Virtual Shred School Curriculum & Agenda

Shred School^® is the premier sales training program for secure data destruction professionals, hosted by i-SIGMA^®. During each workshop attendees will dive into the secure destruction industry including actionable steps to improve business, sales best practices, marketing insights, data protection legislation, association program opportunities, and much more.

Please Note: This is the curriculum for the VIRTUAL three-day Shred School event, being held Tuesday – Thursday, 26-28 October. To learn about the curriculum for the live event being held in Chicago, please visit this page instead.

Pre-Event Add-On: Special Double-Session for Newcomers

An Introduction to Selling Information Destruction

Monday, 25 October 2021 @ 2:00 PM EDT

This session provides industry newbies an understanding of the industry issues that both helps them better understand the secure destruction marketplace and avoid costly mistakes.  

Attendees will learn:  

• The history of the secure destruction industry 
• Key industry concepts 
• The evolution of and current thinking on sales and marketing 
• An understanding of the key players and market segments

Co-Presenting this Session

• Bob Johnson, i-SIGMA
• Ray Barry, Shred America and Dean of Shred School

Back to Top

What You Need to Get Started and When

Monday, 25 October 2021 @ 3:00 PM EDT

In this session, secure destruction startups and those thinking of expanding their operations can learn more about the equipment, software, and other tools required to succeed: 

Attendees will learn:  

• The pros and cons of various service platforms and types of media destruction 
• Options for maximizing the sale of recyclable media post-destruction 
• The difference in the types of containers supplied to clients 
• Operational best practices 

Presenter and Panelists for this Session

Presenter:

• Bob Johnson, i-SIGMA

Panelists:

• Robert Korkos, Shred Industry Solutions, Inc.
• Tim Oberst, CSDS, Ohio Mobile Shredding
• Nate Segall, AccuShred, LLC

Back to Top

Main Event – Virtual Shred School 2021

Day One – Tuesday, October 26

Welcome to Shred School 2021

Tuesday, 26 October 2021 @ 11:30 AM EDT

Join us for the kickoff to 2021’s virtual edition of Shred School! This session will be full of introductions and give an overview of what you can expect for the next three days. We’ll discuss how to get the most out of what you learn  and also dive into current industry trends for 2021-2022 and what you need to know to stay ahead. Welcome to Shred School 2021! This is the beginning of amazing new opportunities!

Co-Presenting this Session

• Ray Barry, Shred America and Dean of Shred School
• Bob Johnson, i-SIGMA
• Kelly Martinez, i-SIGMA

Back to Top

Top 10 Mistakes Information Destruction Companies Make

Tuesday, 26 October 2021 @ 11:30 AM EDT

Receive 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.

Presenting this Session

• Ray Barry, Shred America and Dean of Shred School

Thank You to Our Shred School Sponsor, Vecoplan, LLC

Back to Top

Generating Inbound Web Leads

Tuesday, 26 October 2021 @ 12:30 PM EDT

I bet you know someone pretty well before inviting them into your home. Typically, you know their name, a little bit about their family, where they work, perhaps attended school, and all sorts of other information before the invite is extended. That’s generating an inbound lead! During this presentation, attendee’s will cover CRMs, social media, email, automation, and how to make your website your best performing sales professional. 

Presenting this Session

• Brannon Williams, Art’s Cube

Thank You to Our Shred School Sponsor, Trans Lease Inc.

Back to Top

45 Minute Break

Tuesday, 26 October 2021 @ 1:15 PM EDT

Back to Top

Effectively Handling Web Leads and Call ins to Close More Sales

Tuesday, 26 October 2021 @ 2:00 PM EDT

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).

Presenting this Session

• Ray Barry, Shred America and Dean of Shred School

Thank You to Our Shred School Sponsor, Shred-Tech

Back to Top

How to Make Regulatory Compliance Relevant in the Sales Environment

Tuesday, 26 October 2021 @ 3:00 PM EDT

Increasingly strong data protection regulations have been the important drivers of industry growth over the past decade, but they remain among the most misunderstood, misrepresented, and underutilized areas. As a result, many RIM service providers are missing out on opportunities to capitalize on them. Similarly, Contracts and insurance are most often thought of as necessary evils. Filled with complicated language and legal terms, few would think they are among the best sales tools a service provider can use – provided they know how to talk about them intelligently. There are even legal parameters around placements in a facility and leveraging this knowledge that can make you a value partner on the front line. In this session, attendees will learn how to change the discussion from price to service provider qualifications and ways to help clients achieve compliance. Competition is left in the dust once a customer understands that a real information destruction professional can explain how and why regulatory compliance, due diligence, contracts, and insurance are at the heart of providing real data destruction protection 

