It’s such a simple concept. Once you’ve earned this tool, go
out and use it. It’s obvious. But some NAID members are
leaving their tool in the toolbox, and then emptyhanded
wondering why it isn’t working for them.
In speaking with people at the conference year after year,
there is this misconception that all you have to do is get
certified and then magically you’re going to see a difference -
suddenly your business will start booming without doing any
legwork. Nothing could be further from the truth.
I’m here to set the record straight. NAID AAA Certification is
not the silver bullet many have imagined.
It is a tool, and it must be used.
Why Become NAID AAA Certified?
Let’s start with the basics. Why should a company become
NAID AAA Certified in the first place?
Following the rules of NAID AAA Certification allows you
to run a better company. If you do everything that you’re
supposed to, then your company is simply going to run
smoother. You’re going to be hiring better people. You’re not
going to be having as many of certain types of issues. You’re
running a better company. Right then and there, that’s already
Becoming NAID AAA Certified can be a strategic defensive or
offensive measure, depending on your market:
1) Tactically Defensive: If you’re the only one in a market that
is not yet certified, then it’s a defensive measure just to
prove that you’re as good as everybody else.
2) Tactically Offensive: If you’re in a market with hardly any
other company that is certified, it is a way to differentiate
yourself above the rest as an offensive measure.
At the end of the day, any entrepreneurial business owner/
operator becomes NAID AAA Certified because it will help
them gain business. And it will help them gain business
because it is a third-party, independent validation that they
are the best at what they do and are functioning at a certain
level. Simply put, by becoming NAID AAA Certified you’re
demonstrating that you’re operating in alignment with the
best practices of the industry. That is a really valuable thing.
Any buyer will value that.
Companies looking for a provider are at times bombarded with
questionable claims. It’s great to be able to point to something
with the veracity of NAID AAA Certification. When you’re
certified, you can say, “It’s not just me saying I operate my
business according to best practices. Here is the third party,
independently validated truth. The proof is right there.”
But that proof won’t help, unless it gets in front of the buyer.
continued on page 38
“You’re running a better
“By becoming NAID AAA
Certified you’re demonstrating
that you’re operating in
alignment with the best
practices of the industry.”