ADN winter 2023 web

VOL. 8, NO. 4 WINTER 2023 

You 

Rang?

Q: 

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CONTENTS 

Quick Tips.................. 4 

IDA 

Column ...................... 6 

Industry 

News.......................... 10 

Nitty 

Gritty ......................... 16 

Elbow Grease 

Don’t Forget About 

The Trim!.................... 18 

Christmas 

Tree Specials!............. 21 

Innoavations............ 23 

Cover Story 

Customer Service .....24 

Christmas 

Tree Specials! 

ONE MORE 

THING 

Hello, friends and happy new year. What a long, strange year 2023 was… from Chinese spy balloons, 

to alien corpses being unveiled in Mexico City, I am ready to put a proverbial fork in this past year. I think 

I say that every year, but 2024 is the year of the Dragon which signifies growth, success and abundance. S 

Who couldn’t use some of that? One thing I am looking forward to most in the beginning of 2024 is the 

Mobile Tech Expo. This event has always been one of my favorites as it is fun, friendly and a feast for the 

senses. Publisher Jackson Vahaly and I will be there hosting a booth, so please stop by and say “hi.” Also, 

let me know about your operation as this is how I meet all of you. I am not one to just call up a business 

owner and ask for an interview… you are all busy and I respect that. It is at the MTE that we can hopefully 

get a chance to meet or catch up. And, if you read in this issue’s Industry Dirt section, you will see I am 

offering up a special gift during the MTE. You simply have to log onto ProDetailerForum.com and post 

a question or comment on one already posted. This forum will also serve as a way for me to meet you all. 

In other news, are any of you noticing a change in your customers? Are they coming in less? Are their 

demands different? I know the economy is on thin ice, but I also noticed an uptick in used car sales. I 

was on the hunt for a new/old car back in October and it seemed as if they were flying off the shelves. I 

ultimately settled on a used vehicle, with only 33,000 miles, but I had to make a buying decision quickly 

as others wanted it as well. I had the pleasure of meeting the person who detailed the vehicle before I 

drove it off the lot. He was beyond busy, he said. It seems as this is a growing trend and used cars are in 

high demand. Is it like that in your area? Thankfully, the vehicle only needed a bit of detailing, although 

once I had it for a few days the muddy leaves (thanks to New York fall foliage season) messed up my floors 

and backseats. Thankfully, I have a wonderful detailer for that. 

Here’s to a successful 2024, and please, come by our MTE booth and say hello. Roar. 

Sincerely, 

• ACID RAIN 

• BIRD DROPPINGS 

• INSECTS 

• HARD WATER SPOTS 

• EXPOSURE TO THE SUN 

CAUSING FADING, CHALKING, 

LOSS OF GLOSS 

VOL. 8, NO. 4 | WINTER 2023 

Complete POS 

Signage Available! 

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The Diamond Plate 2 Year Warranty 

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www.SIMONIZ.com 

Simoniz USA, Inc, 201 Boston Turnpike, Bolton CT, 06043, 800-227-5536 

Publisher: Jackson Vahaly 

Editor: Debra Gorgos 

Design: KBA Designs 

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 © 2023 

Two Dollar Media, Inc./Auto Detailing News. 

All Rights Reserved. 

WIN $100 Kleen-Rite supplies, single color kit from Dr. Colorchip, 

PRO Products starter kit, Dynabrade accessories, Glassparency 

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VOL. 8, NO.4 • WINTER 2023 | AUTO DETAILING NEWS | 3

QUICK TIPS 

FINANCIAL TIP 

Visa launches program 

to help small businesses 

Visa Inc. has launched an array of Instant Savings offers aimed at helping 

North American small and medium businesses navigate the complexities of 

the current economic landscape, smallbiztrends.com reported. “This initiative, 

part of the Visa SavingsEdge program, promises substantial discounts on essential 

business services and products from renowned companies like Dropbox, 

Microsoft, and Verizon.” 

Visa’s latest Small Business Pulse Report reveals a surge in optimism 

among U.S. and Canadian SMBs, with 77% and 67%, respectively, now anticipating 

revenue growth in 2023, smallbiztrends.com reported. Despite this, 

the report stated, the cost of doing business remains a significant hurdle, compounded 

by inflation, economic uncertainty, and rising interest rates. 

“We’re seeing that small business growth is on the rise, despite current 

macroeconomic challenges,” said Veronica Fernandez, SVP and North 

America Head of Visa Commercial Solutions , in the smallbiztrends.com 

article “We also understand that there is a continued need for new, innovative 

ways to enable cost savings across the small business landscape. With Visa’s 

innovative offers and seamless access to run-of-business applications, the value 

associated with a business card becomes exponentially stronger, enabling 

small businesses to experience significant cost savings and efficiency.” 

More than 50 merchants are offering savings through the program. Those 

What are My Self-Employed Tax Obligations? 

As a self-employed individual, generally you are required to file an annual return and 

pay estimated tax quarterly. 

Self-employed individuals generally must pay self-employment (SE) tax as well as income 

tax. SE tax is a Social Security and Medicare tax primarily for individuals who work 

for themselves. It is similar to the Social Security and Medicare taxes withheld from the 

pay of most wage earners. In general, the wording “self-employment tax” only refers to 

Social Security and Medicare taxes and not any other tax (like income tax). 

Before you can determine if you are subject to self-employment tax and income tax, 

you must figure your net profit or net loss from your business. You do this by subtracting 

your business expenses from your business income. If your expenses are less than your 

income, the difference is net profit and becomes part of your income on page 1 of Form 

1040 or 1040-SR. If your expenses are more than your income, the difference is a net loss. 

You usually can deduct your loss from gross income on page 1 of Form 1040 or 1040-SR. 

But in some situations your loss is limited. See Publication 334, Tax Guide for Small Business 

(For Individuals Who Use Schedule C) for more information by visiting https://www. 

THE SUPPLIES YOU NEED, 

irs.gov/forms-pubs/about-publication-334. 

interested in learning more can explore these offers on the Visa SavingsEdge 

You have to file an income tax return if your net earnings from self-employment were 

website and find additional resources at the Visa Small Business Hub. 

$400 or more. If your net earnings from self-employment were less than $400, you still 

have to file an income tax return if you meet any other filing requirement listed in the 

Form 1040 and 1040-SR instructions. 

This tip was provided by the Internal Revenue Service (IRS). 

MARKETING TIP 

TAX TIP 

Make sure you check yo’ self 

Generally, you are self-employed if any of 

the following apply to you. 

• You carry on a trade or business as a sole 

proprietor or an independent contractor. 

• You are a member of a partnership that 

carries on a trade or business. 

• You are otherwise in business for yourself 

(including a part-time business or a gig worker). 

THE DETAILING 

SUPPLIES YOU NEED 

DETAILSUPPLIER.COM 

800-233-3873 

Take advantage of this 

$900 billion industry 

The traditional gift-giving season is 

over with, but with Valentine’s Day approaching 

you should know that gift cards 

are one of the number one gifts to give. 

So, do you offer a detailing gift card? If 

you don’t, you should. 

According to consumer research by 

Capital One, a December 4, 2023, report 

showed that the global gift card market is 

valued at $899.3 billion and is expected 

to reach $2.3 trillion by 2030. 

Other findings include: 

• The average value of gift cards given to 

someone else as a gift is $47.91. 

• The United States represents 

approximately 38% of the global gift card 

market, with a value of $339.5 billion. 

• The U.S. gift card market generated $499.4 

million in revenue in 2022 and grows 8.2% 

annually. 

• Nearly 50% of consumers purchase gift 

cards because they are convenient. 

• 54% of U.S. consumers buy gift cards as 

holiday gifts 

• 90% of people consider physical gift cards 

an appropriate item to gift. 

• 61% of consumers spend more than a gift 

card’s value when redeeming, for an average 

of $31.75 more than the card’s value. 

• Consumers purchase gift cards for 

themselves with an average value of 

$51.93, for an 8.4% higher value than 

cards purchased as gifts. 

