Curriculum

DAY ONE

8:15 – 9 a - Welcome to Shred School & the Top 10 Mistakes Information Destruction Companies Make

Presented by Ray Barry, Stevens & Stevens BRM, Inc.

The first session of Shred School is a comprehensive overview of the records and information management (RIM) and secure destruction services marketplaces. The session outlines the historic landscape of information destruction and the top ten mistakes to avoid in the industry. Attendees will leave this session with a thorough understanding of the interrelationships between the factors and players that influence the secure destruction world and the potential pitfalls for industry veterans and newcomers.

9:00 – 9:50 - What I've Learned by Getting Back in the Business 10 Years Later

Presented by Ray Barry, Stevens & Stevens BRM, Inc.

From 2000 to 2006, Ray Barry was a part of one of the fastest growing information destruction companies in the world. Shred First grew from 1 truck to over 20 in six short years before they sold the business in 2006. The company made the Inc. 500 twice. Fast forward to 2016. After ten years of various industry-related roles (one of them teaching Shred School), Ray followed his heart, reentering the day-to-day world of information destruction! In this session, Ray will explain what is different about the industry now compared to then as well as what attendees should do to adapt and evolve to maintain rapid growth for their business!

10:00 – 10:50 - Numbers are the Key to Success: Routing Strategies That Pay Dividends

Presented by  Joe Roberto, CSDS, Shred-Tech

The founder of one of the most successful secure destruction companies in the world and the current Vice President of Sales and Marketing for one of the world’s most highly-regarded shredder manufacturers will explain how to improve and maximize routes and increase efficiency and capacity. After attending this session, attendees will no longer have to wonder how much profit they are making; they will learn how to calculate true operating and service costs as well as proven strategies to prevent money-losing deals.

11:00 – 11:50 - The Role & Application of Secure Collection Containers

Presented by Will Vasey, Jake, Connor & Crew

Secure collection containers come in all different shapes and sizes, and they all have a role to play. There are also many practical, contractual, records management, and legal/regulatory compliance issues related to collection containers, documentation, and acceptance of custody. Attendees will walk away with a better understanding of how containers affect their business and how to help navigate clients through this topic.

12:00 – 12:50 - Lunch

1:00 - 1:50 - Why Brand Matters to Small Businesses

Presented by Kelly Martínez, NAID

Few secure destruction service providers have a plan for branding, and it’s costing them more than they know. NAID Director of Marketing & Communications Kelly Martínez has been enforcing brand standards for 15 years, but she has also helped companies build, rebuild, adjust and roll out new branding strategically and tactically. At this year’s Shred School Martínez answers the nagging questions on this topic: What does branding mean for small companies? Does lack of intentional branding really hurt? How can branding affect sales? How to develop and maintain a brand for little or no money? Is branding even worthwhile?

2:00 – 2:50 - Operations, Facilities & More: Things That I Have Seen

Presented by Tom Dumez, Prime Compliance

Tom Dumez has more than 12 years of experience in the industry and is a NAID Approved Consultant, where he helps companies become NAID AAA Certified. In this role, Dumez has had the privilege of reviewing dozens of different secure data destruction operations and facilities. Because of this, he has seen a lot of things – best practices, as well as the good, the bad, and the ugly. In this session, Tom and attendees will discuss some of these items. Attendees will also have the opportunity to ask questions and even discuss their operation! Attendees will be able to utilize Dumez’s experiences to swing the pendulum back to their favor focusing on profit, proper training, and risk management, taking the focus off of pricing.

3:00 – 3:50 - How Smart Shredding Companies Beat Competitors Online

Presented by Drew Dekker (Pittsburgh)  or Daryl Woytowicz (Chicago, Las Vegas), NetGain SEO

There’s not much value in a website if customers can’t find it in their moment of need. This session explores how to increase visibility and generate shredding leads through digital marketing. It will also uncover strategies to beat competitors in local searches and dominate Google’s map stack. This enlightening discussion includes the latest trends in online marketing and how to stand out in a mobile-first marketplace. For those wanting to take their marketing even further, this session covers the best pay-per-click techniques to attract purge and route customers.

4:00 – 4:50 - Handling Call-ins & Web Leads Effectively to Close More Sales!