Presenting this Session

• Bob Johnson, i-SIGMA

Thank You to Our Shred School Sponsor, ShredMetrics, LLC

Back to Top

Sales Weapons of Influence: How to Set Yourself Apart Throughout the Sales Cycle

Tuesday, 26 October 2021 @ 4:00 PM EDT

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 learn a better way to manage outcomes, expectations, and biggest fears with the prospect in a more professional way. The class will then devise a strategy to proactively mitigate objections by having a strong “Up-front contract” with the prospective client. This session alone should help attendees close more business and SHRED the competition

Presenting this Session

• Ray Barry, Shred America and Dean of Shred School

Thank You to Our Shred School Sponsor, Shredfast, Inc. & ShredSupply, Inc.

Back to Top

Virtual Happy Hour

Tuesday, 26 October 2021 @ 4:45 PM EDT

Grab your drink of choice and join this year’s Shred School attendees for some virtual happy hour fun. Network, mix, and mingle with colleagues in a laid back setting.

Day Two – Wednesday, October 27

Using Email & Direct Mail to Grow Your Business

Wednesday, 27 October 2021 @ 11:30 AM EDT

Have you heard that email or direct mail are dead? Neither is true and there are statistics to prove it. What’s important is learning how to appropriately leverage communications tools today, be it digital or analog, speedy or snail mail, to get in front of clients. Discover best practices for 2021 in email and direct mail and what you can do to better reach and engage perspective and existing clients regarding RIM, ITAD, and secure data destruction services.

Presenting this Session

• Kelly Martinez, i-SIGMA

Thank You to Our Shred School Sponsor, Shred Nations

Back to Top

Unleashing the Backlog of Unnecessarily Stored Records and Electronic Equipment

Wednesday, 27 October 2021 @ 12:30 PM EDT

Over the past 20 years, it is estimated that U.S. organizations have retained millions of tons of business records in warehouses, self-storage facilities, and back offices. Research has also shown that those same organizations have often squirreled away years’ worth of obsolete electronic equipment simply because they don’t know where to turn and because they are unaware of the risks of unnecessarily retaining them. As a result, there is a massive accumulation of records and electronics out there that those organizations should be destroying.  

In this session, i-SIGMA CEO Bob Johnson will explain the reasons these records and electronic devices need to be destroyed, and how to convey that urgency to clients and prospects. Armed with this information, service providers will be better able to unlock this potential tidal wave of pent-up business.  

Presenting this Session

• Bob Johnson, i-SIGMA

Thank You to Our Shred School Sponsor, O’Neil Software, Inc.

Back to Top

How to Compete with Disreputable Competitors

Wednesday, 27 October 2021 @ 1:30 PM EDT

It’s critical to shine in a market where not everyone’s true colors are lovely to behold. This session will give actionable takeaways to allow you to overcome more disreputable competitors in your market, such as the importance of taking the high road, allowing your trade association to help with blatant claims of Certification by non-certified members, and how to sell on value, not on price, plus more.

Presenting this Session

• Steven Innerfield, CSDS, ShredMetrics

Thank You to Our Shred School Sponsor, NetGain SEO

Back to Top

45 Minute Break

Wednesday, 27 October 2021 @ 2:15 PM EDT

Back to Top

Social Distance Selling in a Post COVID-19 World

Wednesday, 27 October 2021 @ 3:00 PM EDT

Clients and Prospects respond to “How” you sell more so than “what” you sell, especially in a Post-COVID business landscape. How we go about the sales process and the tools we utilize just changed in a heartbeat! No more knocking on cold doors expecting to speak to a decision maker. Face to face meetings have all pretty much ended or are extremely rare. What is the best way to reach decision makers now? How do we network effectively now? How do you create a buying atmosphere from a Zoom meeting? We need a new process to capture the sales activity that is still happening in our industry. In this session, you will learn some of these critical strategies.