• Gift cards are common last-minute gifts, 

with 32% of people having purchased 

a physical gift card on the same day as 

gifting it. 

• Consumers born between the years 1981 

and 1996 (commonly referred to as the 

Millennial Generation or Millennials) and 

consumers born between 1965 and 1980 

(commonly referred to as Generation X 

or Gen X) spend the most on gift cards at 

around $340 per year. 

Get Gift Cards Ready by February 14 

Candy and flowers might still be the 

most sought after Valentine’s Day gift, 

but what about gifting a clean vehicle? 

And, it looks like Valentine’s Day is still a 

big holiday for gift giving. U.S. consumers 

spent an estimated $25.9 Billion for 

Valentine’s Day 2023 (8.37% more than 

2022 sales), according to a June 2023 

Capital One report. An estimated 134 

million Americans shopped for Valentine’s 

Day 2023, budgeting $192.80 on 

average. And, the report found that over 

10% of people will buy a gift certificate 

for a loved one. 

These data and insights were compiled by the Capital 

One Shopping team based on publicly available data. 

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4 | AUTO DETAILING NEWS | VOL. 8, NO. 4 • WINTER 2023

01231245ÿ78977ÿ 

ÿ2824 

IDA 

CORNER 

Introducing all of the latest news from the International Detailing Association (IDA) 

All about the Boats 

Look for the new watercraft 

terminology glossary 

Along with glossaries pertaining to 

motorcycles, leather terminology, and 

general detailing terminology, the Association 

now offers a glossary for watercraft 

terms. From Anti-Fouling Paint (a type of 

paint used below the waterline that prevents 

barnacles and other attachments 

from forming on the hull of the boat; 

typically not serviced during a watercraft 

detail) to Transom (a rigid plate at 

the stern (back) of the boat with a length 

equal to or less than the width of the boat, 

on which outboard motors are often attached) 

all of the terms detailers need to 

know are listed. 

To find the newest glossary, visit the-ida. 

com and click under Detailing Resources. 

Have any global terminology variances 

to report? The Industry Standards Task 

Force has updated the Glossary of Detailing 

Terms webpage to include alternative 

terms used regionally and globally for the 

same definition, but we are always seeking 

to improve our content and keep up 

to date with industry changes. If your 

country/region utilizes a different term 

for a defined word/phrase in the glossary, 

please submit your term variance for review 

and potential inclusion in the Glossary 

of Detailing Terms via the Global 

Terminology Submission Form found at 

the-ida.com/page/Global_Terminology. 

Now available: 

Boat Detailing 

Webinar 

The International Detailing Association 

hosts a series of webinar presentations 

covering a variety of topics to help 

improve the knowledge and ability of 

IDA Members and Non-Members from 

the comfort of a home or office computer 

or any mobile device! The webinars 

take place on the third Thursday of the 

month. 

The webinar: 

Boat Detailing for the Traditional Auto 

Detailer, took place on November 16, 

2023, but is available to watch the 

recording via the IDA’s Archives Page. 

The Webinar was Presented By: 

Stanton Pratt, CD-SV, WC 

Director of HUBZone Operations, 

Auto Express Detailing 

Stanton was born and lives in Honesdale, 

PA. He enlisted in the US Army 

and completed his AIT in Still Photography, 

then served in Southeast Asia as 

a Combat Photographer. He returned to 

the US Army Photo 

School and became 

a Certified Instructor 

of Photography. 

He opened a Photographic 

Studio, 

which he successfully 

operated for more 

than thirty years. 

Later, Stanton joined the Volunteer Fire 

Department, serving as Fireman, Lieutenant, 

Captain, and Department Chief. 

He became a SCUBA Diver, SCUBA Instructor, 

and finally Instructor Certifier. 

Next, he became Customer Service 

and Royalty Manager for the Children's 

Book Division of Highlights For Children, 

Community Relations, and Fleet Manager 

for Honesdale EMS. He also became an 

EMT and held this position until they were 

forced out of business by a larger regional 

firm. Eventually, he established Auto Express 

Detailing for his present employer. 

Session Description: As an Auto Detailer, 

if there are bodies of water near 

you, sooner or later you will be asked to 

detail a boat. While many of the processes 

are very similar or the same as for 

91 !""!! "1"91#91$11%1&"1'1'7(2824ÿÿ)24*+12824ÿ,717 


IDA CORNER 

automobiles, there are some major differences, 

some in equipment and others 

in the overall process. This presentation 

is intended for the conventional auto detailer, 

taking them step by step through 

the process as we see it. The goal is to 

present the customer with a first-class 

job, delighting customers, and building 

revenue for your shop. 

Technology - Registrants will receive 

access information to stream the webinar 

via YouTube. 

Alternatively, the session will also 

be streamed directly to the IDA members-only 

Facebook Group (request to 

join at www.facebook.com/groups/theida), 

and members can watch the stream 

in the group. Registration through the 

IDA website is still highly encouraged for 

each session. 

THE ORIGINAL... 

PNEUMATIC 

ROTARY 

SHAMPOO 

TOOLS & MORE 

Certified Detailers are responsible for 

checking in to the live webinar to receive 

1 Certification Maintenance credit. If 

you did not register but watch the session 

in the Facebook Group, you must manually 

input the credit into your Certification 

Journal. 

Webinar Recording - If you are unable 

to attend the live webinar, members will 

be able to access the webinar recording 

from the archives webpage. 

Price - Free for members and $25 for 

non-members. Non-members who join 

within 30 days of the webinar may apply 

the registration fee to membership dues* 

*Contact the IDA office for more information. 

DETAILPLUS.COM || 503-251-2955 

We Want to 

Hear from You! 

IDA Global Survey #6: 

Standard Order of Operations 

The next survey is here to identify 

detailing variances across the 

globe, put forth by the IDA Industry 

Standards Task Force! Previously, we 

have been gathering data from our 

members to create a comprehensive 

guide to detailing terminology across 

the globe. Our new project is to catalog 

standard order of operations for 

various detailing tasks and the ways 

that the order of operations may differ 

from country to country or region 

to region. 

To complete the survey, please enter 

– in the order that you complete 

them – the steps that you would follow 

for a standard exterior wash process. 

We have included a pre-filled 

dropdown of steps you can choose, 

but please skip over anything in the 

drop-down that you do not utilize in 

your wash process, and use the "Other" 

drop-down option to write-in any 

additional steps you take that are not 

included in the pre-fill. Clarifications 

to define "standard" are below: 

• Standard wash, meaning not 

"waterless" or other specialty 

process 

• Steps up to and including 

chemical decontamination, 

but not including polishing/ 

correction/protection 

• Exterior, meaning the body 

of the car including wheels/ 

tires, but not including engine 

compartment 

• An average vehicle: passenger 

vehicle with gloss/clear-coated 

paint, clear-coated aluminum 

wheels, no existing protections 

(ceramic coating, sealants, 

etc.), no soft-top, and utilized 

on "normal" road conditions 

(paved, freeways/motorways) 

• To be completed in moderate 

environmental conditions (i.e. not 

raining, not too hot or too cold) 

This is not a test; we are simply 

collecting data. If you do not use a 

step in the drop-down, do not include 

it in your order or operations. If you 

complete an action/task not listed in 

the dropdown, choose the "Other" 

write-in option to include the step 

where appropriate. If you use a step 

in the drop-down more than once 

during your process, you may select it 

more than once. 

You do not need to fill in every 

step (for example, if your wash process 

is finished with 9 steps, leave the 

remaining questions blank). 

Members, please watch your 

email for the link to take the survey. 

If you have any questions or comments, 

please email ISTF (Industry 

Standards Task Force) at info@theida.com. 

Survey closes 

January 31, 2024. 

The goal of the Industry Standards 

Task Force is to gather terminology 

differences within the detailing 

industry around the world, so that we 

may have a comprehensive guide to 

offer to our members; let's all get on 

the same page and understand each 

other better! 

