VOL. 6, NO. 2 SUMMER 2021
Two year guaranteed protection
Improves gloss up to 10%
What is Diamond Plate?
A: Diamond Plate is a nano ceramic polymer coating that reacts with your vehicle’s
clear coat finish to form a second layer and thicker coating for added protection.
These highly cross-linked coatings are extremely weather resistant, provides UV
protection, wear and acid rain resistance. These coatings are so durable they are
used widely in the aerospace industry.
Our Warranty Protects Against
• ACID RAIN
• BIRD DROPPINGS
• HARD WATER SPOTS
• EXPOSURE TO THE SUN
CAUSING FADING, CHALKING,
LOSS OF GLOSS
The Diamond Plate 2 Year Warranty
Is backed by an A+ insurance carrier.
Therefore, if a claim is filed, both consumers
will never have to pay
for the price of repair.
Diamond Plate Kit Includes:
• 1 Vile of the Patent Pending Diamond Plate
• VisionBlade Hydrophobic Windshield Protector
• Microfiber Finishing Towel
• P.O.S. Customer Hand Outs
• The Diamond Plate Warranty
Desk Topper Pop Up Sign
Simoniz USA, Inc, 201 Boston Turnpike, Bolton CT, 06043, 800-227-5536
Modern Detailing ........ 4
Hiring in the Current Climate
Industry Dirt . ............ 8
Innovations . ............ 12
Small Business News
You Can Use ............ 14
Appreciation . ........... 22
Nitty Gritty ............. 24
Getting to Know Chris Evans
author of the Detailers Dictionary
Dr Detail . ............... 26
The 15 Pillars of Prosperity
Cover Story . ............ 28
Vol. 6, No. 2, Summer 2021
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.
ONE MORE THING
The past year has walloped a lot of businesses, attitudes and emotions, but one thing that has
helped get the American spirit back on track isn’t wrapped around stimulus checks, lessening mandates
or even the nice weather. Instead, it is due to one thing: Baseball. As Terrence Man put it
in one of my favorite movies,
“They'll pass over the money without even thinking about it: for it is money they
have and peace they lack. And they'll walk out to the bleachers; sit in shirtsleeves
on a perfect afternoon. They'll find they have reserved seats somewhere along
one of the baselines, where they sat when they were children and cheered their
heroes. And they'll watch the game and it'll be as if they dipped themselves in
magic waters. The memories will be so thick they'll have to brush them away
from their faces. People will come Ray. The one constant through all the years,
Ray, has been baseball. America has rolled by like an army of steamrollers. It has
been erased like a blackboard, rebuilt and erased again. But baseball has marked
the time. This field, this game: it's a part of our past, Ray. It reminds of us of all that
once was good, and it could be again.”
For those of you who do not know what
movie that is from, it is Field of Dreams. Find it.
Rent it. Watch it. You won’t regret it.
Both my son and daughter are playing on
little leagues. As an 8-year-old, my son is treating
baseball as a passion, not just as a player,
but as a fan of the sport. He talks about baseball
non-stop. And, I have to say, going to the
games, with the grandparents and friends,
feels like the world is getting back on course.
The games are the new form of entertainment,
and for some, their only source of live
diversion. One thing I noticed now, more than
ever before, is the amount of business sponsors who are supporting the leagues. From sponsoring
a team to having a billboard on the field fence, the business names stand out as nods to a beloved
sport and support to a season that might have been less-than-populated due to the awful pandemic.
But kids signed up to play in droves, and the sidelines are crowded with fans and each game is exciting,
entertaining and gives us all something to do. The sponsors are to thank, though, they put in
their money before they knew how many people would show. And us, fans of the games, are paying
attention. Their support will equal our patronage. No doubt their businesses have been negatively
affected from the past year, but they still took a chance on supporting America’s favorite pastime
without knowing if people would show up. And people did show up. Magic waters indeed.
One more thing before I sign off; as you read this magazine, please take notice of the ads as
they too, like the baseball sponsors, have faith in this publication and make it possible. I am not on
a baseball field, but from the tiny corner of my home, with my laptop and coffee, I feel as if the
support of the advertisers truly gives me the boost I need to deliver a product worthy of your time.
