When it comes to generating leads and informing prospective clients about what your business can do for them, a persuasive capability statement is vital. But how do you write a great capability statement? Let’s have a look.
What is a capability statement?
A capability statement is a communication tool that shows your clients what you can do for them. It’s a summary of what your company is, what you do and the outcomes you deliver.
Sometimes called a capacity statement or a credentials document, a capability statement provides both basic and detailed information about your company. It includes information about the company’s history, experience, and areas of competence.
Consider it a resume for your company. Its goal is to deliver precise information to potential clients that will persuade them to do business with you. When written well, it will set your company apart from the competition!
Why is a capability statement important?
Capability statements are useful as they can be used in a variety of ways. Sometimes, organisations are expected to include one with their tenders. Other times, a capability statement can be helpful at meetings with prospective clients or as ‘leave-behinds’. Some businesses use them as download from their websites.
Professional tender writers can help you by creating a credentials document for you.
What makes a good capability statement?
An excellent capability statement is concise. It’s usually 5-6 pages and rarely more than 10 page.
Generally speaking, a capability statement will include the following information:
- Customised cover with the prospective client’s name, plus your logo and company name. You can also include your contact information here.
- Your company profile including your values (for creditability and trust) – up to one page in length.
- The major services that solve your clients’ problems/needs.
- Your most important selling points (value proposition, which is often missing from credentials documents, tenders and proposals) – no more than one page. Provide a detailed description of the outcomes or results that your company, product, or service produces. These could be arranged according to the service line. Make use of language that sells your product, service, or area of knowledge.
- A track record of success (details of your business partners, major customers or significant pieces of work you have completed or testimonials). Up to two pages. This describes who you’ve collaborated with, what you’ve worked on, and the outstanding achievements you’ve achieved. You may include brief case studies here, depending on your product or service.
- Any awards, accreditations, or certifications received – up to one page in length.
- Your team (to show you have the right people and resources) – 1-2 pages in length. Describe the professional backgrounds, qualifications, and experience of your team members. Include individual images as well as a team photo.
- Information about how to get in touch.
How do you write a capability statement?
Focusing on the customer when developing your capability statement is the most effective approach. Prevent yourself from starting to write pages and pages of awesome things about your company by following the following rule of thumb:
- Consider your (time-strapped) audience when crafting your statement; therefore, be succinct.
- Understand who your customers are, what their problems are, and how you can help them solve their problems.
- Overall, the statement should demonstrate why you are trustworthy, demonstrate that you have credibility in the market, and demonstrate that you have previous experience solving similar situations for similar organisations.
How should you write a capability statement or credentials document?
Each customer’s capabilities statement should be customised and personalised. There is no such thing as a one-size-fits-all capability statement.
The information you include will be determined by the complexity of your organisation, your target audience, and how the statement will be used.
Make sure your capability statement follows a logical format so that it’s easy to read and comprehend for your consumers.
Consider the following suggestions and considerations, based on sound research by McKinsey on giving the right brand messages. These insights apply whether you’re writing a tender or proposal, or a capability statement.
- Be straightforward.
- Consider your target audience and tailor your message to them.
- Use words and vocabulary that your customer will understand.
- Explain how the features and benefits of your company will help the ‘customers’ solve any potential challenges.
- After you’ve gone over your first draft, have someone a proof reader check it for you.
- Use graphics to communicate your brand’s ideals.
Finally, keep in mind that a capability statement or credentials document is just one component in your marketing arsenal. Chatting with your consumer to create a trusted relationship is one of the most productive actions you can take.