How we got our first clients
When I started as a freelance designer, I approached it the way most people do. I created a website. Put together a killer portfolio of my work (looking back, definitely not so killer). Changed my LinkedIn job title. Made business cards. And went live!
I can still hear the crickets chirping.
OTL Ventures was different
When Seamus Nally, first started thinking about OTL Ventures (the “agency” that I’ve been fortunate enough to help start), he did things a little differently than me. In fact, the exact opposite.
To know how Seamus got us our first clients, you really have to go back even further than the origin of OTL.
While the founder of another Fort Collins startup, Seamus worked out of a co-working space (RIP Galvanize). Through the proximity that co-working brings, he was able to rub elbows with the rest of the Fort Collins startup community. Despite the fact that his focus on his startup came with a pretty reclusive attitude, Seamus formed bonds with the community through lunch and learns, pitch competitions, happy hours, and the occasional ping-pong game.
It was what “networking” is supposed to be; authentic and without motive.
Fast forward a year, Seamus found himself in the position of so many startup founders, looking for what’s next. After interviewing for lead product roles at other startups, he realized these companies needed a full product team, not just him. Eureka! OTL Ventures was born.
However, unlike me, Seamus didn’t start with a logo, some business cards or even a website.
Instead, Seamus started with his network. He met people for coffee and shared his vision for an agency that worked like an in-house product team. While he reached out to the type of people that could become clients, he more importantly reached out to people that trusted him.
Physical Space. Community. Trust.
Being a part of the creation of OTL Ventures, I’ve learned that the traditional approach of finding clients doesn’t work.
Your website doesn’t matter — we were working with clients for over 12 months before we ever pushed a website live.
Eye-catching business cards don’t matter— we still don’t have any.
A beautiful portfolio of work doesn’t matter — surprisingly not a single one of our first clients asked to see our previous work.
Trust matters.
The trust and respect that Seamus earned in the Fort Collins startup community are what got OTL Ventures its first clients. But how do you build that trust?
Physical Space
After struggling to build a digital network as a freelancer, I have no doubt that physical proximity to potential clients is a game-changer.
It is infinitely easier to create connections in person than it is online. My first recommendation is if you’re trying to start an agency or consulting firm, join a co-working space. You’ll have the chance to easily interact with the people around you. And you’ll be surrounded by other companies, who might need your services at some point in the future.
Currently, our three anchor clients at OTL Ventures all shared co-working space with us in the past.
Community
Unfortunately, you can’t join a co-working space and expect the clients to start pouring in.
You have to become a true member of that community. And that means giving before you take. Have coffee with people and talk about their companies. Go to social events and have fun. Give away your talents freely, whether it be talking at an event or helping to whiteboard out a problem one-on-one.
As Seamus originally worked on his own startup at the time, he wasn’t trying to “sell” anything to other people in the community. He simply took a much-needed break from his own startup’s problems and genuinely tried to help other companies succeed. Just like they tried to help him.
Trust
Because you’re a true member of that community, people start to trust you. They realize you’re not just one of the other 50 consultants that make up the majority of Meetup members. You’re part of the community, and you care about them.
Seamus often repeats a saying his father, a residential contractor, told him…
“Hire a contractor in your neighborhood so if they do a shitty job they have a daily reminder of it when they drive by your house each day.”
While we certainly subscribe to that belief, there is a flip side. Move into the neighborhood you want to work in and build up the trust necessary for people to give you the keys to their home.
The TL;DR for all us slackers out there
As we worked to get OTL Ventures off the ground, I learned a few things:
- Don’t get caught up in the traditional work you think is necessary to start your own agency. Your website, business cards, logos, etc. don’t matter.
- As cliche as it is, it’s not what you know, but who you know.
- Start building your network before you ever need one.
- A great way to build your network is physical proximity to other people (co-working for the win!).
- Be a valued and trusted member of the community by being authentic and giving before you get.
I know these concepts won’t work for everyone. Nor will everyone be in the same situation— or be lucky enough as I was to meet someone who’d already done all the hard work.
But our (somewhat) success in getting our first clients is because of these concepts. I believe in them. And I hope they can help lead to your success as well.
How did you get your first clients? Leave a comment below. I’d love to hear your story and what’s worked (or not worked) for you.
