Making Your Capability Statement Stand Out

Not only are capability statements a handy marketing tool, they are quickly becoming a standard in the world of business-to-business operations (B2B). When it comes to doing business with major projects in Newfoundland and Labrador this becomes especially important.

A capability statement is usually a one-page document summarizing key questions: who you are, what you do, where you’re located, and how you do what you do. In other words, a capability statement describes what your capabilities are.

You’ve heard it’s important to set yourself apart from the competition by being unique and by playing to your advantages. As with anything you do in business, it’s important to ensure your capability statement stands out in the sea of similar products.

One way to guarantee your capability statement will make an impression is to include the pertinent information in a concise, helpful and interesting way. Most importantly though, you must make sure you have included the right information.

Some of the information you’ll definitely want on your capability statement includes the following:

Your locations and how far your services extend

Your capability statement must include information on where you or your business facilities reside or operate. You should also include just how far your business services will extend. You want to assure your clients that geographical distance will not pose an issue in getting the job done.

Former clients and contracts

Doing business with other companies serves as a sign that you have experience in B2B settings. Having notable company names on your capability statement is evidence of your business’s ability to handle contracts.

How long you’ve been in business

Stating how long you’ve been in business gives potential clients a look at the sustainability, longevity and reliability of your business operations.

Detailed explanation of capabilities

A capability statement would not be true to its name if it did not include a detailed explanation of exactly how your business operates. When you use clear and concrete language, your readers can easily see what your business does and how your business does it; they can then decide if your business can fix the problem they are trying to solve.

List of certifications

Depending on your industry, certifications may be crucial to the success of your business. You may want to include your educational qualifications and any certifications from organizations such as International Organization for Standardization (ISO), Hazard Analysis and Critical Control Points (HACCP), Canadian Aboriginal and Minority Supplier Council (CAMSC), or WEConnect.

How to reach you

Including contact information in your capability statement is one of the most important parts. After you promote and market yourself and your business, other businesses will want to know how to contact you to followup and learn more. Include your name, mailing address, email address, phone number, and website; if relevant and appropriate, you can also include your social media handles.

Once you create the structure and content of your capability statement, the next step is to make it visually appealing so it can stand out. Colour and design are standard components of a capability statement. You may want to consider taking your document to a graphic designer to put the final touches on it, especially if you have a strong, identifiable brand.

Finally, make sure you have someone else edit and proofread your capability statement for spelling and grammatical errors. A capability statement is a professional and official document representing you, your business, and your brand, so it is important to avoid simple mistakes that could reflect poorly on you.

When you have completed your capability statement, share it widely. Take it with you to speed networking and casual networking events, pass it along to former and new clients, post a copy on your website, and keep a PDF or other electronic version handy for online correspondence. Don’t forget to take time to review it every year to ensure the information is current.

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