Global SV Week 

Global SV Week 2023 was a huge 

success. From October 10-22, we held 

a total of 25 events. 

These events took place in 10 

different countries, including: Brazil, 

Bulgaria, India, Malaysia, Philippines, 

Poland, Puerto Rico, Trinidad 

and Tobago, UK, and the USA. This 

demonstrates how far the IDA has 

spread and grown in the last 16 years. 

Overall, 94 certifications were earned, 

including 37 CD, 56 SV, 1 WC. 


INDUSTRY 

NEWS 

All the news and dirt concerning detailing 

businesses, suppliers, events and industry icons. 

XBox game offers car detailing simulator 

Available right now across Xbox One 

and Xbox Series X|S, Car Detailing Simulator 

is Ultimate Games’ latest attempt 

to see you opening your wallet, according 

to thexboxhub.com. 

The following is the description from 

xbox.com: 

Car Detailing Simulator, you get a 

chance to renew any car and restore its 

splendor at the request of demanding 

customers! A nice and well-groomed vehicle 

can be the pride of every human 

being! Clean, polish and marvel at your 

creations in this highly realistic game 

where every little detail counts! Do you 

like watching or taking part in major car 

restorations? In Car Detailing Simulator, 

you get a chance to start your adventure 

with running a detailing business on your 

own terms! Surprise the market with remarkable 

metamorphoses of down-atheel 

cars. Accept orders and grow your 

own business! Washing, applying foam, 

and polishing the paint are just some of 

the exciting challenges that await you 

during the gameplay. The game has to 

offer a wide and diverse set of specialized 

tools that you will need to fully deliver on 

all of your goals. Car Detailing Simulator 

bets on realism, so you will face plenty 

of challenges, and the proper choice of 

tools will be crucial for the development 

of your salon. Old cars make for amazing 

material for a fantastic makeover. In 

Car Detailing Simulator, you can buy 

plenty of old car models just waiting for 

someone to give them a new life. After all 

is said and done, don't forget to sell your 

‘babies’ at the right price – the classic will 

always find a buyer. 

The game lets you get down and dirty, 

detailing and cleaning up a variety of 

different cars. Cleaning and polishing is 

front and centre. But you’ll also get the 

chance to delve into the finer intricacies 

of a wash down too, according to thexboxhub.com. 

“And once those cars are 

cleaned? Well, sell them on and get some 

more stock in. The cleaning work is never 

done – something we found out in the addictive 

Powerwash Simulator.” 

Feb 1-3, 

2024 

Mobile Tech 

Expo 

Gaylord Palms 

Resort 

Orlando, Florida 

Feb 28 - 

Mar 1, 

2024 

Southwest 

Car Wash 

Association 

Fort Worth 

Convention 

Center 

Fort Worth, 

Texas 

CALENDAR OF EVENTS 

May 13- 

15, 2024 

Car Wash 

Show 

Nashville, 

Tennessee 

Aug 13- 

15, 2024 

Car Wash 

Show 

Australia 

International 

Convention 

Centre, Sydney, 

Australia 

Oct 7-9, 

2024 

Northeast 

Regional 

Carwash 

Convention 

(NRCC) 

Atlantic City 

Convention 

Center, New 

Jersey 

*At the time of this publication, there was no information available regarding the 2024 Southern Detailers Conference. 

HHHHHHHHHHHHHHHHHHHHHHHH ® 

Nov 5-8, 

2024 

SEMA 

Show 

2024 

Las Vegas 

Convention 

Center 

WASH and DETAIL without the 

hose getting stuck under the tires! 

A PATENTED BISHOP INNOVATIONS PRODUCT 

Scammer is trying to swindle detailing customers in Australia 

A warning has been issued for a new scam on 

social media which peddles car detailing services to 

unsuspecting vehicle owners, according to Australian 

news station 9News. 

Scam expert and vigilante “Wayne,” who is 

interviewed regularly about various scams, told 

9News that he thinks it is for the purpose of data 

harvesting. 

"They're not offering any specific details about 

who they are - a lot of them are actually hacked 

and stolen profiles," Wayne told 9News. 

Some advertisements use photos stolen from legitimate 

detailers. 

"They could potentially come and steal your 

car, they can take parts off your car," Wayne said 

in the story. 

Professional Detailer David Kiss said, "It really 

does give people like us a bad name because we're 

sort of lumped into the same bucket.” 

Real detailers say it’s not just scams people 

should be worried about though but also less reputable 

operators damaging cars. 

9News warned customers to do their research 

and to start an Internet search, then try reading 

Google reviews and perhaps the most effective - a 

good old fashioned phone call. 

"If you don't feel comfortable with how they're 

explaining it, d and definitely look for someone 

else," Kiss said in the story. 

THE BEST HOSE GUIDE AVAILABLE 

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sidewall to hold it in place 

Heavy duty - will not break, even if run over 

Simple to use – just kick it under the tire 

Protect expensive pressure washer hoses 

Make washing and detailing easier 

IF YOU’VE GIVEN UP ON HOSE GUIDES AFTER TRYING THE SMALL, FRAGILE, 

COMPETITIVE PRODUCTS, GET HOZEEZ® AND USE THE ONE THAT WORKS! 

See HOZEEZ® videos on our website, including driving over it with an SUV to show durability! 

Made In USA 

www.BishopInnovations.com 

10 | AUTO DETAILING NEWS | VOL. 8, NO. 4 • WINTER 2023 


INDUSTRY NEWS 

INDUSTRY NEWS 

Car Wash Show Europe hosts 

2,600 from 75 countries 

Over 2,600 visitors from 75 countries 

came to Amsterdam for Europe’s largest 

car wash show, Sept. 21-22, to learn, network 

and see exhibits featuring innovative 

ideas from all over the world, according 

to an International Carwash Association 

(ICA) press release. 

EXPLORE INTERESTING TRENDS 

WORLDWIDE 

The learning sessions are one of the 

big draws at Car Wash Show Europe, 

with one of the highlights this year being 

a one with Eric Wulf (ICA), Brian 

Madderson (Car Wash Association), Erik 

Stern (BOVAG) and Thomas Drott (BTG 

Germany). The presenters shared their 

knowledge about the trends, challenges 

and opportunities for the car wash industry. 

They pointed out the differences 

and all that has changed since Car Wash 

Show Europe 2019. 

MAKE EVERYONE FEEL 

INDISPENSABLE 

Another session addressed a struggle 

that car washes throughout Europe, the 

United States and worldwide are facing: 

Finding and keeping employees. It is 

important to find out exactly what motivates 

employees within your company, 

said operations manager Suzanne Huisman 

of Blinkie Carwash in Maaseik, 

Belgium, a family business with a 50-meter 

chain lane. 

“It is easy to give people you want to 

retain more money or have a bonus system, 

for example. My experience is: involve 

your crew, let them have their say 

and listen to their ideas. Ask them what 

tasks they like best to do within the company. 

Make sure you become a family. 

That’s the main reason we start every day 

together with a good cup of coffee. That 

way everyone stays involved and feels an 

indispensable part of the company," Huisman 

said in the press release. 

BECOME DISTINCTIVE AND 

CREATE A COMMUNITY 

What do you need to do for your business 

to be distinctive and successful? How 

do you become a formula that consumers 

prefer and they enjoy going to? 

"Create a community!” said Anne 

Mauler, vice president of marketing at 

Soapy Joe’s Inc. in San Diego, California, 

which started in 2011 with one location, 

is up to 30 and shooting for 50 in the near 

future. Not only do they prioritize their 

communities, they invite their communities 

to become even more involved with 

what Soapy Joe’s has to offer, as well. “We 

built Soapytopia,” Mauler said, allowing 

the membership community to be tied to 

the car wash in every possible way. 

