Sales and Marketing
Image Courtesy: Pexels
I remember the first time I stared at a blank spreadsheet labelled “Potential Leads.” It was just me, a dream, and 237 rows of names I had scraped together from LinkedIn and local directories. My palms were sweaty, my script was terrible, and I had no clue what I was doing.
But I was determined.
If you’re in the early stages of building something—anything—you know the weight those first 100 customers carry. They aren’t just numbers. They’re proof. They’re fuel. They’re validation that your idea might just have a heartbeat. Looking back, here’s what I wish I had known before I picked up the phone for that first cold call.
1. Rejection Isn’t Personal—It’s Data
At first, every “No” felt like a punch to the gut. I thought people were rejecting me—my voice, my pitch, maybe even my idea of success. What I didn’t realize then is that rejection was just information. Each cold call—especially the first 100 customers—was a mini focus group. Every awkward hang-up taught me something about what wasn’t working.
Wish I had known to listen more and sell less. The gold was in the objections. That’s where the product got better.
2. Your Script Should Sound Like You, Not a Sales Robot
I cringe thinking about my original script. It was stiff, overly rehearsed, and screamed “trying too hard.” I thought sounding “professional” meant using big words and avoiding contractions.
People respond to authenticity. Once I started talking like a human—pauses, “us,” even a laugh or two—I saw more interest. Conversations became, well, conversations. Not pitches. That was the shift.
3. The First 100 Is About Learning, Not Scaling
I was so obsessed with growing fast that I didn’t realize I was skipping the most valuable stage of the process: understanding the why behind each yes (and no). Those early customers weren’t just buyers. They were unofficial co-founders. Their feedback shaped everything—from my pricing model to the way I described the product.
I wish I had spent more time asking why did you say yes. Instead of immediately chasing the next lead.
4. People Buy from People, Not Startups
My company didn’t have a logo. The website looked like it was built in the ‘90s. But I was real. I showed up. I followed up when I said I would. I sent personalized emails. I remembered their dog’s name.
And you know what? 100 customers bought it because of me. Because I was building something and they believed in the human on the other end of the phone.
If you’re reading this and feeling insecure about your startup not being “there yet”—remember, that your humanity is your greatest asset.
5. Celebrate the Small Wins (They Add Up)
When I landed my first customer, I danced in my kitchen. When I hit ten, I high-fived my cat. These moments matter.
You don’t get to 100 all at once. You get there one awkward call, one coffee chat, one “Let’s do a trial” at a time. I wish I’d savoured those milestones more.
Because once you pass 100, the game changes. It’s no longer about scrapping your way to proof. It’s about building systems, scaling relationships, and making sure the spark that got you here doesn’t burn out.
Final Thought
If I could call my younger self before that first dial tone and whisper just one thing, it would be this: Focus on your first 100 customers—they matter more than anything else.
“Be curious, not desperate. Every no brings you closer to the right yes. And trust me—you’ll get there.”
