How to Get Your First 10 Clients as a New Sole Trader

Starting out as a sole trader is exciting — you've registered with HMRC, you've got your business name sorted, and you're ready to go. But then comes the question that keeps every new business owner up at night: where on earth do the clients come from?

Getting your first 10 clients is arguably the hardest part of running a business. After that, momentum kicks in, word of mouth starts doing its thing, and things generally get easier. But those first 10? They require a bit of hustle, a bit of creativity, and a fair amount of putting yourself out there.

The good news is that you don't need a massive marketing budget or years of experience. You just need a plan, some persistence, and the willingness to start before you feel ready.

Let's break it down.

Start With Your Existing Network

Here's the thing most new sole traders overlook: you already know people. Lots of them. And some of those people either need what you offer or know someone who does.

Before you spend a penny on advertising or waste hours perfecting your website, tell everyone you know that you've started a business. We're talking about friends, family, former colleagues, neighbours, people you chat to at the school gate, your hairdresser — everyone.

How to Do It Without Being Awkward

Nobody wants to be that person who turns every conversation into a sales pitch. Instead, try something like:

"I've just gone self-employed doing [thing]. If you know anyone who might need help with that, I'd really appreciate you passing my name along."

That's it. You're not asking them to buy. You're asking them to keep you in mind. Most people are genuinely happy to help, especially when you make it easy for them.

You can also send a short, friendly message to your contacts on LinkedIn, WhatsApp, or even by email. Keep it brief, keep it personal, and don't send a mass message — nobody likes those.

The Power of a Soft Launch

Consider hosting a small "launch" — it doesn't have to be fancy. A post on social media, a message to your close network, or even a casual coffee with a few people in your industry can be enough to get the ball rolling. The point is to create a moment that signals: "I'm open for business."

Offer Something for Free (Strategically)

This might sound counterintuitive when you're trying to earn money, but offering free work to your first one or two clients can be incredibly powerful — if you do it right.

The key word is "strategically." You're not giving away your services forever. You're investing in:

• A testimonial or review you can use in your marketing
• A case study or portfolio piece
• A referral source who genuinely understands the quality of your work

Set Clear Boundaries

If you offer a free session, consultation, or project, make sure you're clear about what's included and what happens next. "I'd love to do this project for you at no charge. In return, I'd really appreciate an honest review and a referral if you know anyone who could use similar help."

This approach works particularly well for service-based businesses — consultants, designers, copywriters, personal trainers, and tradespeople.

Use Social Media (But Pick One Platform)

When you're just starting out, trying to be everywhere on social media is a recipe for burnout. Instead, pick the one platform where your ideal clients are most likely to hang out, and focus your energy there.

• If you're targeting other businesses or professionals, LinkedIn is your best bet
• If you're a tradesperson or do anything visual, Instagram is brilliant for showcasing your work
• If you're targeting local customers, Facebook groups can be surprisingly effective
• If you're comfortable on camera, TikTok is worth exploring for reaching younger audiences

What to Post

You don't need to become a content creator. Just show up regularly and share:

• What you do and who you help
• Behind-the-scenes glimpses of your work
• Tips and advice related to your industry
• Before-and-after photos or results
• Client testimonials (once you have them)

Consistency matters more than perfection. Three decent posts a week will always beat one perfect post a month.

Get Your Google Presence Sorted

If your business serves local customers, getting found on Google is absolutely essential. The first step is setting up your Google Business Profile — it's completely free and takes about 20 minutes.

Once it's live, you'll start appearing in local search results when people look for services like yours. This is particularly powerful for tradespeople, therapists, tutors, cleaners, and anyone else who works within a specific area.

Quick Wins for Local Visibility

• Fill out every section of your Google Business Profile
• Add photos of your work, your workspace, or yourself
• Ask your first clients to leave a Google review
• Make sure your business name, address, and phone number are consistent everywhere online

Even without a website, a well-optimised Google Business Profile can bring in enquiries. It's one of the most underrated marketing tools for sole traders.