“We want to be on your radio, we 

want to be in your phone, we want to 

be where you are,” Mauler said. "But it 

has to happen in a playful way. When we 

noticed our customers have more dogs 

than kids, we decided to start a campaign 

around a Magic Pet Parade. It 

resulted in 400 % more interaction and 

leads, compared to other campaigns. It’s 

important to create an emotional connection 

with your customers, to build a 

lasting relationship." 

EMBRACE INNOVATION 

In the Innovation Alley, companies 

presented their innovations, such as the 

e-Scrubber+. It is a handy little wireless 

device with a powerful motor that was 

originally developed to rid swimming 

pools of algae but also turns out to be 

great for waxing and detailing. Plus, it has 

a low rotation speed. “In this way, you 

can apply multiple layers of wax much 

better,” said Holger Dziadek, a German 

entrepreneur. 

A fast-growing Lithuanian IT company 

presented a smart traffic light that 

indicates whether a wash bay is occupied. 

The Parksol Self-Service Car Wash Guidance 

System is especially useful for businesses 

with multiple wash bays and a busy 

on-call, said Kristina Šašilaitė, one of the 

company’s developers. A sensor sees if 

there is a vehicle in the box, then a red 

cross flashes on and the routing is adjusted 

if desired. 

Look for more details and coverage of 

Car Wash Show Europe in CAR WASH 

Magazine Q4 and CAR WASH Magazine 

Live, which is available in the app 

and online at carwashmagazine.com. 

Have a detailing question? Idea? 

Want to show off your talents? 

The ProDetailerForum is the place for you. The new interactive forum is up and ready for users. Found at 

prodetailerforum.com, it has multiple threads designed for specific detailing business models and topics. I recently 

posted the following question, found under the Management thread: 

How much time do you take off for the holidays? 

I know detailers are hard-working individuals, so I am wondering if time off is taken to enjoy the holidays, or 

if it is just a day off or even less is taken. 

If you have any questions, or would like to showcase some of your work, this is the place to do it. 

Plus, if you join between now and the Mobile Tech Expo, I will pick one participant (who is attending the 

Expo) and treat him or her to a Florida Old Fashioned from MOOR. And, if he or she does not drink, then it will 

be a Butterfly Sea Breeze. You simply have to post a new thread or respond to a question already posted. 

Monthly Drawing! 

REGISTER & POST ON PRODETAILERFORUM.COM TO WIN PRIZES! 

WWW.PRODETAILERFORUM.COM 

Win Kleen-Rite supplies, single color kit from Dr. Colorchip, PRO Products 

starter kit, Dynabrade accessories, Glassparency cleaners, Detailed Image 

gift card, and more! Winners will be featured in our next issue! 

Win Free Supplies! 



INDUSTRY NEWS 

INDUSTRY NEWS 

33nd NRCC breaks record 

The 33rd Northeast Regional Carwash 

Convention (NRCC), held October 

2-4, at the Atlantic City Convention Center, 

surpassed its 2022 booth count with 

386 exhibits and beat its highest attendee 

number set in 2019 with 1921 combined 

attendees and exhibitors, according to 

Heather Courtney, NRCC Show Coordinator. 

“To say I’m thrilled would be an 

understatement,” said Courtney, who is 

in her seventh year managing the event. 

“We spent more money promoting the 

show and have elevated our educational 

track significantly over the last several 

years. The NRCC offers outstanding 

educational sessions, a huge show floor 

and is cost-effective for operators as well 

as vendors and all of that combined is a 

great value to all.” 

According to Bob Rossini, Show 

Chairman representing the Connecticut 

Carwash Association (CCA), the event’s 

host, “This show had extremely high 

energy,” he said. “Attendees have seen 

the changes we’ve made to the show 

and it’s paying off. Everyone I spoke 

with was impressed and energized to 

learn and bring fresh, new ideas back to 

their washes.” 

A wide range of educational options 

elevated the 33rd NRCC, with 

something for everyone, according to 

Education Chair Suzanne Stansbury. 

“It’s always a challenge to select a topic 

that will appeal to all types of operators 

with varying backgrounds, but I 

think we were able to find presenters 

with lots of charisma and diversity who 

were also relatable. I was really happy 

with our educational offerings.” 

VIRTUAL CARWASH TOUR 

The lineup included the annual “Virtual 

Carwash Tour” facilitated by Tom 

to our partners and customers for 

Malco® Automotive has supplied the automotive 

industry with high-quality, professional-grade 

cleaning and detailing products since 1953. 

www.malcoautomotive.com 

Hoffman, Jr. of Hoffman Car Washes 

and InnovateIT. The sites shown virtually 

included RoJo Car Wash in Norwood and 

Walpole, MA, operated by John Shalbey, 

Jr., Gleam and Gleam 2 Car Washes out 

@Malcoautomotive 

of Denver, Colorado, operated by Emilie 

Baratta, Chesapeake Car Wash in Chesapeake, 

Maryland, operated by Tom Morris 

and Quick Clean Car Wash out of 

Lee’s Summit, Missouri, operated by Bob 

EXTERIOR AUTO CARE 

INTERIOR AUTO CARE 

AUTO SERVICE SUPPLIES 

TECH TIPS 



Brown. “I try to compile a diverse grouping 

of washes and this year I think I was 

able to hit all wash models, including sites 

with detailing,” said Stansbury. “I have 

also added in some out-of-market sites to 

give attendees a more broad look at what 

operators in different parts of the country 

are doing.” This event was sponsored by 

Sergeant Sudz. 

SIMONIZ CELEBRATION 

After the Virtual Tour Simoniz USA, 

a long-time supporter of the NRCC, held 

its annual event, the Simoniz Celebration, 

at the Hard Rock’s Hollywood Ballroom. 

This gathering helps to get everyone fired 

up for the show’s first day of exhibits and 

additional education. This year, the company 

opened the evening event up to every 

single attendee, no matter their level 

of registration. “Simoniz calls the Northeast 

our back yard with our headquarters 

located in Bolton, Connecticut,” 

said Joey Plude, Marketing Manager. 

“Therefore, a partnership and association 

with the NRCC and the Northeast 

community as a whole is very important 

to us.” The annual event drew a massive 

crowd, according to Plude. “We are so 

proud to have strengthened this relationship 

with the NRCC and the Northeast 

carwash family by opening up our Simoniz 

Celebration to the entire show,” he 

said. “We feel it was a massive success 

having almost 600 attendees and we are 

committed to making it even bigger next 

year!” Chairman Rossini couldn’t agree 

more. “Our thanks go out to the entire 

Simoniz team, and Joey, for coordinating 

this incredible offering,” said Rossini. 

“Next year’s event on Monday, October 

7th , should be amazing!” 

EDUCATIONAL SESSIONS AND 

KEYNOTE ADDRESS 

On day two of the show attendees 

were able to partake of an extensive buffet 

breakfast before soaking up content from 

the popular Early Bird panel discussion. 

“Ask The Marketing Experts,” facilitated 

by Nick Lopez of Bubble Bath Car Wash, 

was the next spirited seminar on tap. 

International award-winning leadership 

expert and celebrated speaker, Mark 

Denton, served as the Keynote Speaker 

and shared his expertise on navigating 

turbulent waters in life and business with 

more than 300 in attendance. Denton has 

competed in countless races and sailed 

more than 80,000 miles across the worlds’ 

most hostile oceans. In doing so, he has 

learned a bit about motivating his team 

and being able to adjust his leadership 

skills to meet all challenges; skills that can 

be taken back to your wash when motivating 

your staff to work smarter and better 

as a team. 

“His sheer courage and will to overcome 

incredible odds, while working in 

a team environment, is nothing short of 

inspiring,” said Chairman Rossini. The 

Keynote was sponsored by Micrologic Associates 

and InnovateIT. 

