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, so 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 simply 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, as the document needs to be tailored to your specific business and the audience you’re targeting.
While 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
- Major client list
- Organisational chart
- Meet the team
- Area of operation
- Environmental management policy
- Quality assurance
- 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
- Draft an outline
- Write down who your target audience is and what outcomes you deliver for them
- Make a list of contents tailored to your target audience
- Consider how to demonstrate your ability
- Make notes on each of your capabilities
- Draft each section
- Format the document to present professionally
- Re-read, spell check, grammar check, edit and polish
- Ask a third party to proof-read the document
- 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. Let me know if you’d ready to chat about how I can help your company put its best foot forward with an outstanding capability statement.
Hi, 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 happily work with clients all over Australia. Email me to arrange an obligation-free discussion about your latest project.