How to Build a Customer Base: A Practical, non-intimidating Approach
- Manny Joshua
- Apr 9
- 7 min read
Updated: Apr 17
When I first started trying to build a customer base, I struggled. It felt overwhelming—I didn’t know where to begin or how to approach people without feeling inauthentic. I was terrified of rejection, and every “no” felt like a personal setback. It wasn’t until I slowed down and took a hard look at what was going on mentally that I realized my problem wasn’t the people—it was my approach.
What really changed was understanding that I wasn’t trying to sell to anyone; I was looking for people who wanted to buy. My goal became creating a pressure-free space where potential customers could simply learn about what I offered and jump in if they were interested.
I had to learn to "sell without selling."
If you’ve experienced these same obstacles, know that you’re not alone. Building a customer base doesn’t have to be stressful. With the right mindset and strategy, you can develop a practical, scalable approach that finds your ideal customers without resorting to pushy tactics.
Let me talk you through a simple, manageable approach to building a customer base with the three types of people that exist: people you know well, people you kind of know, & people you don't know.
Let's begin.
Very Important Note
This goes without saying, but maybe it doesn't. This article alone won't make you a beast at building client bases. It's only a framework, meant to give you an idea of what you're looking to accomplish. It's going to take 100s of reps to begin to see patterns and understand the game. But at least you'll know what game you're playing.
Through being bad at it, then a little better and a little better, you'll begin to find your style, wording, flow and create efficiencies that can't be covered in this single document. But you need to know, that this is not going to make you a master.
Ultimately, the goal of sales is to discover what somebody needs, see if you can supply it, and make them feel comfortable getting it from you (your business) if you can. The key word is comfort. No pressure, no manipulation, no over the top enthusiasm, just relaxed communication that puts everyone at ease and a simple process you can commit to.
Okay...now let's begin.
1. People You Know Well (Direct Outreach)
Definition: These are your closest friends, family, and trusted contacts who already know and believe in you. If your name is Dan, these are the people that would buy donuts from "Dan's Donut Shop," just because your name is on the sign. They love you, and are already disposed to helping you. This is low hanging fruit, and a great place to start in business. Also, it's a safe place to learn the feeling of transacting, hearing "no," being flaked on and getting sales! The whole entrepreneurial experience.
Approach: Use a straightforward, no-pressure strategy. Be genuine about what you’re building and ask for support—whether that’s by becoming customers themselves or by helping to spread the word.
Example Message:
“Hey [Name], I’m launching a new business called [Your Business Name]. It’s all about [brief explanation of your product/service]. I’d love your support—either by checking it out or sharing it with someone who might be interested. Would you be interested in checking it out? All good if not, just spreading the word to people I enjoy!”
See that? Disarming, low pressure, and honest. Plus it's relational, which is key (for more on that, check our this article).
Action Steps: Compile a list of 20 people with whom you have a strong relationship. People that would buy your donuts, your cookies, your lawncare service, etc...
2. People You Know Of (Warm Outreach)
Definition: These are acquaintances, former colleagues, or casual connections you interact with on platforms like LinkedIn, Facebook, or through community groups. The majority of people you know will fall into this category. This is where you can't necessarily be as direct as "hey buy my stuff." You typically need to have a conversation, or some type of starter (like an Instagram story), to get the conversation going and find a need. Then through some type of conversation, if there is alignment, you can see if there's a fit. This one requires patience and truly seeking to understand.
Approach: Initiate a genuine conversation focused on them, gradually leading to a discussion about their gaps and your business. The goal is to gauge if there’s a natural alignment between their needs and what you offer. This could be through a DM, Instagram story response, live conversation, text, etc... Pick your lane, and run in it.
Sample Conversational Flow:
Engage:
“Hey! I saw your post about working out. What type of program do you follow, and what’s gotten you so focused on your health journey?”
Something open-ended like this allows them to share their story and build rapport.
Explore Their Needs:
“That’s awesome to hear you’ve been crushing your goals! More people need to do that. Have you been using supplements too—like protein, vitamins, or are you just focusing on your workouts, diet, and hydration? Always trying to see what’s helping people the most.”
This opens a dialogue about what they might already be doing or thinking about in terms of supplements and health products. A conversation like this could reveal alignment between what you have and what they need.