AWARDS LUNCHEON 

This year’s Awards Luncheon was led 

by Chairman Bob Rossini. Recipients included 

four Emerging Leaders: 

• Sebastien Weekes of Spritz Car 

Wash in Clifton Park, New York 

• Dave Jones of Splash Car Wash, 

Milford, Connecticut 

• Francesca Roman of Hoffman Car 

Wash, Albany, New York, and 

• Max Pulcini, Director of 

Communications with EverWash, 

Philadelphia, Pennsylvania 

The Emerging Leader Award celebrates 

and encourages early-career managers 

who have demonstrated strong leadership 

and industry service. 

The Most Distinguished Person Award 

honoree was Larry Fiano of Fiano’s E-Z 

Coin-Op Carwash in Bolton, Connecticut. 

The NRCC’s highest honor, its Hall of 

Fame Award, was bestowed upon two individuals 

this year who have supported the 

NRCC and its mission and helped it grow 

year over year, tirelessly. The recipients are 

selected by past honorees. Bill Gorra and 

Al West of Simoniz USA were honored 

with the 2023 Hall of Fame Award. 

Bill’s journey began in 1980 working 

in sales at Syndet Products 

where his hands-on approach 

helped him gain industry 

knowledge. Using this experience, 

just three years later, 

he oversaw and managed five 

Gentle Touch Car Washes in 

Hartford, Connecticut. Bill 

then negotiated a licensing 

agreement with First Brands 

to use the Simoniz name in 

conjunction with professional 

carwash products. In 1988, he purchased 

controlling interests of Syndet from his 

father and expanded operations. And in 

1997, Syndet purchased the 100-year-old 

Simoniz brand and renamed it Simoniz 

USA. The company now employs 350 

and owns more than 100 brands and has 

been exhibiting at the NRCC for 33 years. 

Al West began with the company 

27 years ago after breaking into the industry 

as a manager with Boston-based 

ScrubaDub. He was then recruited by Simoniz 

when they were looking 

for a Team Member. He 

quickly rose up through the 

ranks to his current position 

as Northeast Carwash Sales 

Manager. And, according 

to his boss, Bill Gorra, “Al is 

selfless, passionate, dedicated 

and one of the most loyal 

people you can find, and the 

company would not be the same without 

him.” 

Both Gorra and West have supported 

the NRCC as valued exhibitors, sponsors 

and sounding boards over the last 33 years. 

They never hesitate to help the show grow 

and prosper while providing East Coast 

operators with a first-rate event. Gorra 

was not available to accept the award due 

to the recent passing of his wife Christine. 

His son, Will, accepted the honor on his 

behalf. West, who did not know he was 

receiving the award, accepted it with surprise. 

The Award’s Luncheon was sponsored 

by Carwash Superstore. 

WELCOME RECEPTION 

Another highlight of the show was the 

annual Welcome Reception sponsored by 

long-time sponsor and show supporter 

ICS. This casual meet and greet includes 

complimentary beverages and light New 

Jersey fare before everyone sets out for 

dinner with friends and vendors. “The 

last three years we have held the event at 

the ACCC just at the close of the show 

on Tuesday,” recounts Heather Courtney. 

“It’s a great opportunity to take a break 

after walking the floor and catch up with 

friends old and new. It’s been a highlight 

of our show for years and we couldn't do 

it without the generosity of ICS.” 

The show’s final seminar and breakfast 

featured Chick-fil-A’s Arthur Greeno 

whose Keynote “Remarkable Customer 

Service” resonated and entertained the 

audience. Greeno, who is also the bestselling 

author of “Breaking Conformity,” 

is a current multi-store owner/operator. 

He shared some of the company’s 

“secret sauce” on its consistent quality 

and remarkable customer service. It was 

obvious that he goes above and beyond 

with his employees. 

“I thought Arthur and our entire educational 

lineup provided some exceptional 

content and examples 

of how to improve communication, 

better lead and better 

market wash operations,” said 

Stansbury. “We have a limited 

number of educational slots 

to fill each show, which makes 

the selection process challenging, 

but we do encourage attendees 

to share their thoughts 

and ideas with us,” she said. “Please email 

them to info@nrccshow.com or give us a 

call at 800.868.8590. You can also share 

feedback on each session by logging into 

the APP, NRCC 2023, and filling out a 

brief survey. 

2024 NRCC 

The 34rd NRCC is slated for October 

7-9 at the Atlantic City Convention 

Center. The Hard Rock Hotel & Casino 

is the host hotel. Make sure to visit 

nrccshow.com in the coming months for 

registration and seminar information. 

The Car Wash Operators of New Jersey 

(CWONJ) is the host Association with 

CWONJ Past President Doug Rieck 

serving as Chairman. 



NITTY GRITTY 

What to Expect 

at the 2024 MTE 

A Q&A with Mobile Tech Expo 

Account Executive 

Steve “Wheels” Bucaro 

Want to be on top of Your 

Detailing business? 

? 

How are things shaping up 

for the upcoming show? 

Great! We are at a new venue, with a 

new layout but with the same amazing 

and great exhibitors and some brandnew 

exhibitors as well. 

How is this upcoming 

? MTE different from 

Expos of the past? 

Being at a new venue has allowed us to 

expand our show floor and education. 

This will be the largest MTE ever with 

25% new exhibitors. We are also adding 

an opening party Wednesday night with 

free beer! 

Have you noticed a 

? difference in what 

attendees are looking for? 

Paint Protection Film and coatings continue 

to be the hottest items for detailers. 

We are also seeing a lot of interest in 

the marine and aviation industry. PDR 

techs are looking for new tools to work 

on aluminum and EV vehicles. 

Have you noticed a 

? difference in what 

exhibitors are doing or 

showcasing? 

Exhibitors are expanding their presence 

in order to do more hands-on demos of 

their products. 

What kinds of trends have 

? you noticed that are 

gaining momentum with 

the exhibitors? 

We are seeing more and more exhibitors 

offering training certifications for their 

products. This helps them ensure the 

techs using their items represent the company 

well. 

How is the 2024 venue 

? different from last year’s 

venue? 

The Gaylord is an amazingly large property, 

and allows up to keep everything under 

one roof, while also growing the show 

floor. The venue has many great bars 

and restaurants, plus a great waterpark 

(including surfing) for the family. Being a 

large property, the venue can be a bit confusing, 

but I’m sure after people get used 

to it, they will love it. 

If someone reading this 

? has not decided on 

whether or not to attend, 

what would you like to say 

to encourage them to go? 

MTE creates networking unlike any other 

place. The symbiotic relationship between 

detailing, PDR, and auto recon allows 

everyone to work together to make 

more money. While there might be other 

larger shows out there, MTE gives you a 

chance to get one on one time with some 

of the industry’s biggest leaders. The 

other great feature is that exhibitors can 

sell directly, so you can go home with the 

hottest new products. 

How many educational 

? sessions are slated and 

what are some of the 

highlights? 

There are nearly 80 educational sessions. 

New this year: Mobile Tech Expo 

presents 101s for those getting into the industry, 

special sessions on Wednesday afternoon, 

for start-ups or new technicians 

in Detailing and Business. Also New: 

An entire track of sessions conducted 

in Spanish on Detailing, Business Tools, 

Marketing and PDR, and another track 

that will be simultaneously translated. 

New topics include Using AI in the MobileTech 

World, Motorcycle Detailing, 

and lots of new technology and processes. 


The 2024 Mobile 

Tech Expo will 

be taking place 

February 1-3 at 

the Gaylord Palms 

Resort in Orlando, Florida. 

SHOW SCHEDULE 

WEDNESDAY 

MTE 101 

1:00 PM – 5:00 PM 

Registration Open 

4:00 PM – 8:00 PM 

THURSDAY 


7:00 AM – 5:00 PM 

Education Day 

9:00 AM – 5:00 PM 

Welcome Party & 

People of the Year 

Awards 

5:00 PM – 7:00 PM 

FRIDAY 


9:00 AM – 5:00 PM 

Show Floor Open 

10:00 AM – 5:00 PM 

Community Night Reception 

5:00 PM – 6:00 PM 

SATURDAY 


9:00 AM – 4:00 PM 

Show Floor Open 

9:00 AM – 4:00 PM 

Dent Competition Awards 

4:30 PM – 6:30 PM 

MOBILE 

TECH EXPO 

FLOORPLAN 

For more information, visit mobiletechexpo.com. 

