VOL. 5, NO. 1 SPRING 2020
Two year guaranteed protection
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A: Diamond Plate is a nano ceramic polymer coating that reacts with your vehicle’s
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used widely in the aerospace industry.
Our Warranty Protects Against
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• BIRD DROPPINGS
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• PAINT OVER SPRAY
(from newly painted road lines.)
The Diamond Plate 2 Year Warranty
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Detail Doctor . ............ 6
What A Detailer Should Know
About Bacteria & Germs
OSHA News . ............. 9
Business of Detailing . ... 12
Professionalism in the
Elbow Grease ........... 14
The Season of ick
Innovations . ............ 18
Industry Dirt . ........... 19
Cover Story . ............ 24
The Color of Money
The IDA Is Taking
You to School . .......... 30
One More Thing ...
It is no secret that there is a special place in my heart for Mobile Tech Expo. It was my first-ever
event after accepting the position as editor of Auto Detailing News. Shy and awkward, I walked
into my first MTE in the winter of 2016 knowing only a few people in attendance. But, three days
later I left with a rolodex full of esteemed detailing professionals and friends. The recent Mobile
Tech in Orlando was no different. Friendly faces were ubiquitous, and it was like a gathering of
family members at Thanksgiving. No more nervousness, now I walk into the MTE showroom
knowing kindness, inclusion and acceptance is abundant. Along with notes of camaraderie,
laughter and updates, some tears were also shed this year. The International Detailing Association
held its first-ever Hall of Fame induction ceremony and I was able to sit next to a dear friend, and
inductee Bud Abraham. The last time I saw Bud was at the aforementioned 2016 Mobile Tech
Expo where he graciously took me under his wing and introduced me to those in the industry.
When it was time to head home, we shared a ride to the airport and upon saying goodbye, Bud
indicated it was probably his last tradeshow and unless I was willing to vacation in Portland,
Oregon, was likely the last time I would see him in person. It made me sad as he was someone I
would see at least yearly. But, then, as this year’s Mobile Tech Expo came to fruition, I found out I
would get to see Bud again. Not only did we spend time together on the showroom floor, but I was
also able to sit next to him as he accepted his place in the Hall of Fame, along with four notable
and beloved others, which, to put it mildly, was a site to behold. The names Renny Doyle, Barry
Meguiar, Ed Terwilliger and William R. Phillips (who was posthumously honored and represented
by his sons) was a vision of Mount Rushmore-like magnificence. I love this industry. The people
in it make me smile. Along with he notable men on stage and my dear friend Bud, there was a lot
of pride amongst the crowd. People cheering on each other and enthusiastic applause. It was a
wonderful three-day event and I am already looking forward to next year’s.
Vol. 5, No. 1, SPRING 2020
Publisher: Jackson Vahaly
Editor: Debra Gorgos
Design: Katy Barrett-Alley
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
Copyright © 2020
2 Dollar Enterprises/Auto Detailing News
All Rights Reserved.
VOL. 5, NO. 1 • SPRING 2020 | AUTO DETAILING NEWS | 3
Letter from the Editor
In other news, my family and I recently
a former governmentagent and also a
traveled to Mexico for winter break.
humanitarian, now spending his time
And, while I would love to expound on
volunteering at local schools. His tennis
the food, the scenery and music, I instead
skills are nothing to shake a racquet at
need to use this space to revel in the fact
either. He teaches tennis and also has a
that I got to meet and hang out with
wealth of knowledge regarding the sport.
an esteemed member of the detailing
On the first full day of our trip, Alan
community. Before we embarked over to
reached out and said he would love to
America’s Southern neighbor, Bud told
show my family and I around the area
me about his friend, Alan Read, who was
he now calls ‘home.’ Later that day, Alan
65-pound son on his shoulders.
content. From the cover story on paint
living down there. He would love to meet
took us on a walk, first to some Mayan
Is there anything this man cannot do?
correction, to protecting detailers from
up with you and your family, Bud said.
ruins, then to the beach and then took
Some people are just magical. They have
pandemic-toxicity, to excellent columns
Now, to put it modestly, Alan is quite the
us to a local eatery where we had the
an unassuming, welcoming aura. Such
from Rob Schruefer and Bud, it is a
prodigy. As Bud said, Alan, who was for
most delicious Mexican food. We talked
people are not in any way panged with
wealth of knowledge and a guidebook for
many years the National Sales Manager
detailing, his years with the PDA, and his
hidden agendas or prejudices. Alan is
success. And, we couldn’t do it without
for Auto Magic, which was one of the
years spent serving our country. A few
one of those people. Once again, Bud,
all of you, our faithful readers.
leading detail chemical companies in the
days later, we met up and at this point, we
I owe you. You not only have helped
Thank you so much and see you in
industry, was a founding member of the
were all pretty exhausted. But, not Alan.
with this magazine, as well as my career,
Professional Detailing Association and
Despite a bad back, an earlier tennis
but you introduced me to a man I now
Until next time,
on the first Board of Directors. He was
lesson, hot sticky weather, and miles
consider a lifelong friend.
also the second president of the PDA.
upon miles of on-foot travel (he ditched
And, one more thing before I go:
Not only that, but Read is a veteran,
his vehicle years ago) he even carried my
This issue is packed full of exceptional
4 | AUTO DETAILING NEWS | VOL. 5, NO. 1 • SPRING 2020
What A Detailer
Should Know About
Bacteria & Germs
Bud Abraham is 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. He can be reached at firstname.lastname@example.org.
By Bud Abraham
Have you ever thought about the
bacteria & germs in motor vehicles? If
you haven’t then you really need to read
this article for these reasons:
1. It can keep you, your employees and
your customers safe.
2. It can make you more money by
educating your customers on the need
for regular interior cleaning as well as a
new service called: Interior disinfecting.
3. The coronavirus
When you talk about bacteria and
germs in vehicle interiors most detailers
will think of “biohazard cleaning,” if at
all. Biohazard cleaning is done on interiors
where someone has died in a vehicle
or was shot and bodily fluids are all over
the interior. This type of cleaning is an
entirely different “breed” of cleaning than
normal interior detailing and requires special
training and special safety equipment.
That will be the subject of a future article.
This article will report on a comprehensive
study by Dr. Charles P. Gerba
& Sheri L. Maxwell to determine the
amount of bacteria and molds that build
up in automobile interiors. There were
several variables taken into account in
conducting the study:
✔ Geographic area of the country
✔ Different areas of the vehicle
✔ Type of vehicle
✔ Whether there were children in the
✔ Married or single drivers
✔ Male or female drivers
✔ The authors were kind enough to
grant permission to allow me to
use the results of the study for this
You would be hard-pressed to find a
study that is more comprehensive and
scientific in its scope on vehicle interiors
anywhere in the world.
For the study, 100 vehicles were involved,
conducted in the states of Illinois,
Arizona, Florida, California, and
Washington, D.C. which provided a
good cross-section of climatic conditions
across the country.
Eleven different areas of the vehicles
interior were tested.
Each area of the interior was sampled
with sterile swabs and then immediately
sent overnight, packed in ice, by overnight
courier to the University of Arizona
to be processed. On each of the 11 sites a
4-square-inch area was sampled.
The interior areas tested included the:
✔ Steering Wheel
✔ Radio Knobs
✔ Door Handles
✔ Children’s Car Seat
✔ Change Holder
✔ Window Opener
✔ Cup Holder
✔ Seat Belt
✔ Food Spills
So, what driver (male or female) in
which part of the country has the most
germs and bacteria?
Watch out men, the results of the test
revealed that a married female in Florida
has an automobile with the most bacteria
The cleanest automobile? One that
is driven by a single male who resides in
And it appears that married individuals
and females have automobile interiors
with the most bacteria/germs.
Single individuals and males had the
Of all the cities tested, Tampa, Florida,
had vehicles with the most bacteria/germs.
And, Tucson, Arizona, has the lowest
For example, people in Tampa had 10
times more bacteria in their automobile
interiors than those in Tucson, Arizona.
These results are obvious as Tampa has
a hot, humid climate conducive to bacterial
growth, whereas Tucson has a very hot,
dry climate that tends to kill bacteria.
IN THE INTERIOR
As mentioned, several areas of the
interior were tested to determine which
area had the most bacteria/germs.
The radio knob had the least amount
Food spills, on the other hand, had
the highest number of bacteria, as would
be expected. Great point to make
with customers; that food spills do,
in fact, grow bacteria and should be
removed immediately to prevent
bacteria from growing.
What is interesting is that the dashboard
had the second highest number of
bacteria, next to food spills. The reason:
The movement of air over the dashboard.
Air is drawn in from the dashboard
and bacteria may be affecting the
dashboard as the air is drawn into the air
Another possibility is that this is the
warmest spot in the automobile, in most
cases with direct sunlight shining on the
dashboard most of the day.
Overall bacteria numbers ranged
from 10 to 8.0 x 105 CFU/4 sq. inch.
The dashboard food spills, for example,
had 10 times more bacteria than the radio
knob or the seat belt.
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 email@example.com.
6 | AUTO DETAILING NEWS | VOL. 5, NO. 1 • SPRING 2020
TYPES OF VEHICLES
More bacteria was found in vans
and SUVs than in passenger cars, which
probably reflects the greater number of
people that ride in the larger vehicles,
as well as the occurrence of children in
these types of vehicles.
As would be expected, greater numbers
of bacteria were found in those
automobiles that carried children on a
The bacteria, **S. aureus was found on
the steering wheel more frequently than on
any other area in the vehicle. This is logical
since the steering wheel is in contact with
the hands more than any other area.
It was also determined the percentage
of automobiles in which both **S.
aureus and MRSA were found. MRSA
was isolated from a car seat and steering
wheel. MRSA was found in 2% of the
**Staphylococcus aureus, the “golden cluster
seed” or “golden staph” is the most common
cause of staph infections. It is found in the nose
and skin of humans and can cause illnesses from
minor skin infections (such as pimples), impetigo,
boils and abscesses, to life-threatening disease
such as pneumonia, meningitis, and toxic shock
syndrome (TSS) to name a few.
Methicillin-resistant Staphylococcus aureus
is a bacterium responsible for difficult to treat infections
in humans. It is also referred to as multidrug-resistant
Staphylococcus aureus. It is resistant
to large groups of antibiotics called beta-lactams,
which include penicillin and the cephalosporins.
The following is a list of molds that
were identified in the automobiles tested
and the number of times they were isolated.
Members of the genus **Aspergillus
were the most common molds identified.
Genus of Molds Found
in Vehicle Interiors
The isolation of molds was the highest
in Chicago and the lowest in Florida. For
example, the occurrence of molds was 15
times higher in Chicago than in Tampa.
The occurrence of molds in vehicle
interiors was found to be directly related
to each city’s mean temperature in which
the vehicles were located.
The lower the city’s mean temperature
the greater the number of molds in
the vehicle interior.
The number of mold bacteria was
found also to be related to the mean average
monthly rainfall in the city. This is
probably a reflection of the longer survival
of mold bacteria in moist environments.
A greater number of mold bacteria
also appeared to be related to warmer
temperatures since the greatest number
of mold bacteria were isolated in vehicles
from Florida, which had the warmest
temperature of all the cities studied.
**Aspergillus is a genus of around 200 molds
found in nature throughout the world.
