Shred School Curriculum & Agenda

Shred School® is the premier sales training program for secure data destruction professionals, hosted by the National Association for Information Destruction® (NAID®). This year’s virtual boot camp format meets daily, each afternoon for two weeks straight. During this time, attendees will dive into the secure destruction industry including actionable steps to improve business, sales best practices, marketing insights, data protection legislation, NAID program opportunities, and much more.

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


An Introduction to Selling Information Destruction

Monday, 19 October 2020 @ 11:00 AM EDT

This session gives those new to the industry the baseline they need. Attendees will be presented with:

  • The history of the Information destruction industry
  • Important industry knowledge worth knowing
  • How to identify prospective clients
  • How to identify key players

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What You Need to Get Started and When

Monday, October 19 2020 @ 12:00 PM EDT

It seems like there are a lot of tools available and it might be difficult to know where to start. This session will go over the various hardware you will want to be aware of for your clients and consider as staples for your information disposition business, including:

  • The differences between a plant-based vs. mobile operation
  • Various types of equipment (e.g. collection containers, conveyors, balers, and more)
  • When is the right time to invest the various opportunities
  • How to get connected with a recycler and what to know about your recycling mix

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Main Event – Shred School 2020

Day One – Monday, October 19

Welcome to Shred School 2020

Monday, 19 October 2020 @ 2:00 PM EDT

Join us for the kickoff to 2020’s special edition of Shred School! This session will be full of introductions and give an overview of what you can expect for the next two weeks. We’ll discuss how to get the most out of what you learn during this two-week boot camp and also dive into current industry trends for 2020-2021 and what you need to know to stay ahead. Welcome to Shred School 2020! This is the beginning of amazing new opportunities!

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Top 10 Mistakes Information Destruction Companies Make

Monday, 19 October 2020 @ 3:00 PM 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.

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  • Ray BarryShred America and Dean of Shred School

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Day Two – Tuesday, October 20

How Smart Companies Beat Competitors Online

Tuesday, 20 October 2020 @ 2:00 PM EDT

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.

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Effectively Handling Web Leads and Call ins to Close More Sales

Tuesday, 20 October 2020 @ 3:00 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).

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  • Ray Barry, Shred America and Dean of Shred School

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Day Three – Wednesday, October 21

Managing Outcomes & Expectations With Prospective Clients

Wednesday, 21 October 2020 @ 2:00 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

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  • Ray BarryShred America and Dean of Shred School

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Why Regulatory Compliance & Due Diligence are at the Heart of Sales & Profit

Wednesday, 21 October 2020 @ 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 and misrepresented areas. As a result, many secure destruction 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. 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 secure destruction professional can explain how and why regulatory compliance, due diligence, contracts, and insurance are at the heart of providing real data destruction protection.

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Day Four – Thursday, October 22

Social Distance Selling in a Post COVID-19 World

Thursday, 22 October 2020 @ 2:00 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.

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  • Ray Barry, Shred America and Dean of Shred School

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Messaging That Matters

Thursday, 22 October 2020 @ 3:00 PM EDT

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 nearly two decades. 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.

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Week Two

Day Five – Monday, October 26

Electronic Data Destruction: Identifying Sales Opportunities & The Destruction Options

Monday, 26 October 2020 @ 2:00 PM 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.

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Special Presentation – Unleashing the Backlog of Unnecessarily Stored Records

Monday, 26 October 2020 @ 3:00 PM EDT

When the U.S. economy was humming along, it is estimated that it consumed 7 to 9 million of tons of business communications paper per year. We all know that number has been impacted by the shutdown, and most realize the trend is it will continue to decrease slowly over the coming decade. There are as many as 10 times that amount of records stored in warehouses, self-storage, and back offices, and that most of this multi-year supply of records will need destruction in the next few years. This means there is a potential boon waiting for service providers able to show customers how unnecessarily stored records (and IT equipment) constitute a serious liability. In this session, one of the most highly regarded information management legal authorities will make the case and provide the information service providers need to unlock this potential tidal wave of profits.

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Day Six – Tuesday, October 27

What Would Scott Do?

Tuesday, 27 October 2020 @ 2:00 PM EDT

Before his untimely passing late last year, Scott Fasken, CSDS stood as the embodiment of success through personal relationships and networking. Using a few basic principles, Scott built a thriving 6-truck mobile operation in a sparsely populated expanse of western Colorado. More importantly, he made connections with family, colleagues and clients which formed the foundation of a full and rewarding life. In this session, a panel of those who knew Scott well, will distill the lessons that anyone can translate into success and fulfillment.

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  • Ray Barry, Shred America and Dean of Shred School

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Routing Effectively for Profitability

Tuesday, 27 October 2020 @ 3:00 PM EDT

Former secure destruction service providers and now owners of a firm specializing in optimized routing, tracking and management software will explain in this educational session 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.

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Day Seven – Wednesday, October 28

Your SWOT Analysis

Wednesday, 28 October 2020 @ 2:00 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

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  • Ray BarryShred America and Dean of Shred School

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How to Grow and Profit by Becoming a Compliance Partner

Wednesday, 28 October 2020 @ 3:00 PM EDT

To put it bluntly, as long as a business operates like a commodity, it will be subject to the low margins and fickle customer loyalty that go along with it. The worst part – or maybe the best part – is that there is no reason for it. It doesn’t require money, nor that the service provider be a national brand name. The current regulatory environment is providing innumerable ways for data destruction and RIM service providers to meaningfully differentiate themselves. In this session, service providers and industry veterans who have succeeded in separating themselves from the pack will discuss what it takes.

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Day Eight – Thursday, October 29

Special Presentation – Improved Sales Through Effective Negotiations

Thursday, 29 October 2020 @ 2:00 PM EDT

Most people already realize sales is a negotiation. That’s the good news. Unfortunately, studies have also shown most people think they’re good at negotiators. That’s the bad news. They are not. According to the noted negotiations consultant Michael Klug, good negotiating often runs counter to our intuition: people tend to shoot themselves in the foot without even knowing it. In this session, Mr. Klug will share what science and practice have shown to be the most effective elements of negotiations, with a focus on sales and customer interactions. It just so happens that the lessons learned in this session can apply to so much more.

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  • Michael Klug AM. LL.B, FAICD, International Negotiation & ADR Specialist

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Creating an Effective Action Plan

Thursday, 29 October 2020 @ 3:00 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

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  • Ray BarryShred America and Dean of Shred School

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