The message that sells, specifically – your message that sells – needs to be formulated around your customer. This is critical because a lot of buyers, especially contracting officers really don’t care how good you are at what you do. A key way to get your message across is in your capabilities statements.
I recommend two, customizable capabilities:
1) 1 page with bullet points. This doesn’t have to be sexy, it needs to be functional. Make sure all off your contact AND contract information is on there. 3 bullet points that will resonate with that agency (look at their initiatives and your competitor’s info).
2) A multiple pager with past performance and sample SOW’s. Do this right and your communication may turn into a completely baked (that means your words copied and pasted into an RFP) opportunity.
Do this right and you will win. Do it wrong and you will waste a ton of money and time plus your competition will be banking your tax money. Now, if that doesn’t motivate you…
Personal “bests” include booking $11.8 Million in new private and government business in 18 months (from cold calls) and managing sales representatives to close ratios of 85% (in cell phone sales).