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Spreading the News
The fact that your company is NAID AAA Certified must
be shared – the news has to be disseminated. It is a great
conversation starter to get into a dialogue with a potential
client. Here are some talking points:
• What does NAID AAA Certified mean?
• Why does this make you important compared to the
company down the street?
• Why did you spend money to earn this credential?
• Why would you subject yourself to bi-annual scheduled
audits or random unannounced audits?
And then use the logo… everywhere. When we had our
business, we made NAID AAA Certification an integral part of
our branding. The NAID AAA Certification logo was on every
truck, business card, stationary, and all over our website with
links back to the videos explaining the programs; it was even
embroidered on the shirts of our drivers, on their left shoulder
like a seal. We took every step to ensure that logo was in
front of people when we described ourselves and what we
did. And to that point, we never our introduced ourselves as
providing “shredding services” – we offered “certified secure
destruction.” The adjectives are key to what we say and do -
immediately setting up that differentiation.
Using the logo all over the place does not mean that everyone
will ask what it means or that it is a “gimmee”. Prospective
clients often bring their own misconceptions to what
“certification” means. But often, they ask about it and that
opens the door.
We had a new hire in our office who didn’t know too much
about the industry. To help him learn, I asked him to pretend
he needed to get 50 boxes of old records shredded and to do
some online research. He was then supposed to come back
to me with his recommendations and reasoning. This young
man really didn’t know about certification, but what caught
his eye looking at websites was third party validations; he
thought they were an important claim. And this is true for
your prospects as well…
At the end of the day, when you are NAID AAA Certified and
you’re actively promoting it, you have the right to point out
“this is a reason for me to wave my flag.” It’s a very powerful
Once you’re running your company better, this is a tool that’s
going to help you sell more. You have to get out there and
let the prospect know that there is a difference. If you have a
buyer who is trying to do their due diligence properly. This is a
very big deal. It makes the job easier for that buyer.
For example, maybe there is an open RFP and there are
five companies competing on the job. If three of them are
not certified, you now have a way to counter against the
lower price on one of the non-certified offerings. NAID AAA
Certification lets you elevate the discussion away from price.
Of course, there are some buyers out there who have only
one measure – price. And those people will rotate through a
lot of one-time vendors, because there is always somebody
who will do it cheaper. But if you’re looking for a good solid
relationship, where you only have to make the sale once, then
that kind of customer - that is really valuable - tends to be
more prone to give weight and credence to the certification
“Once you’re running your
company better, this is a tool
that’s going to help you sell
“It’s a very powerful
“NAID AAA Certification lets
you elevate the discussion
away from price.”