Landing those very first customers – they’re often the hardest to win. When you’re just starting out as a sales representative, you don’t yet have references or a generous marketing budget to lean on. But don’t worry: with creativity and persistence, you can secure your first deals even on a shoestring. The key is to take action and experiment with different approaches. Here are five proven low-cost strategies that many newcomers in field sales have successfully used to win their first clients:

1. Tap into Your Personal Network

Your own circle of acquaintances is the most obvious starting point for generating new business. Let friends, family, former colleagues, and casual contacts know what you offer. Very often, someone knows someone who needs exactly what you’re selling. Actively ask your contacts for referrals – and remember, this isn’t about pressuring friends into buying something they don’t need. It’s about valuable leads: “Do you happen to know anyone who might be interested in X?” Personal recommendations carry enormous trust. Your first deal might even come from a friend of a friend. The golden rule: stay professional, never pushy, but don’t be shy about leveraging your network. Word-of-mouth is free – and it can work wonders.

2. Build a Presence on Online Platforms (Social Selling)

Even without an ad budget, you can make yourself visible online. Create appealing profiles on business networks like LinkedIn or XING, clearly stating the solution you provide, and treat your profile as your digital business card. Share relevant, engaging content from your industry – tips, insights, or news – to position yourself as a knowledgeable resource and stay “on the radar” of your connections. Join relevant groups or comment on posts – visibility is the goal. Social selling costs time instead of money but can quickly build awareness for newcomers. Don’t underestimate the power of simple, personal updates: a short post like “First client meeting today in my new role – excited to see where this journey takes me!” signals to your network that you’re active in your field, prompting them to keep you in mind for referrals.

3. Smart Cold Calling

Traditional cold outreach – approaching potential customers without prior contact – costs more courage than cash. Whether by phone, email, or even knocking on doors, the important thing is to have a plan. Research your prospects beforehand so you don’t stumble into the wrong conversations. Craft a strong opener that sparks interest – perhaps an observation about the customer’s business or a tailored question about their needs. Prepare responses for common objections. At first, you’ll hear “no” a lot – don’t be discouraged. Every cold call is practice that makes you better. After each rejection, ask yourself: Was I speaking to the wrong person? Could I have made my case differently? Keep refining your pitch. Tip: if phone calls feel daunting, start with an email or LinkedIn message and then follow up by phone. For practice you can . And celebrate small wins – even a positive conversation without a sale yet. That’s how you stay motivated.

4. Referrals from Delighted Customers

Happy customers are your most reliable, low-cost growth engine. A warm introduction converts far better than a cold lead because trust transfers from the referrer to you. Build a simple referral habit: notice the moments when you’ve created clear value—right after a smooth delivery, the first measurable ROI, or a spontaneous “this really helped” comment—and ask in a friendly, specific way. Offer a short, forwardable note they can copy-paste and a link to book a quick chat, so helping you takes them seconds, not minutes. Always close the loop with a genuine thank-you and a brief update on how it went; people love knowing their introduction mattered. Getting referrals saves you so much time and helps you scale your business-shorter sales cycles, higher win rates, and warmer conversations that compound into predictable growth.

5. Partnerships and Cross-Selling

Find allies! Are there businesses or freelancers who serve a similar target audience but offer a non-competing product or service? Partnering with them can create win-win opportunities. For example, if you sell office supplies and know someone who offers office cleaning services, you can recommend each other to clients. These cross-selling arrangements cost nothing – maybe just a coffee together to align your approach. Indirect collaborations work too: perhaps you write a guest article for your partner’s blog, and in return they feature you in their newsletter. Be creative, but make sure both sides benefit. Over time, you can build an entire network of multipliers who regularly bring you new customers.

Final Thoughts
Winning customers without a budget requires time, persistence, and patience. The strategies above aren’t magic tricks – you need to apply them consistently and tailor them to your field. Combine several approaches to maximize your reach. Most importantly, keep going and celebrate small milestones along the way. Every new contact, every flyer handed out, every event attended is progress. And don’t forget to sharpen your core sales skills in parallel – communication, empathy, and resilience directly fuel your success in client acquisition (for more on this, see “What Makes a Great Sales Representative? 12 Essential Traits”). When you pair these skills with the low-budget strategies above, you’ll soon find that those first customers are just the start of your sales success story.