What’s a Capability Statement?

As the name suggests, it foretells potential Clients what you, or your organization and staff are Capable of. It highlights what your future Capability is and reflects on your past successes.

These are usually produced as Brochures or booklets and are now increasingly appearing in online formate eg, HTML, PDF and self-executable ebooks. (The Entrepreneur Magazine section of “The Weekend Australian” of February 25, 2005 ran an article Advising That legal and other professional firms are now using electronic media they began Capability information). Include your logo, corporate colors and graphics so That your market develops corporate identity and branding recognition.

Some organizations and Individuals preferring to call themself Corporate Brochures, Organisational Profiles, Prospectus’ etc. This Seems to be the preferred terminology and is, in my opinion, more accurate and descriptive.

The better Capability Statements produced as printed documents are graphics intense, professionally laid out and attractively produced on hiqh quality papers. The Simple form Can be produced in black and white or color on a cheap laser or inkjet printer.

Why have a Capability Statement?

When prospective Clients Enquire about your services or products, you send a theme a Capability Statement. If They visit your Internet site and do not want to spend time reading about you and your organization, They Can download your file and read it When more convenient.

Clients may pass it to others When recommending your services. You Can send one with your Proposals, publicity materials, and on other occasions When the OPPORTUNITY presents.

Clients may have DEAL with you for years, but only buy the joint service. They may have no idea you also Provide other services They could use. It spells out what you can do in addition to what you do for themself now.

If you do not tell people what you do, how can you expections Them to call you When They want something done?

What’s in a Capability Statement?

It’s not a dumb question! There are two trains of thought. One suggests That it shouldnt be chock full of verbage about how You Can help your Clients or prospective Clients. The other view is that you simply tell them what you can do and Let Them Decide Whether They want your services.

The latter option would suggest you include The following topics and Any others you feel are Related, not necessarily in the order shown:

History When did your firm commencement operations and what has it done since commencement? (Keep it very, very short and succinct)

What You Do What can you do for Clients or what do you sell? Do you need Any special accreditations, certificates or license to do what you do? If so, mention theme.

Our Staff Who is your staff and what special qualifications, experience, awards etc has Each staff member got involved Will Help You Provide services That are better than your competitors?

Your Equipment or Resources: If you are renting training venues, hiring out equipment, or RELY on resources to earn a living, place some photos in your Brochures. As some smart fellow said, ‘A photo foretells a thousand words. “

Similarly if you have a special way of doing something, try to find evidence That Supports it as being the best way, most economical, safe or whatever. For example, if you clean carpets for a living you’ll need to use cleaning materials That do not cause fade, are not noxious, do not sorrow animals or plants, are environmentally friendly and so on. You get the drift.

Where You Find Us Where is your office, venue, factory, or whatever? How does your client find you? Do you need to include a map?

Contacting Us Where can you be contacted by phone, fax, mobile telephone, letter, or email? Do you have an Internet site? Where?

Client Testimonials Languages ​​You can place a list of your Clients here under the heading ‘Clients’ or You Can write to your Clients and ask Them to Provide testimony to the quality, cost effectiveness, or whatever of your service. Several of your longer term Clients may be willingness to accept telephone calls from people Who Are Considering buying your goods or services. If so, include Their contact details so potential Clients That Can Talk with Them.

While a few, carefully chosen testimonials are good, Too Many Can bog down an Otherwise excellent Capability Statement. Do not make it look like a testimonial contest! Nobody Will read more than five or six.

Finally …

Once you have your Capability Statement, Whether online, in hard copy or both matches, make sure you have sufficient copies to Circulate and a plan to upgrade it periodic ally so it Remains current. After all, the last thing you want is for a prospective client to telephone you about a service you no longer Provider.

Copyright Robin Henry 2005 – 2008