If you provide consulting or other services and don't have a capability statement, you're probably losing business. What's a Capability Statement?
As
name suggests, it tells potential clients what you, or your organisation and staff are capable of. It highlights what your future capability is and reflects on your past successes.
Capability statements are usually produced as brochures or booklets and are now increasingly appearing in online formats eg, HTML, PDF and self-executable ebooks. Include your logo, corporate colours and graphics so that your market recognises your corporate identity.
Some of
better printed brochures are graphics intense, professionally laid out and attractively produced on hiqh quality papers. The simplest form can be produced in black and white or colour on a cheap laser or inkjet printer.
Some organisations and individuals prefer to call them Corporate Brochures ie, a brochure that tells people all about a corporation.
Wherever practicable, mention
benefits you or your firm can provide your clients. A few testimonials help, but don't overdo it.
Why have a Capability Statement?
When prospective clients enquire about your services or products, you send them a Capability Statement. If they visit your site and don't want to spend time reading about you and your organisation, they can download your Capability Statement file and read it later.
Clients may pass your capability statement to others when recommending your services. You can send one with your proposals, publicity materials, and on other occasions when
opportunity presents.
Some times clients may have dealt with you for years, but only buy
same service. They have no idea you also provide other services. Your Capability Statement spells out what you can do in addition to what you do for them now.
If you don't tell people what you do, how can you expect them to call you when they want something done?
What's in a Capability Statement?
It's not really a dumb question! It's a good idea to include
following topics and any others you feel are relevant:
History: When did your firm commence operations and what has it done since commencement?