The conclusions are very interesting
and can provide the detailer with a
great deal of valuable information they
can use to market their services, protect
themselves, their employees, and more
importantly their customers.
USE THIS INFORMATION WISELY.
1. Married people have more bacteria
in their vehicles than single people.
2. Females have more bacteria in
their vehicles than males.
3. Vehicles with children have more
bacteria than vehicles without
4. Cities with the most bacteria in
vehicles from cleanest to dirtiest:
4. Washington, D.C.
5. Individual sites in the vehicle in
order of numbers of bacteria:
1. Radio knob
2. Seat belt
3. Window opener
4. Steering wheel
5. Car seat
6. Changer holder
8. Cup holder
10. Food spills
6. Vehicle type in order of number
of bacteria isolated:
7. Sites where S. aureus was found
from the least amount to the most:
✔ Change holder
✔ Door handle
✔ Food spills
✔ Radio knobs
✔ Car seat
✔ Window opener
✔ Cup holder
✔ Seat belt
✔ Steering wheel
8. MRSA was isolated in 2%
of the automobiles
9. Areas with the most mold from
the least to the most:
✔ Seat belt
✔ Window opener
✔ Door handle
✔ Radio knob
✔ Car seat
✔ Steering wheel
✔ Change holder
✔ Food spills
✔ Cup holder
10. The greater the mean temperature
of a city the greater the number of
molds isolated in the vehicles.
11. Florida had the highest overall
numbers of bacteria while Arizona
the lowest. Florida also had the
highest annual rainfall and mean
annual average temperature. Thus,
bacterial numbers are probably
related to a combination of high
humidity and temperatures.
12. Aspergillus species were the most
common fungi isolated in vehicles.
13. Good luck and I hope you make some
money fighting bacteria and germs.
WHAT THIS ALL MEANS TO THE DETAILER?
Being aware of the amount of bacteria/germs
in the vehicle interior gives
the astute detailer business owner a
chance to provide a reason (need) for
regular interior cleaning and/or due to
the coronavirus outbreak, a simple wipe
down of the interior with a disinfectant
chemical similar to that used in restaurants
to wipe off tables. (You can find a
number of such chemicals from a janitorial
supplies distributor in your area). If
I were in the business today I would be
marketing an disinfectant wipe-down of
interiors to eliminate the coronavirus in
the vehicle interior, especially mini-vans
that carry children.
While you may not have to “detail” an
interior all the time it is clear that a vehicle
interior needs to be disinfected on
a regular basis. To do this you can purchase,
as mentioned above, a suitable
disinfectant from a janitorial supply company
that kills bacteria and mold on contact.
So all you do is have the customer
come in for a quick interior disinfectant.
Just spray the disinfectant on a towel
and wipe all of the hard surfaces down.
Then spray on carpets, fabric seats,
headliners and door panels. In just a few
minutes you have provided a real needed
service that the customer is aware they
need, but not aware you offer it. Send
out an email to your existing customer
list with the subject line: We offer this
anti-coronavirus service, etc. This can be
an easy sell to health-minded people and
especially those with children.
VOL. 5, NO. 1 • SPRING 2020 | AUTO DETAILING NEWS | 7
Announcing new rules, regulations & business opportunities from OSHA, the SBA & the DOL
OSHA inspections on the rise
The U.S. Department of Labor’s Occupational
Safety and Health Administration’s
(OSHA) fiscal year (FY) 2019
final statistics show a significant increase
in the number of inspections and a record
amount of compliance assistance
to further the mission of ensuring that
employers provide workplaces free of
According to an official statement,
OSHA’s enforcement activities reflect the
Department’s continued focus on worker
safety. Federal OSHA conducted 33,401
inspections—more inspections than the
previous three years –addressing violations
related to trenching, falls, chemical
exposure, silica and other hazards.
In FY19, OSHA provided a record
1,392,611 workers with training on safety
and health requirements through the
Agency’s various education programs,
including the OSHA Training Institute
Education Centers, Outreach Training
Program and Susan Harwood Training
Grant Program. OSHA’s compliance
assistance programs have helped small
businesses address safety and health
hazards in their workplaces. In FY19,
OSHA’s no-cost On-Site Consultation
Program identified 137,885 workplace
hazards and protected 3.2 million workers
from potential harm.
“OSHA’s efforts – rulemaking, enforcement,
compliance assistance and
training – are tools to accomplish our
mission of safety and health for every
worker,” Principal Deputy Assistant Secretary
of Labor for Occupational Safety
and Health Loren Sweatt said in a statement.
“I am proud of the diligent, hard
work of all OSHA personnel who contributed
to a memorable year of protecting
our nation’s workers.”
Under the Occupational Safety and
Health Act of 1970, employers are responsible
for providing safe and healthful
workplaces for their employees. OSHA’s
role is to help ensure these conditions
for America’s working men and women
by setting and enforcing standards, and
providing training, education and assistance.
For more information, visit www.
What is the
In evaluating the nomination packages,
the judges will look at the following criteria:
Staying power — a substantiated history
as an established business; including
but not limited to expansion, exporting,
addition of territories, or growth
in square footage occupied.
Growth in number of employees —
Increases over the three years must be
in excess of growth in Gross Domestic
Product as determined by the Bureau
of Economic Analysis (www.bea.gov).
Increase in sales, net profit, and net
worth for the three prior calendar
years, that is, 2016, 2017 and 2018.
Response to adversity — examples of
problems faced in the nominee’s business
and the methods used to solve
Contributions to community-oriented
projects — evidence of the use of
his/her personal time and resources
towards community-oriented projects.
To learn more about Small Business Week,
or to submit a nomination, visit sba.gov.
Penalty levels go up due to inflation
Below are the maximum penalty amounts, with the annual adjustment
for inflation, that may be assessed after Jan. 15 .
■ Type of Violation
Other-Than-Serious Posting Requirements
Failure to Abate
Willful or Repeated
State Plan States
States that operate their own Occupational
Safety and Health Plans are
required to adopt maximum penalty
levels that are at least as effective as
$13,494 per violation
$13,494 per day beyond the abatement date
$134,937 per violation
OSHA also has compliance assistance
specialists in most of their 85 Area Offices
across the nation who provide robust
outreach and education programs
for employers and workers.
SBA modifies method for calculating
annual revenues for small businesses
The U.S. Small Business Administration
(SBA) published in the Federal
Register a final rule to modify its method
for calculating annual revenues used
to prescribe size standards for small
businesses. The final rule became effective
January 6 .
The SBA changed its regulations on
the calculation of annual revenues from a
three-year averaging period to a five-year
averaging period, outside of the SBA
Business Loan and Disaster Loan Programs,
according to an official statement.
The change in the averaging period for
calculating annual average revenues
from three years to five years may result
in firms regaining or retaining their small
business status. To assist small businesses
with this change, the SBA is providing
a two-year transition period while firms
subject to the change may choose either a
three-year averaging period or a five-year
This final rule implements the Small
Business Runway Extension Act of 2018,
Public Law No.115-324, which changed
the requirements for proposed size standards
prescribed by an agency without
separate statutory authority to issue size
standards. The intent of the law was to
allow small business government contractors
more time to prepare for the
transition to the full and open market after
they exceed the size standard.
While the law changed the averaging
period for calculating annual revenues
of businesses in services industries from
three years to five years, the law did not
address the averaging period for calculating
the size of other businesses. To promote
consistency, the SBA is adopting a
five-year averaging period for all of the
SBA’s and other agencies’ revenue-based
size standards, regardless of whether the
industry is for services.
As noted above, this change will not
apply to the SBA Business Loan and Disaster
Loan Programs. The SBA will seek
comment, through a separate rulemaking,
on the appropriate averaging period
for the SBA Business Loan and Disaster
VOL. 5, NO. 1 • SPRING 2020 | AUTO DETAILING NEWS | 9
DOL sends out New Wage
and Hour opinion letters
The U.S. Department of Labor (DOL)
announced three new opinion letters that
address compliance issues related to the
Fair Labor Standards Act (FLSA) and the
Family and Medical Leave Act (FMLA),
according to a press release. An opinion
letter is an official, written opinion by the
department’s Wage and Hour Division
(WHD) on how a particular law applies
in specific circumstances presented by the
person or entity that requested the letter.
The opinion letters issued today are:
calculating overtime pay for a nondiscretionary
lump sum bonus paid
at the end of a multi-week training
whether a combined general health
district must count the employees
of the county in which the health
district is located for the purpose of
determining FMLA eligibility for its
FLSA2020-2: Addressing whether
per-project payments satisfy the
salary basis test for exemption.
The public can search for existing
opinion letters by keyword, year, topic and
a variety of other filters on the department’s
website found at https://www.dol.
gov. The department also encourages the
public to submit requests for opinion letters
to WHD to obtain an opinion or to determine
whether existing guidance already
addresses their questions. The division exercises
its discretion in determining whether
and how it will respond to each request.
These are the 51st, 52nd and 53rd
opinion letters issued by WHD since January
20, 2017 states the press release.
WHD’s mission is to promote and
achieve compliance with labor standards
to protect and enhance the welfare of the
nation’s workforce. WHD enforces Federal
minimum wage, overtime pay, recordkeeping
and child labor requirements of
the FLSA. WHD also enforces the Migrant
and Seasonal Agricultural Worker
Protection Act, the Employee Polygraph
Protection Act, the FMLA, wage garnishment
provisions of the Consumer Credit
Protection Act, and a number of employment
standards and worker protections as
provided in several immigration related
statutes. Additionally, WHD administers
and enforces the prevailing wage requirements
of the Davis Bacon Act and the Service
Contract Act and other statutes applicable
to federal contracts for construction
and for the provision of goods and services.
Who is eligible to be nominated
for this award?
Nominees for this award must meet
both of the following eligibility requirements.
Consult your nearest SBA
district office if you have questions. 1)
Any legal resident of the United States
or its Territories who owns and operates
or who bears principal responsibility
for operating a small business for a
minimum of three years prior to being
nominated may be nominated. Partners
who jointly own and operate a small
business may be nominated as a “team”
so long as the number of individuals in
the team nomination does not exceed
four (4); and 2) Individuals who have
received at least one type of SBA assistance
such as, but not limited to, an
SBA loan, SCORE counseling, Small
Business Development Center (SBDC)
assistance, Veteran’s Business Outreach
Center (VBOC) assistance, Women’s
Business Center (WBC) assistance, government
contracting assistance, disaster
assistance, Emerging Leaders Initiative,
or Boots to Business training.
Small Business Person of the Year Award
Nominees from each of the 50 states,
the District of Columbia, Puerto Rico, the
U.S. Virgin Islands and Guam will compete
for the title of the National Small Business
Person of the Year, SBA’s signature award.
Nominees must demonstrate success in
business as well as contributions to their local
communities. Previous award winners
include Superstition Meadery, Landmark
Pest Management, Maui Brewing Company,
Equator Coffee & Teas, Pacifica, and
Missouri Star Quilt Company.
National Small Business Week starts May 3
Final rule makes it easier
to offer ‘perks’ to workers
In other DOL news, the agency announced
a final rule that will allow employers
to more easily offer perks and benefits
to their employees.
The rule released in December 2019
marks the first significant update to the
regulations governing regular rate requirements
under the Fair Labor Standards
Act (FLSA) in over 50 years. Those
requirements define what forms of payment
employers include and exclude in
the FLSA’s “time and one-half ” calculation
when determining overtime rates.
