THE PROFESSIONAL’S MOST TRUSTED RAG Vol. 1, No. 1
Winter 2016
Spilling the dirt: The worst stains they’ve ever seen... Not your mama’s detail shop... What’s the deal with steam? Tricks of the trade from the IDA president and More!!!
Chemical Dispensing Carts
8-Tank System
6-Tank System
4-Tank System
(with optional Soil Extractor)
For Full-Service & Express Detailing The CHEMTROL Portable Chemical Dispensing Cart is the perfect chemical management system for both the professional auto detailer, carwash operator looking to eliminate the expense, distraction, waste, and disorder of chemicals in plastic squeeze and spray bottles.
Optional Spray Gun Wax Applicator Any one of the CHEMTROL Carts can be equipped with a Spray Gun Wax Applicator to spray wax, tire dressing, waterless wash or windshield water repellent on quickly and efďŹ ciently. Price for this option is an additional $349.00.
Several Models Available in a choice of three different sizes, the CHEMTROL can be used by carwash operators at the exit of the carwash for glass cleaner, dressing, water repellent (RAINEX), or other off-line chemicals. It is perfect for an Express Detailing operation (see 4-tank model w/optional extractor); and the 8-tank system can meet all the needs of a Full Service Detailing operation. Easy to Use Each stainless steel tank has a 5-gallon capacity, its own 20’ coiled chemical line, and an adjustable tip applicator gun. Fill the tank, replace the lid, pressurize with air, and the CHEMTROL is ready to use. The Perfect Answer for Chemical Management If you have been looking for the perfect answer to better chemical management, and a way to provide better and faster services to your customers...the CHEMTROL is the answer.
Toll Free: 1.800.284.0123 Tel: 503.251.2955 Fax: 503.251.5975 detailplus@detailplus.com detailplus.com P.O. Box 20755 Portland, Oregon 97294
Contents
Letter from the Editor
Letter from the Editor . . . . . . . . . . . . . . . . . . 3 Publisher’s Note . . . . . . . . . . . . . . . . . . . . . . . 4 Yikes ! Yelp! . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 What you can do about those nasty online Yelp reviews The Power of Steam . . . . . . . . . . . . . . . . . . . . 8 When, where, how and why steam should be used at your detail shop. Hall of Stains . . . . . . . . . . . . . . . . . . . . . . . . . 13 The Nitty Gritty . . . . . . . . . . . . . . . . . . . . . . . 14 Getting to know IDA President Rob Schruefer The Rights and Wrongs of Towel Care . . . 18 How to properly take care of and get the most out of your detailing towels. Industry Dirt . . . . . . . . . . . . . . . . . . . . . . . . . 20 Business Snapshot . . . . . . . . . . . . . . . . . . . . 24 The Detail Doctor . . . . . . . . . . . . . . . . . . . . . 28 The State of the Detailing Industry – 2016 SEMA 2015 . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
THE PROFESSIONAL’S MOST TRUSTED RAG
Vol. 1, No. 1
Winter 2016
Publisher: Jackson Vahaly Editor: Debra Gorgos Design: Bret D. Haines Auto Detailing News is published 4 times per year and is independently owned by Jackson Vahaly. Web address is www.autodetailingnews.com All inquiries should be directed to: Auto Detailing News 110 Childs Ln. Franklin, TN 37067 jacksonv@autodetailingnews.com Copyright © 2016 2 Dollar Enterprises/Auto Detailing News All Rights Reserved.
One More Thing . . .
G
reetings, everyone. I want to start out my column (yes, Columbo, I’m borrowing your line) by stating that I am so excited and honored to be a part of this publication. Some of you may remember me from my days at Professional Carwashing & Detailing magazine. Since then, I have had a daughter, Emma Rose, born on March 29, 2015, and have been wrangling my energetic 3-year-old son, Nathan. After Emma Rose was born I vowed I would never leave her side. I enjoyed being a stayat-home-mom and would never work again. There was nothing, no job, no amount of money, no task that would take me away from my children. Don’t even try and tempt me, I yawped, you won’t succeed! Then, out of the blue, I got an email from Jackson Vahaly, the publisher of the hugely successful Self Serve Car Wash News publication. “I am looking to start up a publication dedicated to detailers,” he wrote. “Give me a call.” Remembering my vow, that no job offer would take me away from my children, I gave him a call, just to hear him out, but was convinced nothing would sway me. “I think the detailing industry needs a fun, yet informative publication,” he said. “A publication based on the readers’ needs. We will strive for it to be creative and without any hidden agendas.” And, like that, I knew this was work I would be proud to do and I called up the in-laws to help with babysitting, and I was “IN.” There is something I have liked and admired about the detailers I had interviewed during throughout my almost 10-year tenure in the carwashing and detailing industry. There is a passion there. An integrity. A no-fluff type of energy that is commendable. To do what a detailer does all day, whether in the back office or while working on a vehicle, takes a steadfast dedication. The work is tiring, it can be disgusting and customers can be difficult, but you all carry on and I admire that. Physically and emotionally, I know I could not do what you do, but, BUT, I can tell your stories. I can write about how you get up when the dawn is breaking. I can write about how you have to clean up blood and guts and not walk away. I can write about how your backs and arms are hurting. And, I can write about how you love what you do. How you laugh at some of your customers’ messes. How you couldn’t imagine doing anything else. My modus operandi is to tell each of your stories and to make sure each article has as much integrity as the work you do every day.
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Qualifications, ma’am While qualifications are in the eye of the beholder, I can say that I have been writing articles for 30+ years. I think I was around the age of nine when some neighborhood friends and I decided to start our very own publication, aptly titled, Neighborhood News. I was passionate about this newspaper. Our first issue contained a review of the local miniature golf course, knock-knock jokes, and a recipe for a DIY McDonald’s milkshake. It was published on 8½ x 11 sheets of paper, held together by a staple in the upper-left corner. It had zero ads, but we weren’t doing it to make money, we were doing it for the people! And, alas, it lasted one issue. But, my passion for journalism never wavered. About nine years later, I went on to college where I became editor-in-chief of my college paper. I graduated with a degree in journalism and got a job as head editor of a neighborhood newspaper based in the city of Schenectady. I soon found my way to being an editor for Water Technology Magazine and was promoted to editor of Professional Carwashing & Detailing. And, now, I am proudly dedicating my time to this publication.
Detailers, can you hear me? And now, is the part where I turn to all of you and ask you for your input, ideas and requests. Is there an article you would like to see? Is there a story you want to tell? Is there an event you want to promote? Got a letter to the editor you want to share? Well, I am all ears. Feel free to write me at debrag@autodetailingnews.com. Each issue— which will publish in the Winter, Spring, Summer and Fall—will feature a profiled detailing business, an interview with a key player in the industry, some how-to articles, a column from industry veteran Bud Abraham, and a worst stain horror story. I love the latter as it allows detailers to vent about the real horrible messes. If you have something to share, please send it my way. I will also be actively posting and lurking on AutoCareForum.com under the name “Debra Gorgos” so feel free to contact me there. I sincerely hope you all enjoy our premiere issue and will stick around and enjoy this exciting, new venture. Onward and upward.
Publisher’s Note Don’t worry, I won’t be writing for Auto Detailing News very often. I figure you guys might want to hear from the publisher in the first issue. About me: I’ve been in the publishing business my whole life, and am lucky enough to now be an independent publisher and out of “corporate media.” I’ve got a wife and 2 teenage kids, a dog — pretty standard stuff. I also publish Self Serve Carwash News and AutoCareForum.com (which is mostly used by carwash operators, but does have a detailing section). I kept hearing that the professional detailing industry needed its own publication, so I did some research, hired Debra, started sending emails and making calls. Then I went to SEMA in November. I don’t know what to say about that. I felt like I was at Woodstock or something. Even the show’s smart phone app was incredible. I must say I liked it better than the ICA (International Carwash Assoc.) shows I’ve attended. The exhibitors were happy with the traffic, and the attendees didn’t seem stressed — very easy-going. There were car enthusiasts everywhere. Some people are lucky enough to make a living at what might otherwise be their hobby. I’m not a big Vegas fan, but I definitely want to go back next year. Anyway, we hope you find Auto Detailing News interesting, informative and entertaining. My job is to stay out of Debra’s way and keep the bills paid. Our credo is no formula or fluff. A big thank you to everyone who helped with this endeavor, and please give special consideration to our advertisers who make this possible. Sincerely, Jackson Vahaly Publisher
All the best, Debra Gorgos
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What you can do about those nasty online reviews By Debra Gorgos
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t is okay to hate Yelp. It really is. The online review website can be a thorn in a business owner’s side. Some believe it is laced with faulty reviews, penned by people seeking revenge for one reason or another. Popular theories are that a customer was having a bad day and the business was the target of their ire. Or, in a worst case scenario, a reviewer works for the competition, and a bad review is a pawn in a nasty chess game of rivalry. What’s not to hate? What’s to trust? And, while all of those aforementioned scenarios might sometimes occur—although Yelp, as this article will point out, claims to work tirelessly to abolish any faulty or iniquitous reviews— there is a way to turn the tables and use those negative reviews to your advantage.
