Where on earth is my first customer, and why don't they care?

'But Darrell', I hear you say I'm really solving a huge problem and they just don't respond. Something must be wrong. No there's not, atleast, not with them. The problem is you.

We’ve all been there. You’re doing all the reach out, you’re asking for feedback, and yet it feels like you’re shouting into the void. No one is responding. You’re solving some massive problem or pain point—or so you think—but your potential customers just don’t seem to care. It’s frustrating, and it can make you question everything. But let me tell you, the problem isn’t with them. The problem is you. Here’s why.

The Reality of Customer Priorities

Their Pain Point Is Just a Small Part of Their Life

First and foremost, remember that everyone is busy. Your customers have their own lives, filled with their own set of priorities. The massive problem or pain point you’re addressing might be a big deal to you, but to them, it’s just one small section of the myriad things they care about.

You Need to Break Through the Noise

In a world filled with distractions and constant demands on our attention, getting someone to notice and care about your solution is a monumental task. It’s not that your potential customers don’t care at all—it’s that you haven’t yet convinced them why they should care more about your solution than everything else they’re dealing with.

The Persistence Game

Putting in the Reps

Success in finding your first customer often boils down to one thing: persistence. You’ve got to keep doing the work and putting in the reps. It’s not glamorous, and it’s certainly not easy, but it’s the only way to push through the initial indifference.

1. Consistent Outreach: Keep reaching out. Use different channels—email, phone calls, social media, in-person meetings. Don’t get discouraged by the lack of immediate response.
2. Follow-Up: Don’t assume no response means no interest. People are busy. Follow up consistently, without being annoying. Sometimes it takes multiple touchpoints to get a response.
3. Iterate Your Message: Refine your pitch. Try different angles and see what resonates. Use the feedback you do get to improve your approach.

Building Relationships

Focus on building relationships rather than just making a sale. Show genuine interest in your potential customers’ problems and lives. When people feel understood and valued, they’re more likely to give you their time and attention.

The Long Game

Proving Your Value

Initially, you might feel like you’re making no progress. But every touchpoint, every bit of feedback, and every small win is a step forward. Once you start proving your value, things will begin to change.

1. Testimonials and Case Studies: As soon as you get your first customer, use their success as a testimonial. Case studies are powerful tools for showing others the real-world impact of your solution.
2. Word of Mouth: Happy customers will start talking about you. Word of mouth is incredibly powerful, and it starts with those first few satisfied clients.
3. Social Proof: Use social proof to your advantage. Highlight any endorsements, media mentions, or partnerships that add credibility to your solution.

Learning and Adapting

Every interaction, whether it leads to a sale or not, is a learning opportunity. Pay attention to what works and what doesn’t. Adapt your strategy based on real-world feedback and continuously improve your approach.

Final Thoughts

Finding your first customer can feel like an impossible task. But remember, the problem isn’t them—it’s you. Everyone is busy, and their pain point is just a small part of their lives. Your job is to break through that limitation with persistence, consistent effort, and a genuine approach.

Keep putting in the reps, refining your message, and building relationships. Once you push through the initial indifference and start proving your value, you’ll find customers who care. And once you have those first few wins, momentum will start to build.

So, don’t get discouraged. Keep doing the work, stay persistent, and remember that every small step forward is progress. Your first customer is out there—you just need to keep pushing until you find them.

Cheers,
Darrell