"I want to go with your company, but I'd like to see some case studies/results of previous clients." It's the question any new business dreads.

How can you show your potential clients that you can do the job when you are first staring out? Whether you are starting a new company or branching out into a new service, you don't have a track record so how do you comfort the potential client?

I have been wondering this for some time, specifically in the SEO world where results are key to proving you can do the job. In an ideal situation you have case studies and testimonials from clients who have been very happy with your service. However, with a new venture or new branch of the business you won't have these "tools" at your disposal. Other than telling the client that you really do know what you are doing, what else is there? Do you discount your rate, offer a money back guarantee, give a free month or two of service, or simply tell them you can do it?

I'd like to hear what some of the now veteran SEO companies or freelancers did when they first started out. What tactics did you use to give your potential client the confidence they needed to sign the contract? Also, if you are just starting, what tactics are you using?