The publicity circus Years and years ago, someone once said, “There is no such thing as bad publicity.” Some attribute the idiom to the infamous circus monger and mastermind P.T. Barnum, of the Barnum & Bailey Circus. And there might be some credence to this notion. Let’s not forget, Barnum helped to create a show credited and publicized as, “The greatest show on earth.” And of course, getting the word out about any business venture is vital to survival and success. But, years and years ago, when the “bad publicity” phrase was coined, the Internet was probably not a factor in anyone’s marketing campaign. Casting its web onto the world, the Internet, and online review sites, have given the art of publicity a
whole new playing field, and the good and bad reviews stick to the stratosphere’s bulletin board for the public to read and believe indefinitely. According to Darnell Holloway, Yelp’s director of business outreach, there are millions of businesses listed, 83 million reviews have been submitted since its inception in 2004 and over 150 million visitors use the website per month. So, this begs the question: Is your business listed? If it is, are there any reviews? Whether your answers is yes or no, now is the time to take charge of your online reputation as one of those 150 million visitors might be looking for an auto detailer right now.
First things first If you haven’t done so already, one of the first things you need to Vol. 1, No. 1 • Winter 2016
do is see if your business is listed on any of the online review sites (see sidebar). As for Yelp, if it isn’t listed, you might want to consider listing it yourself. It is a way to advertise your business and also, you can do the following to enhance your status. Holloway also suggests the following steps: 1. Complete your entire profile: Tell your unique story and explain what detailing services your business offers. Update the business hours, your business phone number, and add a link to your website, too, or your Facebook page if you do not have a website. 2. Add photos: Here’s an insider tip: Businesses who have one to five reviews and 10 photos get 200 percent more user |
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views than businesses with the same number of reviews and no photos. Being an auto detailer, you can use the free tools on Yelp to attract more customers and track your traffic, according to Holloway. To do this, download the Business Owners Mobile app to your iPhone or Android and also visit biz.Yelp.com and follow the steps on how to optimize your business page.
Bad review remedies About 79 percent of Yelp reviews are three stars or higher, according to Holloway, “but every business out there will likely receive negative feedback at some point because it’s impossible to please 100 percent of the people you deal with 100 percent of the time.” But, with that being said, Holloway suggests the following best practices for reputation management when you see a bad review: • R e s p o n d d i p l o m a t i c a l l y : Use the free review response tools at biz.Yelp.com and join the conversation being held about your business. You can respond privately or publicly, but even if you respond privately, remember to always take the high road because any comments you make can be made public with the click of a button. If you feel like a review goes against the terms of ser vice, Holloway says you also have the option of
The business should still find a way to address any negative reviews since it will only benefit them in the long run and prevent any other negative reviews. flagging it for evaluation by the user support team. • Implement feedback: Online reviews can help savvy business owners figure out what they’re doing well, and what they can improve on. Holloway says they have met with several business owners who go over Yelp reviews with their employees during staff meetings, and implement constructive feedback accordingly. It is also important to have a thick skin if you come across any kind of criticism and look at it as an opportunity to grow. “When a business owner sees a negative review, they need to set their emotions aside and root the source of the problem,” says Brandon Suyeoka, an advertising and marketing professional with nearly 20 years of branding experience. “Then, address the
The best way to get good reviews Most highly rated businesses place an emphasis on making sure their customers feel great after they walk out the door, says Holloway. “We found that if someone mentions ‘good customer service’ in a Yelp review, that review is five times more likely to be a five-star review than a one star.”
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negative review directly. I’ve often found that when the business reaches out to the reviewer to work with them to solve the problem, it benefits both the consumer and the business. Not only do they solve the problem together, the consumer in turn may update their review or tell their friends about their experience through their social channels.” Suyeoka warns that there is a chance the consumer won’t be cooperative, “but the business should still find a way to address any negative reviews since it will only benefit them in the long run and prevent any other negative reviews that may be calling out the same type of problem or problems.” On the flipside, while good reviews alone can be great, there is a way to use the praise advantageously, too, according to Holloway. “If you have happy customers leaving you reviews, be sure to send them a short ‘thank you’ note. You can do this with the private messaging tool via the Yelp For Business Owners mobile app or at biz.Yelp.com.”
How consumers view Yelp Some may be wondering why so many people use and trust strangers for recommendations.
Don’t people ask their friends and family members for suggestions anymore? Well, Suyeoka, who has run focus groups on this exact subject found that consumers tend to do both. “Not only do they check with their friends and get wordof-mouth recommendations, they also check with Yelp. The most common answer we heard was that shoppers just wanted to get as much feedback as they can before making the purchase. More so as the prices increase for the product or services involved.” One user, Elyssa Morrison, a married mom of one with one on the way who lives outside of Trenton, New Jersey, says she uses the site for just about everything. “I love it — use it all the time . . . even to find stuff a little further than my normal neighborhood joints — and not just for restaurants. I have used it to find nail salons, drugstores, car washes, even supermarkets,” she says. Morrison also says she looks at the balance of reviews, especially when people say ‘the food was good, but the service wasn’t,’ or, ‘I’ve been here before and it was great, but this time it was terrible.’ I ignore those for the most part and try it out. Multiple negative reviews though will deter me, or at least have me look at other options in the area.” Natasha Buconjic Wallace who lives outside Santa Barbara, California, with her two daughters says she uses Yelp because she relocates a lot. “I think it’s a great place to start finding your way,” she says. “I have found that the stronger the network of users are that reviews are much more accurate. The last place I lived didn’t have a lot of ‘yelpers’ so I found it not very helpful. My new town has a ton of ‘yelpers’ and four months into living here it’s been right on the money.”
Yelp and the bogus theorists There is a whole other group
of people out there that seems to think Yelp is a bunch of hogwash, laden with fraudulent reviews. But, Suyeoka thinks, for the most part, that the savvy shoppers, such as Morrison and Wallace, know how to peruse the website judiciously. “. . . the smart shopper will normally review more than one source of review and more than one reviewer. I feel that the smarter shopper can also distinguish the reviews that are legitimate and the reviews that are meant to be spiteful.” Holloway also says there are things going on behind the scenes to make sure Yelp is devoid of any kind of rubbish reviews. “Millions of people use Yelp every day because we go to great lengths to make sure that the reviews on our site are useful and reliable for consumers. Yelp’s automated recommendation software takes the guesswork out of online reviews by going through the 83
million reviews that have been submitted to the site to select the most useful and reliable ones.” In fact, Holloway adds that the site recommends only two out of three reviews that are submitted to the site. (Recommended reviews are the ones that appear in the front and center of the business’s Yelp page.) More often than not, he says, these reviews come from active members of the Yelp community, and from those we’ve come to know and trust. Some also claim that a business can pay to have bad reviews removed, or another theory is that Yelp gives business that advertise on the site a good “edit.” However, Holloway says the business adamantly denies such theories and reminds business owners to report any reviews that seem contradictory or questionable and flag those reviews for evaluation. And, ultimately, it seems
Online Community for the Carwash & Detailing Industry Since ’96
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as if even a bad review cannot truly hurt a business. A positive response will make a business owner look professional, accountable and friendly, and any kind of feedback, good and bad, can be used strategically. “Let’s not forget why review sites are around,” says Suyeoka. “If the business provides
a service or product that doesn’t meet the expectations of the customer, than the reality is the business is hurting themselves by not meeting this expectation.” On the flip side, adds Suyeoka, if the business meets or exceeds this expectation, they will see the benefits of the review sites.
The other online review sites A few other websites to check and monitor are: • Angie’s List • Google My Business • Twitter • Facebook • Foursquare As for Twitter, even if your business does not have an account, you can still search for your business’s name to see what others are saying. Same thing with Facebook.
Wishing Auto Detailing News Success and Best Wishes from www.FinishKare.com & www.AllBriteUSA.com
DETAILER’S
ROUNDTABLE Vol. 1, No. 1 • Winter 2016
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Elbow Grease
The Power of
When, where, how and why steam should be used at your detail shop.* By Prentice St. Clair
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ncreasingly, professional to loosen dirt and grime so that detailers from around the it can be wiped or rinsed away. country are realizing the Agitation is a fancy word for scrubtime-saving benefits of dry bing, which also helps to loosen vapor steam. The cleaning power dirt and grime. of super-hot, low-moisture steam Many chemicals perform their cannot be denied, and the steam job better if given time to sit on generating machine has become the surface, allowing the chemical one of the pieces of equipment to penetrate farther into the layer that is standard in a professional of dirt and grime. In fact, the detailing operation. directions on most alkaline-based chemical cleaners — like your Cleaning 101 favorite all-purpose cleaner — The Law of Mass Cleaning indi- suggest allowing the chemical to cates that there are four elements “dwell” on the surface for a minute that can help us to clean a surface: or two before wiping off. Finally, heat can soften or melt ✓ Chemicals dirt and grime, making it easier ✓ Agitation to wipe away. The best example of ✓ Time, and this is when cleaning greasy pans ✓ Heat. in the kitchen. Using hot water makes the job easier and reduces We are all familiar with the the amount of needed dish deterbenefit of chemicals, which help gent (chemical). It is possible to
clean a greasy pan with cold water, but it will likely require several repeated steps of applying a lot more dish detergent to reach the same level of cleanliness. The per fect example of combining these elements is demonstrated in the best practices of carpet cleaning. First, we pre-spray the carpeting with our favorite carpet cleaning chemical. We allow that cleaner a few moments of dwell time before or during agitation with a carpet brush or powered scrubbing device. Finally the carpet is rinsed using an extractor that uses heated water to wash away the loosened soil and chemical. Remove any of these elements, and the job of cleaning carpets effectively and efficiency becomes a lot more difficult. Imagine trying to clean carpets with just a scrub
brush and hot water extractor, or with just the chemical and extractor and no scrubbing. Each of these situations would greatly increase the time it takes to get the job done and it is also likely that the carpets will not be as clean as they would be if all four elements of mass cleaning are used.
