What's a capability Statement?
As the name suggests, it tells inherent clients what you, or your organisation and staff are capable of. It highlights what your time to come capability is and reflects on your past successes.
Professional Photo Printers
These are usually produced as brochures or booklets and are now increasingly appearing in online formats eg, Html, Pdf and self-executable ebooks. (The Entrepreneur Magazine section of "The Weekend Australian" of 25 Feb 2005 ran an record advising that legal and other professional firms are now using electronic media for their capability information). Include your logo, corporate colours and graphics so that your shop develops corporate identity and branding recognition.
Some organisations and individuals prefer to call them Corporate Brochures, Organisational Profiles, Prospectus' etc. This seems to be the preferred terminology and is, in my opinion, more correct and descriptive.
The good capability Statements produced as printed documents are graphics intense, professionally laid out and attractively produced on hiqh capability papers. The simplest form can be produced in black and white or colour on a cheap laser or inkjet printer.
Why have a capability Statement?
When prospective clients enquire about your services or products, you send them a capability Statement. If they visit your Internet site and don't want to spend time reading about you and your organisation, 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 opening presents.
Clients may have dealt with you for years, but only buy the same service. They may have no idea you also furnish other services they could use. It spells out what you can do in expanding to what you do for them now.
If you don't tell citizen 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 a dumb question! There are two trains of thought. One suggests that it should 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 decree either they want your services.
The latter selection would suggest you Include the following topics and any others you feel are relevant, not necessarily in the order shown:
History: When did your firm activate 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 licences to do what you do? If so, mention them.
Our Staff: Who is your staff and what special qualifications, experience, awards etc has each staff member got that will help you furnish services that are good 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 tells 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, safest or whatever. For example, if you clean carpets for a living you'll need to use cleaning materials that don't cause fade, are not noxious, don't harm animals or plants, are environmentally kindly 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: You can place a list of your clients here under the heading 'Clients' or you can write to your clients and ask them to furnish testimony to the quality, cost effectiveness, or anything of your service. Any of your longer term clients may be willing to accept telephone calls from citizen who are inspecting buying your goods or services. If so, Include their palpate details so that inherent clients can talk with them.
While a few, considered chosen testimonials are good, too many can bog down an otherwise exquisite capability Statement. Don't make it look like a testimonial contest! Nobody will read more than five or six.
Finally ...
Once you have your capability Statement, either online, in hardcopy or both, make sure you have enough copies to circulate and a plan to upgrade it periodically so it remains current. After all, the last thing you want is for a prospective client to telephone you about a aid you no longer provide.
Copyright Robin Henry 2005 - 2008
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