Mobile Tech Expo is a must-attend event for PDR, Mobile Detailing, 

and Automotive Restoration Technicians! 

EDUCATION 

Elevate your expertise with unmatched education! 

Hear from well known speakers such as Mike Phillips 

and Renny Doyle, plus many more professionals with 

years of experience in the Detailing industry. Whether 

you’re just starting out or are an experienced 

professional, you’ll find sessions that will help 

grow your business. 

VENDORS 

Buy the tools and supplies you need directly from the 

companies that make them right on the show floor, 

and check out the latest new products from your 

favorite manufacturers. 

NETWORKING 

Meet like-minded individuals in the PDR & Mobile 

Detailing Industry! Networking is non-stop at MTE - 

Join us for a drink at any of our after-show parties 

and meet new faces in the industry. 

February 1-3, 2024 

Orlando, FL 

Gaylord Palms Resort 

Take 

10% 

off your 

registration! 

Use code ADN10 

at checkout 

Follow us on socials! 

@MobileTechExpo 

www.MobileTechExpo.com

ELBOW 

GREASE 

SEMA BOOTHS 12517 & 37055 

Don’t 

Forget 

About 

The Trim! 

By Jason Thacker 

jthacker222@aol.com 

One of the best ways to improve the appearance 

of any vehicle is to make the 

trim look like new. As detailers, we often 

concentrate on the paint and interior portion 

as well as trim and in many cases the 

trim ends up being only a temporary fix. 

These quick fixes can help to sell the car 

and it looks good for a few hours to a day 

or two. And, at times, it may be all that is 

needed or all that can be done considering 

the budget. However, in many cases a 

temporary fix just isn’t enough and might 

not give you the results you and your customer 

are looking for. What can you do 

in those cases? 

To answer that we need to look at the 

available products on the market. Then 

examine what those products do and the 

differences of how they work on trim. 

The number of products on the market 

for this seems almost endless and the 

claims made on the label are true in some 

cases and farfetched or only in perfect 

conditions for others. It is important to 

explore the various elements involved including 

dressings, specific trim restoration 

products, trim paints and then consider 

the necessary prepping involved to successfully 

restore the trim for the long haul. 

DRESSINGS. 

These are over the counter products 

that are readily available at almost any 

store that sells detailing products and supplies. 

Results from these products range 

greatly and are very short lived in most 

cases. This is due to almost all of them 

being a polymerized siloxane that sits on 

the surface and doesn’t bond with the 

surface in any way. Polymerized siloxane 

is what is found in many products and 

dressings. It is a formulation of many different 

chemicals that form a water-based 

silicone dressing used in the product and 

is a proprietary blend unique to that 

manufacturer. By having many different 

blends, the manufacturers can produce 

very comparable products but still have 

better or worse results on the trim. Therefore, 

some of the dressing type products 

have a longer lasting effect. The downside 

to these, is that the formula is always water-based 

silicone. Having a water based 

dressing is what leads these to wash off 

very easily and can lead to an uneven finish 

and uneven wear of the product. The 

longevity of these water based PDMS 

dressings is typically only a few days to a 

few weeks at best. 


TRIM RESTORATION 

PRODUCTS 

These are products that are designed 

to add a layer over the trim and provide 

a long-lasting finish. Unlike the water or 

even solvent based dressings, these last 

much longer. A common misconception 

is that the higher quality trim restorers 

are a dye and are capable of permanently 

dying the plastic back to the original 

color, but this isn’t true and they do not 

dye the plastic. The most popular ones on 

the market are either a polymer based or 

acrylic latex based. 

TRIM PAINT 

These are exactly what it sounds like. 

It’s paint that is made for trim. Just as we 

see with the other options on the market 

for trim dressings and restorations, not 

all trim paint is created equal. Some are 

a very cheap resin system that won’t last 

and may begin to flake or peel. Another 

factor to consider with trim paint is the 

prep work and type of plastic. Plastics 

aren’t universal and its composition can 

vary widely which can have an impact 

on the dressings, trim restorers and paint 

and can affect the longevity and final 

appearance of the trim. Trim paint isn’t 

usually a necessary step, but can be the 

only option in some cases. Some plastics 

just won’t let the dressings or trim restoration 

products adhere to them. I’ve had 

a few cases myself in which I used a product 

that should have lasted for years, but 

didn’t last for a month. This was because 

the plastic required an adhesion promotor 

for anything to stick. Even trim paint 

will not last long unless it’s used in conjunction 

with an adhesion promotor. 

PREPPING FOR TRIM 

RESTORATION 

Before you begin any trim restoration, 

it’s a good idea to do some detective work 

and figure out the type of trim you’re 

working with. There are several types that 

may need a different product or preparation. 

All trim regardless of the type will 

need to be clean and stripped of any previously 

applied dressing, wax, silicone or 

anything else that could prevent proper 

adhesion to the surface. This can be accomplished 

by using a quality all purpose 

cleaner or alcohol, and then scuffing the 

surface or using the dedicated cleaner 

that comes with some products. 

Jason Thacker Currently owns 

a successful detailing business 

and is a contributor to numero 

us detailing forums. He can be 

reached at 757-273-5375. 

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9/20/23 8:54 AM

ELBOW 

GREASE 

Christmas 

Tree Specials! 

Why you 

should use 

the post-holiday 

season to 

promote your 

detailing business 

Those christmas trees sure are beautiful 

when seen strapped to the roof of a 

car (think the Griswald’s driving down a 

long road outside Chicago) during December, 

but the pine pitch that globs onto 

the car’s surface can be harmful to a car. 

Sap, pitch, which is which? 

Sap, which some refer to as the “blood 

of the tree,” contains phloem — is the 

sugary goop that sticks to everything, including 

vehicles. Sap is translucent, thin, 

watery, slightly amber colored substance, 

according to Complete Tree Care. Maple 

trees are primarily known for producing 

sap, but it can also come from walnut, 

birch and sycamore trees. 

Pine pitch on the other hand is defined 

as a tree resin and it is not the same 

thing as sap. Resin, which is probably referred 

to more commonly as “pitch,” is 

thicker, tackier, and darker than tree sap, 

according to Complete Tree Care. Trees 

such as pine, fir, and cedar produce resin. 

Therefore: 

✔ Sap = lighter in color 

✔ Resin/Pitch = darker 

According to the blog, Mast Producing 

Trees, The sap of a tree can discolor 

and stain the paint if it etches through 

the paint’s clear coat. It is critical not to 

overlook sap, which may not immediately 

harm a car’s paint, but it is unavoidable. 

Some of you detailers may be dealing 

with both Christmas tree resin and sap 

from last fall, so you might have double 

the trouble, but also, more profit to be 

made. 

One marketing idea is to post on 

your website and social media that its 

important to get a professional exterior 

detailing, noting the damage the Christmas 

trees and leaves can cause and then 

urge vehicle owners to come in before the 

damage is irreversible. Also, tell customers 

to have their vehicles detailed before 

it starts to warm up as heat will cause 

even more damage when it hits the sap or 

pitch. “Get the sap off as soon as possible, 

because it will eventually eat through the 

paint, especially as the days warm up,” 

according to John Ibbotson, chief mechanic 

at Consumer Reports’ Auto Test 


ELBOW GREASE 

Center. “Heat accelerates how the sap 

sticks to the paint.” Ibbotson also said in 

an Consumer Reports story that 

If the sap or pitch has been on a vehicle 

for an extended amount of time, it 

might appear milky in color. If it’s too 

late and the vehicle has suffered damage 

beyond a regular detailing and the paint 

surface has been damaged, you will have 

to perform a compounding process or wet 

sanding process to remove these marks. 

Do not use rubbing alcohol! 

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INNOVATIONS 

Introducing new & improved products for professional auto, boat & motorcycle detailers. 