Bring on the Steam One characteristic of the Law of Mass Cleaning is that, in general, as you increase any one of the elements, the needed strength of the other elements decreases. This is perfectly demonstrated with the greasy pan example above — the hotter the water, the less dish detergent is needed. Another example is the “touchfree” in-bay automatic car wash. The benefit promoted to the car wash consumer is that this type
*This information first appeared in the January, 2016 issue of Auto Laundry News.
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up the poured in water and also keeps it under pressure. This allows the temperature to rise to the point that the water turns to steam when released through a nozzle. Units come with a variety of nozzles and attachments to direct the steam for different applications.
Steam vs. Extraction When speaking about steam in front of professional detailers, I find that there is a common misconception about true steam generation when it comes to hot water extractors. Many detailers believe and also advertise that they “steam-clean carpets” with their hot water extraction unit. A good quality hot water extractor will bring the temperature of the water to nearly boiling, somewhere between 180 and 220 degrees Fahrenheit. But the truth is that this water is still only that— hot water. It is NOT steam. Yes, some steam may rise off of the hot water as you spray it into the air, of car wash does not scratch the but 99% of the moisture coming car because there is no agitation. out of your extractor nozzle is Instead, the technology relies in the form of liquid water, NOT on the use of powerful chemi- gaseous steam. An analogy that helps to undercals (and high-pressure rinse) stand the difference between hot to loosen the dirt and grime on the vehicle. Stronger chemicals water and steam is to think about reduce the need for the agitation a tea kettle of water that is boiling on the stove. The steam coming component. A steam generating machine out of the kettle spout is similar to produces a jet of vaporized water the water vapor that comes out of that is well over 300 degrees a dry vapor steam machine. The Fahrenheit. Thus, this machine hot water that is boiling inside the brings to bear all the benefits kettle is similar to the hot water of the heat component of mass that comes out of a hot water cleaning. The vapor emitting extractor. This should make it clear that from a high-quality steamer has to say that steam and hot water are a very low moisture content, but the super-heated water molecules the same is about as ridiculous as tend to loosen dirt much faster trying to make a cup of hot chocothan hot water. Because of the low late with the steam coming out of moisture content, the technology the kettle spout instead of the hot is often referred to as “dry-vapor water inside the kettle! This is not to say that one is steam”—compared to hot water, better than the other. Hot water it is relatively “dry”. has its place in detailing and A typical steam unit consists of a built-in boiler tank that heats steam has its place as well. Vol. 1, No. 1 • Winter 2016
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Before
to “extract”. Typically, the detailer will choose the largest nozzle head that comes with the steam machine, then wrap the nozzle with a towel. As the towel-covered nozzle is rubbed back and forth across the carpeting, the steam comes through the towel and loosens the dirt, which then clings to the towel. Now in the interest of full disclosure here, this procedure is really only going to clean the tops of the fibers of the carpeting. It will not clean down to the base of the carpeting. If deep cleaning like this is needed, then hot water extraction is the preferred rinsing method, because the nozzle of the hot water extractor will shoot hot water deep into the carpeting. Nonetheless, one of the great advantages of steam is the relative lack of moisture. A mat cleaned with a team machine is just slightly damp at the tops of the fibers, and this tends to dry within minutes. In contrast, a mat cleaned with a hot water extractor is moist all the way to the bottom of the fibers and will remain damp for hours if it is not properly dried. So for heavily or deeply soiled carpets, use a hot water extractor. For lightly soiled carpets, a steam machine is an easy-to-use alternative that leaves 90% less water behind.
Steam-cleaning the Seats The same low-moisture advantages that the use of steam brings to cleaning carpets can be applied to cleaning cloth seats. Those of us who have used a hot water extractor to clean fabric seats know that the biggest pitfall to this is the fact that the seats are left very damp. The After nozzle of the extractor tends to send water beyond the fabric upholThe procedure is virtually the stery and into the foam backing, ✓ Cleaning carpets and seats Uses of Steam same: Spray the carpet or mat with which acts like a sponge. Even ✓ Removing stains, and in Detailing pre-spotter or low-foaming carpet with the most powerful extractor ✓ Removing sticky messes. Professional detailers around When it comes to carpeting, the cleaner. Then, scrub it with a vacuum available, it is impossible to the country are finding that steam brush or powered rotary scrubber, completely remove all of the water is a great tool for interior cleaning. steam machine can replace the extractor for lightly-soiled carpets. and then use the steam machine from the foam. It’s great for:
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KOMPAKT 3 Lightweight 3" Rotary Polisher Kit The KOMPAKT3 packs a powerful 7.6 amp motor that produces 1,300-3,900 RPM with variable speed control, stepless speed selection, tachogenerator-controlled constant speed, overload protection, restart inhibit and temperature monitoring. Spindle lock-positioned to prevent operating error and does not interfere with the grip area. Includes: PE8-4 80 KOMPAKT3 Lightweight 3" Rotary Polisher plus three each ORANGE, GREEN and BLACK polishing pads (1", 2" and 3" sizes), three YELLOW Backing Pads (1", 2" and 3" sizes), double adapter and polisher bag.
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So seats cleaned with hot water extraction tend to remain damp for a long time unless extensive drying measures are taken. This problem is virtually eliminated with the use of a steam machine. Using the same large nozzle
the steam machine on its lowest setting along with careful agitation with the nozzle. Check for color-fastness after the first pass as some leather coatings will come off with steam. I like to use a light once-over
of several different nozzles. If you mineral deposits inside of the unit work in a high-production shop and wreak havoc on many of the with many employees, you may components. want to purchase a steam unit Using distilled water greatly with a cart. Although the cart will reduces the amount of regular take up more room in the shop, it maintenance needed, although it will protect the unit from being is recommended to flush the unit dropped and bumped during the with a de-scaling agent on a regular work-day. basis. Once-a-week for units that “Another great advantage of steam One option you will find while are used daily all day, and oncecleaning is that the 300-plus degree investigating the available units a-month for machines used only vapor kills germs and bacteria. is continuous flow units. The occasionally during the week. So while you are cleaning with steam, first steam units that we used in you are also sanitizing the surface.” detailing were single-fill units that In Conclusion would need to cool down before Dr y-vapor steam cleaning refilling. Newer units have an is fast becoming a must in the extra reservoir for cold water that professional detailer’s repertoire can be filled anytime. When the of equipment. Steam has many boiler gets low on water, a pump advantages, including low-moissends cold water from that reser- ture, reduced chemical use or voir into the boiler. In theory, this chemical-free use, and sanitizatype of unit can be used all day tion on contact. It does not neceswithout having to cool down to sarily replace hot water extraction, refill—just make sure the cool but will help with high-impact wrapped in a towel, the steam with steam for lightly-soiled water reservoir is topped off. cleaning that is both efficient and machine cleans just the surface leather seats because it’s a Some say that the steam effective. Invest in and maintain upholstery of the seat, leaving the one-step process that eliminates produced by continuous-flow a quality unit for years of troufoam backing virtually dry. the spray-scrub-wipe sequence units tends to not be as hot. Others ble-free use. Finally, I have really (Now, if you are tr ying to that we typically use. Steam is also really like not having to worry only touched on a few of the many remove something from the foam, great for very heavily-soiled seats, about down-time during refilling. uses of steam within detailing, like a stinky milk spill, then the like in the soccer-mom mini-van. Still others simply purchase more and stay tuned for future articles extractor is definitely the way to The steam just cuts so easily than one single-fill unit to mini- with more information on how to go.) through the accumulated grime, mize downtime. use steam. To clean fabric seats, we use sunscreen, sweat, and dirt. Regardless of the type or brand the same procedure as that of of unit that you purchase, main- Prentice St. Clair is president carpets. First, pre-spray the seats What Type of tenance is key to keeping the of Detail In Progress, Inc., a with low-foaming cleaner, then Machine Should unit running care-free for years. I firm which provides training scrub, then “extract” with the I Get? recommend using distilled water and consulting services to steam machine. Heavier stains First of all, let’s make it clear only because it has no minerals. both carwashing and detailing might require the use of special that when I say, “dry vapor steam Regular water will quickly leave businesses. stain removers and repeated steps. machine”, I’m not talking about Another great advantage the consumer units that you of steam cleaning is that the might see on late-night infomer300-plus degree vapor kills germs cials or at your local discount and bacteria. So while you are retailer. Instead, I am referring to • Use steam as a marketing tool and tell customers that true cleaning with steam, you are also professional-grade steam genersteam kills germs and bacteria. sanitizing the surface. This is a ators that typically come with a powerful marketing tool—to be long-term warranty. • Use distilled water to avoid mineral deposits. able to say that you use true steam There is an increasingly large • Can be used to clean, remove sticky messes and remove (not just hot water), which sani- range of steam machines available stains from carpets and seats tizes and cleans on contact. to the professional detailer, at an Steam is also a great cleaner for equally large price range. For a • Do not use on stains that go deep into a seat’s foam. leather seats. Used carefully, the quality unit, expect to spend • Flush the unit regularly with a de-scaling agent. towel-covered nozzle will help to somewhere between $500 and remove dirt and grime from most $3000. A good unit will come with • Use a professional-grade steam generator that costs beleather seats with no chemical or a hose that has a fitting at the tween $500 and $3,000. scrubbing needed. We like to use end that allows the attachment
The Bottom Line
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HALL OF STAINS Stain horror stories
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hances are, as a detailer you have probably seen pretty horrible messes. Pigment, odors, or just plain grossness can turn stomachs and perhaps even make you wish you were doing something else for a living. This section is dedicated to those horror stories and will showcase the tales of the really bad spills and stains that took special treatments and extra man hours to eradicate.