The previous regulatory landscape left
employers uncertain about the role that
perks and benefits play when calculating
the regular rate of pay, states the DOL.
The new rule clarifies which perks and
benefits must be included in the regular
rate of pay, as well as which perks and
benefits an employer may provide without
including them in the regular rate of pay.
“This final rule encourages employers
to invest in the American workforce,
to the benefit of their employees,” U.S.
Labor Secretary Eugene Scalia said in the
press release. “In a robust economy with a
million more open jobs than job seekers,
we must allow employers to offer perks
and benefits that will attract talent for
open jobs and compensate employees for
their hard work. This rule is an important
step in that direction.”
“The regular rate final rule provides
clarity that allows employers to provide
more benefits to their employees without
unknown overtime consequences or litigation,”
said Cheryl M. Stanton, Administrator
for the Department’s Wage and Hour
Division. “Allowing employers to offer more
perks at work provides a positive path forward
for employers and employees alike.”
Specifically, the final rule clarifies that
employers may offer the following perks
and benefits to employees without risk of
additional overtime liability:
For more than 50 years, the President
of the United States has issued a proclamation
announcing National Small Business
Week, which recognizes the critical
contributions of America’s entrepreneurs
and small business owners. This year, the
week will take place from May 3 - May 9 .
According to the Small Business
Association (SBA), As part of National
Small Business Week, the U.S. Small
Business Administration takes the opportunity
to highlight the impact of outstanding
entrepreneurs, small business
owners, and others from all 50 states
and U.S. territories. Every day, they’re
working to grow small businesses, create
21st century jobs, drive innovation,
and increase America’s global competitiveness.
More than half of Americans
either own or work for a small business,
and they create about two out of every
three new jobs in the U.S. each year.
The cost of providing certain parking
benefits, wellness programs, onsite specialist
treatment, gym access and fitness
classes, employee discounts on retail
goods and services, certain tuition benefits
(whether paid to an employee, an
education provider, or a student-loan
program), and adoption assistance;
Payments for unused paid leave, including
paid sick leave or paid time off;
Payments of certain penalties required
under state and local scheduling laws;
Reimbursed expenses including cellphone
plans, credentialing exam fees,
organization membership dues, and
travel, even if not incurred “solely” for
the employer’s benefit; and clarifies that
reimbursements that do not exceed the
maximum travel reimbursement under
the Federal Travel Regulation System
or the optional IRS substantiation
amounts for travel expenses are per se
Certain sign-on bonuses and certain
The cost of office coffee and snacks to
employees as gifts;
Discretionary bonuses, by clarifying that
the label given a bonus does not determine
whether it is discretionary and providing
additional examples and;
Contributions to benefit plans for accident,
unemployment, legal services,
or other events that could cause future
financial hardship or expense.
The final rule also includes additional
clarification about other forms of compensation,
including payment for meal periods
and “call back” pay. It can be viewed here
and will take effect 30 days after its publication
in the Federal Register.
More information about the final rule,
including FAQs and a Fact Sheet, is available
on the DOL website.
10 | AUTO DETAILING NEWS | VOL. 5, NO. 1 • SPRING 2020
THE BUSINESS OF
in the Detailing
If you follow these four simple steps,
you will find that you will be successful,
not only in business, but also in life.
By Rob Schruefer
Rob Schruefer is the owner of On The
Spot Detailing out of Columbia, Maryland.
He proudly serves on the board of the
International Detailing Association and works
tirelessly to ensure that detailing business
owners receive business development support
to help them achieve their goals.
For many years the detailing industry
has struggled with fragmentation and
in-fighting. There are different schools
of thoughts on techniques and products,
which produce endless amounts of debate
and turbulence. Just a few years ago,
if you went onto any public forum, you
would think that all detailers do is spend
their time putting each other down. Not
only does this look terrible on the detailers
themselves, but the industry. Of
course, there are always exceptions, but
it was difficult to see any type of professionalism
or community in the industry.
Over the past few years, I have seen
the detailing community begin to focus
on creating a united front. Organizations
such as the International Detailing
Association (IDA) have been attempting
to bring the detailing industry together
and legitimize our trade as a whole. No
two detailing businesses are exactly alike;
they can focus on high-end polishing or
car washes, retail or wholesale. What all
detailing companies do need to have in
common is a certain level of professionalism
the clients can count on and learn
to expect. Large and small operations
will benefit from the following four parts
of business: Look the part, act the part,
know the part, and be a part.
Look the Part
The first step to being a true professional
is looking the part. First impressions
are everything, and if you expect
clients to hand over the keys to their vehicles,
or allow you to come to their homes,
it is essential that you appear trustworthy
enough to do so. Detailing is a blue-collar
industry and we spend most of our time
bent over in someone else’s dirty vehicle.
The client would not expect you to arrive
in a suit and tie, but they will expect you
to appear well-kept and clean. Personal
appearance is a key component in any
customer service driven industry. Quite
often you see this simple step not being
taken into consideration. Bathing, trimming/cleaning
fingernails, keeping facial
hair neat, removing extreme amounts of
facial jewelry, and maintaining your hair
are all things that could mean the difference
in whether or not a customer uses
you or the guy down the street.
How the business represents itself is
just as important as how you represent
it. If you are a mobile detailing company,
you want to make sure that your detailing
rig (car, truck, van, trailer) all exude
professionalism. Making sure that it is
always clean, not severely damaged, and
organized inside will give the customer
the impression that is how you intend to
leave their vehicle. Another aspect to a
professional detailing rig is proper lettering
and signage. Not only will this help
with advertising as you travel around,
but it will also leave a more professional
impression when sitting in a driveway
or outside someone’s house for hours at
a time. As a shop operator, cleanliness is
just as important. Customers will look
around your shop, and sometimes ask to
be shown around. Giving the impression
your shop is clean, organized, and ready
for business shows the customer you are a
Act the Part
It is one thing to look like a professional
detailer, it is an entirely another to
act like a professional detailer. Every time
you open your mouth or put something
on the internet, you are representing the
detailing industry. The internet is forever.
A statement from 5 years ago could cost
you a potential client in the future. This
means care should always be taken before
making any public statements. The first
instinct in responding to a negative review
is to get defensive and sometimes aggressive,
but that is the worst thing you can do.
If you disagree, ask them to contact you
to discuss the issue. Nothing looks worse
than a business publicly attacking a customer.
That sends a red flag giving potential
clients an idea of what could happen
IF there is a problem.
Acting professionally not only applies
to interacting with customers, but also
to other detailers. The level of bickering
and in-fighting has decreased, but it still
exists on many public forums. Imagine
if doctors, dentists, or lawyers acted in
that manner. Until we still start thinking
of detailing as a professional industry,
and portraying that image, it will never
be taken seriously by the public. There
is a certain level of accountability that
all detailers carry with them. Each detailer
is an ambassador for the industry,
and their dealings with the public should
reflect that. Putting down your competition
publicly or to a potential customer
should always be avoided. You should be
selling the customer on YOUR business,
not disparaging someone else’s. When a
business puts down other businesses, it
looks petty, and could prevent that customer
from using you also.
12 | AUTO DETAILING NEWS | VOL. 5, NO. 1 • SPRING 2020
Each detailer is an ambassador for the industry,
and their dealings with the public should reflect that.
THE BUSINESS OF
Know the Part
Because the detailing industry is inexpensive
to get into, it attracts a lot of
people who are only looking to start their
own businesses. There is nothing wrong
with this, but it is essential that the time
is taken to learn about detailing; processes,
equipment, and product uses. When
a potential customer is contacting you
about a detailing service, it is because
they are looking for a professional to
help them solve a problem. Having the
knowledge to educate will go a long way
in the customer’s eyes. You should be
able to explain possible solutions to their
problems in terms they can understand.
They are more likely to spend a few extra
dollars with someone who took the time
to educate them, rather than the person
who just spoke down to them for not
knowing the ins and outs of detailing.
For the beginner, there are training
classes that can be attended all over the
country. The classes are a couple days in
length, but will teach you the basics of the
car detailing industry. More intermediate
detailers will want to look to events such as
Mobile Tech Expo, SEMA, or webinars
for continuing education. The classes can
be found on various topics, but will satisfy
a need for continuing education. There are
even more advanced 1-on-1 classes offered
by some of the industry’s top professionals,
that can teach you finer and more advanced
skills. The point is, there is education
out there for every skill level. Anyone
who thinks they know everything there is
to know about detailing has a lot to learn.
Be A Part
The detailing business is rapidly growing
into a strong industry and community.
There are organizations out there that
focus on providing resources to grow the
detailing industry. The IDA is an example
of a trade organization comprised of
volunteers who are looking out for your
detailing business. They hold webinars
on various detailing topics, send out
newsletters to keep you abreast of new
developments, offer seminars at events
for continuing education, and offer ever
expanding levels of certification. Joining
a trade organization and getting involved
shows that you are serious about what
you do, and that you have invested in
making yourself, your business, and the
industry that supports your family, better.
That sort of commitment is what will set
you apart from the rest.
Also, be a part of the community that
you serve. You will often be asked for donations.
Give when you can. The communities
around you help pay your bills, it is important
to thank them for your livelihood.
Join local networking groups and chambers
of commerce, they are great places to
generate leads to grow your business.
If you follow these four simple steps,
you will find that you will be successful,
not only in business, but also in life. Professionalism
is not only how you run your
business, it gives an indication of who you
are. Looking the part, acting the part,
knowing the part, and being a part are all
pieces of being a successful professional.
VOL. 5, NO. 1 • SPRING 2020 | AUTO DETAILING NEWS | 13
The Season of Ick
While vehicles can be cesspools of allergens, viruses and
germs, taking proper precautions are nothing to sneeze at.
There is a lot of information, and
misinformation regarding germs and
public safety. Public panic and unconfirmed
viral Facebook posts are causing
widespread panic. And, since detailers
are in the business of dealing with sullied
surfaces and are also looking to calm
customers’ concerns over contaminated
consoles, crevices and compartments, it
is important to know the health risks if
dealing with an infected vehicle interior
and/or customer. Thankfully, the risks
of fake news reports are lessened thanks
to four big authorities including the
World Health Organization, the Center
for Disease Control and Prevention,
OSHA and the Mayo Clinic. All
four are continuously updating their
websites, trying to put out timely,
important and accurate information
regarding the recent flu outbreak and
the worldwide pandemic public enemy
number one: The Coronavirus. Days
were spent gathering up the truth about
germs, not only for your benefit, but so
that you can also properly inform and
educate your customers. If a customer
is worried their car is contaminated, a
detailer shouldn’t necessarily bank on
their paranoia, but should properly
inform the customer of the steps taken
to decontaminate the interior. Detailers
also need to know if they are at risk of
getting sick and whether they are sick
already. So, where does the truth lie?
Yes, germs can live on surfaces, but
they do have an expiration date. If a
customer had the flu, is a detailer at
risk of cross-contamination? Staying
healthy is nothing to sneeze at and
having an arsenal of concrete knowledge
is paramount during these times
of hysteria, which, unfortunately, is
What Detailers Need to Know
by Josh Buckler CD-SV,
IDA Marketing, Communications
There’s not much better of a time to
discuss preparedness for both personal
and customer health than now. With
the new Coronavirus, COVID-19,
infiltrating 42 countries; there are now
83,379 confirmed cases and 2,858
deaths ascribed to its name. Regardless
of personal opinion, this should serve as
evidence that we are not immune to such
pandemic-like events. Simply because
this is a headline story, we should not
ignore the common flu, which has set a
record number of cases this year as well.