Presented by Ray Barry, Stevens & Stevens BRM, Inc.

When prospective clients call or inquire about services through websites, they are usually ready to buy! They are also very misinformed and lack knowledge regarding what differentiates competitors. This is an excellent opportunity to make sure prospective clients become well-informed buyers. How call-ins and web leads are handled and the questions these referrals/leads are asked will have a DIRECT impact on the amount of business closed. Companies who do not ask the right questions in this situation usually wonder why their opportunities always come down to price. In this session, attendees will learn how to handle these opportunities effectively and take away the right questions to ask with Barry’s “incoming call/ lead form” to close more sales! (Roleplay alert: there may or may not be roleplaying in this session).

DAY TWO

8:30 - Welcome to Shred School Day Two

9:00 – 9:50 - What are Your Top Objections? How Dealing With Them Up-Front will Result in More Business NOW!

Presented by Ray Barry, Stevens & Stevens BRM, Inc.

In many cases, objections occur at the end of the sales process because a good enough job wasn’t done in the beginning communicating effectively with the prospect, mutually agreeing on how to move forward in the discussion or even if it made sense to keep talking! In this interactive session, attendees will share the current top objections they face in today’s selling climate. The class will then devise a strategy to proactively mitigate these objections by having a strong “Up-front contract” with the prospective client. Shred School attendees will then break up into small groups to discuss and devise their strategy moving forward. This session alone should help attendees close more business and SHRED the competition.

10:00 – 10:50 - Technology: The Promises & The Threats

Presented by Jim MacMillan, Andrews Software, Inc.

Few businesses have a plan in the event they are hit with any type of cyber-attack, and few are aware of the costs they could incur to recover from one. Attendees will learn about the “real” threats that life on the internet presents to every business today, what can be done to protect from them, and if exposed, how to contain the damage they inflict. This session will also touch on how businesses should harness technology and the tremendous efficiencies that can be enjoyed.

11:00 – 11:50 - How To Maximize Profits & Gain New Customers

Presented by Cory Layes, Bins4 Shredding

With more than a decade in the industry supporting leading secure data destruction companies, Cory Layes shares the tips and tricks used by some of the fastest growing service providers to grow their businesses, including out of the box thinking and tried-and-true tactics. This session will look at Shred-All programs as well as different collection solutions to maximize time and efforts at each customer location.

12:00 – 12:50 - Lunch

1:00 – 1:50 - Designing Your Own Sales Machine

Presented by Ray Barry, Stevens & Stevens BRM, Inc.

Secure destruction services achieving the greatest success in today’s market have a prospecting system in place that automatically generates leads and sales. It does not rely on superstar salespeople or unrealistic expectations. It is truly a sales machine. They have a “sales roadmap” in place that can be replicated to shorten the sales cycle and close more effectively. Attendees will put together an “action plan” from everything learned at Shred School to customize their OWN SALES MACHINE!

2:00 – 2:50 - Top 5 Qualities of Shred Superstars

Presented by Emil Brignola III, ACES

The qualities of a winning shred company draw many similarities to Fortune 500 Companies. A veteran of the cola and burger wars and now principal of American Container Equipment and Supplies (ACES), Emil Brignola brings his business acumen to the shredding industry. Brignola was on the advertising side during the cola wars which pit New Coke/Old Coke against its nemesis Pepsi. He later joined Coke and rose to the level of sales director for chain fountain sales. He went on to become a Wendy’s Old Fashioned Hamburger franchisee, gaining an understanding for small business operations. Based on these experiences, combined with his seven years as head of ACES, Brignola shares with Shred School attendees the top five qualities of shred superstars.

3:00 – 3:50 - Social Media: Is It Worth It?

Presented by Kelly Martínez, NAID

Running a small business takes a lot of hard work, time, effort, and energy. There is zero tolerance for time wasters. So when social media and content opportunities are discussed, the groans are audible and the eyes visibly glaze over. And let’s remember that we are in the secure data destruction industry!?! So, why should time be spent writing articles or on social media? If so, there are so many platforms…. NAID Director of Communications Kelly Martínez has answers to these questions and has implemented manageable plans that garnered measurable results for small and large companies alike.

*Please note, session speakers and times are subject to change.

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