What's a ability Statement?
As the name suggests, it tells inherent clients what you, or your organisation and staff are capable of. It highlights what your hereafter ability is and reflects on your past successes.
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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 article advising that legal and other professional firms are now using electronic media for their ability information). contain your logo, corporate colours and graphics so that your store 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 favorite terminology and is, in my opinion, more precise and descriptive.
The best ability Statements produced as printed documents are graphics intense, professionally laid out and attractively produced on hiqh ability papers. The simplest form can be produced in black and white or colour on a cheap laser or inkjet printer.
Why have a ability Statement?
When prospective clients enquire about your services or products, you send them a ability 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 chance presents.
Clients may have dealt with you for years, but only buy the same 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 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 ability 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 settle either they want your services.
The latter selection would advise you contain the following topics and any others you feel are relevant, not necessarily in the order shown:
History: When did your firm open 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 provide services that are best than your competitors?
Your tool 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 amiable 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 contain a map?
Contacting Us: Where can you be contacted by phone, fax, movable 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 provide testimony to the quality, cost effectiveness, or whatever 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, contain their caress details so that inherent clients can talk with them.
While a few, considered chosen testimonials are good, too many can bog down an otherwise excellent ability Statement. Don't make it look like a testimonial contest! Nobody will read more than five or six.
Finally ...
Once you have your ability Statement, either online, in hardcopy or both, make sure you have adequate 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 service you no longer provide.
Copyright Robin Henry 2005 - 2008
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