Until next time,
VOL. 6, NO.2 • SUMMER 2021 | AUTO DETAILING NEWS | 3
THE BUSINESS OF
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.
By Rob Schruefer
Hiring is difficult during
regular times; it is nearly
impossible right now.
I am hearing from companies in all
industries across the country about how
hard it is to get someone to come on
board and be a productive teammate.
We are living in a time when there are
many more jobs than there are people
to fill them. This has given the potential
employee the unique opportunity to
weigh several options and possibly even
use multiple offers to increase their wages
or benefits by pitting companies against
each other. While as a business owner, this
might seem ungrateful, or even annoying.
However, we have to understand that
the potential employee is doing the same
thing we would be doing in that position,
which is getting the best option possible
for themselves and their family.
To get the best employees, we now must
change how we approach hiring, and employee
retention. There are a few ways
that you can compete in this competitive
hiring market, and they all come down to
offering potential hires the best opportunity.
• The Pay: Let’s start by talking
about wages. How much to pay someone
varies greatly from area to area, and company
to company. Right now, with the
employment and federal funding, someone
who is not working has the potential
to make up to $13-14 to stay home and
not work. This is changing in some states
but is still the case in most. Also, states are
individually raising their minimum wages
to up to $15 an hour. Because of that, a
lot of the big companies are preemptively
raising wages to meet this standard. This is
leaving small companies in a position that
they need to be able to meet or beat this
standard. If you are paying at or below
$13 an hour, you may have trouble luring
quality candidates. You may want to consider
raising the amount you are paying
or offer a bonus if someone stays with you
for 30, 60, or 90 days. Raising wages may
also require you to slightly raise prices so
that it does not cut into your bottom line.
This is the easiest and most obvious way
to attract better candidates.
• Benefits: Along with wages, you
might want to look at the benefits that
come along with employment. Paid
time off, tuition reimbursement, health/
dental/vision insurance, a 401K, and
commission bonuses are all great ways
to offer incentive for someone to choose
to work for you instead of the next company.
Not everyone is looking for the
most money per hour, or highest salary,
and instead want a better quality of life.
These might seem like expensive options,
but they can be quite affordable if
bundled together. Benefits can also be offered
after a certain amount of time, like
60 days before you are eligible, which
will give you time to ensure that they are
the right employee to invest in.
• Culture: There is a non-monetary
incentive for people to work and
that is the culture of your business. The
culture is how the people who work within
the business feel and treat each other.
People usually quit jobs because of the
people they work with and how they are
treated while at work by co-workers and
management. If you have a positive work
environment and work to make sure your
staff is happy, they will stay with you. Low
turnover saves a ton of money on hiring,
training, and onboarding. Building a positive
culture can be done by listening to
employee concerns and acting upon them
and removing bad apples from the bunch.
Another thing that I like to do is buy
lunch on busy days, and stock the fridges
with bottles of water, soda, and Gatorade,
4 | AUTO DETAILING NEWS | VOL. 6, NO. 2 • SUMMER 2021
THE BUSINESS OF DETAILING
especially during the warmer months.
• Show Interest: One of the things I have often heard
from business owners is, “I am slow to hire, quick to fire.” That
could have once been a fine attitude, but it will no longer land
you the people you need for your business. I have liked someone
for a position and called them two days later to offer them
the job only to find out that they accepted a position elsewhere
in the time it took me to decide. We are in a market right now
that heavily favors the candidate, and not the hirer. If you like
someone, do not let them get stolen away by someone else.
Slow playing them to try and offer them a lower wage could
cost you the perfect employee. Showing interest in the interviewee
as a person and as a potentially important part of your
business will go a long way with them. The interviewee will
more likely choose the company which seems interested and
enthusiastic about them being a part of the team.
The tables have turned, and now it is our turn as business
owners to up our game. If you want to compete for the best
employees, you must be willing to pay a little more and think
outside of the box. Make your business an appealing place
to work, and people will want to work there. Adapting to this
“employees” market could mean the difference between success
and failure of your business.
