It doesn’t matter whether you are an existing business owner or starting a new enterprise, you will always need to attract new clients/patients to your corrective exercise services. Like the saying goes, “You only get one chance at a first impression”, and it’s true. Potential clients will make judgments about your credibility as a corrective exercise specialist based on their first encounter with you and your business. Therefore, it is vital to convey to any prospective client that when it comes to corrective exercise, you know exactly what you’re doing. Here are some suggestions to help you to send the right message when prospective clients first meet you.
Your Business Name: If your name does not reflect your commitment to helping people with musculoskeletal pain and/or dysfunction, then you will have lost an opportunity to capture their interest from the outset. Names like “John’s Buff Bodies” or “Lean and Trim with LeAnn” may turn off prospective corrective exercise clientele. More appropriate names that could attract such clients would include references to pain reduction or improved function or movement such as, “San Fran Functional Fitness” or “The Pain Free Playground”.
Your Logo: Similar to your name, your logo must also be representative of the types of services that your business provides. If you are integrating corrective exercise into your business and plan on making it a large part of your service offerings, then your logo needs to reflect this change.
Your Personal Appearance: Clients who seek you out for your corrective exercise expertise will expect to pay a premium for your services. As such, do not dress in shorts and tank tops or trendy fitness outfits. You need to give the impression that you are a seasoned professional who provides services to like-minded professionals and people that are serious about reaching their goals of becoming pain free and fully functional. You may want to consider branding your apparel and investing in clothing that reflects your professionalism and service offerings.
Your Website: Potential clients may be referred to your website from current clients or from other referral sources. Alternatively, they may have found your website through your marketing efforts. As such, it is important to remember that clients looking for pain reduction strategies need to feel confident that you and/or your business are successful in applying these types of services.
Your Location: (Facility and Equipment) The appearance of your place of business should convey your status and expertise as a corrective exercise specialist. At the very least, people should know from looking around that you regularly integrate these types of techniques into your current business offerings. The inclusion of some or all of the following pieces of equipment in your facility or place of business will help create the right impression:
- Textbooks – Several books relating to musculoskeletal health, corrective exercise, and/or biomechanics should be visible to the potential customer.
- Procedures – The types of assessments and protocols you use in your consultations and/or first session with prospective clients will help convince them that you are a specialist in corrective exercise.
- A skeleton – If at all possible, it is a good idea to have a small skeleton in your office or consultation space. It is a handy prop that creates a good impression for clients and it can also be utilized during your structural assessment procedures to help explain the results to your potential client.
- Equipment – Foam rollers and other self-myofascial release tools are great conversation starters that can pique the interest of a prospective client.
There are many other techniques you can use to help attract clients and build your business as a corrective exercise professional. Considering the needs and expectations of potential clients with musculoskeletal pain and accommodating these requirements will ensure that you create an environment that sets both yourself and your clients up to succeed.