Get Your First 100 Customers

How to Get Your First 100 Customers Using Word-of-Mouth Marketing: Strategies for First-Time Entrepreneurs & Bootstrappers

When you’re starting out, every customer counts. If you read our guide on getting your first 10 customers, you know that building those initial relationships often comes down to tapping into your personal network and delivering a standout experience. 

But once you’ve got that small group of happy customers, how do you keep the momentum going?

This is where word-of-mouth (WoM) marketing comes in. Unlike paid ads or complex referral programs, WoM is all about creating genuine, share-worthy experiences that encourage people to talk about your brand naturally. 

By focusing on a few key strategies, you can grow your customer base from 10 to 100 without relying on big marketing budgets or heavy sales tactics.

In this guide, we’ll cover:

  • How to unlock the exponential power of WoM.
  • Tactics to make your customer experience so memorable that people can’t help but spread the word.
  • Alternatives to traditional referral programs that feel more authentic and effective.
  • The importance of building trust with complementary businesses and influencers in your industry.

If your goal is to grow a loyal customer base one recommendation at a time, these strategies will help you get there. Ready to go from 10 customers to 100? 


Table of Contents:

  1. Understand The Insane Power of WoM 
  2. Create An Experience Worth Talking About
  3. Don’t Do A Referral Program (Do This Instead)
  4. Build Relationships In Your Circle of Influence
  5. Let Social Proof Work For You

1. Understand The Insane Power of WoM

Word-of-mouth (WoM) marketing has a unique kind of power — once it gets going, it grows faster and faster. Think of it like a snowball rolling downhill: it starts small but picks up speed and size as it goes. 

If you can get even a small percentage of your customers to refer new ones, you can see your customer base grow exponentially over time, without spending big on ads or promotions.

The Simple Math Behind WoM Growth 

Let’s break down how WoM can help you reach over 100 customers in less than a year

Here’s how it works:
  • Imagine you start with just 10 customers.
  • If 10% of your customers refer someone new each week, your customer base will start to grow.
For example:
  • After 1 week, those 10 customers will bring in 1 new customer, making a total of 11.
  • The following week, 11 customers bring in another 1 or 2 customers, bringing you to 12 or 13.
  • Week after week, as more people refer others, your numbers will start to snowball.

By keeping up this pace, you can grow your customer base to over 100 customers in about 29 weeks — just over 6 months, well within a year. 

The best part is that this growth is organic and trust-based. People naturally trust recommendations from friends and family more than any ad you could run.

Why WoM Works So Well

The real strength of word-of-mouth lies in its compounding effect. Each new customer isn’t just another sale — they’re also someone who can spread the word to others. 

And as your customer base grows, so does the number of people who can refer new customers. This creates a cycle where growth speeds up the more people you have, all driven by genuine referrals.

The key to unlocking this power is to make sure your first customers are so happy that they can’t wait to tell others. If you start with a handful of loyal customers and build from there, reaching over 100 customers in under a year becomes a realistic and achievable goal.

How To Get People Talking

Now that you understand WoM’s incredible potential, the next step is to figure out how to get your customers excited enough to spread the word. 

In the next section, we’ll dive into how to create an experience worth talking about. From exceeding expectations to personal touches that make your customers feel special, we’ll cover the tactics that will increase your chances of getting those all-important referrals.

2. Create An Experience Worth Talking About

Getting customers to spread the word starts with delivering an experience that’s not just good but remarkable. The best way to do this is to exceed expectations. Underpromise and overdeliver. 

When you meet expectations, customers are satisfied. But when you exceed those expectations, they’re excited — and excited customers tell others.

How To Set Customer Expectations

Setting realistic expectations is tough, especially when you’re in sales mode. You want to win the customer, so it’s tempting to overpromise. 

But here’s the problem: when you promise too much, you’re setting a bar that’s hard to clear. Even if your product is great, it might not feel that way if the customer’s expectations were sky-high.

That’s why you have to resist the urge to promise the world. Instead, use the “BUT” technique to frame your offer honestly while still keeping it positive.

Use The “BUT” Technique 

When setting expectations, the key is to acknowledge any limitations upfront but follow immediately with the benefits. This keeps your pitch realistic without feeling negative. 

