The death of solution sales
By Bob Johnson, NAID CEO A while back, the Harvard Business Review published an article about the death of “solution sales.” The article explained that buyers now had access to so much information they no longer sought solutions. According to the authors and their research, generally speaking, customers arrived at their own solution prior to engaging the […]
Read more »Making time for real accomplishment
By Bob Johnson, NAID CEO First of all, I want to thank Dr. Ann Cavoukian, Ontario’s Information and Privacy Commissioner, for acting as NAIDnotes’ guest blogger this past Tuesday. Dr. Cavoukian is one of the most highly regarded privacy and data protection professionals in the world and is the creator of the internationally recognized concept […]
Read more »Privacy policy is not enough
By Ann Cavoukian, Ph.D., Information and Privacy Commissioner of Ontario When a privacy breach occurs, it can be a nightmare for those affected and take years to rectify. Affected persons may be put at risk for identity theft and other deceptive practices, depending upon the nature of information disclosed. Your organization can also suffer irreparable […]
Read more »Barbarians at the gates: A perspective on barriers to entry
By Bob Johnson, NAID CEO One of the challenges to the secure destruction business is the low barrier to entry. Of course, those getting into the business on a shoe string don’t complain, at least not at first. It is not until the new company has a customer base to protect that they wish it […]
Read more »The true value of public speaking engagements
By Bob Johnson, NAID CEO Universally, sales and marketing experts encourage those representing a business to actively seek public speaking engagements. They rightly point out that such educational presentations, where you show off your industry knowledge without overtly pushing your product, demonstrate to the audience that you are an expert and trusted resource in your […]
Read more »Success is rooted in routine
By Bob Johnson, NAID CEO A few years back I read a book that talked about how some companies get in “the zone.” Being in “the zone” meant that the company hit a point where success seemed easy, almost automatic. They had created a customer-generating machine. All they needed to do was turn it on. […]
Read more »The fourth scenario: Referrals on steroids
By Bob Johnson, NAID CEO If your secure destruction company is relying strictly on cold calling prospects for sales, you’re going to have a rough time growing your business. Obviously, it is much better to call prospects with which you have some connection, namely a referral or someone you met while networking. Even better yet, […]
Read more »The case for getting your CSDS
By Bob Johnson, NAID CEO As announced later today in NAIDDirect, training for the next round of Certified Secure Destruction Specialists (CSDS) examinations starts at the end of this month, marking the beginning of the third round of training and testing for the secure destruction industry’s only professional accreditation. With that in mind, I’ll take this opportunity […]
Read more »Arm clients with reasons to keep your service
By Bob Johnson, NAID CEO In my last two NAIDnotes entries, I discussed why you owe it to your clients to arm them with a justification for why they use your particular service. In the second installment, I explain what that justification should look like. In this third and final entry on the subject, I’ll […]
Read more »How customers can defend selecting you
By Bob Johnson, NAID CEO In my last NAIDnotes entry, I explained why the biggest favor you can do for your customer and your company is to make sure the customer is prepared to articulate exactly why they are using your service. If you have not already, I suggest you review my last entry before reading further. […]
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