Crafting a Capability Statement? Start by Listening to Your Clients

When it comes to creating a capability statement, one of the trickiest parts can be clearly defining your Unique Value Proposition (UVP).

Many businesses struggle with this because it’s hard to be completely objective about what makes you stand out. The good news is, you don’t have to rely on guesswork — you can go straight to the source: your clients.

Your customers can provide valuable information and feedback to help you develop your UVP.

Ask Your Clients Directly

One of the most effective ways to understand your UVP is to ask your clients what sets you apart. Reach out to a few of your most loyal or long-term clients and simply ask questions like:

• “Why did you choose to work with us?”

• “What do we do better than other providers?”

• “What impact have we made for your business?”

By having an open conversation, you gain genuine insight into how your services are perceived and valued. This is feedback you simply can’t get from internal discussions alone.

Collate the Insights

Once you’ve gathered feedback, take the time to identify recurring themes. Are clients highlighting your responsiveness, your expertise, or perhaps your ability to provide tailored solutions? These recurring points are the clues that can help you craft a UVP that resonates both with your clients and with prospective customers.

Turn Feedback into Your UVP

With this information in hand, you can write a UVP that reflects what truly sets you apart. Rather than guessing or relying on generic claims, your UVP will be grounded in real client experiences — and that authenticity is compelling in any capability statement.

Bottom Line

Your UVP isn’t just a marketing line; it’s a reflection of how clients perceive your value. By going straight to the people who know your business best — your clients — you get the clarity you need to present a strong, credible capability statement of what makes your business unique.