Here’s how it works:
  • Start with the challenge, be upfront about what might not be perfect.
  • Use “BUT” to shift the focus to a positive aspect.
  • End on a high note by highlighting what they’ll really love.
For example:
  • “Our prices aren’t the lowest out there, BUT we use premium materials that will last longer and save you money in the long run.”
  • “The onboarding process takes a little time, BUT once you’re set up, it’s incredibly easy to use and saves hours every week.”

This kind of framing helps you set realistic expectations without underselling your strengths, making it easier to deliver on your promises and surprise customers with even more value.

How To Overdeliver In Simple, Impactful Ways

Exceeding expectations doesn’t require grand gestures. Small, thoughtful actions can have a big impact. Here are a few ways to overdeliver that will leave customers eager to share their experience:

  • Surprise Perks: A free upgrade, a bonus product, or an unexpected discount on their next order.
  • Faster Than Promised: If you said delivery takes 7 days and it arrives in 5, you’ve just created a “wow” moment.
  • Personalized Service: Take time to learn something about your customer and use it — whether it’s remembering their preferences or giving tailored recommendations.
  • Check-ins After the Sale: Reach out post-purchase to see how everything is going. A simple “How are you liking it so far?” can make customers feel valued.
  • Exclusive Offers: Send them something only available to your best customers — whether it’s early access to a new product or a special discount.

Each of these small over-delivers helps turn a satisfied customer into an enthusiastic promoter. It’s not just about meeting expectations but surpassing them in ways that feel personal and thoughtful.

3. Don’t Do A Referral Program (Do This Instead)

It’s tempting to think that offering customers a tangible reward to refer others will motivate them to spread the word. But here’s the truth: referral programs often don’t work as well as you’d hope

In fact, they can sometimes backfire. 

The psychology behind this is simple — when you attach a “gift” incentive to something people would otherwise do naturally, it can reduce their intrinsic motivation to help. 

Let’s explore further below. 

Why Do Referral Programs Fail?

Two psychological phenomena — crowding out and the overjustification effect — explain the failure of many referral programs.

  • Crowding out: When you offer a gift or small reward for referrals (like $25 or $100), you shift the focus from wanting to help because they genuinely like your product, to doing it for the money. Suddenly, it feels like a transactional act, not a personal recommendation.
  • Overjustification effect: This happens when someone would have referred your business simply because they had a great experience. But when you add a monetary incentive, they subconsciously feel that they’re only referring you because of the money. This undermines their internal motivation to help, making them less likely to refer you at all.

What’s worse, small rewards can cheapen the value of a referral. If someone recommends your product or service for $25, it feels less authentic — both to the person giving the referral and to the person receiving it. 

The referral loses its genuine word-of-mouth power.

How Do You Get Referrals?

Just ask and be consistent. Instead of relying on a formal referral program, the best thing you can do is simply ask your happy customers to refer you without the promise of a reward. 

If they’ve had a great experience and feel valued, they’ll naturally want to share it with others.

Here’s How to Approach It:
  • Make it Personal: After delivering on your promise and providing a great customer experience, reach out directly and thank them. If the opportunity comes up, ask them if they know anyone else who might benefit from your service.
    • Say: “I’m so glad you’re enjoying our product! If you know anyone else who might find it helpful, we’d really appreciate a referral!”
  • Follow Up Consistently: Timing is key. After someone’s had a chance to experience the full benefit of your product, follow up to check in. This is a natural moment to ask for a referral, but don’t push too hard — keep it conversational.
    • Say: “I wanted to check in and see how things are going with the product. If you’re still loving it and think anyone in your circle could benefit, feel free to send them our way!”
  • Focus on Relationships, Not Rewards: Building a genuine relationship with your customers is far more powerful than any reward system. When customers feel connected to your brand and valued for their input, they’ll be more likely to refer you — without needing a financial incentive.

Keep The Momentum Going

Once you’ve set the right expectations and delivered a great experience, it’s all about consistency. Follow up with your customers after their purchase, keep the lines of communication open, and make them feel appreciated. 

By doing this, you create a long-term relationship where referrals happen naturally.

Remember, the best referrals come from happy customers who want to share their experience — not from people who are doing it for a small reward. 

Focus on the experience and the relationships, and the referrals will come.

