How to write a winning Capability Statement
Winning new business can be tough… but with the right tools, such as a professional Capability Statement, you can get your foot in the door, followed by that all-important handshake.
In this article, we’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.
Capability statements are often used by tradespeople to establish relationships with Tier 1 or Tier 2 builders. They are also regularly used to gain work in the government sector.
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 the 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.
If you’re just after a single page document, why not use our Capability Statement Kit? We’ve designed this product to contain everything you need to produce a quality single page capability statement. This handy kit includes: A comprehensive 16-page instruction booklet, an easy-to-use, editable template in Word and a handy final checklist. At just $97 +GST, it’s an absolute bargain.
We 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. However, the specific topics you include will depend on your business, your capabilities and
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 list the outcomes you deliver for them
- Make a list of contents tailored to your target audience – select from the above list
- Consider the best way to demonstrate your business’ capability
- 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
Want to know more?
We hope the above tips provided you with some guidelines for writing a document which helps win more business. The Professional Writer partners with small business owners to create quality, business winning capability statements. We can help your company put its best foot forward with an outstanding capability statement. Let’s chat – book a complimentary 10-15 minute chat about your requirements.
If you found these tips helpful, please like and/or share with your business associates or LinkedIn connections.
Hi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler 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.
Want to know more about capability statements? Check out:
If you’re looking to DIY a single page document in a hurry, take a look at our handy Capability Statement Kit.