2019 Curriculum


8:00 – 9:00 a - Welcome to Shred School

Presented by Ray Barry, Shred America, Managing Partner and Dean of Shred School

9:00 – 10:00 a - The Top 10 Mistakes Information Destruction Companies Make

Presented by Ray Barry, Shred America, Managing Partner and Dean of Shred School

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.

10:00 – 11:00 a - How Smart Shredding Companies Beat Competitors Online

Presented by Daryl Woytowicz, NetGain SEO or Drew Dekker, 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.

11:00 - 12:00 p - Handling Call-ins & Web Leads Effectively to Close More Sales!

Presented by Ray Barry, Shred America, Managing Partner and Dean of Shred School

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).

12:00 – 1:20 p - Lunch

Enjoy a midday meal break. We recommend continued networking over lunch with industry experts and colleagues.

1:30 – 2:30 p - Messaging that Matters

Presented by Kelly Martínez, i-SIGMA

It’s not what you say but how you say it… well, actually it’s both. Secure data destruction is important business. So, how does a service provider get potential clients to really listen? i-SIGMA Director of Marketing & Communications Kelly Martínez has been strategically and tactically messaging through various mediums for more than 15 years. At this year’s Shred School, Martínez helps attendees distill the talking points that will resonate and then teaches how to effectively get that message across to lead to better conversions.

2:30 – 3:30 p - Top 5 Qualities of Shred Superstars

Presented by Emil Brignola III, American Container Equipment and Supplies (ACES)

The qualities of a winning shred company draw many similarities to Fortune 500 Companies. 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

3:30 – 4:15 p - Business Development Strategies to Grow Your Business

Presented by Ray Barry, Shred America, Managing Partner and Dean of Shred School

Unfortunately, some information destruction companies do not have an actual plan in place to grow their business. They do not have a sales system in place that can be replicated to shorten the sales cycle and reduce ramp-up time. In 2019, the “winging-it” approach will not separate you from the crowd of “shred-a-likes”. In this session, participants will take away proven strategies to help develop their own sales system/process to produce quicker results and predictable revenue.


8:50 a - Welcome to Shred School Day Two

Presented by Ray Barry, Shred America, Managing Partner and Dean of Shred School

9:00 – 10:00 a - What are Your Top Objections? How Dealing with Them Up-Front will Result in More Business NOW!

Presented by Ray Barry, Shred America, Managing Partner and Dean of Shred School

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 – 11:00 a - Electronic Media Sanitization: Endpoint Security for the ‘Other’ End

Presented by Michael Harstrick, CSDS, Garner Products, Inc.

This session explores the electronic side of secure data destruction starting with what electronic storage media are, how they work, and where they are.  Then, looking at the risk of data breaches, dive into the sanitization methods available today and the risks and benefits of each. In the light of existing regulatory requirements like HIPAA, FACTA, et. al. we will also look at what guidelines are available for secure sanitization and how these practices may be affected by global trade and recycling issues. Attendees will walk away with a better understanding of available options and how each might benefit their business.

11:00 – 12:00 p - Evolving for Profits and Survival: Growing from a Shredder into a Data Security Company

Presented by Amy Callaway, CSR Privacy Solutions or Daniel Federgreen, CSR Privacy Solutions or Steve Green, CSR Privacy Solutions

Is a Shred-only business model sustainable or will companies that only offer shredding services die off? What if a shredding company could market itself as a data security company? By addressing and providing solutions to data privacy and security concerns, CSR shows you how to leverage this widespread epidemic to position your RIM/Shred company as an industry leader.

12:00 – 1:20 p - Lunch

Enjoy a midday meal break. We recommend continued networking over lunch with industry experts and colleagues.

1:30 – 2:30 p - Equipped. The Right Tools for the Job

Presented by Kelly Martínez, i-SIGMA

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 overlooked 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.

2:30 – 3:30 p - Social Media: Is It Worth It?

Presented by Kelly Martínez, i-SIGMA

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…. i-SIGMA 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.

3:30 – 4:20 p - Creating Your Own Action Plan

Presented by Ray Barry, Shred America, Managing Partner and Dean of Shred School

In this interactive session, class participants will work on putting what they learned in Shred School into a workable and manageable action plan. Each participant will leave with a direction and a PLAN to put into place when they get back to achieve optimal results.

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

2019 Sponsors