INTERIOR WIPES 

Malco® Automotive announced the launch of two new variations of 

automotive interior wipes, Malco® Clean & Shine Wipes for Leather, 

Plastic & Vinyl, and Malco® Leather Conditioner Wipes for cleaning and 

conditioning. 

Malco® Clean & Shine Car Interior Wipes power away grease, 

grime, and dirt from leather, vinyl, and plastic while restoring a rich, satin 

gloss to car interior surfaces without leaving behind an oily or greasy residue. 

In just one step, this durable, lint-free cleaning wipe offers a time-saving, 

ready-to-use formula that is a cleaner & protectant in one and is the 

perfect solution as a quick interior detailer to bring back that new car look. 

Malco® Leather Conditioner Wipes are leather cleaning wipes that safely 

and effectively clean, moisturize, and protect your leather car seats. A gentle, 

non-greasy leather care formula combined with a large, durable, non-linting 

leather cleaner wipe helps rejuvenate and enrich your leather interior while 

protecting it from drying, fading, and premature wear. Malco Leather Wipes 

are safe for leather surfaces in automobiles, trucks, RVs, boats, etc. 

IRON REMOVER 

PDP, Professional Detailing Products, 

a chemical manufacturer in Canton, 

Ohio, is proud to announce a breakthrough 

in the category of Iron Removers 

for the Detailing Industry. PDP’s production 

team has successfully engineered an 

advanced, concentrated Iron Remover 

that does not have the typical sulfur smell. 

When sprayed, you will not have to endure 

the strong, pungent, lingering sulfur 

smell in your environment, and on your 

clothes, skin, and hair. 

✔ PDP now offers three products in 

the Iron Remover category: 

✔ Iron Melt, a concentrated strength 

iron remover (original formula, with 

the smell). 

✔ Iron Wheel Gel, a concentrated 

highly viscous iron formula for 

wheels- with virtually no sulfur 

smell. 

✔ Iron +, a concentrated semi-viscous 

iron formula for paint, glass, and 

trim- with virtually no sulfur smell 

Iron + and Iron Wheel Gel use the 

same high concentrations of the same 

organic compound that is in PDPs Iron 

Melt, and virtually every other iron remover 

on the market, which combines 

with ferrous iron to form a reddish-purple 

solution. 

This powerful iron catalyst identifies 

the iron contaminants and lifts them out 

of the paint. Iron + is a concentrated 

high solids pH neutral formula, and the 

semi-viscous formula allows just enough 

dwell time on the paint and in the crevices 

for a deep pristine clean. 

Iron Wheel Gel is formulated to create 

a thick gel-like viscosity to dwell on 

the wheel, allowing it to work longer. The 

strong pH neutral formula reacts with 

the iron, turning it reddish purple. Iron 

Wheel Gel is safe for all wheel finishes. Allow 

2-5 minutes of dwell time and flush 

off to reveal a deep cleaned wheel. 

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OwnaZiebart.com • 866-905-3371 

22 | AUTO DETAILING NEWS | VOL. 8, NO. 4 • WINTER 2023 VOL. 8, NO.4 • WINTER 2023 | AUTO DETAILING NEWS | 

OwnaZiebart.com • 866-905-3371 

23

Hello, 

Hello? 

Is This 

Thing 

On? 

You 

Rang? 

boat.” It is such an important part of 

business that management must (or someone 

in your organization) get comfortable 

with discussing agreement changes with 

these clients. 

For example, if the minimum wage, or 

the ability to hire a good employee in your 

market, has substantially increased as we 

have seen, for example in Portland, Oregon, 

where you have to pay a minimum 

of $20 an hour to get a good employee 

who will stay with you, you must increase 

prices to reflect that increase in expenses. 

Our world has changed, with the pandemic 

ruling our lives for the past four 

years and companies have been struggling 

to find quality staff to fill all the roles we 

have in our industry. And, training, even 

with a hurting economy, must be a priority. 

The world has sped up again, with 

people not spending time on the “little 

things,” thinking they are not “big 

things.” Detail business owners feel that 

they are servicing the customer now and 

that they will be a customer forever; but 

this is very short-sighted. 

Every day, the focus of everyone in the 

company must be on retaining customers 

for the long term. 

Customers are also struggling to find 

staff, and the lack of training means that 

they do not learn what is necessary to 

retain their customers and deal with suppliers. 

Their expectations of your detail 

service has increased, with them expecting 

better service. Therefore, don’t just 

hand over your regular customers to a 

new employee, and instead work together 

with both the employee and customer until 

some sort of familiarity is established. 

Primarily, the focus must be on your 

company employees; they must always 

be No. 1 in your mind. Proper training, a 

safe work environment, and making sure 

they understand the tasks at hand. 

Take the time to train your employees, 

find out their wants and dreams, allow for 

them to ask questions, and then you can 

guide them in retaining the customers. If 

your employees trust you, then everything 

else is so easy; they will perform their jobs 

better than you expect. 

Dealer and fleet agreement retentions 

mean that you are providing all of the 

things they expect and you are communicating 

with your customers about what 

the expected cost will be over the term of 

the agreement. 

If for some reason they are not comfortable 

with the task of dealing with auto 

dealers and fleet customers, then have a 

competent employee take this on. 

Today’s detail fleet customers want/ 

need their service provider to be visible 

and know what to expect. You do this by 

having the respect of your employees, and 

they will retain your customers. 

In my area, Portland, Oregon, where 

there are many detail businesses to choose 

from and getting and keeping the business 

has always been three-headed: 

✔ Price 

✔ Quality, and 

✔ Speed 

If you do not get all three consistently, 

you look to change fleet companies. 

Try a reservation system for your detail 

business to see how it is received by 

your regular retail customers and commercial 

clients. 

In my area, it would work like the following 

outline: 

• One- to two-hour timeslots 

would be reserved for retail 

customers. And the other time for 

fleet account vehicles. 

If a customer does not arrive within 

15 minutes after their reservation, they 

lose their spot. 

If you have noticed reductions in our 

customer retention rates. What could 

have happened to cause this, and what 

can you do to “stop the bleeding?” 

In pandemic and post-pandemic 

years, we’ve come to realize that unex- 

What to do when your 

customers are disappearing 

Legend Ad Auto Detailing News.pdf 1 5/24/21 5:12 PM 

By Bud Abraham, 

The Detail Doctor 

buda1940@outlook.com 

Robert “Bud” Abraham is the Founder 

and President Emeritus of DETAIL 

PLUS Car Appearance Systems, with 

more than 40 years of experience in 

the car care industry as a manufacturer, 

operator, distributor and consultant. 

He writes articles and gives seminars 

on the subject of auto detailing 

throughout the automotive industry. 

“Have you experienced a reduction 

in business from regular customers? Has 

something changed in the wants/needs of 

today’s detail customers that you have not 

noticed? What can you do to retain your 

regular customers? 

These are all questions you should be 

asking yourself. Look at your records and 

see if there are any customers you have not 

seen in a while. Not everyone will or has 

experienced a decline in patronage by regular 

customers, but everyone should keep 

in contact with regular customers with a 

newsletter or regular reminders ‘”it’s time 

for another detail,” and for sure keep 

abreast of changes in the marketplace. 

The pandemic was a major factor 

for most businesses, but different businesses 

were impacted differently. For 

example, when new car sales are in decline, 

car care services usually increase as 

people are keeping their vehicles longer. 

Whenever one sees a dip in customer 

retention, the key approach is to figure 

out why. Why are customers leaving you 

and choosing another supplier, or not 

coming in at all? You need to know that. 

Too often the first response is, 

‘price.’ However, you should not immediately 

jump to that conclusion. Sometimes 

that could be the reason, but look at other 

things like: 

✔ Quality of services 

✔ Ease of doing business 

✔ Personal services and other 

possible causes. 

Ultimately, if the customer sees value 

in your detail service, why would they go 

through the pain of switching to someone 

else? 