Presenting this Session

• Ray Barry, Shred America and Dean of Shred School

Thank You to Our Shred School Sponsor, Jake, Connor & Crew

Back to Top

Hiring & Training Drivers to be Revenue Generators

Wednesday, 27 October 2021 @ 4:00 PM EDT

No employees interact with clients as much as route drivers. They are the eyes and hears of the company and yet, for most secure destruction service providers, their potential goes untapped. In this session, attendee will learn how to train drivers to collect the valuable sales and market intelligence, engage with existing clients to increase loyalty, and recognize opportunities to for additional revenue. The session will also explore strategies that allow drivers to pursue new business on their own or give them tools to better coordinate with the sales team.

Presenting this Session

• Tom Schreyer, CSDS, Affordable Shred and Storage

Thank You to Our Shred School Sponsor, Bins4 Shredding

Back to Top

Day Three – Thursday, October 28

Electronic Data Destruction: Identifying Sales Opportunities & The Destruction Options

Thursday, 28 October 2021 @ 11:30 AM EDT

The opportunities to provide secure destruction of electronic media continue to expand. This not only means more profit, but the ability to better serve clients. It also means sustainable growth well into the future. Presented by one of the most respected electronic data protection authorities in the industry, this session will provide the basic information needed to talk to clients about their needs, to identify opportunities to help them, and on how to choose from among the many proven business models.  

Presenting this Session

• Bob Johnson, i-SIGMA

Thank You to Our Shred School Sponsor, CSR Privacy Solutions, Inc.

Back to Top

Ways to Increase Profit Margin

Thursday, 28 October 2021 @ 12:30 PM EDT

Often, business owners are so preoccupied with the daily grind, that they overlook ways to be more productive and more profitable. This session will explore a wide range of operational best practices and unexploited strategies for secure shredding and electronics recyclers to make more money, while at the same time, better serving their clients. 

Presenting this Session

Presenters:

• Bob Johnson, i-SIGMA
• Ray Barry, Shred America and Dean of Shred School

Thank You to Our Shred School Sponsor, Art’s Cube, LLC

Back to Top

Equipped. The Right Tools for the Job

Thursday, 28 October 2021 @ 1:30 PM EDT

You don’t use scissors to accomplish a wire cutter’s job and for good reason. Attendees will discover which tools can maximize impact in yielding the best results for optimal business practices, marketing messaging, and sales growth with retention. This session will take a look at key opportunities that tend to get overlook in the secure data destruction service provider/client relationship and orient service providers on out-of-the-box solutions NAID makes available to fully equip them for the job. Discover how to leverage the power of each tool available in the toolbelt to maximum capacity, including the NAID AAA Certification Program, Downstream Data Coverage, the Customer Employee Training Program, the new global service provider contract, the Information Disposition textbook, the CSDS program, and the Doctors’ Office Marketing Program and walk away fully equipped.

Presenting this Session

• Kelly Martinez, i-SIGMA

Thank You to Our Shred School Sponsor, American Container Equipment & Supplies (ACES)

Back to Top

45 Minute Break

Thursday, 28 October 2021 @ 2:15 PM EDT

Back to Top

Your SWOT Analysis

Thursday, 28 October 2021 @ 3:00 PM EDT

How often has your organization done a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats)? How often do you as a sales professional do a SWOT analysis? Having a sales professional involved in this exercise can be vital to a company’s growth. When the Dean of Shred School, Ray Barry, did his for 2019, COVID-19 was not listed anywhere as a “threat”! I guess we learned our lesson. In this interactive workshop session, we will work on doing your own SWOT Analysis from a sales standpoint to help any person responsible for business development sell more in a competitive market.

Presenting this Session

• Ray Barry, Shred America and Dean of Shred School

Thank You to Our Shred School Sponsor, Alpine Shredders Limited

Back to Top

Creating an Effective Action Plan

Thursday, 28 October 2021 @ 4:00 PM EDT

The knowledge gained and the tools provided in Shred School give an excellent foundation, but true success can only be realized by becoming a student of the industry. This session will discuss how attendees can level up their professional game. Class participants will then work on putting what they have learned during Shred School into a workable and manageable action plan. Each participant will leave with a direction and a PLAN to put into place to achieve optimal results over the coming weeks, months, and year.

Presenting this Session

• Ray Barry, Shred America and Dean of Shred School

Thank You to Our Shred School Sponsor, Allegheny Shredders

Back to Top