THE PREY: Scott Gray, owner of Soapy’s Auto Wash in Idaho Falls, Idaho.
when he got home. Blood ended up draining through the seat fabric and all the way into the foam cushion.
THE CULPRIT: Deer blood
THE REMOVAL PROCESS: We had to remove the seat cover to extract the blood out of the cover and the underlying foam cushion, which the blood had seeped into. We had to do multiple flushes on the foam cushion. We then gave it a heavy dose of odor eliminator and a healthy dose of ozone and put it back together. The carpets were also soaked with blood so a good bit of extraction was needed there. We used some odor neutralizer during the process and then gave it a healthy dose of ozone.
THE HORROR STORY: One of the worst stains we ever tackled was from a guy who had a minivan and had shot and killed a deer in Texas. Originally the guy took his minivan to the dealer to see what they could do with it, but they gave up and sent him to me. He had been in Texas and had been on a hunt on a game ranch. He successfully cut up and put the deer into a large cooler that he sat on the rear passenger seat for the three-hour trip from Texas to Idaho. The small drain plug in the cooler was accidentally left open. The blood from the meat then drained onto the seat and the floor throughout the three-hour drive home. He did not notice it until he was unloading his cooler
THE OUTCOME: We were able to take care of both the smell and stain. Have you survived a tale of horror? If so, please send your story to Debra Gorgos at debrag@autodetailingnews.com.
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the Getting to know Rob Schruefer owner of On the Spot Mobile Detailing and president of the IDA By Debra Gorgos
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o b S c h r u e f e r i s n ’t into sugar-coating the travails of his chosen profession. “This is hard work. It is not just for anyone,” he states, while taking a quick break on a Sunday afternoon to speak with me. Sunday, known as a day of rest to the masses, provides one of Rob’s only snippets of free time, because, as he just stated, owning a detail shop is hard work. It takes dedication and skills and you have to want to do it, he says. But, Rob adds, I like doing what I do and I am glad I chose this line of work. Since 2004, Rob has owned On the Spot Mobile Detailing, one of the largest mobile detailing operations in the country. But things weren’t always successful for him. Back when he started out, he and a friend made their first mobile unit out of an old produce delivery van, and the first few years were tough. Navigating through the tribulations of running a business, putting in laborious work day after day, and trying to make ends meet proved to be challenging. But, Rob didn’t give up and persevered, working nights as a bartender to help pay the bills. Eventually things started looking up and On the
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Spot started to turn a profit. Now, 16 years later, On the Spot has a total of six mobile detailing units and one on-site full-service detail shop, and Rob wants to expand even more. He has recently opened a satellite office in Tampa, Florida, and hopes to expand even more. His business also has continuously maintained an A+ rating by the Better Business Bureau of Maryland, and accolades are posted on Yelp, Google Review and Angie’s List. And, on top of all that, Rob is also president of the International Detailing Association (IDA), the largest association for professional detailers, operators, suppliers and consultants. When I recently spoke with Rob I asked him about how he got started in the industry, what he dislikes most about his profession, and how he got his leadership role with the IDA.
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Debra Gorgos: How and why did you get started in the detailing industry? Rob Schruefer: I was working at a shop that offered detailing. I would help out from time to time, and found out that I liked it. Then, a friend of mine and I thought it would be a good idea to start a mobile detailing company of our own. Though now, I admit, we really had very little experience and had no idea what we were doing. DG: So, if you had no idea what you were doing, how did you learn? Were there a lot of false starts or did you hit the ground running? RS: I never received any formal training, and looking back I probably s h o u l d have. I learned as I went and picked up what I could here and there. I also hired people with ex-
perience and learned from them. There were definitely a lot of problems in the beginning, and as I think back, I was not doing anything correctly and there were some rough years for a while, but then things started to turn around. DG: What advice do you have for others looking to start their own business? Are those rough years avoidable or do they come with the territory? RS: My number-one tip for anyone thinking of getting started in the industry would be to get some training and to join an organization like the IDA (International Detailing Association). This will give you a base knowledge and a place to go when you need advice or have questions. Networking with other detailers is one of the most important things a new detailer can do. I have found others in the detailing industry very willing to help, you just have to ask. And, one thing I wish I knew more about was how to handle employees. I have 30 employees right now. It can be difficult managing them all . . . and their
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“My number-one tip for anyone thinking of getting started in the industry would be to get some training and to join an organization like the International Detailing Association.” — Rob Schruefer
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Vol. 1, No. 1 • Winter 2016
personalities. And, honestly, it out what the customer wants, can sometimes feel like I am a and then charge accordingly. babysitter. DG: Okay, be honest, what are your least favorite things about DG: Do you think just anyone the detailing industry? can be a detailer, or do you have to be a perfectionist? RS: Internally, if I’m being honest, it’s the egos. There are some RS: No, but it does help. There people in the detailing industry can be lots of different jobs in that think they are the greatest the detailing industry. You could detailers on the planet. They do just work on paint, interiors, or not help or better the industry in be the prep guy. Perfection is any way. not possible in a lot of cases, so finding out what the customer DG: And what are your least fawants and is willing to pay for is vorite things about detailing a an important part of the job of a vehicle and running a business? detailer. RS: Time management is the DG: What do you think is the most difficult aspect of this job. most common misconception In the beginning, I was working about detailers? seven days a week, 12 hours a day, and I was able to dedicate RS: That we are all just “car a lot of time and energy to my washers”. Every day I get calls work. Now, I am a family man asking us to detail their vehicle, and am married with a two-yearbut when questioned further old son and I have had to learn about what it is they are looking how to balance it all out. to spend and what they want, it turns out all they really want is a As far as the day to day, it is car wash. difficult cleaning up after truly gross people. There are peoDG: What is the one thing you ples’ vehicles that I would not wish you could say to drivers even consider riding in if we out there who do not get their were friends. Some people are vehicles detailed? just gross. RS: Keeping your vehicle detailed is just as important as DG: So, for those people and keeping up with maintenance their cars that are less than and oil changes. It will increase pleasant, what do you do to your resale value when you go to “suffer” through it when they sell, and will just make you feel are a customer? better about the second most RS: You just deal with it and think expensive purchase you will ever about something else. Some make. people cannot handle cleaning DG: What is your number one vomit, piss, or feces, and if that is tip when it comes to detailing a the case, this job is not for them. car? DG: Are there any new detailing RS: Do not do more than you are advancements or tools you’re paid to do. If you are only being excited about? paid $100, spending 10 hours polishing the paint to “your” liking RS: The new long throw DA (dual does not make any sense. Find action) buffers are making the
job of paint correction significantly easier. They cover more area and with the right pad and product combination they are able to do some serious correcting.
of dirt out of someone else’s car. It isn’t easy. I have had employees last a week. They would say to me, “This just isn’t for me, I can’t do it anymore,” and would walk out. I wouldn’t pressure my son at all and would make sure this is something he would want to do. But, if he wants to, I would enjoy it if he wanted to do this as a career.
DG: And what detailing service do you see gaining in popularity? RS: I think that coatings are becoming the next big thing in detailing. They last longer, and take the need to be constantly waxing your vehicle away. This is a great alternative for someone who was not going to wax their vehicle anyways.
DG: It seems like you do not have a lot of free time, so why did you decide to take on the role of IDA president? Also, how did you get the title? RS: I was very involved with IDA and with the committees. I had served as the vice president in 2014 and was very involved in revamping the certification questions, which at the time were four years old. I was also working to update the skills validated portion of the certification exam. And I also worked on setting up the webinar feature which is part of the IDA University and I hosted the very first webinar. And, then I was asked to become president of the Association. I take a lot of pride in my role with the IDA. I think that everyone who earns a living as a detailer should do their part to make sure that the industry continues to grow and be taken seriously. Ultimately, I would like for it to be considered a profession, the same way the public views an auto mechanic.
DG: And now that winter is here, how do your detailing methods differ during the colder season? RS: A lot of the detailers in colder climates switch to a rinse-less wash in the winter time. This reduces the chance for freezing on the vehicle, and makes detailing in cold weather possible. DG: As far as the future is concerned, what are your goals for the business? RS: I opened up a satellite office in Tampa, Florida, because I am looking to expand even more and to hopefully become a franchise. There isn’t a large franchise mobile detailing operation, but I am hoping to change all that. DG: Do you think you will encourage your son to join the business when he is older?
