The Power of Confidence

By the time this column is read, about 100 secure destruction professionals will have just competed 10 weeks of training in preparation for their Certified Secure Destruction Specialist® (CSDS) examination this January. While it remains to be seen how many will pass the test next month, those who do will proudly display the CSDS designation after their names. And, given the shear amount of information and the relative difficulty of the training and testing, they should be proud.

However, the marketing differentiation of being able to display the CSDS designation is not the most valuable thing these professionals will take away from the process. The most valuable asset obtained in learning the CSDS material is the confidence it produces. Because, as everyone knows, there is no substitute for the irresistible attraction of what RIM (records and information management) marketing guru Tom Adams calls “mesmerizing expertise.”

As easily as a dog senses fear, a customer can tell the difference between someone who knows what he is talking about and someone who just wants business. So, while the CSDS will set these professionals apart on paper, the bottom line will likely be the ultimate differentiator.

Bob Johnson is chief executive officer of the National Association for Information Destruction. He can be reached at rjohnson@naidonline.org.