The following information can help
better prepare you, your team, your
customers, and everyone’s friends and
families. Remember, just because one
person’s immune system may fight hard,
the next individual might not be as
As detailers, we understand that the
vehicle can be one of the most bacteria
harboring places people spend any
amount of time in. It is important that
those we serve recognize these hazards
as well. The following items can help
communicate this necessity to the
community you serve.
During studies for the National Institute
of Health, Staphylococcus aureus, the
germ most commonly known for MRSA,
was found on most frequently touched
surfaces in a vehicle, such as the steering
wheel, gear shifter, and center console.
Hot water extraction: The fibers
of the carpet and fabrics inside a
vehicle can embed germs and facilitate
growth. Using an extractor can allow for
embedded germs to be lifted from the
fibers of the carpet.
Steam: Using steam
can kill 99.9% of germs.
Create: Using your
email list, send a brief email
newsletter. Stay away from the
already saturated “Coronavirus”
headline. Use a 4-7 words that
grab their attention immediately
such as “Vehicles get sick too!”, and
“Take your car to the doctor”, etc.
Follow up: Go through your schedule
from 3 months ago. Find the people who
had their interiors completed and reach
out one by one, have the team help, or
even send a mass text using an online
platform. Take it a step further and find
the customers who you know have kids
that also ride in the vehicle regularly.
Share: Reach out to local media outlets
and explain the importance to them.
Most press have a
general place online
to send a story too.
Write up something
educational and email any
you can think of. They’re
looking to stay current with
what is popular. Detailing
provides a quick break from
the negative news and gives
value to their viewers/readers.
Collaborate: Link up with a local business
to go live on social media together
and offer tips to determine if the interior
should be detailed or not. Consider
holding a day long “free check up” at a
local automotive shop. Create a checklist
like an auto mechanics suggestions. To
build rapport, don’t just write the things
you see that need attention, but those
that are positive and complementing too.
This article was provided courtesy of the
14 | AUTO DETAILING NEWS | VOL. 5, NO. 1 • SPRING 2020
International Detailing Association (IDA) and its
entirety was provided to all IDA members. Only
a portion of the article is included here. For more
information, visit the IDA at https://the-ida.com/.
HOW YOU “CATCH” A COLD
AND THE FLU
According to the Mayo Clinic, cold
and flu virus-laden droplets may remain
infectious for several hours, depending
on where they fall. Viruses generally
remain active longer on stainless steel,
plastic and similar hard surfaces than
on fabric and other soft surfaces. Other
factors, such as the amount of virus
deposited on a surface and the temperature
and humidity of the environment,
also determine how long cold and flu
viruses stay active outside the body.
“It’s possible to catch the flu or a
cold after handling an object an infected
person sneezed or coughed on a few
moments ago. But personal contact with
an infected person — such as a handshake
or breathing in droplets from a cough or
sneeze — is the most common way these
viruses spread,” the Mayo Clinic states.
AND WHEN TO SEEK
It is okay to play it safe, even if a vehicle
and its owner do not seem contaminated.
If a customer is coughing or has been
sick, those are obvious red flags, but some
symptoms are not yet present. Therefore,
according to the Mayo Clinic, seek
medical care if you suspect that you have
an infection and you have experienced
any of the following:
• Difficulty breathing
• A cough lasting longer than a week
• Periods of rapid heartbeat
• A rash, especially if it’s accompanied
by a fever
• Blurred vision or other difficulty
• Persistent vomiting
• An unusual or severe headache
Disinfecting is not the same thing as
sanitizing and cleaning is technically not
the right word to use if you’re “killing”
germs. According to the Center for
Disease Control and Prevention (CDC),
there are notable differences between
cleaning, disinfecting and sanitizing.
Cleaning removes germs, dirt,
and impurities from surfaces or objects.
Cleaning works by using soap (or detergent)
and water to physically remove
germs from surfaces. This process
does not necessarily kill germs, but by
removing them, it lowers their numbers
and the risk of spreading infection.
Disinfecting kills germs on surfaces
or objects. Disinfecting works by using
chemicals to kill germs on surfaces or
objects. This process does not necessarily
clean dirty surfaces or remove germs,
but by killing germs on a surface after
cleaning, it can further lower the risk of
Sanitizing lowers the number
of germs on surfaces or objects to a
safe level, as judged by public health
standards or requirements. This
process works by either cleaning or
disinfecting surfaces or objects to lower
the risk of spreading infection.
CAN A CAR CARRY
There is much more to learn about
the transmissibility, severity, and other
features associated with COVID-19 as
the outbreak investigation continues,
according to OSHA. It is currently
unknown if the virus can live on a surface.
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VOL. 5, NO. 1 • SPRING 2020 | AUTO DETAILING NEWS | 15
At the time this article was published,
information was still being gathers.
However, it is verified that cases have
been reported in New York, Washington
state, and Florida. “Infected people
can spread COVID-19 through their
respiratory secretions, especially when
they cough or sneeze. According to the
CDC, spread from person-to-person is
most likely among close contact (about 6
feet). Person-to-person spread is thought
to occur mainly via respiratory droplets
produced when an infected person coughs
or sneezes, similar to how influenza and
other respiratory pathogens spread. These
droplets can land in the mouths or noses
of people who are nearby or possibly
be inhaled into the lungs. It’s currently
unknown if a person can get COVID-19
by touching a surface or object that has
the virus on it and then touching their
own mouth, nose, or possibly their eyes.”
As of March 1, 2020, OSHA released
the following statement: Workers who
conduct cleaning tasks must be protected
from exposure to blood, certain body
fluids, and other potentially infectious
materials covered by OSHA’s Bloodborne
Pathogens standard (29 CFR 1910.1030)
and from hazardous chemicals used in
these tasks. In these cases, the PPE (29
CFR 1910 Subpart I) and Hazard
Communication (29 CFR 1910.1200)
standards may also apply. Do not use
compressed air or water sprays
to clean potentially contaminated
surfaces, as these techniques may
aerosolize infectious material.
THE BIG, BAD
While the coronavirus is getting a
lot of attention, the norovirus, the one
made infamous for ruining cruise shipbased
vacations, is one that is definitely
dangerous as it lasts and survives on
surfaces for days and even weeks.
According to the CDC, surfaces
can get contaminated with norovirus in
many ways, including when:
• An infected person touches the
surface with their bare hands that
have poop or vomit particles on them
• An infected person vomits or has
diarrhea that splatters onto surfaces
• Food, water, or objects that are
contaminated with norovirus are
placed on surfaces
• Aerosolized vomit lands on surfaces
or enters a person’s mouth then he
or she swallows it.
• You are contagious from the moment
you begin feeling sick and for the first
few days after you recover.
• Norovirus can spread quickly
in enclosed places like daycare
centers, nursing homes, schools,
and cruise ships.
• Norovirus can stay on objects and
surfaces and still infect people for
days or weeks.
• Norovirus can survive some disinfectants,
making it hard to get rid of.
HOW TO PROPERLY
‘KILL’ THE GERMS
The CDC recommends using either
chlorine bleach or U.S. Environmental
Protection Agency (EPA)approved disinfectants
to control NoV outbreaks. All
disinfectants should be used on clean
surfaces (i.e., surfaces that are not visibly
soiled) for maximum performance.
• Chlorine bleach concentrations for
most nonporous surfaces:
• 1/3 cup bleach in 1 gallon water
WITH CODE ADN20
PERMANENT PROTECTION • DEEP G
16 | AUTO DETAILING NEWS | VOL. 5, NO. 1 • SPRING 2020
• For heavily contaminated nonporous
surfaces use 1 and 2/3 cups bleach
in 1 gallon water (1:10 dilution).
• Leave bleach on surface for 10-20
minutes and then rinse thoroughly
with clean water.
• Once opened, bottles of household
bleach will lose effectiveness after 30
days. Use a new unopened bottle of
bleach every 30 days for preparing
diluted disinfectant solutions.
Prepare a fresh dilution of bleach
(only from bleach bottles that have
not been open for more than 30
days) every day of use and discard
• Other disinfectants include heat
disinfection [i.e., pasteurization
to 140° F (60°C)]. Heat has been
used successfully under laboratory
conditions for items that cannot be
subjected to chemical disinfectants
such as chlorine bleach.
• EPA’s Registered Antimicrobial
Products Effective Against NoVs
EPA-registered disinfectants should
be used according to manufacturers’
instructions, including the use of
proper PPE recommended by the
manufacturer when applying the
product. For a list of these disinfectants
According to OSHA, contaminated
clothing, tools and equipment should
also be cleaned. It is preferable that
soap and clean water be used when
available. If only contaminated water is
available use the following:
• 1/4 cup bleach.
• 1 gallon of water.
• Immerse objects in the solution for
10 minutes; if clothing, gently swirl
every few minutes.
• If clothing, wring out as much
moisture as possible.
• If tools or equipment, allow the
object to drain and then transfer it
directly to the bleach solution used
for hand cleaning.
• Re-immerse the clothing in the household
bleach solution used for hand
cleaning for 10 minutes with periodic
gentle swirling of the clothing.
• If clothing, wring out as much
moisture as possible.
• Allow clothes to thoroughly dry
before using again.
Surfaces that are heavily contaminated
with mold, feces, or body tissues
should be disinfected using the following
household bleach solution:
• 1 1/2 cups bleach.
• 1 gallon of water.
• Place the solution in a spray
• Thoroughly douse surfaces that have
heavy deposits of contaminants and
allow to stand for 3 minutes.
• Wipe the contaminants from the
surface with a paper towel.
• Discard the towel.
• Douse the surface again but use the
bleach solution that is used for hand
washing and wipe off the residual
contamination with a paper towel.
• Discard the towel and allow surface
• Use gloves and eye protection when
cleaning clothes, tools/equipment,
and surfaces. Use respirator protection
(an N-95 respirator is recommended)
when mold is present.
• All containers should be
labeled “Bleach-disinfected water:
DO NOT DRINK.”
CAUTION: Never mix bleach with
products containing ammonia.
LOSS SHINE • WEATHER RESISTANT
VOL. 5, NO. 1 • SPRING 2020 | AUTO DETAILING NEWS | 17
Introducing new & improved products for professional auto, boat & motorcycle detailers.
New website unveiled
Columbia, PA-based Kleen-Rite Corp.
announced the launch of its improved
e-commerce website in December 2019.
The property, kleen-ritecorp.com, includes
new and redesigned features to optimize
the user experience, save time shopping,
and place orders quickly. Web pages will
load faster than before on all devices.
“Our customers want shopping to be
quick and easy,” stated Kleen-Rite vice
president Keith Lutz. “The new site will
have industry leading speed and be easier
than ever to use. Whether you’re at
your desk or on your phone, we want the
customer experience to be exceptional.”
Customers can now log in to their
accounts on phones using a thumbprint
or facial recognition. Once logged in,
it’s easy to create a “favorites” list of
products, and move some or all products
into the shopping cart with a click
of a button once ready to buy.