DG: And, finally is there any news would you like to share about the International Detailing Association?
RS: That’s a good question. Well, if my son wanted to try this out, I would definitely let him work for me. However, I know that this job is not for everyone. It can be gross. It is physical. It is working in the hot summer heat and in the cold during the winter. It is making sure you get every piece
Vol. 1, No. 1 • Winter 2016
RS: We are growing very rapidly and we are constantly introducing new programs to help growing for new and established detailers alike.
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The Rights and Wrongs of
Towel Care How to properly take care of and get the most out of your detailing towels By Valerie Sweeney
T
here are an abundance of towel options available to detailers today. Since there are so many different applications at the detail center, choosing just one type of towel usually is not ideal. Most detailers will use a combination of styles, including terry towels, microfiber and hucks. In order to maximize the performance of your towels, and to increase longevity, it is important to properly care for your towels.
While there could be other factors to consider when washing your towels, these set of instructions are a great start. Terry: These types of towels will break in more quickly if they are washed in hot water. It is suggested that they be washed for a minimum of eight minutes with a water temperature greater than 168 degrees Fahrenheit. Terry towels can be washed with regular detergent, but you should never use bleach or fabric softener. Bleach will break down the cotton fibers and create lint. Fabric softener will give the towel a better feel, but will also reduce its absorbency. All new terry towels will exhibit some lint. When a towel is new, lint occurs as a natural shedding process, much like a newly installed carpet. When you wash
Follow Washing Instructions Washing your towels correctly helps to ensure their longevity. Most towel vendors have a set of washing instructions/tips for the care of your towels. You will also find most towels have washing instructions on the tags as well.
Every few washes with your terry towel, it is beneficial to add a half cup of distilled white vinegar to the wash in order to rid the towels of soap buildup.
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Microfiber towels need to be washed in cold or warm water.
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Vol. 1, No. 1 • Winter 2016
Using a different color or style towel for various applications will help to minimize any issues.
your towels the first few times, make sure you also fully dry them. Loose lint will be caught in the lint trap, so you should always empty the lint trap after every dry cycle. To help reduce lint from your terry towels, you should use fresh water after each load; recycled water will retain lint. Also, old towels and new towels should always be kept separate. The lint from the old deteriorating towels will transfer onto the new ones. To cure the smell of musty terry towels, try soaking your towels overnight in several gallons of water, along with one cup of ammonia. The next day, wash the towels with a cup of vinegar and a cup of detergent. Every few washes, it is beneficial to add a ½ cup of distilled white vinegar to the wash in order to rid the towels
of soap buildup. Microfiber: The manner in which you wash and dry these types of towels can deeply impact the effectiveness of the towel. Microfiber is machine washable and can be cleaned with regular detergent. Never use bleach or fabric softener on the towel. Fabric softener will actually clog the small wedge shaped filaments of the microfiber and render it useless. Bleach will take the color out of the cloth. Microfiber towels need to be washed in cold or warm water. This water temperature should never exceed about 105 degrees Fahrenheit. Also, microfiber needs to be washed with detergent. Even if the cloth was used with window cleaner, a separate washing detergent needs to be
added to the wash. The soap is what holds the dirt and removes it from the towel. Without soap, the dirt will go back onto the cloth. More importantly, microfibers need to be dried on the coolest setting, either permanent press or air fluff. You need to allow time for the dryer to cool off if the last load was hot (which it normally is). Because microfiber is made of polyester and nylon, high heat will cause melting, which will close the wedge shaped fibers.
Separate Your Towels Separating your towels plays a very important role in maximizing the performance and longevity of your towels. Using a different color or style towel for various applications will help to minimize any issues. For example, use a microfiber on the window and a terry on the body. Over time, soaps and waxes can build up and clog the fibers of the towels. This
can cause them to become less absorbent and more apt to streak. Using a different towel on each part of the car will allow you to keep your waxing towels separate, and prevent ruining all of your other towels. Towels should also always be washed separately to avoid cross contamination. Microfiber towels should never be washed with any other laundry, especially cotton terry towels. The lint from the other towels will stick to the microfiber and you will have a very hard time getting it off. To keep the wedges intact, it is best to wash microfibers in a full load to ensure less wear and tear. There are other factors that contribute to the proper care of your towels. It would be ideal if there was one set of instructions that applies to all detailers, but truthfully, what works for one may not work for another. The temperature of your water,
the alkalinity of your water, the amount of time you use to wash your towels, the type of washing machinery you have to wash your towels, the many different chemicals you use, and the types of detergents you have all play a role in finding the right wash to wash your towels. You will need
to start with the basic washing instructions for your towels, then tweak them as you see fit in order to work with your specific location. Valerie Sweeney is Vice President of ERC Wiping Products Inc. located in Lynn, MA.
The Bottom Line • Always use ammonia and vinegar to help with musty terry towels only. • Always use fresh water when washing terry towels. • Always dry microfiber towels on the coolest setting. • Always use different towels for different parts of the vehicle. • Always wash terry towels in a fully loaded washing machine. • Never use bleach or fabric softener with terry or microfiber towels. • Never wash microfiber and terry towels together.
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Industry Dirt
Welcome to the industry Simply Buff Auto Detailing opened for business in Eveleth, Minnesota, on October 19, according to a Hometown Focus story. Owned by Brian and Jen Jenkins, Simply Buff offers hand washing and waxing services for cars, trucks, vans and SUVs, RVs, motorcycles, ATVs and snowmobiles. According to the story, Brian has 25 years of auto detailing experience. The company’s website states they also offer free pickup and delivery within a 10-mile radius.
Pier View Auto, opened its door in Dunkirk, New York, on November 9, according to the Observer. Owned and operated by Brandon Grabias and Lou Delmonte, the business uses the slogan, “Where quality and affordability meets integrity.” The shop offers full-service repairs shop and high-quality detailing. Tim Weaver and Shane Murphy are also partners in the business. Gleam Car Wash will be opening this March in Denver, Colorado, according to a BusinessDen.com report. The car
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wash will offer just about everything, according to Emilie Baratta and car wash consultant Rob Madrid of WashGuru. “This kind of model offers everything to everyone,” Madrid says in the story. “If you want to get a $6 car wash and drive away, we have that. If you want a $300 detail we’ll have that, as well.” Baratta and Madrid acquired a former Hilario’s Mexican restaurant for $2.3 million in 2014. The cost to develop the site will be around the $4 million mark, the story says. Details on the site’s development can be seen at www.gleamcarwash.com. The location was chosen for the visibility and the traffic count. “Without even doing any math on it, I could see it was an excellent location,” Madrid says in the story. Gleam will have a 7,800-square-foot building for the car wash tunnel, a detailing garage, a waiting room and a coffee shop. Baratta and Madrid are looking to open up two or three more locations over the next three years, the story also states.
Vol. 1, No. 1 • Winter 2016
Joe’s Auto Parks, billed as one of Los Angeles’s largest and most respected parking operators, according to a company press release, has formed a partnership with ENVi, an “an on-demand, waterless, car detailing service.” According to Chad Zani, ENVi’s CEO and co-founder, “A traditional car wash wastes 47 gallons of water that contributes to water pollution in the environment. ENVi plays a critical part in the effort to address California’s water shortage,” states a press release. ENVi also has a mission to help empower the hearing impaired community and hopes to create 10,000 jobs for deaf Americans. Zani, states in the press release, “The opportunity to create meaningful jobs that allow our team members to feel good about themselves and what they are doing for our clients and our planet is exciting and we look forward to working with the awesome team at Joe’s Auto Parks.”
2016 Events Calendar International Cleaning Experts “ICE” Expo January 21–22 South Point Hotel, Casino & Spa, Las Vegas, Nevada
15th Annual International Mobile Tech Expo January 29–30 (January 28 will serve as an education day) Caribe Royale, Orlando, Florida The International Detailing Association (IDA) will be offering Certified DetailerIn-One-Day-Events on both January 28 (Phase I) at 1:30 p.m. and January 30 (Phase II) at 8 a.m. Phase I is a series of 10 exams. Phase II includes a hands-on assessment.