4. Build Relationships In Your Circle of Influence

One of the best ways to get referrals as a small business is by tapping into your circle of influence. These are the professionals and businesses in your industry that complement your services. They’re the ones your customers already rely on for related needs, and they can be a fantastic source of referrals when you build strong relationships with them.

What is a Circle of Influence?

Your circle of influence includes businesses that provide complementary services to yours, creating a network of trusted connections. When a customer works with one of these related businesses, they’re often open to referrals within the same network. 

By identifying and connecting with your circle of influence, you can become part of a referral ecosystem that benefits both you and the customer.

Circle of Influence Examples

Here are some examples of circles of influence for different industries:

  • Medical Field: If you’re a family practice doctor, your circle of influence could include dentists, eye doctors, physical therapists, and pharmacists. These professionals see patients with ongoing healthcare needs and may refer them to a family practice they trust.
  • Finance Industry: For financial planners, advisors, or accountants, the circle of influence might include real estate agents, insurance agents, lawyers, business consultants, and tax advisors. These professionals work with clients on financial matters and can refer clients to each other for specialized services.
  • Construction Industry: A general contractor’s circle of influence could consist of roofers, siding and window specialists, electricians, plumbers, and painters. Each contractor often has a list of trusted contacts they recommend for services outside their own expertise.
  • Real Estate: Real estate agents work closely with mortgage brokers, home inspectors, appraisers, and title companies. Forming relationships with these professionals can lead to a steady stream of referrals.
  • Beauty and Wellness: A salon owner’s circle of influence might include dermatologists, fitness trainers, nutritionists, and local boutiques. Each business in this network provides services that often overlap in customer demographics and interests.

How To Build Relationships In Your Circle of Influence

Building relationships within your circle of influence isn’t about offering monetary incentives for referrals; it’s about creating genuine, trust-based partnerships that benefit both parties. 

Here’s how to go about it:
  • Make the First Move: Reach out to local professionals in complementary services. Introduce yourself and express interest in learning more about their business. A friendly coffee meeting or visit can be a good way to break the ice and build an authentic connection.
  • Offer Value First: Instead of asking for referrals right away, find ways to offer value. Share helpful insights, offer introductions to people who could benefit their business, or provide relevant resources. When you give before you ask, you’re setting a foundation for a two-way relationship.
  • Demonstrate Exceptional Service: Make it clear that any referrals you receive will be treated with the highest level of care. Consistently deliver an exceptional experience that reflects positively on the person who recommended you. Word will spread that you provide “white-glove” service — ensuring their customers have a smooth, positive experience with you.
  • Communicate Regularly: Stay in touch with your circle of influence. Reach out periodically to check in, share updates about your business, or just catch up. Regular communication helps keep your business top of mind and strengthens trust over time.
  • Express Gratitude: When you do receive a referral, follow up with a thank-you note or message. A small gesture of appreciation goes a long way in maintaining these valuable relationships. It shows that you value the connection and recognize the effort they made on your behalf.

Why Trust & Relationships Matter More Than Compensation

Offering compensation for referrals can make the referral feel transactional rather than genuine, which can work against the trust you’re trying to build. 

Instead, focus on providing an exceptional experience that reflects well on the person who referred the customer to you. When you earn trust by delivering great service and being a reliable partner, the referrals will come naturally.

In your circle of influence, trust-based relationships are the foundation of lasting referrals. Customers know they’re getting high-quality service from businesses their trusted contacts recommend, and each referral reinforces the ecosystem of reliability within the network. 

Focus on these relationships, and your business will benefit from a steady flow of authentic, high-quality referrals.

5. Let Social Proof Work for You

When people see others using and loving a product, they’re more likely to trust it and give it a try themselves. This is the power of social proof — it’s one of the most effective ways to build trust and encourage new customers to come your way. 

In this section, we’ll dive into what social proof is, how to ask for reviews, and how to get people talking about your brand in fun, creative ways.

What is Social Proof?

Social proof is the idea that people tend to follow the actions of others, especially when they’re unsure about a decision. When potential customers see others enjoying your product or service, it signals that it’s worth trying. Social proof works because people trust real experiences from others more than they trust marketing materials or ads.