Raising the Wage
According to a May 13, 2021,
Yahoo! Finance report, in April, a
McDonald's franchise in Florida offered
$50 to anyone who would interview at the
location. “McDonald’s also "expects the
average hourly wage for its company-owned
restaurants to increase to $15 an hour in a
phased, market-by-market approach. Some
restaurants have, or will, reach an average
hourly wage of $15 an hour in 2021, and
average hourly wages are expected to reach
$15 an hour by 2024,” the story said.
"Employers want help, but employees will
only accept jobs under certain conditions,"
Yahoo Finance's Morning Brief noted recently
in the May 13 story. "Simply listing open jobs
is not going to bridge this divide."
Restaurant chain Chipotle also announced
a $15 minimum wage for restaurant workers
as it looks to fill 20,000 positions.
According to a May 11, 2021 Yahoo!
Finance story, Chipotle is also offering
employee referral bonuses of $200 for
restaurant workers and $750 for general
managers. “It touted the ability to be a
manager of several Chipotle restaurants — a
position it calls a restaurateur — within four
years. The position pays more than $100,000
a year,” according to the story.
"Wage inflation is real and employee
availability is very tough,” stated Jefferies
Financial Group analyst Andy Barish. “...and
Chipotle is trying to stay ahead of the curve
and maintain its human capital advantage...”
Expand your business offerings, and
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6 | AUTO DETAILING NEWS | VOL. 6, NO. 2 • SUMMER 2021
CAR WASH EXPO
Fort Worth Convention Center
Fort Worth, Texas
Georgia World Congress Center
Atlantic City Convention Center
Atlantic City, New Jersey
The Prairie Meadows Events
and Conference Center
SEMA registration now open,
new West Hall unveiled
Registration for the 2021 SEMA
Show, scheduled for November 2-5, 2021,
at the Las Vegas Convention Center in
Las Vegas, is now open at www.semashow.
The premier gathering event for the
automotive specialty equipment industry,
the 2021 SEMA Show already has more
than 1,500 companies confirmed to exhibit
and many more are expected before
the event takes place in November, a press
release stated. Exhibitors include major
automakers and small businesses, as well
as iconic aftermarket manufacturers who
are enhancing their booths to heighten
their presence at what will be the first industry-wide
in-person gathering for the
$46.2 billion specialty automotive industry
in nearly two years.
"Given the restrictions our industry has
endured the last year, pent-up demand for
the SEMA Show is at an all-time high,"
said Tom Gattuso, SEMA vice president
of events. "More so than other years, the
2021 SEMA Show will be fundamental
in helping industry professionals grow existing
relationships, create new ones, and
push their businesses forward."
Attendees at the 2021 SEMA Show
will witness firsthand nearly two year's
worth of innovations, technology, and
new products from manufacturers, as they
showcase products, debut vehicles, conduct
demonstrations, and prepare to do
business throughout all four halls of the
3.2-million-square-foot Las Vegas Convention
With the entire Convention Center
in use, the SEMA Show floor will be designed
to improve traffic flow and make
navigating the event simple and easy. The
2021 SEMA Show floorplan will begin
to take shape during the annual Priority
Space Selection process June 7-23. Companies
that submit booth space applications
before May 7 will participate in the
weeks-long process to determine their
booth location at the Las Vegas Convention
Center. Attendees will also be able to
sign up for educational seminars featuring
industry experts, and networking events
that bring market niches together.
In other news, the West Hall, which
features exhibitors from the Restyling
& Car Care Accessories, Powersports &
Utility Vehicles, and Truck, SUV & Off-
Road sections, has gotten a makeover, a
press release stated.
The Convention Center’s newly constructed
West Hall, a 1.4-million square
feet facility completed in January during
the COVID-19 shutdown is one element
of a comprehensive plan to enhance the
entire attendee experience, connecting
exhibitors with buyers throughout the
four-day event with engaging and interactive
features and activities. Details on
additional resources, including a new online
component that focuses on manufacturers,
new products, feature vehicles, and
educational resources, will be announced
as they are finalized in the coming weeks.
