NAID Briefing

There is a big difference in telling clients or prospects what they want to hear instead of what they need to hear. Telling them what they want to hear is certainly easier. And, telling them what they want to hear might make you their hero for the moment. But in the long run, telling them what they need to hear is going to result in strong, loyal customers who will appreciate your professionalism and consider you a responsible and trusted vendor.

Let me give you an example of what I’m talking about. When looking for a service to remove old computer equipment, a client will undoubtedly come across a company who will take the computers away for resale, promising to overwrite all the hard drives. It’s a win-win situation, and the client probably loved hearing what he wanted to hear. But then another salesperson explains that all hard drives have a few damaged sectors. And, further, in the event that there are more than 10 bad sectors, the hard drive should be physically destroyed. This is not such good news, because there is the potential of a fee for disposing of the computers that cannot be resold.

Which of these service providers is going to do the best in the long run? Which one do you want to be? Which one will the client believe?

NAID has always maintained the position that a reputable information destruction company does best in an environment where the customer is totally informed. Capitalizing on confusion and ignorance in the marketplace is the realm of the charlatan.

It is no different than when we had to tell clients who were expecting to be paid for office paper that, instead, they needed to pay us for secure destruction of their documents. We all know how that has worked out. Those of us who were telling clients what they needed to hear are the ones that thrived.