Adding personal information, order
notes, and PO #s into the shopping cart
is easier than before for a streamlined
checkout process. The improved “order
summary” section comprehensively
breaks down costs before buying.
Be sure to sign up for the new Kleen-
Rite Rewards Club to earn rewards
points on every purchase, and redeem
points for Kleen Kash discounts and
free shipping offers.
Pet hair removal tool
The Fur Eel, available through Buff
Brite, is one of the biggest problem
solvers to come along for the automotive
car care industry in years. Time is
money and that’s exactly what this tool
saves. It will single-handedly cut your
pet hair removal time by 75% or more.
Made of a composite, non-marring,
rubber/latex compound it
heats during use to get
slightly grippy. This
enables it to grab
hair and pull it
and Fabric and
Vacuum it away
and one easy
motion. It makes
a great point of
sale item or a great
tool for any detailer
wanting to save time. It will last for many
cars paying for itself quickly in saved
It fits a standard Mr Nozzle crevice
tool or any 1.5-inch round tube. They
also sell their own adapter tool that
adapts it easily to any 1.25-inch or
1.5-inch vacuum hose. It will last typically
15 to 30 cars depending on
the intensity of the pet hair
for mobile businesses
Green Cleen Detail of Pensacola,
Florida, has been operating its equipment
on clean, renewable solar power for
several years, and they are now bringing
this technology to others in the ‘we-cometo-you’
This new solar-powered system is
called Narwhal, delivering renewable
energy from the sun to an entirely new
application. Narwhal allows companies
such as car detailers, contractors,
handy-man services and lawn care companies
to ditch their noisy and polluting
generator, and to use the free power of
the sun to operate their equipment. This
LSI Industries has launched an enhanced
version of its edge-lit LED panel.
The new luminaire features an innovative
upgrade that enhances its versatility across
numerous indoor applications.
“Our enhanced, edge-lit LED panels
fill a void in the marketplace,” said Mike
Prachar, Chief Marketing Officer of LSI
Industries. “They give customers significant
flexibility to customize and optimize
the use of light in different areas throughout
Customers can select up to three different
options for both color temperature
integrated system is the first of its kind in
the marketplace, helping Narwhal lead a
new front in the rapidly-growing world of
Businesses utilizing Narwhal eliminate
their gasoline dependence, and no generator
means no noise, smell, or high fuel
costs -- reducing operating and maintenance
expenses. The system also positions
businesses to reach the growing number
of environmentally-minded consumers
who are looking to support green products.
Narwhal systems are offered worldwide,
with systems in daily operation in
Pensacola and San Diego, CA.
Edge-lit LED panel from LSI
All new PRO ®
PRO® Products, the professional division
of BAF Industries, has announced
the release of the new redesigned PRO®
Product Catalog and is inviting detailers to
explore. The updated 24 page, full-color
PRO® Product Catalog is filled with new
attention-grabbing auto detail products
and is organized intuitively by product
and wattage, giving them a total of nine
different light settings from a single fixture.
This gives facility managers, and
others responsible for the property, significant
flexibility to customize and enhance
employee workspaces, increase safety and
LSI’s enhanced LED product produces
light from the sides, not the back. This
makes them extremely thin and lightweight,
which allows them to be mounted
in a variety of applications. Panels are easy
to install and available in multiple sizes, including
1x4, 2x2 and 2x4 feet.
category covering our broad selection of
products including compounds, polishes,
waxes, sealants, coatings, car wash
soaps, solvents/surface prep, tire/wheel
cleaners, degreasers, interior cleaners,
glass cleaners, air fresheners, dressings,
paints and buffing pads for the professional
auto detail industry.
18 | AUTO DETAILING NEWS | VOL. 5, NO. 1 • SPRING 2020
The Car Wash Show
Henry B. González Convention Center
San Antonio, Texas, www.carwash.org
HCA’s 37th Annual
Prairie Meadows Racetrack, Casino and
Des Moines, Iowa, www.heartlandcarwash.org
SECWA Road Show
MGM Grand Casino & Hotel
Detroit, Michigan, secwa.org
Car Wash Excellence
Charleston, South Carolina. www.carwash.org
JUNE 13 & 14
Lexington Convention Center
*See Industry Dirt article for more information
on this event
Second Southern Detailers Conference
to take place this June
Following the success of the first-ever
Southern Detailers Conference in 2019,
founder Daryl Lyons is getting ready for
its return this June. The 2019 event attracted
some of the top detailers and detailing
product companies from around
the world. “We designed the event to allow
the attendees more direct access to
meet and discuss ideas and products with
some of the most knowledgeable detailers
in our industry. We provided an environment
which promoted hands on learning
opportunities taught by the best of the
best,” stated Lyons, who is also the owner
of Detail Lex in Lexington, Kentucky.
“The response we received from both
vendors and attendees was beyond positive.
We witnessed discussions and the
exchange of ideas across different vendor
platforms. Detailers from different
shops discussing various techniques and
standards. In these two days, we experienced
an atmosphere of camaraderie that
makes our industry better and stronger.
The 2020 show is slated to have more
vendors, more top names in the industry,
small group training sessions and informational
panels. A press release states that
the event and hotels are just a short and
beautiful walk to numerous restaurant
and local attractions unique to the horse
capital of the world.
According to the website, the schedule
for the event is as follows:
FRIDAY, JUNE 12
8AM – 8PM Vendor set up
7PM IDA (International Detailing Association)
Meet & Greet (Location TBA)
SATURDAY, JUNE 13
9AM Conference doors open
9:30AM First class will start (50 min class)
5:30PM End of day
7PM Banquet at the Hilton. 7-8pm Cocktail
hour (Cash Bar), 8pm Dinner
8:30PM –Comedy Show
9:30PM Awards Ceremony
10PM –Dinner will finish, Bar crawl in
SUNDAY, JUNE 14
9:30AM First class will start (50 min class)
4:30PM End of day
Hilton Downtown & The Hyatt Downtown
Detail Mafia awards, recognitions, and newly
minted masters inducted at SEMA
Women in Carwash
Niagara Falls, Ontario, Canada
Expo – Las Vegas
South Point Hotel & Casino
2020 American Car Wash
Georgia World Congress Center
Atlanta, Georgia, secwa.org
Atlantic City Convention Center
Atlantic City, New Jersey
Las Vegas Convention Center, semashow.com
FEB 4-6, 2021
Mobile Tech Expo
Gaylord Palms Resort, mobiletechexpo.com
Renny Doyle, known as “The Detailer
of Air Force One” announced a slew
of award winners, Detail Mafia inductees,
and certified detailing Masters at the
annual meeting of the Detailing Success
Network and Detail Mafia held at the
Specialty Equipment Market Association
(SEMA) show in Las Vegas last Fall.
Jim Goguen, owner of Jim’s Auto
Installations and Detailing Center in Ipswich,
Massachusetts. and one of the original
Air Force One Detailers dating back
to 2007, won the coveted Detailer of the
Year award. Goguen is not only a successful
automotive detailer and business owner,
but vice-president of Doyle’s Detail
Mafia and senior-level mentor to dozens
of members of the network.
Oscar Hernandez of Eight O Five
Detail Shop in Ventura, California, won
Rookie of the Year; Chris Woolman of
Octane Detailing in Reseda, California
won the 2019 Outstanding Service
Award; and William Lara of Miami Luxe
Detailing and Kelly Mankin of Ake Ake
Professional Detailing in Kona, Hawaii,
were both awarded Essence of Mafia recognitions
for their representation of the
Network’s famous Detail Mafia within the
Doyle also inducted three newly
“Made Men” into the Detail Mafia at the
awards ceremony including Jeff Franzino
of Master of Shine in Woodland Hills,
California; James “Jimmy Buff-It” Akers
of T1Detailing in Manteca, California.;
and Daniel Gill of D&P Auto Detailing
in Wilsonville, Alabama.
In addition, Doyle newly knighted
four longtime members of the group as
Master level detailers – the highest level
of training, certification, and experience
available as an automotive detailer. New
Masters include Chris and Christian
Parker of Detail Boss in Scottsdale, Arizona;
Justin “JL” Labato of JL’s Showroom
Detailing in Melbourne, Florida; and
Bobby Poinsett of Detail Driven in Jackson
VOL. 5, NO. 1 • SPRING 2020 | AUTO DETAILING NEWS | 19
Keynote Speaker Announced for Car Wash Show
Ben Nemtin has been named the keynote
speaker for the 2020 Car Wash Show,
taking place in San Antonio from April
6-8. The ICA made the announcement
in early January, stating, “Ben Nemtin is
on a mission to achieve the unthinkable.
From playing basketball with President
Obama to dashing down a soccer field,
from raising over $400,000 for charity to
placing a record-breaking $250,000 bet
on roulette—Ben’s bucket list quest has
inspired millions to strive for greatness.”
The ICA stated that Nemtin is a
#1 New York Times bestselling author
thanks to his book, What Do You Want
to Do Before You Die? He is also the star
of the MTV show The Buried Life and
the co-founder of The Buried Life movement.
He has appeared on The Today
Show, The Oprah Winfrey Show, CNN,
FOX, ABC, CBS, NBC News, and more.
Oprah Winfrey called Ben’s life work
Ben weaves the compelling story of
how The Buried Life grew from 100 impossible
dreams scribbled on a piece of
paper into a global movement of millions
and skillfully connects his story to the fabric
of our daily lives, states the ICA.
Ben’s message of radical possibility
combined with his ‘5 Steps to Make the Impossible
Possible’ leaves audiences not only
inspired but also equipped to tackle the
seemingly insurmountable. Ben’s system
of achieving any impossible goal demystifies
daunting tasks and turns “dreams”
into “projects” by creating a digestible
pathway to success. Mediocre is crowded.
Raise your bar and surprise yourself.
PAST 10 KEYNOTE SPEAKERS
In case anyone was wondering, the
past ten Car Wash Shows (called the Car
Care World Expo) have hosted impressive
keynote speakers (My personal favorite
was Magic Johnson. He got up into the
crowd, was humorous and engaging).
2019: Author and leading expert on
happiness and success, Shawn Achor,
2018: NFL Hall of Famer Howie Long
2017: Tom Ridge, first Secretary of
Homeland Security, former governor
2016: Navy SEAL Rear Admiral Scott Moore
2015: NCAA basketball coach Rick Pitino
2014: Daymond John and Robert Herjavec
from ABC’s hit series, Shark Tank.
2013: NBA star Magic Johnson
2012: NFL Hall of Famer Mike Ditka
2011: NFL quarterback Joe Theismann
2010: There was no keynote speaker this
year, but instead and Honors and Actions
panel discussion featuring distinguished
REGISTRATION NOW OPEN
In other ICA news, registration is now
open for The Car Wash Show 2020, the
largest U.S. gathering of car wash owners,
managers and decision makers. From
April 6-8, more than 8,000 attendees will
gather in San Antonio, Texas, to discover
new products and technologies, enhance
business strategies, and connect with a
range of car care experts—including car
washers, fast lube professionals, detailers,
and more—from around the world.
“The Car Wash Show is the place
where the entire industry gathers to
grow business strategies, collaborate with
peers, and share creative tactics to create
memorable experiences for customers,”
said Kim Vinciguerra, Vice President
of Events at International Carwash Association.
