NAID programs: A new strategy for a new year

Like a coin, the NAID strategy has two sides: one aimed at organizations that use secure destruction services, the other aimed at helping its members capitalize on market conditions. While the difference in these strategies seems clear enough, both hinge on the education of members and the quality of the tools NAID provides.

NAID currently provides advertising and articles to buying group periodicals, barnstorms the countryside preaching the NAID gospel, works with government officials to develop policy and creates programs to help service providers become compliance partners. To get the full benefit from these activities, members have to educate themselves. Or, more accurately said, NAID leaders and members must work together to make sure members know how to capitalize on the association’s activities. It requires effort on both sides.

Now, I’m a big fan of the hit TV show “Shark Tank.” If you are, too, then you know that the first thing the panel of business celebrities looks for when evaluating an opportunity is “proof of concept.” Is there any evidence that the idea really works?

NAID members need do the same thing with the programs the association offers. Luckily, it is a proven fact that industry professionals who understand how to implement one or more of the NAID programs in a deliberate, organized manner have great success with them. The profile of Titan Mobile Shredding in the last edition of SDB is a great example. As the “sharks” say, “If it works somewhere, it can work anywhere.”

This year NAID will redouble its educational efforts, continuing to provide ample opportunities for members to gain the necessary skills to succeed. There will be 10 Shred School events, specifically created to help attendees master their marketing concepts and programs. NAID also has announced the Shred School Mastermind Groups, providing ongoing training by Ray Barry, one of the most successful sales professionals in the industry. And, of course, in April there is the big kahuna, the NAID 2014 Annual Conference, with close to 30 hours of education, a half-dozen networking events and the largest industry trade show in the world.

It’s been said that the definition of insanity is doing the same thing expecting a different result. The new year presents the perfect opportunity for a new approach—an approach proven to bring growth, profits and customer loyalty. We’ll do our part. We trust members will do their part as well.

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