The 2016 Southwest Car Wash Association Convention & Expo February 28 –March 1 Arlington Convention Center, Arlington, Texas
The 2016 Autogeek Detail Fest & Car Show March 18–20 Autogeek, 7744 SW Jack James Drive, Stuart, Florida
The International Carwash Association’s 2016 Car Wash Show™ May 9–11 The Music City Center, Nashville, Tennessee The International Carwash Association also announced that the 2017 Car Wash Show™ will take place April 4-6, 2017, in Las Vegas
The NACE | C ARS Expo & Conference August 9–13 The Anaheim Convention Center, Anaheim, California
The Northeast Regional Carwash Convention (NRCC) September 19–21 Atlantic City Convention Center, Atlantic City, New Jersey. Host Hotel is the Borgata Hotel Casino & Spa
2016 SEMA Show November 1–4 Las Vegas Convention Center, Las Vegas, Nevada And for those who like to plan well ahead, dates have been announced for the next four shows as well, although the locations of the shows have not been released: • 2017 SEMA Show: October 31–November 3 • 2018 SEMA Show: October 30–November 2 • 2019 SEMA Show: November 5–8 • 2020 SEMA Show: November 3 – 6
Giving Back On Wednesday, November 11, 2015, 3,319 locations participated in the Grace for Vets program, giving away 268,677 free washes to veterans. This was the program’s 13th year and carwashes and detail shops from across the country, as well as Australia and Canada participated. The program was started by Mike Mountz, former CEO of Cloister Carwash & Lube and a U.S. service veteran. The program continues to grow each year as 233,847 free washes were given away in 2014, and 2,887 washes and detail shops participated. The Grand Marshall for the Tinseltown Christmas Parade and Holiday Celebration in Jamestown, New York, was escorted courtesy of Elite Kreations Auto Detailing on December 4, an Observer story reported. Along with donating the vehicle, Elite also handed out hundreds of scarves, pairs of gloves and hats. “This is our chance to give back and do something nice for the community,” Elite Kreations Owner Robert Reedy says in the story. Richard “Shady” Scaler set up a food and clothing drive through his business, Shady’s Tint Shop as well as Dittman’s Auto Glass, last November, according to the Bartlesville Examiner-Enterprise. The business, located in Bartlesville, Oklahoma, offered a 20 percent discount throughout the entire month to customers who donated a sack of food or clothing. “I really wanted to give back to the community that has been so good to me, my business and my family,” Scaler says in the story. “Bartlesville has been so supportive and I just wanted to do something nice.” Donations were given to the Agape Mission and Mary Martha Outreach Center in Bartlesville.
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Industry Dirt In the news
a custom-built, interactive career accelerator featuring five industry segments, a comprehensive recruiting resource guide and the brand new Industry Job Board,” the press release states.
The Occupational Safety and Health Administration (OSHA) is looking for input from the public as it works to modernize its voluntary safety and health program management guidelines. Due February 15, 2016, OSHA is seeking any input for the guidelines which were first published in 1989. Assistant Secretary of Labor for Occupational Safety and Health David Michaels says in a statement, “The goal of safety and health management is to prevent workplace injuries, illnesses and deaths. . . . Employers who embrace these guidelines will experience lower injury and illness rates, and their progress in improving the safety culture at their worksites will contribute to higher productivity, reduced costs and greater worker satisfaction.” To review the draft guidelines and provide any input, visit the Safety and Health Program Management webpage found on OSHA’s website at https://www. osha.gov/shpmguidelines/index. html.
George Perez of Executive Auto Grooming got a nice ‘shout-out’ in the car-themed blog, Jalopnik, where he was praised for his detailing services at the LA Auto Show. The November 13 blog post, “This Sweet Motorized Cart Details The Cars At The LA Auto Show,” states that Perez built a special detailing cart to help him navigate throughout the showroom’s floor. Perez served as the preferred detailer at the Auto Show, which took place November 20-29, 2015 at the Los Angeles Convention Center. Perez’s cart included 100 gallons of spot-free water, a pressure washer, a vacuum system, and made it so that everything is turn-key.
Quaker State’s “Best in Class Challenge” awarded the top prize to the Atlanta-based Maxwell High School of Technology team, The Navigators. The challenge, according to Quaker State, was presented to eligible high schools in the sponsor’s direct marketing areas including Atlanta, Georgia, C harl ot t e , Nort h Ca r ol ina , Chicago, Illinois, Northern New Jersey and Orlando, Florida. A finalist team from each market was selected to tune, restore and customize a used car into a,
The Auto Care Association has launched a newly-redesigned website, www.autocarecareers. org, according to a press release. The press release states that the new website will promote diverse career opportunities throughout the auto care industry. “The upgraded website features innovative tools to help companies recruit the best and brightest new talent to the industry, including
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“finely tuned, pristine, customized, creative representation of the Finalist Team’s School,” according to the challenge rules posted on QuakerState.com. The Navigators were rewarded with a $2,000 AutoZone gift card and a custom advertorial in the February 2016 issue of Popular Mechanics, an aftermarketnews. com story reported. The Scorpions from Satellite High School in Orlando and team ATC from Iredell Statesville School’s Automotive Technology Center in Charlotte also were given a $1,500 AutoZone gift card. All three teams will participate in the Mecum Auctions’ classic and collector car auction in Austin, Texas, in December.
Certain car interiors will soon start smelling nice on their own, thanks to a new cabin perfume system by General Motors, a CNET story reports. The company’s European brand Opel is introducing AirWellness which is attached to a car’s center stack. With the push of a button a scent pad will emit a pleasant aroma – so far, Balancing Green Tea and Energizing Dark Wood are being offered by Azur Fragrances.
How much work would it take to detail this car? A vehicle debuted in Germany with a leather exterior. That’s right, Christian Effinger covered his Audi S4 Cabrio with stitched cowhide, according to a USA Today article. The car was on display at the Essen Motor
Show in Germany. The car’s interior is made of leather as well.
A newspaper in Vancouver, British Columbia, Canada, gave professional detailing some good press when it advised car owners to visit a detailer before storing their vehicles for the winter. In a November North Shore News article it states, “While it’s tempting to just wait until spring to clean, when the outside temperatures won’t make claws of your numbed, wet hands, it’s always best to put a car away clean and dry. If you’d like to avoid doing the scrubbing yourself, now’s the time of year to splurge on a detailer.”
Fun Fact
Benjamin Hirsch, a chemist who dropped out of college during the Great Depression, invented a liquid car wax called Plastone-by hand in his family’s bathtub. With the help of his wife, and an investment of $500, he sold the wax to gas stations in and around Chicago. That wax is known today as Turtle Wax and the corporation is run by Hirsch’s oldest daughter, Sondra Healy. Do you know of a new detailing business that has opened recently? Do you have news to share or an upcoming event? Send all information and press releases to Debra Gorgos at debrag@autodetailingnews.com and we will list the news here in the Spring 2016 issue.
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Business Snapshot 1. Business Name: LUXE Auto Spa 2. Location: Murray, Utah 3. Your Name: Cougar Elfervig 4. What kind of a business is LUXE and what services does it offer?
LUXE Auto Spa is Utah’s premier auto detailing studio, specializing in paint refinement, finishing treatments, paint protection film, tint and vinyl wraps. Our tag line, Driven by Detail, applies to every aspect of the LUXE experience to provide an exceptional product and service. 5. Is there a lot of competition in the area? If yes, what does LUXE do to stand apart from the competition?
There are many “detail shops” in Utah, but only a handful of them do acceptable work by our standards. At LUXE Auto Spa, we demonstrate excellence in our everyday business practices by upholding the core values of our brand. Perfection, trust and passion are the key business principles that we practice in every facet of the business. We believe that we set ourselves apart by not only caring for the vehicles that come into our shop, but by giving the same care and attention to our clients. We provide unmatched quality of work in everything we do and we don’t settle for anything but perfection. We offer industry-leading products that are only available at LUXE Auto Spa within the Utah market. We feel that our eagerness to see the entire industry succeed as a whole is what has helped us to get where we are today. We are constantly continuing our education of product knowledge, the latest techniques and tools, while hosting and being a part of business development meetings across the country. Our knowledge is passed on to clients to build value, trust and lasting relationships.
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6. H o w m a n y p e o p l e a r e employed at LUXE?
Oddly enough, I came into the detail world in a much different way than most when We currently have 14 members of the my family would bring me along to the Paint LUXE family. Horse shows on the weekend. As the years passed, the boredom became increasingly 7. How many cars do you service more present. One weekend, my father asked a year? With our exponential growth over this me to wash his truck and I obliged. The next past year, we are on track to service about thing I knew I had a line five vehicles long. While washing rigs at the fairgrounds was 1,300 vehicles. no glamorous job and by no means would 8. Wh at i s the most often I have qualified myself as a “detailer,” I requested service at LUXE? quickly found out it was something that Currently, the most requested service I truly enjoyed. I soon started taking care is paint correction and coatings. Paint of vehicles for family and friends and my protection film is a close second. passion for detailing and paint correction started to grow. 9. Please tell us about your passion for detailing and how and why it began.
When I was a child I loved anything with 4 wheels and an engine. I was particularly fond of my matchbox cars and I have always considered cars an art form. My father was a car guy who was fanatical about caring for all of his vehicles. Everything had its place, the garage was tidy, and he was very particular about the products and tools that he used and made sure I understood the proper techniques to use them.
of the Intermountain Area, Inc. We have worked collaboratively with the RMDH to create a “toy room” that will contain all of the toys provided by Cars 4 Kids. This allows children to receive a token when they arrive at the house. During their tour, they will visit the toy room and choose a toy in hopes to relieve any fear and provide comfort during this difficult time.
To this point, LUXE has had 100% organic/ referral based growth. We feel that the best marketing you can do is to give back to your community. We don’t have a standard marketing budget, we focus our energy, efforts and marketing dollars into being able to participate in charity events put on throughout the year by other organizations as well as our own annual charity event Cars 4 Kids. These events bring likeminded individuals together, who share a passion for all things automotive. So it’s a great opportunity to meet potential new clients while making a difference in the community.
In our 2015 event, we had a total of 73 cars, 150 participants, 193 miles driven, and we donated over 2,500 toys to the Ronald McDonald House Charities of the Intermountain Area, Inc. 13. What advice do you have for others in the industry in terms of starting this kind of business?