Introduce Your Potential Synergy:
“That’s great that you’ve been using supplements too! I’ve actually been loosely polling around this subject, because I might be working with a couple supplement brands and want to know which products to promote the most. I’m curious— which supplement has been helping you the most?”
This gentle inquiry helps you understand their preferences without being salesy. It’s just a conversation that could go anywhere you need it to.
Note on this part: You could keep this going and ask other questions as well, it's a conversation, so feel free to just let it flow. For example::
"Have you been looking into the quality of the brands too, or just picked up the first thing?"
"What made you get into supplements? Most people don’t pick them up."
"That's cool! Since you're looking into supplements, which one would you say is highest on your radar?"
Close Softly:
“Thanks for sharing your thoughts—it’s super helpful. I’m putting this feedback in my back pocket. If we do roll it out, I can keep you in the loop if that would be helpful. Definitely don’t mind circling back. But if you love everything you’re doing and using, that’s even better!”
This light, suggestive close leaves the door open for future engagement without pressure. And if they say yes, it was their idea, not yours. Overtime you will find your style and what works for you.
Circle Back
“Hey! Thanks again for the feedback, it was really helpful! We ended up running the promo and it’s been getting a great reception! We emphasized XYZ product that you mentioned because lots of people said they used that and would be open to another brand if it was even better! Let me know if you want the info and I’ll drop it in here."
Again, it’s all about them, what they said,, and it’s not a sales pitch. Do this often, and you’ll develop a feel for it.
Special Note: This is a really cool one because through conversation, you'll find plenty of people that might even want to partner up with you and do what you're doing. So learn how to make room for that. My business coach called this a "pivot," as in we're talking about products or some service, but find that our thinking on life is aligned and maybe we can shift over to a business conversation. Just get in thte flow and you'll see it more often.
Action Steps: Identify 50 people from your extended network.
3. People You Don’t Know (Inbound & Referrals)
Definition: These are people who are not yet part of your network—potential customers you haven’t met before. There are an infinite amount of strategies here, so my recommendation is picking one and sticking to it for a little bit.
Approach: Use strategies that attract these individuals to you by offering value and sparking curiosity. Once they engage, you can shift to a personalized, one-on-one conversation, or some type of alternative process.
Specific Inbound Strategies:
Social Media Stories: Post interactive stories with polls, Q&As, or behind-the-scenes content. For example, “What's your #1 supplement? A) Protein B) Aminos C) Omega-3 D) Other"
Referral Incentives: Encourage your existing customers to refer friends by offering discounts or bonuses (e.g., “Refer a friend and both of you receive 15% off!”).
Strategic Partnerships: Partner with small business owners like personal trainers, aestheticians, or salon owners. For example, collaborate with a local personal trainer to offer a joint promotion where their clients receive a discount on your product or service, while you promote their training sessions. Such mutually beneficial partnerships allow you to tap into an already engaged customer base and add value to both networks.
Pivots: If you're talking business with someone, and it doesn't make sense to go down that road, it's extremely simple to pivot over to the customer route. This is one of my favorites because the rapport is already built and you typically already like each other as people.
Who Should You Pursue as a Customer?
Not everyone you interact with is the right fit—and that’s perfectly fine. The aim is to focus your time and energy on those who show genuine excitement and need for your offering.
Gauge Their Interest:
Notice the quality of responses. Are they asking follow-up questions or expressing excitement? Or do their responses seem polite but indifferent?
Prioritize the Pursuers:
The most promising customers are the ones who pursue you. If someone actively reaches out, asks for more details, or engages with your content, they’re likely to be a good fit.
Conserve Resources:
Don’t expend extra time, money, or samples on those who show little interest. Instead, focus on individuals who are eager to learn more.
Reframe Rejection:
Understand that a lack of interest is simply feedback. Use it as a guide to refine your approach, and concentrate your efforts on those who respond positively.
In Closing
Building a customer base doesn’t have to be overwhelming or filled with anxiety. When you break your audience into three distinct groups—people you know well, people you know of, and people you don’t know yet—you can apply tailored approaches that feel natural and scalable.
Remember, your objective isn’t to force a sale but to connect with people who are already inclined to buy what you offer. By creating a pressure-free space for discovery, engaging in genuine dialogue, and partnering strategically with other business owners, you’ll attract customers who are excited to support your journey. Over time, this approach transforms the act of selling into the art of connecting—where every interaction builds trust and paves the way for lasting success.
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