Areyou looking to write a capability statement that will actually get you more business?
First off, let’s look at what a capability statement is and what its main objectives are.
A capability statement is a document that is sometimes referred to as a capability document, capability brochure, company capability statement, or business capability statement.
The essential purpose of a capability statement is to encourage potential clients to do business with you. The statement may be used on its own, or sometimes it can be used as part of a formal tender process.
It’s a good idea to always have an updated capability statement for your business so that you can use it as soon as the need arises.
What to Consider When Writing a Capability Statement
Your capability statement needs to be tailored according to three main criteria:
What it is that your business does
What industry you operate in
What the needs and operations of your potential client are
Obviously, the operations of your business are the primary factor.
Below, we explain exactly how to write a capability statement or brochure and what information to include about your business.
But, before getting to those details, it’s important that you think about the other two factors first.
A good idea is to get your hands on some capability statements from competitors in your industry. This will give you a good idea not only of the types of capabilities your competitors are offering but also how they are presenting that information.
What Is Included in a Company Capability Statement?
Here are the main points you will need to include in your capability document:
A basic description of the operations of your business
A list of your core capabilities with a brief outline of each
A list of essential personnel with a brief outline of the core skills and expertise of each
A list of noteworthy current or previous clients, as well as some key examples of projects you have undertaken for them
A catalog of the products and services you offer
A means of getting in touch
The ratio between these different sections will vary from company to company.
For example, you may have one critical core capability that can be outlined in one paragraph but you may want to use the bulk of your capability statement to highlight case studies of how you have used it to help previous clients.
Similarly, you may have one core capability with a range of applications across different industries and operations. In this case, spend more time detailing your catalog of services.
Lastly, it's essential that you include a strong call to action on your capability statement to convert interest into action!
Capability Statement DesignFeatures
As with deciding how much to include in your capability brochure, deciding how to present it is also about balance.
The first thing to ensure is that your capability statement is very readable. The client you are pitching to may have dozens or even hundreds of capability statements that they need to read before making a decision.
To stand out, you need to ensure your capability document is able to be consumed at a glance.
At the same time, however, you need to make sure that you are providing enough detail to build up your client’s trust and interest in your expertise.
A good way of doing this is to format your capability statement so that it can be read in two different ways. For example, you can italicise or embolden each of your core capabilities so that they can be read at a glance, but underneath each provide a paragraph or two with further information.
Once again, this should be tailored to the specific client and you need to find a balance between readability and professionalism. Try to use shorter, clearer sentences. But don't sacrifice your professional tone in doing so.
Lastly, it's important that you think about the way in which you deliver your capability statement and the other media tools you use alongside it. For example, email can provide a brilliant shortcut to get your foot in the door.
Be More than Capable
The name of a company capability statement can be somewhat misleading.
We often think of it as quite a bland document that just explains what it is that our business does. This is certainly true.
But it’s also the case that a capability brochure should actively gain interest in our company.
It should not just explain what we are competent in doing, but also give an impression of the higher goals for which we strive in our business.
As with all of the features of a capability statement spoken of in this article, however, it’s important to strike a balance. This is not a piece of in-your-face advertising.
So, be confident, but be professional as well. This will make your clients believe that you are more than capable.
If you are looking for creative ways to build more client relationships and project a better, stronger image of your business, get in touch with us today?
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Driven by creativity and numbers, Joe has a unique ability to provide creative services that not only look good but also achieve sales growth for clients. Partnering with business owners and Marketing Managers for the last 27 years’, Joe has been on a quest to test, measure and learn to create constant and never-ending improvement.