clients – professionalism is key. If they get great results, they may continue paid or refer others. For consulting, perhaps do a small free audit or a very discounted first project to prove your worth.
Use Social Media and Content: Start sharing helpful tips related to your niche on LinkedIn, Twitter, Facebook, or wherever your target audience hangs out. If you position yourself as knowledgeable and giving value, people start seeing you as an expert. For instance, if you’re a leadership coach, write LinkedIn posts about “3 Ways New Managers Can Motivate a Team”. At the end of posts or in your bio, invite people to a free consultation if they need more help. Content marketing builds credibility – even a few good posts or a short YouTube video can impress potential clients.
Join Communities: Go where your ideal clients are. That could be Facebook Groups, subreddits, industry forums, local business meetups (even online ones via Meetup.com). Don’t jump in and hard-sell; instead, participate genuinely. Answer questions, provide advice freely. Many will notice and some might reach out to you or be receptive if you mention your services after helping them. For example, a consultant specializing in ecommerce could hang out in a Shopify forum answering store owners’ questions; people who appreciate the help might become leads.
Partner and Referral: Consider who else serves your target clients but isn’t a direct competitor. Maybe you’re a nutrition coach – partnering with a fitness trainer for cross-referrals makes sense. Or a small business IT consultant could partner with an accounting consultant – each can refer clients when they see needs outside their scope. Let your professional circle know what you’re doing; sometimes overflow work from other consultants can come your way.
Offer a Free Webinar or Workshop: Host a free 1-hour Zoom workshop on a hot topic related to your service. It’s easier to get someone to come to “free training” than immediately commit to paid coaching. During the webinar, demonstrate your expertise and give valuable tips. At the end, do a soft pitch of your coaching program for those who want more hands-on help. This both adds value and acts as a marketing funnel.
Remember: when selling coaching or consulting, you’re really selling an outcome and a relationship. So building trust is key. Your first clients might very well be people who already trust you in some capacity (ex-colleague, friend-of-friend) or those who’ve gotten a taste of your knowledge via your free content or session. Focus on listening to their needs and showing how you can help, rather than a pushy sales approach.