“With all-new programming,
hundreds of exhibitors showcasing a fullrange
of car care needs, and endless networking,
The Car Wash Show 2020 is the
best opportunity industry professionals
have all year to gain knowledge and discover
resources to build the best car wash
businesses in the world.”
With brand new education sessions,
The Car Wash Show 2020 will provide
industry veterans and first-time attendees
with actionable skills and strategies needed
to stay competitive. The 2020 Show
will feature two options for passes that
will allow attendees to customize their experience
to fit their needs and gain fresh
perspectives from professional speakers,
fellow operators, and suppliers.
Professional Grade Drying Cloth
glides without grabbing.
Thick cloth has
20 | AUTO DETAILING NEWS | VOL. 5, NO. 1 • SPRING 2020
Nano Glass Fortified Technology!
High Gloss Finish
Super Hydrophobic Effect
Available only through
With the Basic Pass, attendees will get
first-hand product knowledge in 20-minute
Quick Hits and product demonstrations
in the Partner Solution Sessions.
Attendees will also have the opportunity
to talk shop with colleagues during Peer
Sessions. And of course, they have access
to the trade show floor for all three days.
With the Premium Pass, attendees will
be able to attend everything included in
the Basic Pass as well as exclusive access to
the Premium Education Program. Here,
they will deep dive into one of five areas:
Technology | Business Strategy | Marketing
Talent Management | Fast Lube.
Each area features an impact session followed
by focused courses to mix and match.
With the Premium Pass, attendees will also
gain industry insights and inspiration at the
State of the Industry and Keynote Address.
The Show will also provide many opportunities
for attendees to network with
peers in the car wash, fast lube, and detailing
arenas. During the Opening Night
Party, Booth Crawls, and other engaging
events, all attendees will have a platform
to renew and develop relationships with
peers to build a global network and address
any challenges they are facing.
The 180,000-square-foot trade show
floor will grant attendees access to more
than 400 exhibition companies showcasing
the latest technology and products to
help streamline business, increase efficiency,
and improve the bottom line. Attendees
will find exhibits in categories spanning the
car care industry, from solutions, product
updates and live updates, and one-on-one
discussions that will help them take business
to the next level.
For those who want to further enhance
their show experience, attendees can also register
for one of the pre-conference seminars
on Sunday, April 5. Attendees can choose
from a full-day course in Management Fundamentals,
the New Investor Seminar, or the
Certified Detailer Exam from the International
Detailing Association (IDA).
The Car Wash Show 2020 is presented
by International Carwash Association
(ICA), the Automotive Oil Change
Association (AOCA), and the Western
Carwash Association (WCA). For more
information and to register visit: www.
The ICA has also made an announcement
it is looking for nominees for its
Emerging Leader Award.
“Have an up-and-coming leader
on your team who you would like to reward?”
asks the ICA. “Perhaps a manager
you can’t live without?”
This year, five deserving recipients will
once again win a Premium Pass to The
Car Wash Show and three nights’ accommodations
at a host hotel in San Antonio
– a package valued up to $1,000.
If you, or an employee, are an up-andcoming
leader under 45 consider applying,
to view the requirements. Applications must
be received no later than February 14 .
Malco Products announces
Seth Glauberman has been named
President of Malco Products, Inc. He succeeds
his father, Stuart Glauberman, who
has transferred from day-to-day management
to an advisory position within the
Barberton, Ohio-based company after 32
years of leadership. Malco Automotive, a
division of Malco Products, provides professional
solutions that improve vehicle
appearance with passion and innovation,
offering the most comprehensive line of
automotive detailing products and accessories
on the market.
“I am excited to continue the success
of our family business and carry on the
legacy,” said Seth. “I had a great teacher
in my father and will still have access to his
guidance and experience for the foreseeable
future.” Seth started out in the Malco
automotive division in 2004 and served
15 years as vice president of automotive
sales. He graduated with a Mechanical
Engineering degree from the University
of Colorado at Boulder and earned his
Master of Business Administration from
Case Western Reserve University.
Stuart said the company has been working
toward succession for several years and
is confident the time is ripe to turn over the
reins to the next generation. “My goal over
the next few years will be to support our
new leadership and identify opportunities
to strengthen our overall business.”
Stuart, a graduate of Carnegie Mellon
University in Pittsburgh, joined the
company in 1973 and served as president
for 32 years. He began planning two years
ago to step down from the company’s
leadership role in January 2020 as part of
a succession plan. His new title is Chief
Change Agent, a reference to his longtime
request asking every employee to be
EDUCATION FOR DETAILERS
AT THE CAR WASH SHOW
IDA Certified Detailer-in-a-Day Event
Room: TBD | SUNDAY, APRIL 5 | 1:00PM - 5:00PM
INTERNATIONAL DETAILING ASSOCIATION
This event includes a four-hour comprehensive
and intensive educational seminar
that provides attendees with all of the
information needed to pass the International
Detailing Association’s Certified
Detailer Examinations. The exams will be
administered and checked on-site. This
session is available for any pass type for
$350 at registration.
Revolutionize Your Express Detailing
Room: Quick Hits Theater | MONDAY, APRIL 6 | 4:00
PM-4:20 PM | PRENTICE ST. CLAIR
New innovations in detailing chemicals,
equipment, and techniques allow us to
clean customer vehicles faster and better.
Turning Conversations into Customers
Through Chat Marketing
Room: TBD | MONDAY, APRIL 6 | 10:30AM-11:30AM
| JAY BEAN, FRESHLIME
We will teach you how to connect with
people who are searching online for your
business, what to say for the highest conversion
rate, and how to continue the conversation
after they leave your business so
they will come back for more.
an agent of change.
Stuart’s daughter, Lauren Osina, also
works at the company and will continue as
Digital Marketing Manager. She earned a
Bachelor’s of Arts from the University of
Colorado at Boulder and has her Masters
in Reading and Literacy from Ohio State
University. “I have been fortunate to have
two children committed to the ongoing
success of our family business,” Stuart
said. “Over the years they have gained
the first-hand knowledge, experience and
leadership qualities necessary to maintain
the strength of our company. Both Seth
and Lauren have a deep understanding
of the culture, values and heritage of
Malco that they will carry forward into
the decades to come”
Tapping into Your Emotional Intelligence
to Succeed in Work and Life
PREMIUM PASS | Talent Management Path
Monday, April 6 | 9:15 AM - 10:15 AM
Monday, April 6 | 10:30 AM - 11:30 AM
Presented by Sara Ross
Emotional intelligence is a powerful predictor
of performance and a distinguishing
competitive advantage, but EQ can be a
nebulous trait to teach. Leadership expert,
vitality advocate and “street scientist” Sara
Ross shares insights from her work on how
to redefine professional and personal success.
She will share scientific research and
personal experiences from her past role
as vice president and global head of leadership
at international training firm IHHP.
Learn how EQ can help you manage intense
and stressful environments; increase
productivity and profitability; drive innovation
and strengthen relationships.
Using Facebook to Grow Your Local
PREMIUM PASS | Marketing Path
Tuesday, April 7 | 9:15 AM - 10:15 AM
Tuesday, April 7 | 10:30 AM - 11:30 AM
Presented by Andrea Vahl
Sponsored by QualChem
What is working now on Facebook for
local businesses? How do you reach the
right people and get more traffic to your
location? Andrea Vahl will share the specific
tactics and examples on how to get
more organic visibility including Facebook
Live, Videos, and when to post. You will
also learn how to use Facebook Ads the
right way so that you reach your perfect
local customer without wasting money.
You’ll walk away with a plan on how to
approach your Facebook Marketing Strategy
for your business.
The Most Human Company Wins
PREMIUM PASS | Marketing Path
Tuesday, April 7 | 9:15 AM - 10:15 AM
Tuesday, April 7 | 10:30 AM - 11:30 AM
Presented by Mark Schaefer
Sponsored by QualChem
This program will change the way
companies and organizations look at
marketing, sales, advertising, and overall
Based on his brilliant new book, Marketing
Rebellion: The Most Human Company
Wins, Mark Schaefer takes the audience
on a discovery of surprising consumer realities.
Weaving research with entertaining
stories, Mark shows how an entirely new
mindset is needed to meaningfully connect
with customers in a rebellion against marketing,
advertising, and PR.
Attendees will leave with new inspiration
and new information on how they can
incorporate strategies such as live experiences,
people and culture, and story into
their marketing, sales, and customer service
processes at their car washes.
The company has been in the same
family for four generations. Stuart’s father,
Murray Glauberman, who was a chemist,
founded Malco Products, Inc., in 1953 in
Akron, later welcoming his father Abe and
brother Lionel into the family business.
His legacy continued to a third generation
with his sons, Stuart and Jay Glauberman.
Murray’s initial investment of $1,300 was
for the purpose of manufacturing janitorial
and industrial specialty chemicals. Together
the father and sons embarked on a
series of expansions that would eventually
take the company from a single product
to one that manufactures and markets a
broad line of specialty chemicals domestically
22 | AUTO DETAILING NEWS | VOL. 5, NO. 1 • SPRING 2020
True All-In-One Performance.
Compatible with all tool movements.
RUPES USA, Inc.
531 South Taylor Ave
Louisville, CO 80027
T +1- 877-224-5750
Hear from four experts on how and why detailers should
be offering paint correction services.
Tony Pando of Dr. ColorChip
For the past seven years, Tony Pando has been with Dr. ColorChip, a company founded by Dan McCool in 2003 that specializes in paint chip repair systems. McCool
was Pando’s neighbor and he thought he had an excellent product and business model. Pando had previously been representing golfer Jack Nicklaus, doing licensing/
branding and special make up products under the Nicklaus/Golden Bear Brands worldwide. Combining his commercial experience with McCool’s product and business
model proved serendipitous and today, they have grown the business in a new direction with detailers, car washes, auto dealer detail departments, and internationally.
■ What are some of the main
causes of paint damage?
Stone Chip and scratch damage happens
daily to vehicles. Driving on the freeway,
snowy conditions with sand/ gravel
on the roads, a key scratch from someone,
damage in your home garage or door
chip in a parking lot. But mostly, damage
comes from daily driving on the highway.
■ What are some of the wrong
ways detailers are correcting paint
Paint chip repair products have a long
history of a bad reputation. Obsolete
products leave unsightly paint blobs, do not
have proper color match, or are very difficult
to use. Dr. ColorChip disrupts the “old
way” of fixing paint chips and scratches.
■ Is paint correction something
that detailers should offer on their
menu or should it be done through
a contracted service?
Considering every daily driver car will
get chips, yes. A very common comment
from detailers is, “when I detail a car and
it looks awesome, there is invariably a few
stone chips that make the repair look not
complete.” Considering the ease of Dr.
ColorChip application, this is something
every detailer can have in their offering,
and generate higher ticket sales and have
a more complete repair done.
■ How has paint correction
technology evolved over the
Historically, paint chip repair
products were only regular automotive
paint in paint pens or small bottles
purchased at a dealership. These can be
difficult to apply and require significant
time for a simple repair. In other words,
repairing 6-8 chips on a hood using the
“old way” would require applying the
paint, letting it dry for 30-45 minutes,
then wet sanding, applying the clear and
buffing. Total repair time 1-1.5 hours…
■ What are the biggest mistakes
detailers are making when it
comes to paint correction?