CUSTOMERS DON’T 

HAVE TO BE LOYAL 

Servicing your customers means so 

many things: 

✔ Personalized services 

✔ Quality of work 

✔ Timely delivery 

✔ Your communicating the various 

aspects of your detail service, and, 

✔ Most importantly: Retaining that 

customer for years or even 

decades. 

With auto dealers and fleet accounts 

detail business owners are companies hesitant 

to discuss agreement prices, changes 

or extensions for fear of, “rocking the 

C 

M 

Y 

CM 

MY 

CY 

CMY 

K 

LEGEND 

A Premium Coating Experience 

psdetailproducts.com 



pected challenges such as shortages and 

supply-chain disruptions can sometimes 

be difficult to navigate, despite our best 

efforts and plans. 

However, we’ve learned that these 

obstacles are typically not impossible 

to overcome. To find solutions, we must 

think outside the box, coming up with 

creative and unconventional ideas that 

will ultimately benefit our customers. 

This type of thinking doesn’t have to 

be complicated; it can be as simple as offering 

an alternative or adjusting delivery 

times to accommodate a request. 

Instead of giving up and blaming 

someone or something else, you can ask 

questions, propose different alternatives 

and strive to understand our client’s 

needs. These efforts can make all the difference 

in keeping their business. 

And yes, we know that retaining 100% 

of your customers is not always possible, 

but we have found that our willingness to 

be flexible and collaborate with our clients 

during challenging times has helped 

us retain their business and prevent individual 

and good account losses. 

CHANGES, CHANGES 

I don’t know about you, but ever since 

I started traveling again, I have noticed 

BIG changes in multiple airports, hotels 

and even towns/cities I pass through. 

One big thing I have noticed since 

traveling again is that many of the restaurants 

I would visit to grab a meal have 

reduced their hours or even, unfortunately, 

closed their doors. Hotels that used to 

serve breakfast now only offer pre-packaged 

breakfast items. Restaurants in many 

cities offer menus with limited choices. 

Travel is not what it used to be for sure. 

However, with that said, in my most 

recent travels, on a more positive note, I 

have noticed many changes happening 

out there. For example, in airports, some 

of the once-closed establishments have reopened 

either with limited hours or under 

a new brand schedule with new extended 

hours. 

Restaurants in many of the cities have 

changed their storefront look and inside 

décor. They have also introduced new 

limited menus and new hours to attract or 

bring back their once loyal customer base. 

Businesses are also embracing germ-free 

environments and understand the importance 

of clean and hygienic surfaces and 

atmospheres. 

Room cleaning services at hotels previously 

halted due to COVID are now 

being brought back to life. As for food in 

hotels, once again overnight guests are 

being offered a freshly cooked breakfast 

instead of prepackaged meals. Changes 

are happening. 

This has caused me to pause and 

think about the car care industry. What 

are we as operators doing to tackle reductions 

or losses in our customer retention 

rates? Are we adapting to the new 

way of doing business because unfortunately 

since COVID, it is no longer business 

as usual? 

As operators, we need to take steps 

and implement new strategies to not 

only keep our customer base but also 

take care of new demands as well. These 

new demands are due to the challenging 

ever-changing environments in which we 

now live. 

Today’s mantra is, “Do more with 

less!” Belt tightening is the new thing 

these days. Waste, slack in productivity, 

looking for cost savings and ways to be 

more efficient are now being addressed in 

an effort to save not only our business but 

our customer’s business as well. 

What are we doing to help our customers 

retail and fleet? There are things 

you can do. Think about it. How many of 

you are open on Saturday? Dealers will always 

have a used car that needs detailing 

to sell or deliver over the weekend. Retail 

customers are home on the weekend and 

can surrender their vehicle all day. We 

had our biggest days on Saturdays. 

It is time to think outside the box and 

take all the new guesswork out of the 

equation. Ask questions that will better 

serve our customer base and retain their 

business. Revisit the product line and programs 

we provide to our customers. 

When was the last time we took a 

good, hard look at your shop to see what 

changes you can make internally to ensure 

we are delivering vehicles quickly 

and detailed perfectly the first time, 

whether it be shop layout, process and 

procedures, equipment, chemicals, etc. 

Even your staff? 

You need to do EVERYTHING in 

your power to offer solutions to retain 

customers and business and make your 

customers happy and satisfied. You don’t 

want them at a social gathering and saying, 

“I used to go to X Detailer, but I 

switched….” Those words carry a lot of 

weight. Not only do they hurt your business, 

but promote a competitior of yours. 

A happy and satisfied customer is key. If 

they are happy, you will retain their business, 

be in good standing and have a good 

chance of growing. 

I am happy to say that several months 

back when getting off a plane in the early 

evening, I was trying to grab a quick bite 

but it was tough, due to all the closures 

and labor shortages throughout the airport 

eateries. But more recently that was 

not the case. Change is in the air because 

many eateries in airports have finally extended 

their hours and are now open for 

business. Hamburger with fries, anyone? 

They have retained my business for sure. 

As always, if you need my help, please 

feel free to reach out to me at buda1940@ 

outlook.com. 

NUMBERS ON LOYALTY 

According to a Calabrio customer service research study: 

✔ 

97% of consumers and 98% of contact center 

managers say customer service interactions 

impact whether consumers stay loyal to a brand. 

In the 2023 best customer service brands list conducted 

by The Future of Commerce, it was found that: 

✔ 

60% of customers would buy from a brand more if 

a business treated them better. 

WHY THEY RETURN 

Forbes magazine’s 2022 Achieving Customer Amazement 

research, in which over 1,000 customers were surveyed, 

asked participants: Why do you return to a business? 

And, according to its findings, the top two answers were: 

✔ 

Employees who were helpful and friendly. 

All is Fair in Love and Detailing 

Why it’s important to treat every customer the same 

Join Today & Get Involved! 

The-IDA.com 

By Joe “The Detail Guy” Zeidler, 

IDA Member, CD-MC 

In today’s detailing market we get all types of vehicles 

in our shops. They range from the daily driver 

to possibly high-end exotics and everywhere in between. 

While it makes us as detail professionals feel 

proud and even excited to detail those “better than 

average” vehicles, it is very important to remember 

that every single one of our customers MUST be 

treated exactly the same as the next. Every vehicle 

MUST be treated the same as well. While we seem 

to feel that it’s more important to go the extra mile 

for the executive who owns a $200,000 car, we as 

professionals need to do the same for the soccer mom 

in the minivan. We need to keep our work consistent 

in every detail, our processes and approach shouldn’t 

change regardless of the vehicle or customer. 

Our customers come from all walks of life, many 

only occasionally get a detail and they want to know 

they are being treated with respect and to know that 

we are going to do our absolute best on their vehicle. 

For many of our customers they want the detail for 

professional purposes (Executive daily drivers, ride 

share drivers, etc.) Others want a detail to showcase 

their auto and some just want a reset where they can 

feel that they are able to keep that vehicle even longer. 

While the prices may be different because of 

some of the chemicals and processes needed vehicle 

to vehicle, the outcome should be just as equal 

if possible. 

While every vehicle has its “issues” the underlying 

theme needs to be the same. Treat each and 

every customer equally in every respect and that will 

make a big difference in the success of your business. 

So, next time that Lambo pulls up with a crypto 

king driving, you might get the tingles but just 

remember that that soccer moms 4 cylinder, economy 

car is just as important because while that 

Lambo might see the road a few times a year that 

little car will be used for someone’s livelihood, take 

kids to school or appointments, go get groceries 

and so much more. 

To every owner their vehicle is important in its 

own way, that’s why they TRUST us to take care of it 

no matter who they are or what type of vehicle it is. 

Till Next time, 

Joe 

Joe Zeidler, IDA Member, CD-MC, is the owner of C & J’s 

Precision Auto Detailing of Schuylkill Haven, Pennsylvania. 

He can be reached at JoeTheDetailGuy@yahoo.com. 

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