Las Vegas Convention Center
Las Vegas, Nevada
MAY 9-11, 2022
THE CAR WASH
Music City Center
Puget Sound Carwash Association
now a part of WCA
The Puget Sound Carwash Association
(PSCWA), which includes car wash
owners and operators in the greater Seattle
area, is now officially a part of the
Western Carwash Association. The official
announcement was made on January
1, 2021. The PSCWA started the popular
Charity Carwash Program which helps
form partnerships between businesses
and the community by helping non-profit
organizations to sell tickets for environmentally-friendly,
professional car washes
throughout the Puget Sound area. The
WCA said it will continue to support and
facilitate the Charity Carwash Program,
amongst other initiatives.
8 | AUTO DETAILING NEWS | VOL. 6, NO. 2 • SUMMER 2021
2021 Car Wash Show offers sneak peek of educational seminars
The 2021 Car Wash Show,
scheduled for November 15-17 at
the Las Vegas Convention Center,
is still months away, but the International
has already released some of the
educational session topics. Not all
of the educational offerings have
been announced, but the following
are the sessions being offered with
the Premium Pass package.
• Artificial Intelligence -
The Real Deal
MONDAY, NOVEMBER 15
Mitch Joel, Founder, Six Pixels Group
Room: N255/N257 | Offered twice at 8:00
a.m. and 9:15 a.m.
Quants, data scientists, algorithm
overlords, AI trainers and machine
learning engineers. These are just some
of the people telling businesses today
to embrace Artificial Intelligence. For
business leaders, it’s confusing, a massive
investment and highly speculative. What
is the current and future potential for AI,
machine learning, cognitive computing
and more? In this highly visual and
straight-forward presentation, you will
learn (from a non-technologist) the true
business applications and opportunities
that companies are using to grow market
share and do more with less.
• The Connected Consumer
MONDAY, NOVEMBER 15
Shawn Dubravac | Room: N259/N261 |
Offered twice at 8:00 a.m. and 9:15 a.m.
According to Dr. DuBravac, the consumer
of tomorrow will use “the internet of me,”
rely heavily on predictive customization,
and live in a digital world that provides
updates on their lives in real time. Dr.
DuBravac looks at the rise of wearables
and micro-customization, and breaks
down how businesses will need to
interact with their consumers as the social
experiences of things like meetings,
shopping, driving, and interacting change,
altering with them formerly tried-and-true
methods of advertising, marketing, and
selling to clients.
• Tapping into Your
Emotional Intelligence to
Succeed in Work and Life
MONDAY, NOVEMBER 15
Sara Ross | Room: N258/N260 | Offered
twice at 8:00 a.m. and 9:15 a.m.
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.
• Transform Typical
MONDAY, NOVEMBER 15
Scott Greenberg | Room: N254/N256 |
Offered twice at 8:00 a.m. and 9:15 a.m.
Do you want more transactions and
bigger tickets? Do you want to outperform
your competition without having to outadvertise
them? Are you ready to turn
your customers into raving fans? When
you focus less on what customers spend
and more on how customers feel, EVERY
transaction will become a marketing
opportunity; make them feel great and
they’ll do your marketing for you. If
you’re ready to learn how TOP business
owners stay in the winner’s circle, this
presentation is for you. Scott gives you
powerful tools to create a service culture
that grows loyalty and word of mouth and
translates success into bigger ticket sales.
He’ll show you how to replace robotic
customer service practices with NEXT-
LEVEL experiences that ensure customers
remember you, talk about you and can’t
wait to come back.
• Outthink the Competition:
Excelling in a Digital Agile,
TUESDAY, NOVEMBER 16
Kalihan Krippendorff | Room: N254/N256 |
Offered twice at 8:00 a.m. and 9:15 a.m.
How is it that some companies are
able to continually pivot their strategy,
transform, and pursue new growth ideas?
The answer is they have a repeatable
process and common language that
can be learned and taught. Kaihan
Krippendorff has worked with and
studied thousands of companies and
the different approaches they take to
drive growth, foster innovation, and set
themselves apart from the competition.
Based on his most recent book, Outthink
the Competition, Kaihan delivers a
systematic process and set of proven
business strategy tools he has used with
more than 300 clients in almost every
industry to create innovative strategies
and growth ideas that have generated
more than $2.5B in revenue. Blending
together first-hand stories of inspiring
business and social innovators, from
Elon Musk to Nobel Peace Prize winner
Muhammad Yunus, Kaihan’s presentation
teaches the audience a tested method for
developing actionable growth ideas that
unlock growth, increase competitiveness
of their business and arm them with the
tools needed to excel in today’s digital,
agile, and purpose-driven world.
