By Tom Fulmer, Vice President of Business Development, National Drug Screening
In the highly competitive drug testing industry, credibility isn’t just a buzzword. It is essential for sustained business success. Employers, safety professionals, and policymakers seek reliable, knowledgeable industry professionals who can deliver accurate testing and drug-free workplace services while ensuring compliance with ever-changing regulations. In today’s world of sound bites, short attention spans, and constant interruptions, how can a service provider stand out from the crowd?
The answer lies in credibility, visibility, and strategic storytelling – in other words, effective marketing. “I cannot afford this or do not know how to do this” is something I hear often and is a valid concern, but you now have access to a powerful tool, artificial intelligence (AI), to assist you in these efforts.
The power of credibility in sales success
Credibility is the bridge between visibility and trust. When an employer selects a service provider, they are not merely purchasing a service; they are choosing a partner who they feel will help them maintain a safe, compliant, and productive workplace. They also look for a partner who will take away their frustration and simplify the process. In this context, trust is everything.
Public recognition and demonstrated expertise play a crucial role in influencing client decisions and building trust. Employers want to see that a provider not only is knowledgeable, but also respected in the field. This is where strategic publicity becomes a business booster.
Leveraging publicity to build authority
Publicity isn’t about getting your name in the news. It is about crafting a compelling brand story that positions you as an industry leader and gets you featured POSITIVELY. There are several effective ways to achieve this:
- Writing expert articles & blogs: Contributing to industry publications, such as NDASA’s The Voice, can establish your authority and highlight your expertise.
- Media engagement & community involvement: Partnering with local media outlets, hosting educational events, and engaging in community initiatives create visibility and trust.
- Professional & social media presence: Actively sharing insights on LinkedIn, industry forums, and organization blogs can reinforce your reputation as a go-to expert. This can lead to media publicity as well.
- Storytelling for brand positioning: Framing your company’s mission and success stories in a compelling way makes your services more relatable and memorable.
At this point, you may be asking where does AI fit into this equation?
How AI can supercharge your publicity and sales efforts
Artificial intelligence is no longer reserved for tech giants and coders because there are hundreds of AI tools available for free or for a small fee. AI-driven tools can help service providers craft persuasive content, optimize communication strategies, define the ideal client, and enhance sales processes.
Here’s how:
- Content creation & optimization: AI-powered writing assistants (such as ChatGPT, Gemini, and many others) can help generate engaging articles, blogs, and social media posts aligning with industry trends and employer concerns.
- Media monitoring & analytics: AI tools can track mentions of your brand, assess public sentiment, and identify media opportunities to elevate your visibility.
- Personalized client outreach: AI-driven customer relationship management (CRM) tools can analyze employer needs, tailor communication, and enhance engagement strategies.
- Enhanced presentation & training: AI-powered data visualization and interactive tools can make client presentations and training sessions more compelling and informative.
By integrating AI-driven strategies into marketing, communication, and sales efforts, service providers can scale their credibility-building initiatives successfully while streamlining their outreach.
“AI tools are exactly that – tools; meaning that you must learn how best to utilize them and then determine which tool to use for which job. They should not be used to do the work for you, but to help you do a better job.” – Tom Fulmer
From publicity to profit: Turning recognition into sales
Recognition is valuable, but the ultimate goal is converting credibility into sales. To achieve this, service providers must integrate their publicity achievements into their sales approach and marketing messaging.
1. Use publicity as a sales tool: References – for example, “as featured in NDASA’s The Voice,” or “Published in [Industry Journal]” – lend instant credibility during sales discussions and can have a positive impact in marketing messages. It is important to note there are many free and paid opportunities for publicity and recognition. AI can both help you locate these opportunities and craft messaging to take advantage of them.
2. Develop a referral network through thought leadership: Engaging in industry conversations and participating in professional associations can drive high-quality referrals. Using AI, you can identify business groups, organizations, and events where you can highlight your knowledge and expertise.
3. Position yourself as a problem-solver: Rather than focusing solely on selling services, use your expertise to educate clients and provide solutions to their compliance and safety challenges. To do this, you must know those challenges. AI can provide significant insights into industries and even specific target markets.
4. Leverage awards, certifications & media mentions: Highlighting industry recognition, certifications, and media builds trust and can reassure potential clients of your expertise. AI is a powerful tool when connecting with media and when generating ideas to better spotlight credentials and recognition.
Strategic storytelling: The art of story-selling in the drug testing industry
In a crowded marketplace, information alone rarely drives purchasing decisions. Employers and decision-makers don’t just buy services. They buy solutions to their problems. This is where strategic storytelling, or “story-selling,” becomes a powerful tool for service providers looking to stand out, build credibility, and drive sales.
Why story-selling works
Neuroscience research shows stories engage the brain far more effectively than raw data. When we hear a compelling story, our brains release oxytocin, the “trust hormone,” making us more likely to connect with and remember the message. In the drug testing industry, storytelling transforms abstract services into relatable, real-world solutions, making it easier for employers to see the value in your expertise. AI can help with crafting a compelling brand narrative for both marketing and sales conversations.
For example, instead of saying, “We provide DOT-compliant drug testing,” tell a story:
“A manufacturing company struggled with xx. After partnering with us, they implemented an xx program that reduced/increased xx by 30% in six months. Now, their HR team has peace of mind, xx runs smoothly, and workplace accidents have dropped significantly.”
Final thoughts
In our increasingly competitive landscape, visibility and credibility are essential for success in the drug testing industry. By using publicity strategically, AI-driven tools, and storytelling, providers can elevate their authority, build trust, and convert recognition into tangible business growth. Employers are looking for more than just a vendor – they want a knowledgeable, reliable partner who understands their compliance challenges, logistical issues, and workplace safety concerns. Through expert positioning, effective use of AI tools, and a compelling brand narrative, drug testing industry professionals can move from being invisible to influential, thus gaining credibility and driving more sales.
Tom Fulmer is the Vice President of Business Development at National Drug Screening, a leading provider of drug testing services, compliance solutions, and industry training. With decades of experience in business development, training, and sales strategy, Tom has helped drug testing and service providers refine their marketing, streamline operations, and enhance their credibility to win more business. A recognized speaker at industry conferences, board member of key industry organizations, and award-winning trainer, he brings a unique blend of expertise in sales, compliance, and AI-driven marketing strategies. Tom’s passion for helping businesses grow through strategic positioning and innovation makes him a trusted resource for professionals looking to elevate their brand and expand their reach in the competitive drug testing industry.