“No one knows you. No one knows your product. So how do you get customers to buy from you?
The mastermind sessions focus on helping small business owners apply proven strategies from successful businesses—breaking them down into bite-sized, actionable steps. Here’s how you can start building visibility, trust, and sales from scratch.”
The Hardest Part of Selling? Being Unknown.
One of the perks of my role is I get a seat at the masterminds Babs facilitates. He calls it “my apprenticeship in entrepreneurship.”
According to him, most people have no idea what it really takes to start a business. They dive in headfirst, doing what they think needs to be done which are often the wrong things. When they get overwhelmed, instead of reassessing, they double down and do the same things, just on a larger scale.
Babs’ philosophy is simple: find what’s working in one successful business and apply it to yours in small, strategic steps.
He advises entrepreneurs to compound strategies and tactics consistently and pivot where necessary most especially if they don’t have the advantage of brand recognition, deep pockets, or an existing customer base. That’s why his approach is different—it’s about building trust, visibility, and sales when no one knows you or your product.
During one mastermind session, Kemi, a mortgage broker, voiced her frustration:
“How do I get people to trust me when I don’t have a long list of past clients?”
It is a familiar struggle—one echoed by small business owners across different industries. That day, Babs shared five lessons that apply to both service and product-based businesses.
Lesson 1: Start with Relationships, Not Just Sales
“People don’t buy from brands they don’t trust. Before they purchase, they need to feel connected to your product and brand story.”
For Service-Based Businesses
John, a freelance photographer, was struggling to attract clients. Instead of cold-emailing potential customers, he focused on engaging with them on social media, sharing behind-the-scenes stories of his work. Over time, his authenticity won people over, and they began to see him as a trusted partner in capturing their most important moments.
For Product-Based Businesses
Ifeoma, an e-commerce reseller, wasn’t getting traction with her skincare products. Instead of pushing endless “Buy Now” ads, she engaged with her audience. She shared her personal skincare journey, posted customer testimonials, and asked followers about their biggest skincare struggles. As trust grew, so did her sales.
Takeaway: Stop focusing only on selling. Start conversations, share your story, and make your audience feel like they’re part of your brand.
Lesson 2: Leverage the Power of Small Wins
“Give people a reason to try your product or service with low-risk, high-value offers.”
For Service-Based Businesses
Sarah, a fitness coach, started by offering free workouts at a local park. These sessions allowed her to connect with people, demonstrate her expertise, and collect testimonials. Within weeks, her small wins turned into paid clients and word-of-mouth referrals.
For Product-Based Businesses
Nkechi, a restaurant owner, had no foot traffic when she first opened. Instead of waiting for customers, she set up a small tasting booth outside her shop, offering free samples of her signature dish. The result? People who tasted her food came inside to buy full meals.
Takeaway: Offer product samples, bundle small items as an introductory deal, or use limited-time discounts to get people to try your product.
Lesson 3: Be Visible and Valuable
“The best business in the world is useless if no one knows it exists.”
For Service-Based Businesses
Tom, a web designer, consistently shared tips and tutorials on YouTube. His visibility grew as people recognized his expertise, and soon, small business owners were reaching out to him for design work.
For Product-Based Businesses
Ranti sells handmade jewellery. she struggled with sales. Instead of waiting for customers, she started showcasing how she made each piece on Instagram, posting “Behind the Scenes” reels and tutorials on how to style her jewellery. Soon, her engagement skyrocketed, and people began placing orders.
Takeaway: Show your product or service in action. Use social media, live demos, influencer collaborations, or even pop-up events to get it in front of your audience.
Lesson 4: Solve a Specific Problem for a Specific Audience
“People buy solutions, not just products or services. If you’re trying to sell to everyone, you’re selling to no one.”
For Service-Based Businesses
Daniel, an accountant, noticed freelancers struggling with tax deductions. By focusing solely on this niche, he became the go-to expert, and his business grew through word-of-mouth.
For Product-Based Businesses
Bryan, a pet groomer, realised that dog owners struggled with pet hair on furniture. Instead of selling generic grooming brushes, she positioned her brush as the solution to shedding problems. She posted before-and-after videos showing how much hair her brush removed, and sales took off.
Takeaway: Don’t just sell a product or service—sell the solution. Identify a specific problem your business solves and make that your marketing focus.
Lesson 5: Let Your Work (or Product) Speak for You
“Your best marketing strategy is a product or service so good that people talk about it.”
For Service-Based Businesses
Alex, a graphic designer, worked with a small non-profit for a testimonial. The quality of his work led to three more paying clients—proof that exceptional value is the best advertisement.
For Product-Based Businesses
Jude, who runs a money transfer business, didn’t have a marketing budget. So, he focused on exceptional service. He made sure transfers were faster, cheaper, and more reliable than his competitors. Happy customers spread the word, and referrals became his main source of new business.
Takeaway: If your product or service delivers value, customers will market it for you. Prioritise quality and customer experience, and word-of-mouth will follow.
Final Thoughts
If no one knows your business yet, don’t panic. Instead, focus on:
- Building trust through storytelling and engagement
- Creating low-risk opportunities for people to try your service or product
- Making your brand visible through content and outreach
- Solving a clear problem so your offering stands out
- Delivering such a great experience that customers become your marketers
Babs believes that small businesses can grow by applying the same strategies that work for big brands—just in smaller, practical steps. The challenge isn’t what to do; it’s learning how to apply those lessons when you don’t have the resources or recognition yet.
Which of these lessons do you need to implement first? Let’s discuss in the comments.