• The Most Human
TUESDAY, NOVEMBER 16
Mark Schaefer | Room: N255/N257 | Offered
twice at 8:00 a.m. and 9:15 a.m.
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
each 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.
• Leading a Customer
Centric Carwash Operation
TUESDAY, NOVEMBER 16
Chip Bell | Room: N258/N260| Offered twice
at 8:00 a.m. and 9:15 a.m.
Companies that put customers in the
center of their work attract the best
employees and create the most loyal
customers. Chip Bell has worked with
many of the most customer-centric
companies around the world and shares
the secrets of what makes them so
successful. Smart carwash operations
differentiate their service from their
competitors by focusing on delivering
value-unique not just value-added
• Using Facebook to
Grow Your Local Business
TUESDAY, NOVEMBER 16
Andrea Vahl | Room: N259/N261 | Offered
twice at 8:00 a.m. and 9:15 a.m.
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.
• Dates announced
for 2022 Show
In case you missed it, The Car Wash Show
2022 remains scheduled for May 9 - 11,
2022, at Music City Center in Nashville,
Tennessee. This is the same venue in
which the 2019 Show was held.
10 | AUTO DETAILING NEWS | VOL. 6, NO. 2 • SUMMER 2021
SCWA reveals details for 2021 Convention and EXPO
Details have been shared regarding
the upcoming 2021 SCWA Convention
& Car Wash EXPO, which will take
place from June 9-11, at the Fort Worth
Convention Center. The dates for the
convention were initially set for February
17-19, but were changed to mid-June after
careful consideration by Board members
of the current COVID situation and
evaluating the factors that will exist over
the next 60-90 days. The SCWA Board
believes that getting through the winter
months; the flu season; and rollout of the
vaccine; will provide a safer and larger
attended event for everyone to enjoy.
Here is the schedule of events as provided
by the SCWA:
• TUESDAY, JUNE 8
5 P.M. SCWA Happy Hour at the
Hampton Hotel. Sponsoring Host:
• WEDNESDAY, JUNE 9
9 A.M.- 6:30 P.M. Convention
9:30 A.M. Pre-Convention Devotion
10:30 A.M. CEO Forum featuring
Michael Dominguez, President & CEO
1 P.M.- 6:30 P.M. EXPO HOURS and
Quick Talks Sessions S
4:30 P.M. Welcome Reception
Sponsoring Hosts: Coleman Hanna,
6:30 P.M. SCWA Happy Hour at the
Sponsoring Host: Chemquest
• THURSDAY, JUNE 10
7 A.M. Convention Registration
7:30 A.M. Continental Breakfast -
State Discussion Tables Tables will be
designated for attendees to discuss
8 A.M. - 10:15 A.M. Car Wash
8 A.M. Fast Tracks. Pick your topics
and circulate between discussion
tables. Each session is 25 minutes.
Topics to include:
9 A.M Idea Exchange Sessions
10:15 A.M.-10:30 A.M. General
Session Welcome: Jeff Blansit -
President Presentation of the 2021
12 NOON Attendee Lunch with
1 P.M.- 5 P.M. Expo Hours
Break Sponsors: Auto Wash Services
– Wash Sales Midlothian Insurance
5:30 P.M. SCWA Heads to Billy Bob’s –
Fort Worth Stockyards
• FRIDAY, JUNE 11
8 A.M.- 9 A.M. Concurrent Sessions
(All sessions will repeat from 9:15-10:15)
9:15 A.M.- 10:15 A.M. Above
Sessions Will Repeat
10:45 A.M.-11:45 A.M. General
Session – Adapting to Change in
Today’s Car Wash World
12 NOON Closing Luncheon
Introduction of 2021-2022 SCWA
Officers & Directors
Legend Ad Auto Detailing News.pdf 1 5/24/21 5:12 PM
A Premium Coating Experience
VOL. 6, NO.2 • SUMMER 2021 | AUTO DETAILING NEWS | 11
Introducing new & improved products for professional auto, boat & motorcycle detailers.