Detailers with little experience or
knowledge of paint can literally burn
through clearcoats and into the paint if
they are not careful with buffing. This
can cause significant damage. Hence
why the “old way” has a bad reputation.
One needs knowledge of the effects of
heat on paint and the clearcoat. Hence,
why avoiding a buffer is best/safest way
for simple stone chip repairs.
■ What are some of the biggest
misnomers regarding paint
That you need to go to a body
shop for chip/scratch repairs and pay
$600-$1000+. Depending on one’s
expectations, a detailer can provide a
very good repair at a fraction of the cost.
■ What is the potential profit for a
Many detailers now do ceramic
coatings, and other protection films. In
addition to the chips being repaired on a
simple detail —prior to applying coatings
— chip repair is an additional profit center
and something a vehicle owner would
gladly want to get done for a more complete
repair. The profit for a detailer can be
fairly significant. It depends on number of
chips, depth of a scratch, etc., but additional
charges for this service are warranted
and gladly accepted by the vehicle owner.
■ What happens if a customer
says they think they can buy a
paint correction system and do it
In many cases, and the “old way”
Do-It-Yourself (DIY) paint correction
was difficult, timely and somewhat dangerous
to the paint if one did not know
how to buff properly…
■ Is there anything else you think
our readers should know?
I would highlight that fixing stone
chips increases the value of a vehicle
(especially a lease return), protects
against rust, and improves the overall
appearance of the vehicle.
24 | AUTO DETAILING NEWS | VOL. 5, NO. 1 • SPRING 2020
Jose “Joe” Fernandez of Superior Shine
Based out of Arcadia, California, Superior Shine owner Jose “Joe” Fernandez said they work on vehicles valued at $600K or more. Having started out in the early 90s with his
original business, Fernandez Detailing, Fernandez had always had a love of working with cars having worked in his father’s auto shop since the age of 6. Years later, he joined
the U.S. Marine Corps where his love for cars was further supported as he was able to detail cars during his visits across the globe. After his discharge he became a detailer at
the famous Hill and Vaughn restoration facilities in Marina del Rey where he was racecar driver Phil Hills’s personal detailer. Superior Shine has been around since 1992 and
Fernandez says his most requested services are paint correction and maintenance services.
■ You mentioned that paint
correction is one of the most
requested services at your
business. What kinds of
correction services do you offer?
I primarily perform paint correction
and do very little auto detailing. Most of
my customers hire me to paint correct
their new vehicles. It would be reasonable
to expect that all brand-new vehicles
finish would be in perfect condition,
but unfortunately this is rarely the case.
The paint correction is even more important
when the vehicle is going to be
ceramic coated. We will want to the finish
look its best before we apply a coating to it.
The type of paint correction I perform
is very thorough. Most jobs include
between 15 to 20 hours of polishing.
■ What are the most common
paint problems customers in
your area (Arcadia, California)
come in with?
On new vehicles the most common
defects are bad polishing work either performed
at the vehicle manufacturer or the
dealership. These types of defects range
from wet sanding marks to hologram/
buffer trails that remain in the finish.
On a used vehicle, defects that are most
common are ones that are the results of improper
care, such as poor washing practices.
■ Can you explain to our
readers who are just starting
out what paint correction is?
Paint correction is removing any paint
defect or imperfection from a vehicle finish.
This is most often done using compounds
and polishing products on a machine
■ If a detailer is thinking of
offering paint correction,
what advice do you have?
First, determine if it is the proper fit for
your business. Paint correction is a specialized
service that is very labor intensive. Most
of the general public are not aware of paint
correction and care little about having a
perfectly polished finish. Paint correction is
a unique niche that must be marketed properly
in order to be profitable.
Secondly, any new detailer will want to
be formally trained. This is essential. Any
kind of paint correction work has to be done
correctly and efficiently. Personally, I think
the Rupes Bigfoot Car Detailing Academy
is an excellent place for such training.
■ What is one of the
biggest mistakes a detailer
should avoid when it comes
to paint correction?
By far the biggest mistake is not charging
enough for their services. Paint correction is
a specialized labor-intensive service that too
often is [undervalued] and underpriced.
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@MalcoAutomotiveProducts @malcoproducts Malco Automotive Malco Automotive
0000 Malco Auto Detailing News Ad.indd 1 2/19/2020 3:53:48 PM
VOL. 5, NO. 1 • SPRING 2020 | AUTO DETAILING NEWS | 25
Bob Wiener of Finer Details
Along with being a select team member of the Air Force One Detailing Team, Bob Wiener is also the owner of Finer Details of Long Branch, New Jersey. Wiener is a retired officer
and he, along with his wife, Lisa and her family have been in the car wash industry for over 50 years. In a recent interview with Auto Detailing News, Wiener said, around 2010 after
having been a police officer for 17 years, he was looking for a business to start and build preparing for his retirement. He researched training centers and found Renny Doyle. Wiener
is now one of the esteemed members of The Detail Mafia. In 2017 he received his master’s Certification at the Annual Detailing Success Meeting & Continuing Education Event at
the SEMA show in Las Vegas and has also obtained International Detailing Association (IDA) certification and a Detailing Success Business, Skills, & Paint Correction certification.
■ What kinds of correction
services do you offer?
Most of my customers are just
looking for shiny paint and don’t
understand full paint correction. We
offer a 1 step polish that can remove
approximately 40% of the minor
surface imperfections. If a customer
wishes to have more done in terms of
corrections, I will then evaluate the
paint and determine how many steps
it will take to achieve the results they
are looking for.
■ What are the most
common paint problems
customers come in with?
Most customers have swirls and
scratches and some holograms
■ Can you explain to our
readers who are just starting
out what paint correction is?
Paint correction is the process of removing
surface imperfections by polishing,
compounding and possibly sanding
in order to bring the vehicle’s paint to
its maximum potential.
■ If a detailer is thinking
of offering paint correction,
what advice do you have?
Be sure to invest in a paint thickness
gauge*. It is important to know
how much paint/clear coat is on the
vehicle so you can safely remove imperfections
while leaving enough clear
coat to ensure the future integrity of
the paint system.
Jason Yard, marketing manager of Malco Products, Inc.
■ What is one of the biggest
mistakes a detailer should avoid
with paint correction?
Don’t over promise and under deliver.
It is important to set your customers’
expectations. Not all paint can be
brought to perfection or near perfection.
You want to make sure that you
know your limitations and understand
that you may not get every scratch out.
I would much rather explain to the customer
why I could not safely remove
an imperfection than go too far and
burn through the clearcoat and have to
then repaint the vehicle.
Malco Products, Inc. of Barberton, Ohio, has been providing professional car detailers, car washes, car dealerships
and more with the powerful cleaning and detailing products since 1953. Yard was recently hired as the company’s
A precision instrument
which uses either
mechanical or electronic
means to measure the
thickness of paint film
applied over a substrate.
Measuring the depth
of your paint will allow
you to see how thick the
clearcoat is, which will
allow you to determine
exactly how to treat
it. (source: Detailers
■ For those who don’t know,
what is paint correction?
Paint correction is the process of
restoring the top layer of single stage
paint or clear coat to a factory or better
than factory finish. The process
involves cutting compounds, polish
compounds, and a buffing tool with
pads. There are many options including
rotary or dual action buffers and a
large variety of compounds that offer
a variety of applications.
■ What are the common
reasons a vehicle’s paint is
Paint can become damaged from
environmental factors, weather and
natural contaminants. Car washing
can also play a role, even a careful
hand wash can impart scratches in the
finish. All of these micro scratches and
contaminants can dull the paint.
■ If a detailer is thinking of
offering paint correction, what
advice do you have? What are
mistakes to avoid? How should
they market their services?
Step one is proper education.
There are many opportunities to learn
paint correction throughout the industry.
The IDA, through a sponsored
event or through your local distributor.
Even with proper training, practice is
the second key. Because there are so
many different products and different
types of clear coat, it can take years to
master but at minimum a few months
to get a good grasp of the ins and outs.
Always do your first several on your
own car or friends and family’s cars.
It’s a good idea to provide a menu
of services, where the paint correction
is the top level of detailing and receives
a premium price. Many expert
detailers will not quote a paint correction
without seeing the vehicle first. A
standard advertised price could lead to
lost money when a severely damaged
car comes in and takes twice as long as
a typical correction.
VOL. 5, NO. 1 • SPRING 2020 | AUTO DETAILING NEWS | 27
OF THE TRADE
Presenting some of the best detailing discussions from The Car Wash Forum (formerly
known as autocareforum.com). Please Note: Some posts feature minor edits for
readability.) Please note, opinions and statements made here are by each forum user
and do not necessarily reflect the viewpoints of Auto Detailing News.
Advice for Beginners
Looking for advice on starting a detail
business. We have 2 express tunnel
washes and at each wash location room to
establish a detail business line - basically
already there. Previous owner did - but I
guess did not charge enough and found it
to be unsuccessful. Yet we call around to
detailers in the area and they are booked
3 weeks out. Please let me know your
thoughts and advice on the best steps to
take to set it up successfully.
IMO you should start by getting set up and
have guys trained and ready. I’ve just been
helping someone set up a hand wash bay at a
self-serve, and he had his plan of operation in
place first, prices second based on how long
the job would take. MEP001
Have you reached out to the IDA (international
detailers association) I’m sure they have some
folks in your area that could offer advice on
setting things up, training etc... pricing is
directly linked to the type of detail you are
offering and the time it will take. Where are you
located? I might know a few people.
IMO a good detail manager is key. A sales
incentive helps keep productivity high. Managing
quality is another issue you need to address
continually. Develop an order of operations.
Buy high quality products. Machinery needed:
carpet extractor, steamer, air tools ( tornador,
typhoon guns, rotary shampooer brushes).
Good vacuums, plenty of towels, rags, separate
window towels. Blend station for diluting chems
consistently. It’s like Marcus Lemonis says; it’s
about people, products, and process.
For years I priced my detailing too low.
Not any more. My detail manager prices the
jobs, books the work and collects the money.
Someone told me that the owner should stay
away from the cash register and they are right. I
make far more on detailing than I ever did when I
did the pricing and work myself. Waxman
Simoniz has a detailing system you may want
to check into. Greg Pack
IMO the key is finding a great buffer man or
woman. With today’s automotive finishes if they
don’t know what they are doing they can do
more damage than good. If they can buff black
and not burn the clear coat off the vehicle they
are a keeper. 99Roadking
Bad review versus bad customer
Well I feel as though I’ve turned this older around. Get many positive comments from my customers. I’ve had
two people leave a review on google saying the place was a mess, overpriced, and poor quality. I know for a fact
that these are bogus. And since I’ve owned it less than a year and the previous owners were clueless about the
business there are a lot of older bad reviews. So my question is do any of you know how to reset the reviews and
remove the false ones? I do respond to them all but if you just glance at our rating it’s low.
If it’s on Google Business good luck
getting Google to remove fraudulent
reviews I damn near learned 3 new
foreign languages with all the people
I had to go through to get mine
I had a lady leave a 2 star review this
week before contacting us about
the $10 hold on her CC. After we
explained it would drop off she still
left the 2 star review. If people knew
how much hard work went into
making a car wash the best it can
be, they wouldn’t leave bad reviews.