Go Where Your Clients Already Are

Instead of waiting for clients to find you, go to where they already gather. This could be:

• Local networking events — check out groups like BNI, local chambers of commerce, or informal meetups in your area. Networking doesn't have to be scary, and even one good connection can lead to multiple clients.
• Online communities — Facebook groups, Reddit communities, and forums related to your industry or your clients' industries can be goldmines. Don't just promote yourself — answer questions, be helpful, and build relationships.
• Local notice boards and community groups — sometimes the old-fashioned approach works brilliantly. A card on a notice board in a local café or community centre can reach exactly the right people.
• Complementary businesses — think about who serves the same clients but isn't a competitor. If you're a web designer, partner with a copywriter. If you're a plumber, build relationships with estate agents and letting agents.

The Coffee Meeting Strategy

One of the most effective (and underused) tactics for getting your first clients is simply asking people for a coffee and a chat. Reach out to people in your industry, potential referral partners, or even potential clients, and suggest a 20-minute coffee. No sales pitch — just a genuine conversation about what you do and how you might be able to help each other.

You'd be amazed how many business relationships start over a flat white.

Price Confidently From the Start

One common mistake new sole traders make is underpricing their services because they feel they need to "earn" the right to charge properly. While you might offer introductory rates or special deals to attract your first few clients, don't fall into the trap of being the cheapest option.

Clients who choose you purely on price tend to be the hardest to work with and the first to leave when someone cheaper comes along. Instead, price based on the value you provide and be confident about it.

What About Introductory Offers?

There's nothing wrong with offering a limited-time discount or a special deal for your first clients. Just make sure:

• It's clearly time-limited ("20% off for my first 5 clients")
• You communicate the full price so they know what to expect going forward
• You don't discount so heavily that you resent doing the work

Ask for Referrals (Early and Often)

Once you've got your first couple of clients — even if they're friends or freebies — start asking for referrals. Most people won't think to recommend you unless you ask, but they're usually happy to do it when prompted.

The best time to ask is right after you've delivered great work and the client is pleased with the result. Something like: "I'm really glad you're happy with how this turned out. If you know anyone else who might need similar help, I'd love an introduction."

You can also make it easy by:

• Sending a follow-up email with a link to leave a review
• Creating a simple referral card (digital or physical)
• Offering a small thank-you for successful referrals — a discount on future work, a small gift, or even just a heartfelt thank-you note

Referrals are the backbone of most successful sole trader businesses. The sooner you build this habit, the faster your client base will grow.

Keep Track of Everything

As you start getting enquiries and winning clients, it's important to keep track of who's contacted you, what stage they're at, and what you've quoted. You don't need a fancy CRM — a simple spreadsheet will do when you're starting out.

Similarly, from day one, keep your finances organised. It's tempting to worry about bookkeeping later, but getting into good habits early will save you enormous headaches down the road. Tools like Accounted and its AI assistant Penny can help you stay on top of invoices, expenses, and tax obligations right from the start — so you can focus on what you do best: winning those first clients.

The Mindset Shift

Getting your first 10 clients isn't just a marketing challenge — it's a mindset one. You'll face rejection. People will say no, or worse, say nothing at all. That's completely normal.

The sole traders who succeed aren't the ones who never hear "no." They're the ones who keep going anyway. Every conversation, every follow-up, every post on social media is a seed planted. Some will grow quickly. Others will take months. But if you keep planting, you'll get there.

Remember: every successful business you admire started with zero clients. They all went through exactly what you're going through right now. The difference between those who made it and those who didn't wasn't talent or luck — it was persistence.

Your First 10 Client Action Plan

To summarise, here's a simple plan you can start today:

1. Tell everyone in your existing network that you're open for business
2. Set up your Google Business Profile
3. Pick one social media platform and start posting regularly
4. Offer a free or discounted project to get your first testimonial
5. Attend one networking event or join one online community
6. Ask every satisfied client for a referral and a review
7. Reach out to three complementary businesses about partnering
8. Follow up with every enquiry — persistence pays off

You don't need to do all of these at once. Start with two or three, do them consistently, and add more as you build momentum. Before you know it, you'll be looking back and wondering what you were so worried about.

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Accounted helps UK sole traders stay on top of their bookkeeping and tax. Start your free 30-day trial at getaccounted.co.uk.

Related Reading

• How to Build a Personal Brand as a Sole Trader
• A Sole Trader's Guide to Networking
• Pricing Your Services — A Practical Guide
• Email Marketing for Sole Traders — Start With These 3 Emails
• Word of Mouth Marketing — How to Make It Happen on Purpose