Prior to the NAID 2017 Conference and Expo, NAID surveyed
members to learn what they consider the most common customer
misconceptions that reduce demand for their services.
The survey was conducted in order to show how the new
Information Disposition textbook could help correct those
misconceptions and help service providers better sell their services.
The Information Disposition Textbook:
NAID Core Mission
NAID has always operated from two guiding principles and both are
at the heart of the new textbook:
1. Creating an informed customer is the best way for reputable
service providers to promote secure information destruction
2. Information destruction service providers should be
As widely reported, NAID’s ambitions for the book are high:
• It will be used in universities to educate future data security
and information professionals on a critical subject largely
ignored in their current curriculum.
• It will be used by current information managers, data
security professionals and risk managers to improve the way
they qualify and contract service providers.
• It will educate current and future Certified Secure
Destruction Specialists (CSDS) so they can better serve their
employers and customers.
But a book that overcomes customer misconceptions can also be
used to increase sales. There are a number of ways to do that.
1. During the RFP or contracting process: When a
prospective client is in the midst of an RFP or rebidding a
contract, let them know you can give them, lend them, or
direct them to a book that contains everything they need to
know about the regulations, contract elements, and service
provider requirements. If you know some particular weak
link in their approach, you can point them to the section of
the book that dispels that misconception. They might tend
to ignore you when you raise an issue, but it is completely
different when they see it in black and white with the sources
identified. Customers also appreciate a vendor who is willing
to partner with them vs. just sell to them.
2. To welcome a new customer: You place bins at a new
customer location, but you know there is a lot more business
there. The book stresses the importance of assigning
accountability, employee training, “destroy all” programs,
the need to be comprehensive, etc. All of these topics are
important to your customer’s compliance, but they also allow
you to be of more service to them.
3. Reward an existing customer: This may have occurred to
you while reading the previous point. If you have a long-standing relationship with an account but you know they are
not destroying all they should be (or are otherwise non-compliant), give them the book. You are doing them a favor.
Over time, as they look at it or when you seek to improve
what they are doing, you can point them to the book.
In sum, get the book in front of any customer bidding a shredding
job, especially if they are floating a contract or RFP.
NAID is already aggressively pursuing its ambitious plans for
introducing the book to universities and professional associations.
ARMA International has already placed the book in its online
bookstore, and NAID will be promoting the book to ARMA members
The rest of this article is meant to show readers some of the
language in the book that is aimed specifically at customer
misconceptions - misconceptions that put them at risk and stand in
the way of service providers better serving them.
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