You can’t do it by yourself. Surround yourself with passionate, motivated and hard working people and invest in them. Give them the tools they need to succeed and never stop learning. Allow your employees to find their strengths and figure out what they truly enjoy. If they are doing what
12. Are you involved in any specific charities?
Yes, Cars 4 Kids is a charitable toy drive geared towards European, luxury and exotic car enthusiasts. The event is a chance for us to give back to the community and show our 10. Where and how did you learn support to children about how to detail a car? in need. Cars 4 Kids As I was fairly young when I started, I allows participants learned a lot through trial and error but to showcase their was always trying to better my work and c ars by dri v i ng myself. At age 14, I attended Detail King in through our beauPittsburg, Pennsylvania, for a training class tiful state of Utah that gave me a firm base and the proper while raising money tools to build upon. and toy contribu11. Have you tried any unique tions to benefit the marketing methods to draw in Ronald McDonald House Charities customers? Vol. 1, No. 1 • Winter 2016
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they love, the work speaks for itself! As your business grows, the areas for opportunity increase and you’ll be able to promote from within and build a team that treats the company as if it were their own. So many have put their blood, sweat and tears into LUXE Auto Spa to help boost it to where it is today, and I am forever grateful. 14. What advice do you have for others in terms of running a business?
Don’t work for free! The barriers to this business are so low that it’s easy to buy a bucket and some towels and call yourself a detailer. Many think the way to gain clients is to undercut the competition. Set yourself apart from the hacks and fly-by-night “detailers” and seek out the clientele who appreciate quality. Competition is good and if done properly, will elevate the market for all. The connections (business professionals, politicians, professional athletes, doctors, etc.) you make when you spend time to network are INVALUABLE, never miss an opportunity! As I mentioned, we are continually attending trade shows, trainings, and business development meetings that include some of the top detailers and business owners from around the world. We discuss business practices, revenue growth, processes, strategy, products, etc. to create an entire industry that is dedicated to caring for clients and their vehicles. Our industry is typically not one that people invest in. People become stagnant and if you are not growing with the industry as it quickly changes, you will be left in the times. Invest in yourself, your employees and your equipment, always stay current and never stop soaking up knowledge! I’ve traveled to over 10 shops alone this year; these kinds of visits and meetings have been an integral part of our growth. I feel very lucky to have many acquaintances that have turned into great friends. 15. Do you have any advice in terms of detailing a car? Do you have any tricks you would like to share?
Don’t skimp on your equipment and products. Having the right tools for the job is the key to completing a proper detail. At LUXE, we are not a production shop; it’s all about the end product. That being said, structure and organization will make or break you when it comes to your efficiency. For instance, when our detail teams tackle a vehicle, they have a stocked tote that stays them throughout the day that includes brushes, towels, glass cleaner, carpet cleaner, APC, air nozzles, and any other tools they will need to complete a detail. There will never be a need to walk across the shop to grab anything. Time is money. 16. What is the best advice you have for other detailers in terms of what not to do when detailing a car?
Don’t go into it blind. Do your research, invest in proper training and as long as you aren’t within their immediate area, most detailers are more than happy to talk shop.
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17. Do you have any advice for keeping your employees motivated while on the job?
We have a bit of a different mentality and shop culture, we call ourselves the LUXE family and it resonates very deep within us all. We run an open-door policy and there is no place for egos. I am no better than the guy who started last week. Everyone works together for the common good of not only the shop, but also each other. As long as the shop is thriving so is everyone in it. I’ve made some of my best memories with my LUXE family over the years and we have traveled all over the U.S. together. My two managers have traveled with me to trainings such as NXT, Pluscon, Verge, the Air Force One restoration project in Arizona, and we have done some team building trips to Escalante, Las Vegas, Moab, Four Corners, etc. Our motto at LUXE is work hard play
state-of-the-art facility with clean rooms for paint correction & coating as well as paint protection film, tint and wraps. We also have a few big announcements coming in the spring that we are extremely excited for. Stay tuned!
18. What plans are in store for LUXE?
hard! These incentives go a long way — if they feel valued and appreciated, they will stay motivated and dedicated to the success of the shop.
We are looking forward to the future, as we will be picking up new trades within LUXE nd expanding into new locations. We are currently building out a 20k+ square-foot,
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The Detail Doctor
The State of the Detailing Industry – 2016
I
t is with great excitement that I am writing my first detailing column for the first publication devoted entirely to the auto detailing industry. Since my first entry into the car appearance industry in 1969, I have always envisioned a publication devoted to the industry; and with Auto Detailing News, the industry finally has its own publication. As many of you know, the industry does have an active and very viable association, the INTERNATIONAL DETAILING ASSOCIATION (IDA), of which I was a charter member and the first executive director. The IDA is growing every month with new members joining from all over the world. One of their major programs is the IDA Certification Program, which includes both written and hands-on tests that certify a detailer’s capability to be called an IDA Certified Detailer. The IDA is also cooperating with Auto Detailing News, which will be a huge benefit to everyone involved in the detail industry. With all of this said, I believe a great way to start this initial column is to look at the detail industry in
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2016, where it from a truck or has been, where trailer, and those it is today and that have shops where it can go. are under-capSince the italized and advent of the struggling to “retail detail survive. They business,” are still doing which many work for auto estimate to dealers at prices be around substantially less 1980, many than they could have touted get from a retail the potential By RL “Bud” Abraham customer. that the detail Most of the industry offers to those in the employees are not trained techbusiness and those who might nicians, but transient workers that consider entering the business. never stay with a detail operation In today’s high-tech society, 35 for more than three to six months, years is an eternity. Just look at the and we see than most detail operchanges that have occurred since ations close in less than a year. 1980 in our world, in computers, In addition, when we look electronics, manufacturing, and at technology we see much of automobiles, to name a few. In the same technology that was 1980, there was no World Wide used in the 1940s: 10lb electric Web, no Internet, no smart buffers, shop vacuums, chemicals phones, etc. dispensed in small plastic squeeze That said, when one looks at and spray bottles, a bunch of rags, the detail industry in those 35 and a few brushes. years, while there have been some When you consider the potenchanges, little has really changed. tial that many predicted for the Many detail operations are still detail industry in the early 1980s, one-person operations operated the growth and changes are not |
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what one would expect when today’s motorist is demanding professional car appearance services. They are paying more for their vehicle, keeping it longer, and have less time to devote to cosmetic car care. Outside the industry, analysts say that the industry has not made much progress in the past 35 years because it is still a “cottage industry” that has a very low “entry-level cost” to enter. As long as that is the case, the industry will continue to grow but at a pace that is not much different than we have seen in the past 35 years. A result of this “cottage industry” mentality is a mindset that says, “That’s the way we’ve always done it.” Certain detailers have closed minds when it comes to changes, especially if the change will involve any kind of investment in new technology and methodology. Even newcomers to the industry are sucked into the “that’s the way we’ve always done it,” mentality. While the newcomers might have a clean shop and storefront, they equip and staff their detail businesses with old technology and the same personnel. Is it any wonder
”A result of this ’cottage industry‘ mentality is a mindset that says,...
ILLUSTRATIONS ©CANSTOCKPHOTO — CARAMAN
’That’s the way we’ve always done it.‘”
then, that there have not been major changes in the industry? That is not to say there have not been some improvements. For example, heated soil extractors, dual-action polishers for clear coat paint finishes, vapor steamers, advancements in buffing pad technologies, clay bars and clay towels, etc. All of these innovations have dramatically improved the detailer’s ability to produce a clean, shiny vehicle; however, far too many detailers are still not using these technologies. For many, it is a mindset that says, “If I can’t afford it, I don’t need it.” In short, the detail industry suffers from “stagnation” in all segments of the industry: Manufacturer/suppliers, distributors, and operators. For the remainder of the article I would like to look at the key players in the industry and at what they are and are not doing to help the detail industry grow, prosper, and eliminate stagnation. Manufacturers & Suppliers Detailing manufacturers and
suppliers fall into one of two categories: Either direct or indirect suppliers. Direct companies, whose primary business is detailing products, are for the most part, the chemical and pad manufacturers. Their business comes from detail shops, auto dealers, auto auctions, body shops, and carwashes that offer detail services. Some deal directly with auto manufacturers and private-label products for them. A few chemical companies even market a retail line of car care products. The problem is that these companies are “doing what they have been doing” since they entered the industry. They market and sell through wagon jobber distributors who provide some technical training, but nothing more. I asked a detail chemical manufacturer if his customers have asked for business management information and if he ever thought of providing this type of “how to run a detail business” training. He recognized the need
and indicated that they had tried, but in the end he honestly stated, “It’s just easier to sell chemicals; that’s our business.” That is the sad testimony of the suppliers to our industry. Most are doing nothing to help the industry expand from a technical service to a legitimate auto service. If they don’t care to do this, who then? Someone must take the lead and move the industry forward. The indirect suppliers—whose products or equipment are manufactured for another industry, but used by detailers—see detailing as only a small percentage of their sales. To assume they might lead the industry is unrealistic. They are satisfied with the “gravy business” detailing offers their companies.
latest chemicals, brushes, and pads, but that is about all. They too offer no help in such areas as business management, marketing and advertising. Some distributors are even more stagnant than the manufacturer. They become protective of customers and do not inform them of or encourage them to attend industry trade shows or seminars for fear they will encounter other suppliers. If they are looking out for their customers and giving them good service, they should have nothing to fear. Distributors, more than anyone else, seem to see the glass as “half empty,” rather than “half full.” Or, as Steven Covey states in The Seven Habits of Highly Successful People, some people look at life with a “scarcity mentality,” that is, there is not enough for them to have what they want and others to have theirs. The healthier view is what he calls the “abundance mentality,” where there is plenty for all.