If you’re looking for a fun and informative
podcast, Renny Doyle, "The Detailer of
Air Force Once" and founder of both Detailing
Success and The Detail Mafia, hosts
his own podcast every week and the list of
guests is making quite an impression on the
detailing industry. Reaching hundreds and
hundreds of audience members each week, the
goal of Renny's Podcast is to help others succeed,
have fun, and make money!
The Podcast is held every Wednesday at 8 a.m. (PST) and broadcast live on
Facebook and YouTube, and recordings are then available via Apple Podcasts,
Google Podcasts, Spotify, iHeartRadio and more.
Doyle has helped launch more than 200 successful small, blue-collar businesses
through mentoring and coaching. He has now hosted over 90 podcasts and in
each one he encourages his listeners to be passionate, skilled, and successful in
PPE vending machine
Digital Media Vending International LLC
has designed an effective and modern sanitizing
solution: the PPE vending machine: It can dispense
face masks, travel size hand sanitizer gel
bottles, anti-bacterial wipes and Nitrile or PVC
Gloves The vending machine:
• Is 23.6” wide X 31.5” high X 7.8” deep
• Has a white powder coat paint finish
• Comes equipped with a security cam lock
• Has a modern 7” inch touchscreen
• Includes five product trays, which are adjustable
• Bill acceptor that can accept $1, $5, $10 & $20
• Option to replace the bill acceptor with a cashless terminal
• Option to replace the bill acceptor with a QR / RFID scanner
• Optional custom branding or graphics
• The machine is easy to install in different wall mounting positions,
and it can dispense the items free of cost or at a minimal charge
Time management app by nTask
With nTask you can plan what
needs to be done, with, when, and
where in just a few steps. Define your
projects, create to-do lists, make unlimited
subtasks, set billing method,
decide the payout rate, and allocate
resources to your projects.
KEY Features include:
• Set Currency
• Resource Allocation
• Define Work Capacity
• Multiple Sub-Tasks
• Add assignees and attachments
• Set repeat task
• Set planned and actual dates
All-in-one detailing system from
Auto Magic Professional Car
Care by Evercoat
Auto Magic has released its newest
innovation, the TruAdvantage System.
TruAdvantage features a dilutor system
with seven ultra-concentrated detailing
solutions that deliver unmatched efficiency,
lowers the detailing cost per car, and
significantlyimproves detail operations.
TruAdvantage eliminates guesswork and
provides a consistent showroom finish with
its easy-to-use dilution delivery system that
provides the right, ready-to-use portion of the
product with just the push of a button.
TruAdvantage does not stop there. Its ultra-concentrated product set allows
for multiple uses per product, a must-have for high volume detailing operations
faced with the most demanding applications. It also features an attractive, small
footprint, thanks in part to the small concentrates’ bottle sizes. Shops can now
eliminate the need for 55-gallon containers, along with the waste, cost and risk
associated with bulky chemical handling.
“TruAdvantage was specifically created with professional auto detailers and
multi-site dealerships in mind,” said Scott Morgan, Auto Magic Senior Product
Manager. “It’s an easy-to use alternative to hand-mixing chemicals, helping you
to eliminate the guesswork and risk of error associated with dilution ratios.”
The launch of the Auto Magic TruAdvantage system supports accelerating
your business's growth, whether it is providing a timely perfect detail and ensuring
a returning customer or quickly moving inventory at your dealership.
12 | AUTO DETAILING NEWS | VOL. 6, NO. 1 • SPRING 2021
SMALL BUSINESS NEWS
YOU CAN USE
SBA to increases
lending limit for
The U.S. Small Business Administration
(SBA) stated in a March 24,
2021 press release that it is increasing
the maximum amount small businesses
and non-profit organizations can borrow
through its COVID-19 Economic Injury
Disaster Loan (EIDL) program. As of
April 6, 2021, the SBA has raised the loan
limit for the COVID-19 EIDL program
from 6-months of economic injury with
a maximum loan amount of $150,000 to
up to 24-months of economic injury with
a maximum loan amount of $500,000.
