The Wow! Factor
When you look at your market, wherever you are, chances are that your prospects have a few options to choose from when selecting a document destruction partner.
Some of your prospects probably think, "Shredding is shredding…all of these companies are the same!"
Many prospective clients feel this way because they haven’t been shown the differences that can exist among secure destruction service providers.
Help your prospects realize that all shredding companies are not alike by emphasizing the Wow! Factor.
The Wow! Factor separates the contenders from the pretenders. The Wow! Factor sells security not cheapest price. The Wow! Factor removes all risk of doing business with you. The Wow! Factor separates the "resource" from the "salesperson." And most of all, The Wow! Factor separates Yes from No!
A destruction company with the Wow! Factor is better than the other destruction firms in its market and is distinctive from its competition.
Examples of how you can possess the Wow! Factor include:
• Be more professionally persistent than your competitors.
• Be knowledgeable about the prospect.
• Be an authorized National Association for Information Destruction (NAID) CTK (Compliance Toolkit) provider and help write data protection procedures.
• Know your proposal and the objections you will face.
• Ask your contacts about issues facing their businesses. Let them talk at least 80 percent of the time.
• Have creative new ideas that no one else has.
• Offer to teach them something, not to sell them something.
Ray Barry is vice president of Total Product Destruction and president of Total Training Services, which operates The Shred School in Spartanburg, S.C. He can be contacted at raybarry@totaltrainingservices.com.
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