Here’s Why It Works:
  • Trust: People are more likely to believe the opinions of friends, family, or even strangers online than company messaging.
  • Credibility: Reviews, testimonials, and endorsements give your brand a level of authority and legitimacy.
  • Social Influence: Seeing that others are using your product creates a “fear of missing out” (FOMO), encouraging others to jump on board.
Examples of Social Proof:
  • Positive customer reviews on Google, Yelp, or social media.
  • Testimonials on your website.
  • User-generated content (like photos or videos of customers using your product).
  • Influencers or well-known figures talking about your brand.
  • Swag items people use in public (which we’ll get to in a bit!).

Asking for Reviews

One of the easiest ways to build social proof is by simply asking for reviews. Happy customers are usually willing to leave a review if you ask at the right time. The key is to make the process easy and natural. Here’s when and how to ask:

When to Ask for a Review:
  • After a successful purchase or project completion.
  • When a customer compliments your service or product.
  • During a follow-up conversation when checking in on how they’re enjoying your product.
How to Ask for Reviews

Here are a few templates you can use depending on how you’re reaching out:

  • In-Person: “I’m so glad you enjoyed working with us! If you have a moment, we’d really appreciate it if you could leave a quick review on [platform]. Your feedback helps others know what to expect from us.”
  • Over the Phone: “I’m happy to hear you’re loving [product/service]! If you don’t mind, would you be willing to leave us a quick review on [platform]? It really helps other customers like you.”
  • Via Text: “Thanks again for choosing us! If you have a second, we’d love to get your feedback. Here’s a quick link to leave a review: [link].”
  • Via Email: “Hi [Name], we’re thrilled to hear that you’re enjoying [product/service]! If you could take a moment to leave a review on [platform], it would mean a lot to us. Here’s the link: [link]. Thanks for being a valued customer!”

Give Away Dope Swag

Everyone loves free stuff — especially when it’s high-quality and useful. While business cards are nice, giving customers swag they actually use is an even better way to spread your brand. 

When people use your swag items in public, they start conversations with others who notice them, creating even more organic word-of-mouth.

Quality Types of Swag

Here are some ideas for swag items that can create buzz:

  • Branded Tote Bags: These get used at the grocery store, gym, or library, making your brand visible in everyday life.
  • Reusable Water Bottles: A practical item that people take everywhere—perfect for sparking conversations.
  • High-Quality Notebooks or Pens: Useful and often borrowed, making them a great way to get your logo in front of more eyes.
  • Phone Grips or Cases: A fun, trendy item that people carry with them everywhere.
  • Custom Apparel (like T-shirts or Hats): When done right, people will wear your branded apparel, turning themselves into walking advertisements.

Make sure the swag you give away is well-made and useful enough that people will actually want to use it, not just toss it in a drawer.

Partner With Influencers

Influencers aren’t just for big brands. Even if you’re a small business, you can tap into the power of micro-influencers — people with a smaller, but highly engaged following, either online or within a local community. 

These influencers often have more personal relationships with their followers, making their recommendations feel more genuine.

What is an Influencer or Micro-Influencer?

An influencer is someone with a dedicated following, whether on social media, a blog, or in a local community.

Micro-influencers typically have between 1,000 to 100,000 followers and are often more affordable to partner with than larger influencers, but their audience tends to trust them more.

How to Find Influencers:
  • Search on social media platforms (Instagram, YouTube, TikTok) for people talking about topics related to your industry.
  • Look for bloggers or content creators in your niche.
  • Identify local community leaders who are active on social media or known in your area for organizing events or groups.
How to Partner with Influencers:
  • Reach out personally: Start with a simple message introducing yourself and your business. Be clear about what you’re offering and why you think a partnership would be mutually beneficial.
  • Make a monetary deal: Offer compensation that matches the size of their following and the effort required. This could be a flat fee for a post or video, free products, or a commission for any sales generated through their promotion.
  • Offer creative freedom: Let influencers present your product or service in a way that feels authentic to their audience. This will lead to a more genuine endorsement.

Partnering with the right influencers can give your business a big credibility boost and expose you to new audiences that trust their recommendations.

By effectively using social proof, asking for reviews, giving away useful swag, and partnering with influencers, you can get more people talking about your brand and attract even more customers through word-of-mouth.