Starting a business can feel both exciting and overwhelming. One of the biggest questions new coaches and service providers have is: “Where do clients actually come from?”
If you’re just starting out, you might think that clients magically appear once you create a website, make a logo, or set up a social media account. But here’s the truth: clients don’t just show up — you have to know how and where to find them. The good news is, you don’t need to be tech-savvy or spend a lot of money to start bringing in your first paying clients.
In this post, I’ll break it down in simple steps, so you’ll understand exactly where clients come from and how you can start finding them today.
Step 1: Clients Come From People You Already Know
When you’re brand new, the easiest place to start is your own network — the people you already know. This includes:
- Friends
- Family
- Former coworkers
- Neighbors
- People from your church, gym, or community groups
For example, let’s say you’re a new life coach. You could let your circle know, “Hey, I’ve started coaching! If you or someone you know is looking for support with reaching goals, I’d love to chat.”
You might feel shy about sharing your new business, but remember — people love supporting someone who is just starting out. Your very first client will often come from your personal connections.
Step 2: Clients Come From Referrals
Referrals are when someone recommends you to another person. For new entrepreneurs, referrals are pure gold.
Here’s how it works: let’s say you did a free coaching session for a friend, and they loved it. They might tell a coworker about you, and suddenly you have a paying client.
To encourage referrals, you can:
- Ask happy clients if they know anyone who might need your help.
- Offer a “thank you” gift (like a discount or bonus session) to anyone who sends a new client your way.
Referrals grow naturally over time, but you can plant the seeds early by serving your first clients really well.
Step 3: Clients Come From Social Media
Love it or hate it, social media is one of the fastest ways to get in front of potential clients — even if you don’t have a big following.
You don’t need to be everywhere. Pick one platform where your ideal clients spend time. For coaches and service providers, this is often:
- Instagram (great for visuals and personal stories)
- Facebook (great for groups and local connections)
- LinkedIn (great for professional and business connections)
Example: If you’re a virtual assistant, you could join Facebook groups for small business owners and answer questions people post. Someone might notice your helpful answer and message you about working together.
Social media is less about selling and more about showing up as helpful, trustworthy, and consistent.
Step 4: Clients Come From Content You Share Online
Content is just a fancy word for anything you create and share — like blog posts, videos, or podcasts. Sharing content helps people find you, trust you, and eventually hire you.
For example:
- A health coach could write blog posts about “5 Easy Breakfasts for Busy Moms.”
- A graphic designer could share before-and-after examples of client projects.
- A business coach could make short videos answering common startup questions.
When people find your content helpful, they begin to see you as an expert, even if you’re just starting. Over time, this builds trust and attracts clients who are already interested in what you offer.
Step 5: Clients Come From Networking
Networking doesn’t have to mean attending boring events in a suit and handing out business cards. It simply means connecting with people who might need your services or know someone who does.
This can happen:
- In local business groups
- At community events
- In online communities like Facebook groups or forums
Example: If you’re a brand-new bookkeeper, you could attend a local “women in business” meet-up. You introduce yourself, mention your services, and exchange contact info. Later, someone from that event might reach out when they need bookkeeping help.
Networking works best when you focus on building relationships, not just selling.
Step 6: Clients Come From Collaborations
When you collaborate with another entrepreneur, you get introduced to their audience. This can quickly grow your reach without needing ads or big tech skills.
Collaboration ideas include:
- Guest speaking on someone’s podcast or webinar
- Writing a guest blog post for another website
- Partnering on a workshop or challenge
For example, if you’re a wellness coach, you could team up with a yoga teacher. They teach the class, you lead a short talk on healthy eating, and both of you get new clients from each other’s audiences.
Step 7: Clients Come From Being Consistent
Here’s the part most new entrepreneurs don’t realize: clients don’t usually come overnight. They come when you keep showing up.
Think of it like planting seeds in a garden. You might not see results right away, but the seeds are growing underground. If you keep planting and watering, eventually you’ll have a full garden of clients.
Consistency could look like:
- Posting on social media twice a week
- Sending one helpful email every week
- Talking to new people about your business regularly
The more consistent you are, the easier it gets for clients to find and trust you.
Final Thoughts: Clients Come From Connection
At the end of the day, clients don’t come from a secret place or magic formula. They come from people. People who see you, hear you, and trust you enough to invest in your help.
If you’re a brand-new coach or service provider, focus on building real connections. Start with the people you know, show up online in simple ways, and keep sharing value. Your first client might come sooner than you think.
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