My wife and I strive for the best for
our washes. APW
I’ve learned to just run the best
wash that I can, and not worry too
much about reviews. Very little can
be done about them anyway. Yelp is
just a complainer website. Axxlrod
I was lucky when I bought the
[business] I currently own. The
previous owner required me to
change the name (which I gladly
did) and that allowed me to start
over with Google and punt all of his
That said, it still took weeks for
Google to take down his old listing
and make my new one official for
that address. They are a royal pain
in the a$$ to work with, due mainly
because most of their “customer
care” phone bank operators
moonlight as goat herders in
I have signs ...asking for 5 star
reviews if they like our wash. The
sign also says that if they’re not
satisfied or something is wrong to
please email or text me and I include
my contact info. Like KleanRide,
I changed the name when I took
over a year ago. The rating was one
star. Fast forward a year and we’re
4.6 stars. Only one dude left a very
negative review which was clearly
bogus. Car Wash Newbie
Yelp keeps contacting us to try to
get us to advertise with them and
confirm our business listings with
them. I then told them to hold on
while I checked into something
(reviews of yelp itself)... Then I told
them that I refuse to do business
with anyone with reviews of only 1.5
stars! That made me happy. JGinther
I once got a bad review on a wash.I
sold 3 years earlier that had been
torn down a replaced with a retail
store. Took Google 6 months to get
rid of the review. Soapy
A friend (geek) who helped me set
up my website says that Google
reviews matter mostly for search
relevancy, and that sites with the
higher review averages pop up
closer to the top, and more often,
when someone searches “car
wash” in your area. Not sure if
that’s accurate but it seems logical.
Had one review claim female cashier
was rude, Told yelp it must have
been for some other business
since we don’t have any female
employees. They refused to remove
it. Magic words when they call me
to advertise “Remove me from your
call list”. Earl Weiss
All those reviews from Google and
Yelp are mainly people that are
drunk at 2:00 in the morning and
have nothing else to do. Think
of how many times a customer
comes up to you at your wash and
compliments you. To me that means
more than most of these idiots
leaving 1 to 3 star reviews that are
mostly bs. Damoni88
Only thing I can recommend to
minimize this is have a phone
number readily available on
the site. Sometimes they call,
sometimes they don’t. I’ve got a
google voice number now which
is free and allows options such as
call forwarding and a transcript of
voicemail sent to email.. Greg Pack
One thing I do is to go on my
Google Biz Page and respond to the
reviews. Some of the jerkier ones I
ignore, like you do with a bad dog.
Sometimes there is no sense in
Whenever I get a lower review
on Google I then search out the
reviewer and see all their other
reviews of businesses. Almost
always their other reviews are low
as well. Had one lady give me a
one star review (no explanation or
comment). I looked her up and she
had given over 100 one-star reviews
on Google. That was the only rating
she gave anyone. Look up your poor
reviews and see what those same
people are reviewing everyone else.
I myself do not worry about bad
ratings. I believe most people only
seek out reviews just to see how
their experience matches up to
others to reinforce their opinion.
There is not much you can do for the
bad reviews. ... I know I have tons of
happy customers who keep coming
back. To those customers I say,
“I’m trying to boost my presence
online, and appreciate it if you do a
good google review. Also for your
trouble I’ll give you a free $10 Value
Card after you do your review”
28 | AUTO DETAILING NEWS | VOL. 5, NO. 1 • SPRING 2020
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The IDA Is Taking
You to School
Get Your Detailing Education
from the IDA
By Erin Reyes,
IDA Communications Coordinator
Spring break may be right around the corner,
but the opportunity to learn never stops
with the International Detailing Association
(IDA)! So, grab your pencils and paper because
it’s time to take some notes on how to make the
most of the IDA’s many educational offerings.
One of the most easily accessible forms of
education is the IDA’s monthly webinar series.
Each month from February through November,
the IDA hosts an educational webinar,
with topics ranging from best business practices
to marketing strategy to technical detailing
skills. A few recent presentations have covered
business ethics, determining your shop rate,
and the value of traditional marketing methods.
These webinars are hosted by experts in
the field, many of whom have helped build
the industry from the ground up. Attendees
are given the chance not only to ask questions
to the presenter and receive answers in
real time, but also to interact and chat with
other attendees and learn directly from their
peers. Because of the open exchange of information,
attendees can be confident they will
always come away from a session with newfound
knowledge to apply to their businesses
or careers in general.
As an exclusive IDA member benefit,
webinar registration is offered free of charge
(non-members can register for $25), along
with access to a complete archive of webinar
recordings. The replays can be watched
whenever and wherever is convenient for the
viewer, making it a great option for those
busy on-the-go detailers who cannot attend
the live webinar or those who just simply
want to watch it again. Currently, there are
more than 40 recordings available, with a
new one added almost every month. Attending
live webinars or watching recordings
(and completing a brief related survey) is an
easy way for Certified Detailers to earn their
required continuing education credits for
If you are interested in hosting a future
webinar or have ideas for topics or speakers,
please visit the IDA website to submit your
proposal or suggestions.
Educational seminars are not restricted to
online sessions – you can also find IDA members
presenting on detailing-related topics at
conventions and tradeshows throughout the
year, such as Mobile Tech Expo (MTE) Orlando
and the Southwest Car Wash Association
(SCWA) Convention & Expo. Last year, IDA
members were also invited to give educational
presentations at the inaugural Mobile Tech
Expo Las Vegas, including 2019 President
Jonathan Munsell, CD, and IDA Recognized
Trainers Jim Lafeber and Prentice St. Clair.
As with the IDA’s webinar series, typical topics
range from building and operating a detailing
business to technical-related sessions.
Attending educational sessions at detailing-related
events such as MTE can also earn
credits for IDA recertification. Up to four hours
(one credit for each hour) are permitted in a
day, so at daylong events like MTE’s Education
Day, it is simple for Certified Detailers to knock
out half of their biannual required credits in a
Holding educational sessions at large
tradeshows like this has the added benefit of
reaching a wide audience, potentially even beyond
those in the detailing field, thus educating
non-detailers about the profession. Sometimes
IDA members present at auto industry
shows that are not explicitly detailing-related.
For example, last January, former IDA Tradeshow
& Education Committee Chair Prentice
St. Clair, CD-SV, RT, was accepted to speak
at the National Automobile Dealers Association
(NADA) Show on the topic of detailing
faster and better, an important issue in the
car dealership world. To be able to give such
a timely and relevant presentation to a room
full of auto dealers was great exposure for the
detailing profession and certainly educational
for those in attendance.
30 | AUTO DETAILING NEWS | VOL. 5, NO. 1 • SPRING 2020
The IDA Celebrates
The IDA recently held its Annual Business Meeting
and Awards Presentation at Mobile Tech Expo in Orlando.
During the ceremony, the IDA recognized industry
leaders by announcing the 2020 IDA Award winners and
inducting the first class of the IDA Hall of Fame.
The IDA strives to recognize individuals and companies
who go above and beyond the call of duty
to help promote the detailing community. The IDA
Awards honor the highest examples of hard work,
passion, and dedication to the industry displayed by
detailing professionals across the globe.
Detail Shop of the Year: Detail Lex (Lexington, KY)
Detailer of the Year: Claude Harris, Jr., CD (Final
Appearance Auto Detailing – Santa Fe Springs, CA)
Detail Supplier of the Year:
Professional Detailing Products (Canton, OH)
Mobile Detailer of the Year:
Pro & Local Detailing Inc. (Westfield, MA)
Daniel Baker, CD (Ziebart Corporation – Troy, MI)
IDA Hall of Fame
During the meeting, the IDA also inducted the
Class of 2020 into the newly established IDA Hall of
Fame. The following individuals were nominated by
their peers and inducted for their significant and lasting
contributions to the professional detailing industry
in the areas of Innovation, Advancement, Education,
Robert L. “Bud” Abraham (Founder, Detail Plus)
Renny Doyle, CD-SV, RT (Owner, Detailing Success)
Barry Meguiar (President, Meguiar’s)
William R. Phillips (Founder, P&S Sales)
Ed Terwilliger, CD-SV, RT (Instructor, Cypress College)
The IDA frequently recruits members
to present on behalf of the organization
at industry tradeshows. If you have a
topic you are passionate and knowledgeable
about, keep an eye out for the next
round of speaker solicitation and be sure
to submit your proposal. New speakers
are welcomed and encouraged – attendees
are always looking for fresh insights.
In fact, at MTE Orlando 2020, Raymond
Harrison, Sr. – a 20-year industry veteran
and first-time presenter for the IDA
– had the highest attendance of the day
(it was standing room only) for his session
on paint correction. This just goes
to show that it is never too late to begin
sharing your knowledge and perspective
with your peers, especially when you have
years of experience under your belt.
While webinars and educational seminars
at tradeshows are great sources of
education, the IDA recognizes that not
everyone has the time or money to attend
these events, so the association offers more
readily accessible forms of education,
too. For example, The Detail Dialogue,
IDA’s free monthly e-newsletter, includes
helpful business and marketing advice. If
you have not yet done so, make sure to
subscribe to the IDA newsletter to receive
the latest detailing education each month
straight to your inbox.
Additionally, in each issue, the IDA
features an educational article written by
and for its members, which means you
are getting information straight from the
experts in the field, who are looking to
help make your business the best it can
be. However, while the IDA’s newsletter is
public, educational articles are restricted
to members only. To access the IDA’s archive
of more than 100 educational articles,
with a new article added each month,
please visit the IDA website to become a
member. Conversely, if you are willing to
share your expertise with fellow members,
you can visit the IDA website to submit
your article for an upcoming issue – bonus:
writing newsletter articles also grants
credit towards IDA recertification.
Another exclusive, members-only educational
opportunity is the IDA Facebook
Group. Conversing directly with your
peers is a great way to learn from others
who understand your needs and questions.
The IDA Facebook Group provides
a space where members can share insider
tips with one another, ask questions, and
get instant and honest feedback. Members
discuss things such as successful marketing
campaigns, customer conundrums,
and tools and techniques to take their
business to the next level. There are also
several designated groups for the IDA’s
international Chapters, in which Chapter
members can converse in their preferred
language and discuss the challenges and
highlights of their local market. Members
also have the ability to chat online via the
IDA’s website forums or social feed.
But if connecting online is helpful for
one’s education, connecting face-to-face
is even better. Some of the best lessons
come from informal, in-person meetings
where participants can speak freely and
candidly. The IDA provides these types
of opportunities through member Meet
& Greets, participation at tradeshows, the
Annual Business Meeting, and more gatherings
throughout the year.
While IDA educational opportunities
are available to all levels of members and
non-members, the association actually offers
a student membership to individuals
who are currently enrolled in a professional
detailing or automotive restoration
course at an accredited school or institution.
That means student members do
not have to wait until they are owner/operators
to start taking advantage of IDA
education – they can learn concurrently
while still working toward their degree or
certificate. Interested parties should visit
the IDA website to learn more about requirements
and to apply.
If planning IDA educational offerings
sounds like something in which you
would be interested, consider joining the
IDA Tradeshow & Education Committee,
which is responsible for brainstorming
and implementing ways to help you
learn how to become better detailers and
business owners. Visit the-ida.com/Get_
Involved to volunteer today!
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VOL. 5, NO. 1 • SPRING 2020 | AUTO DETAILING NEWS | 31
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