Distributors The detail chemical distributor is an extension of the manufacturer, operating in a limited territory. Many do a fine job of servicing customers with all the Vol. 1, No. 1 • Winter 2016
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Operators Operators are just as guilty of stagnation as anyone in the industry is, maybe more so. More than anyone else, the operator has direct contact with the detail customer and should see that the market is changing. The auto dealer is no longer their only customer. The motorist represents a huge potential and operators must learn what this customer wants in both detail and customer service. Without question, there are many operators who are making an effort to find information that will help them to meet the needs of this new market, while others keep on doing the same old things, things that might work for some dealers, but not for the retail customer. There is no reason for detail business owners to bemoan the fact that they cannot get help from their suppliers. They are no different from any other small businesses. There are numerous resources in your community that you can go to for help. At the federal level, you have the Small Business Administration, the Service Corps of Retired Executives (SCORE), and others. Ever y state has programs to assist all business owners, community colleges offer courses in business management • Are complacent and lazy. They live with a “good old days” that take place at night and last mentality. only four to six weeks, and there What this industry needs is a are many business publications that offer all types of business company with vision, an individual who is an entrepreneur, information. who sees what the detail industry can become and has a passion to There Is a Cure Is there a cure? Of course, but achieve that vision. An individual operator can you need to look at your business have a vision and set out to and see if it is stagnant. achieve it. Maybe from there a Stagnant businesses: • Do not give good service. wider vision will grow. After all, Excuses take precedence over McDonald’s and Starbucks started with one store. good service. For example, in the Portland, • Look at their market as one big lump, and cannot compete Oregon, metro area there are with aggressive, customer-ser- nearly 100 detail shops, yet none are competition for a professional, vice oriented companies.
That is the sad testimony of the suppliers to our industry. Most are doing nothing to help the industry expand from a technical service to a legitimate auto service.
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retail market, but even they have done it by trial and error. The detail industry (or as some like to call us, the “automotive appearance industry”) offers everyone associated with it a tremendous opportunity. We have a market demand from the motorist, and all we have to do is take it. However, taking it means that we have to develop a plan—either as an industry or as individuals— and go after it. If you agree that the industry and maybe your own business is stagnant, consider these possible cures: • Really focus on the customer. • Experiment and innovate in all aspects of your business. • Take time to research and look for new ideas. • Get everyone in your business involved. • Build spirit by building a team. • Increase your knowledge— that will increase your confidence, which results in enthusiasm. This is the formula for an entrepreneurial spirit. If you practice these ideas in all business activities, a transformation will occur overnight.
Bud Abraham, founder of DETAIL PLUS Car Appearance Systems, is well-run detail business. I stress a noted speaker and writer in the “business” because many are detail detail industry. Was a founding operations, not businesses. Most member of the INTERNATIONAL have a wholesale mentality, and DETAILING ASSOCIATION and its most of their work is done for first executive director. He writes and consults on auto detailing dealers. The company run by an entre- all over the world. He can be preneur with a vision is hungry for reached at buda@detailplus.com.
growth and never stops looking for new ideas or better ways to operate the business. What manufacturer or distributor has made a major industry-wide effort to develop a business operational program to help current or prospective detail shop operators? Certainly many operators on their own have made excellent headway into the
Editor’s Note: While we here at Auto Detailing News admire and appreciate Bud Abraham, please note that his opinions expressed in his Detail Doctor columns do not necessarily reflect the opinions of Auto Detailing News. If you have a strong opinion about Bud’s article, feel free to write a Letter to the Editor and send it to Debra Gorgos at debrag@autodetailingnews.com.
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SEMA 2015
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By Renny Doyle
Before I dive into the experiences of attending SEMA 2015, I would like to travel back in time, back let’s say a decade ago, when the detailing industry at SEMA was limited to just a few of the main name brand booths and a handful of detailing business owners. At SEMA 2015, that was not the case. Launched well before the official start of SEMA, social media was bursting with excitement from detailing professionals worldwide that were soon joining one another in Las Vegas. This was a far cry from the handful of detailers that SEMA drew a decade ago.
crowds of detailing professionals were unthinkable when you process that just a few years ago it was rare to run into another professional detailer.
attending SEMA since 2002 and would never consider missing a year. I have seen the show grow to a peak and back down and explode to a huge show, making it almost imposable to see all of it in four days. As a restyling and detailing business I am always on the lookout for the next new thing or a product or tool that might help me produce better results with less effort. One thing that I never skip is the business seminars put on by SEMA. They are an invaluable tool that many overlook. This year I had the pleasure of working at the P&S Detail Products’ booth, demonstrating their product for attendees.”
Jim Goguen of Jim’s Auto Installations & Detailing Center, located in Ipswich Massachusetts, adds, “I have been
For me, SEMA started way back when the event was held in California. I was only a kid back then, but the hook was set and all I knew was that I loved being around cars. Today, SEMA is more than just a show or event, SEMA is the voice for the entire automotive industry, and today I am proud that detailing is not just on the radar of SEMA, but becoming a big part of SEMA.
I appeared and worked at the FLEX, P&S Detail Products and SONAX booths, all four days and the amount of detailers that I engaged with, met and visited, was sim-
The show launched on Tuesday, November 3, and the Vol. 1, No. 1 • Winter 2016
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“I have seen the show grow to a peak and back down and explode to a huge show, making it almost imposable to see all of it in four days.”
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ply amazing. In the past I have explained to people that the detailing industry is much like a band of gypsies, free roaming with little direction. A few years ago, that started to change, and this year, while we still have some distance to go to take this industry to the next level, the detailing industry is legitimizing itself and the level of entrepreneurs I engaged with this year was impressive to say the least. On the opening night The Detail Mafia, along with FLEX, P&S and SONAX, hosted a detailers’ cocktail and cigar social at The Mirage where over 150 professional detailers, suppliers and manufacturers gathered. A wide range of manufactures introduced new tools and products at the event and the amount of energy was unreal. Booths had live demos and detailing educational events were everywhere. For me, one of the most exciting events for SEMA 2015 was the Autogeek-sponsored filming of Competition Ready, a new reality television program taking aim at detailing and how big the high level of performance detailing has become. Mike Phillips of Autogeek is one of the hosts and to see everyday detailing professionals selected to take part in the filming tells you where we are going as an industry. It was really exciting. SEMA is not just about detailing of course and some detailing professionals offer more than just detailing services. Andrew Swenson, of Wolfeboro Carwash & Executive Detail of Wolfeboro, New Hampshire, says, “Renny, along with many others, encouraged me to attend the SEMA trade show, and in 2012 I made my first trip to Las Vegas for the show. It was an overwhelming experience to see the incredible workmanship of so many people
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“On the opening night The Detail Mafia, along with FLEX, P&S and SONAX, hosted a detailers’ cocktail and cigar social at The Mirage where over 150 professional detailers, suppliers and manufacturers gathered.”
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we had our very first detail in our new shop and we’re excited about the future!”
who have a passion for cars. I went to a few seminars, but spent most of my time cruising the show floor and looking for new products, and connecting with others in our group. Being that it was my first trip to SEMA I was not very focused, thus, I did not get all that I could have from the trip.” But in 2015, Andrew decided to give the show another try. “I seriously considered not going to SEMA [in 2015], but chose to commit to it even though the timing was not good to say the least. I wanted to expand into truck accessories and knew I needed to meet with many companies, support my team members who were at various booths, attend seminars and just talk with others faceto-face in the industry. I am glad I chose to attend again. I attended a great seminar on marketing, enjoyed an invaluable time with the Detail Mafia, was able to meet faceto-face with many of those I purchase from and head back to New Hampshire with a renewed passion for this industry. As I write this today
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Auto Detailing News
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Vol. 1, No. 1 • Winter 2016
Another exciting occurrence was the International Detail Association (IDA) being active at SEMA. This industry association is taking steps that will assist in securing the future of our industry and it was great to see the IDA actively engaging the detailers at the SEMA event and I am sure at future SEMA events as well. My own group of professionals that I train, mentor and coach both in business and detailing, recognize the value of SEMA — so much so that we host our main event at the conclusion of the SEMA show. This year we brought in a professional small business mentor and coach to take our group of independent professionals to the next level of business. Times have changed, detailers have changed and today, the SEMA event is playing a part in those changes. My end comments are simple: If you are engaged in the detailing industry, the 2016 SEMA event should be on your must attend calendar for 2016. It is being held November 1-4, 2016, at the Las Vegas Convention Center. It’s an investment in both you and your business, and our industry and I for one am excited to see you at SEMA next year! Renny Doyle is the Founder of Detailing Success.
WANT TO ADVERTISE IN AUTO DETAILING NEWS? Contact Jackson Vahaly at jacksonv@autodetailingnews.com or 615-594-0263. www.autodetailingnews.com
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