Capability Statement tips for tradies

The majority of capability statements I write are for Australian tradespeople. You’re great at what you do, but most of you don’t proactively market yourselves. Then the work dries up, panic often sets in and the search for the next job becomes urgent. That’s where having a capability statement ready to send out is vital.

This article outlines some basic capability statement tips to get you started with preparing your document.

What is a capability statement?

Think of a capability statement as a resume for your business. It’s a summary of your skills, expertise, services and your past performance – in short, your capabilities.

The purpose of a capability statement is to introduce your business to prospective partners or clients. It outlines why your business is suitable to work with them.

What are capability statements used for?

Often Tier 1 or Tier 2 builders will ask for your capability statement before they’ll consider working with you. Government organisations also require a capability statement, often as part of a tender document. When establishing relationships with potential Joint Venture partners, a capability statement can also be beneficial.

Capability Statement tips to get you started

Every capability statement is different. While it may be tempting to copy and paste from another company’s document, it’s really not advisable. It would undermine your credibility if a prospect discovered you had copied your document or imagine if you were to come up against the company you copied from on a tender or job bid? It would not look good for you!

Get started on creating your own unique capability statement by first giving some thought to the following questions:

  • Who is your intended audience?
  • What do you want to achieve?
  • Think about prospective clients – what information do they need to know to make an informed decision?
  • Which factors which determine their choice of tradesperson?
  • What topics do you need to cover?

Decide who you’re targeting and the outcome you want to achieve, then you can start to think about the contents of your document.

The essential elements are:

  • Your business name and logo
  • Address
  • Phone number
  • Email address
  • ABN and ACN
  • License numbers
  • An introduction or overview of your business
  • List of your core competencies
  • Track record of performance
  • Your differentiators or Unique Selling Points
  • Your trade/educational qualifications

Additional contents can include, but are not limited to:

  • Geographical area you cover
  • Equipment you use
  • Techniques you use
  • Number of employees/vehicles on the road
  • WHS/risk management measures – policies and procedures, insurances, safety processes
  • Professional associations you are a member of
  • Bio/profile of your key team members
  • Major client list
  • Case studies of past projects
  • Testimonials from past clients
  • Charts/graphs/pictures/infographics where relevant

How long should a capability statement be?

The length of your document depends on your industry requirements and how much information you wish to convey. Some people prefer to keep it simple, while others like to include a full picture of the capabilities of their business.

In Australia, most tradespeople have a multi-page capability statement. The actual length will depend entirely on the topics you wish to cover and the depth of each.

A single-page summary can be helpful to include in tender documents or RFPs.

Important final tips for your capability statement

Before you send your document out to prospective clients, be sure to have someone else read through it. Check for any spelling, grammatical errors or typographical errors. Is the information clearly structured and easy to read? Does the document “sell” your business to the reader?

If creating your capability statement in Word, be sure to convert it to a PDF before sending it. This ensures the content stays the way you intend and it looks much more professional.

Need more help?

We trust the above capability statement tips will help you write a document which helps promote your business and secure future jobs.

As professional writers with over 20 years’ experience, we’ve successfully written many hundreds of documents which help my clients win more business. We partner with Australian small business owners – including lots of tradies – to create quality marketing materials, especially capability statements.

If you’d like to chat about how we can help your company put its best foot forward with an outstanding capability statement, please get in touch.

 

Hi, I’m Lyndall Guinery-Smith, business owner and head writer at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.  

How to write a capability statement, contents of a capability statement, professional capability statement writer, professional writer

How to write a winning Capability Statement

Winning new business can be tough… but the right tools, such as a professional Capability Statement, can help get your foot in the door, followed by that all-important handshake.

In this article, I’ve answered the most frequently asked questions surrounding Capability Statements.

What is a Capability Statement?

A Capability Statement is a document which defines the capabilities, achievements and skills of your business. It is a clear and concise representation of what you offer to potential clients, what sets you apart from your competitors and your track record of accomplishments.

This document is about opening doors and building relationships with your potential clients and strategic partners. It’s important to tailor the content with your specific target audience in mind.

How long should your Capability Statement be?

What will you use the Capability Statement for? Is your intention to incorporate it into a tender document? If so, many companies who call for tenders prefer a single page statement so they can quickly and easily compare the capabilities of different organisations who tender. A single page statement is a brief overview and does not allow you to elaborate on your ability to deliver outcomes in any way.

I find the majority of clients seeking a professional Capability Statement writer require a comprehensive document with more detail than what can be provided in a single page.

What specific information should your document contain?

It’s important to note that every Capability Statement is different. The document needs to be tailored to your specific business and the audience you’re targeting.

Most documents of this type have some standard and some variable inclusions. The key ingredients must cover your capabilities, what sets you apart from your competitors (your Unique Selling Proposition or USP) and your proven track record of performance.

Consider your target audience before deciding which information to include. Think about … Who are you targeting? What outcomes can you deliver for them? How can you demonstrate your ability to achieve those specific outcomes?

Once you have a clear picture of your prospective clients or partners and what they’re looking for, you can start to go through the list of potential contents below:

  • Cover page, including ABN, ACN and full contact details
  • Business overview/introduction
  • About Us – Mission, vision, values
  • Differentiators or USP
  • Service you provide
  • Core competencies
  • Experience
  • Major client list
  • Organisational chart
  • Meet the team
  • Equipment
  • Area of operation
  • WHS
  • Environmental management policy
  • Quality assurance
  • Insurance
  • Professional associations
  • Awards and recognition
  • Community involvement
  • Client testimonials
  • Customer service philosophy
  • Call to action
  • Any other information your clients will need to make an informed decision to do business with you

Getting started

  1. Draft an outline
  2. Write down who your target audience is and list the outcomes you deliver for them
  3. Make a list of contents tailored to your target audience
  4. Consider how to demonstrate your ability
  5. Make notes on each of your capabilities
  6. Draft each section
  7. Format the document to present professionally
  8. Re-read, spell check, grammar check, edit and polish
  9. Ask a third party to proof-read the document
  10. Publish, PDF and send the document to your prospective clients

I hope the above tips provided you with some guidelines for writing a document which helps win more business. I specialise in partnering with small business owners to create quality marketing materials, especially capability statements.  I can help your company put its best foot forward with an outstanding capability statement. Let’s chat – book a complimentary discovery session.

Lyndall Guinery-Smith The Professional WriterHi, I’m Lyndall Guinery-Smith, The Professional Writer. I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. I write website pages, capability statements, company profiles, team bios, business award nominations, blog post packages and more. I happily work with clients all over Australia. Email me to arrange an obligation-free discussion about your latest project.