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Capability Statements That Actually Get Calls
- South Florida Business Association
- Sep 16
- 3 min read
Procurement officers, primes, and corporate buyers don’t have time to flip through a 10-page brochure. They want one page that tells them: Who are you? Can you do the job? Why should we trust you?
That’s what a capability statement is a one-page business résumé designed for government and corporate buyers. But here’s the catch: most firms get it wrong. They either overstuff it with fluff or undercut themselves with weak, generic language.
If your phone isn’t ringing after you send your capability statement, here’s why and how to fix it.
1. Layout Is the First Impression
You have 8 seconds to grab attention. That means a clean, professional layout company logo at the top, contact block easy to find, and sections broken down with headers.
Top third: Company overview + certifications (make them pop with logos/seals).
Middle: Core competencies + differentiators.
Bottom: Past performance + contact info.
A sloppy design screams “unprepared.” A crisp design screams “ready to prime.”
Pro tip: Don’t DIY in Word. Use Canva, Adobe, or hire a designer for a template you can reuse.
2. Core Competencies: Show What You Actually Do
Buyers don’t want marketing slogans they want services. List your specific capabilities in bullet form. Instead of:
“General contracting "Try:
Concrete & asphalt paving
Stormwater management
Event production & staging
HVAC installation & service
The more specific, the easier you are to place on a project team.
3. Differentiators: Why You, Not Them
This is the section most companies skip or get wrong. “We provide great service” isn’t a differentiator. Everyone says that.
Instead, point to:
Speed of mobilization (e.g., 48-hour emergency response).
Cost savings (e.g., in-house equipment cuts subcontracting costs).
Niche expertise (e.g., certified minority-owned event production with FEMA experience).
Differentiators answer the unspoken question: Why should I take a chance on you?
4. Past Performance: Your Proof of Concept
Even if you’re new to government, you have a track record. Highlight:
Other public contracts (city, county, school boards).
Corporate clients (Fortune 500, large institutions).
Relevant private projects (only if they map to the same scope).
If you have none, list “Past Performance Highlights” as case studies: describe the challenge, what you did, and the measurable result.
Pro tip: Always get permission before using client logos—but even a list without logos carries weight.
5. Certifications: Your Leverage Card
Certifications open doors. If you’re WBE, MBE, DBE, 8(a), HUBZone, or WOSB, those acronyms need to be front and center. Buyers often have set-aside goals they must meet and your certification can be the difference between “maybe” and “yes.”
Pro tip: Put certification seals or badges right under your logo. Don’t bury them in text.
6. Contact Block: Make It Easy
Too many firms hide their contact info. Don’t. Add:
Company name
Website
Point of contact (with title)
Phone
Email
DUNS, UEI, CAGE (if applicable)
Remember: if a contracting officer can’t reach you in one click, they move on.
7. The Silent Killer: Outdated Info
Capability statements go stale fast. NAICS codes update, team members change, insurance limits increase. If your sheet still says “DUNS” without UEI, you look out of date.
Pro tip: Review and refresh your capability statement every quarter.
A capability statement isn’t just a formality. It’s the front door to government and corporate contracting. Done right, it shows you’re serious, credible, and ready to deliver. Done wrong, it’s the reason you never get the callback.
So, invest the time. Nail the layout, sharpen your competencies, spotlight your differentiators, and keep it fresh. That one page could be worth millions.
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