Picture Efe in Warri. She has perfected her small chops recipe: puff-puff, samosa, spring rolls and peppered gizzard. Friends at every party ask, “Who made this?” So she launches her business with a lovely logo and a WhatsApp status post: “Now taking orders!” Then… silence. Two days, no orders. She wonders if anyone even saw it. Every new business owner faces this moment. The good news is that you don’t need a big advertising budget to get your first 10 customers. WhatsApp and Instagram, used the right way, are enough to start.
To get your first 10 customers, start with people who already know and trust you, set up a professional WhatsApp Business profile and catalogue, post helpful and trustworthy content on Instagram, reach out personally rather than spamming, deliver an excellent experience, and ask every happy customer for a referral and a review.
Key takeaways
- Your first customers usually come from people who already know you, not strangers.
- Word of mouth is powerful: in a global Nielsen survey, 88% of people said they trust recommendations from people they know.
- A proper WhatsApp Business setup makes you look professional and saves time.
- Great service to the first 10 customers creates the referrals that bring the next 100.
Why your first 10 customers matter so much
Your first customers do more than pay you. They test your product, your prices and your delivery. They give you feedback and reviews. Most importantly, they tell other people. Nielsen’s 2021 Trust in Advertising study of more than 40,000 people worldwide found that 88% trust recommendations from people they know, more than any other kind of advertising.
So the goal isn’t just 10 sales. It’s 10 happy people who talk about you.
Step 1: Set up WhatsApp Business properly
The free WhatsApp Business app has tools that make a small business look serious. According to WhatsApp’s Business Features help page, you can create a catalogue of your products and use tools to sort and respond to messages quickly.
- Business profile: add your business name, a clear logo, a short description, location or delivery areas, and opening hours.
- Catalogue: add clear photos, descriptions and prices of your products.
- Greeting message: welcome new customers automatically.
- Quick replies: save answers to common questions like prices and delivery fees. See WhatsApp’s guide on how to use quick replies.
- Labels: tag chats as “New order”, “Paid” or “Delivered” to stay organised.
Step 2: Start with your warm network (without spamming)
Your warm network is people who already know you: friends, family, colleagues, classmates, your church or mosque community and neighbours. They are the easiest place to start because trust already exists.
Instead of blasting the same message to everyone, send short, personal messages:
“Hi Tamuno, I’ve started a small chops business in Warri! I’m doing a launch offer this weekend for trays for small gatherings. Would you like to see the menu? No pressure at all.”
Personal messages feel respectful. Mass messages feel like spam and can get you blocked.
Step 3: Post Instagram content that builds trust
People buy from businesses they trust. On Instagram, trust comes from showing, not just selling:
- Behind the scenes: show your clean kitchen, packaging or process.
- Real results: photos or short videos of real orders (with customers’ permission).
- Helpful tips: “How much small chops do you need for 50 guests?”
- Your story: why you started and who is behind the brand.
- Clear information: prices, delivery areas and how to order.
Post consistently rather than perfectly. Three good posts a week is better than one amazing post a month.
Step 4: A 7-step outreach plan for your first 10 customers
- Write a list of 50 people you know who could buy or refer you.
- Message 10 a day personally for five days.
- Offer a simple launch reason to buy now, such as a small first-order discount or free delivery in one area.
- Follow up once, politely, with people who showed interest.
- Deliver excellently: on time, well packaged and exactly as promised.
- Ask for feedback after each order: “What did you like? What should I improve?”
- Ask for a referral: “If you enjoyed it, could you share my page with one friend who might need this?”
Before you start, make sure your idea and prices make sense. Read our guides on how to validate a business idea and how to price your products and services.
Step 5: Turn customers into referrals
- Make sharing easy: send a short message or image they can forward.
- Collect honest reviews: ask happy customers for a short testimonial you can share with their permission.
- Say thank you: a simple thank-you message or small extra in the next order goes a long way.
- Offer a referral reward: for example, a small discount for both the customer and the friend they refer.
Mistakes to avoid
- Begging: “Please patronise me” sounds desperate. Show value instead.
- Fake reviews: they destroy trust when discovered and are dishonest. Only share real feedback.
- Over-discounting: cutting prices too low can make your business unprofitable and attract the wrong customers.
- Spamming groups: posting adverts in every WhatsApp group annoys people and can get you removed.
- Ignoring messages: slow replies lose sales. Use quick replies and set clear hours.
- Weak payment checks: always confirm payment in your banking app before delivery.
Try this this week
Set up your WhatsApp Business profile and add at least five products to your catalogue. Then write a list of 50 people you know and send a personal message to the first 10.
Frequently asked questions
How do I get customers for my small business in Nigeria?
Start with people who already know you, using personal messages rather than mass broadcasts. Set up a professional WhatsApp Business profile, share trustworthy content on Instagram, deliver an excellent first experience and ask happy customers for referrals and reviews.
Is WhatsApp Business free?
The WhatsApp Business app is free to download and use for small businesses. It includes tools such as a business profile, catalogue, greeting messages, quick replies and labels. Some advanced paid options exist for larger businesses, so check WhatsApp’s official help centre for current details.
How do I get my first sale on Instagram?
Make your profile clear, with what you sell, prices and how to order. Post helpful, trustworthy content regularly, engage with people in your area and reply quickly to messages. Invite people you already know to follow and share your page, and make your first customers so happy that they recommend you.
Final thoughts
Your first 10 customers won’t come from luck or one viral post. They’ll come from people who trust you, a professional setup and great service. Start small, be personal, deliver well and ask for referrals. Customer number 11 is often sent by customer number 3.
Make sure your idea is solid with our guide on how to validate a business idea, and join the Mindset.ng newsletter for weekly practical guides.
Related reading
- How to start a side hustle
- How to price your products and services
- How to register a business in Nigeria with the CAC
Sources
- Nielsen. Beyond martech: building trust with consumers and engaging where sentiment is high (2021 Trust in Advertising study).
- WhatsApp Help Center. Business features.
- WhatsApp Help Center. How to use quick replies.
Written and fact-checked by the Mindset.ng Editorial Team in line with our Editorial Policy. Last updated: 25 September 2026.
