How to Close Deals and Get Early Customers for Your Startup

How to Close Deals and Get Early Customers for Your Startup

Closing your first deals and securing early customers is one of the most critical steps in validating your startup and building momentum. Early customers provide essential feedback, testimonials, and revenue, but convincing them to take a chance on a new product can be challenging. This guide walks you through practical, concrete steps to turn interested leads into paying customers by offering pilots, discounts, and other incentives while maintaining your startup’s credibility and value.

Step 1: Understand Your Early Customer’s Needs Deeply

Before pushing for a sale, spend time understanding the specific pain points and desired outcomes of your early prospects. Conduct discovery calls or meetings focused on:

  • What problems they are facing right now
  • How they currently solve those problems
  • What would make your solution valuable for them specifically

This insight lets you tailor your deal terms and messaging to speak directly to their needs, improving your chances of closing.

Step 2: Offer a Pilot or Proof of Concept

Many early customers hesitate because they worry about committing to a full purchase without seeing value first. Offering a pilot program lets them:

  • Try your product or service in a low-risk environment
  • Test whether it actually solves their problem
  • Provide you with real-world feedback

Define clear success criteria and timelines for the pilot to keep expectations aligned. For example, you might offer a 30-60 day trial with limited features or usage caps. Make sure to formalize the agreement with basic terms so both sides are clear on scope and goals.

Step 3: Use Discounts Strategically to Encourage Early Adoption

Discounts can be a powerful incentive but must be used carefully to avoid devaluing your product or creating long-term expectations for lower prices. Consider:

  • Offering a limited-time discount for signing up before a specific date
  • Providing a discount in exchange for referrals or testimonials
  • Bundling additional services or support instead of just lowering price

Communicate the value the customer receives and frame the discount as a thank-you for being an early supporter, not a permanent price drop.

Step 4: Provide Additional Incentives Beyond Price

Sometimes non-monetary incentives work even better for early adopters, such as:

  • Priority customer support or dedicated onboarding assistance
  • Access to exclusive product features or beta programs
  • Opportunities to shape product roadmap through direct feedback

These perks create a sense of partnership and make customers feel valued beyond just the transaction.

Step 5: Formalize the Deal with Clear Contracts and Next Steps

Once the customer agrees to proceed, get everything documented simply but clearly:

  • Define scope of service or product features included
  • State pricing, payment terms, and duration of pilot or discount period
  • Set expectations for communication and support
  • Outline how success will be measured and what happens after the pilot ends

Using templates from resources like DocuSign or HelloSign can speed up this process. Keep contracts simple to avoid scaring off early customers but thorough enough to protect you and them.

Step 6: Maintain Regular Communication and Deliver on Promises

Throughout the pilot or early customer period:

  • Check in frequently to ensure smooth onboarding and address issues
  • Gather feedback systematically to improve your product and customer experience
  • Be transparent about timelines and any changes
  • Prepare a clear transition plan for after the pilot or discount period ends

Building trust early is key to converting pilots into long-term paying customers.

  • Book: The Sales Acceleration Formula by Mark Roberge
  • Article: “How to Run a Successful Pilot Program” on HubSpot Blog
  • DocuSign Templates and Guides (docusign.com/resources)
  • HelloSign for simple contract management (hellosign.com)
  • Blog: “Using Discounts Without Killing Your Startup” on Price Intelligently

Final Checklist

✅ Conducted discovery calls to understand early customer needs
✅ Designed a pilot program with clear success criteria and timeline
✅ Offered strategic discounts with limited time or conditional terms
✅ Provided value-added incentives like priority support or beta access
✅ Created simple, clear contracts outlining scope and terms
✅ Maintained regular communication and gathered feedback during the pilot
✅ Planned for transition from pilot to full paying customer