Keith Dugdale

Keith Dugdale

What to do when you’re asked for a capability statement.

You’re in a meeting with a current or prospective client, and you think it’s going pretty well. You get to the end of the meeting and just as you’re thinking about how best to wrap it up, the other person says ‘Can you just send me a capability statement?’ (or a brochure or something along those lines).

Nearly all people who are responsible for sales in B2B environments still think this is a good sign. They think ‘YES! They want to find out all about me and my product as they obviously want to buy’. Unfortunately, in the majority of cases this is simply not true. Your response should actually be ‘UGH!’ because it’s usually just an easy way to try and get rid of you, and most likely means you haven’t had a great meeting. Think of how often you do this yourself when someone calls you trying to sell you something. How many times have you asked them to ‘send you some details’ so you can get them off the phone?

The principle is exactly the same, ex [...]