“More than 3.7 million businesses
employing more than 20 million people
have found financial relief through SBA’s
Economic Injury Disaster Loans, which
provide low-interest emergency working
capital to help save their businesses. However,
the pandemic has lasted longer than
expected, and they need larger loans.
Many have called on SBA to remove
the $150,000 cap. We are here to help
our small businesses and that is why I’m
proud to more than triple the amount of
funding they can access,” SBA Administrator
Isabella Casillas Guzman stated in
the press release.
Businesses that receive a loan subject
to the current limits do not need to submit
a request for an increase at this time. SBA
will reach out directly via email and provide
more details about how businesses
can request an increase. Any new loan applications
and any loans in process when
the new loan limits are implemented will
automatically be considered for loans covering
24 months of economic injury up to
a maximum of $500,000.
This new relief builds on SBA’s previous
March 12, 2021, announcement that the
agency would extend deferment periods
for all disaster loans, including COVID-19
EIDLs, until 2022 to offer more time for
businesses to build back. In order to shift
all EIDL payments to 2022, SBA will extend
the first payment due date for disaster
loans made in 2020 to 24-months from the
date of the note and to 18-months from
the date of the note for all loans made in
the calendar year 2021.
extended for all disaster
loans until 2022
On March 16, 2021, the SBA announced
the extended deferment periods
for all disaster loans, including the EIDL
program, until 2022.
• All SBA disaster loans made in
calendar year 2020, including
COVID-19 EIDL, will have a first
payment due date extended
from 12-months to 24-months
from the date of the note.
• All SBA disaster loans made in
calendar year 2021, including
COVID-19 EIDL, will have a first
payment due date extended
from 12-months to 18-months
from the date of the note.
Existing SBA disaster loans approved
prior to 2020 in regular servicing
status as of March 1, 2020, received
an automatic deferment of principal
and interest payments through December
31, 2020. This initial deferment period
was subsequently extended through
March 31, 2021 , according to a press release.
An additional 12-month deferment
of principal and interest payments will
be automatically granted to these borrowers.
Borrowers will resume their regular
payment schedule with the payment
immediately preceding March 31, 2022,
unless the borrower voluntarily continues
to make payments while on deferment. It
is important to note that the interest will
continue to accrue on the outstanding
balance of the loan throughout the duration
of the deferment.
“Small Businesses, private nonprofits
and agricultural enterprises, including
those self-employed individuals, contractors
and gig workers, continue to navigate
a very difficult economic environment
due to the continued impacts of the Coronavirus
COVID-19 pandemic, as well as
historic Severe Winter Storms in 2020,”
SBA Administrator Tami Perrillo stated
in the press release.
SBA continues to strive to make available
all previously approved Coronavirus
Pandemic stimulus funding and administer
the new targeted programs related to
provisions in the 2020 Economic Aid to
hard-hit small businesses, nonprofits, and
venues as quickly as possible.
“The American people and the nation’s
small business owners need our
tireless effort and dedication to get this
essential funding to those in great need,
and SBA will not rest until we implement
President Biden’s “American Rescue
Plan” and its’ additional targeted programs
and funds allocated for America’s
small business and nonprofit communities,”
SBA Senior Advisor Michael Roth
stated in the press release.
COVID-19 EIDL loans are offered at
very affordable terms, with a 3.75% interest
rate for small businesses and 2.75%
interest rate for nonprofit organizations,
a 30-year maturity. Interest continues to
accrue during the deferment period and
borrowers may make full or partial payments
if they choose.
In mid-February 2021, SBA reached a
milestone in the success of the COVID-19
EIDL program, by approving over $200
billion in emergency funding in low-interest
loans, providing working capital funds
to small businesses, non-profits and agricultural
businesses to survive the severe
impacts of this catastrophic and historic
period within the entire United States of
America and its territories. SBA continues
to approve over $500 million each week
for the COVID-19 EIDL program.
American Rescue Plan
Act elevates small
Upon President Biden signing
the American Rescue Plan Act of
2021 into law, the SBA’s Senior Advisor
Michael Roth stated:
“The American Rescue Plan Act enables
the SBA to continue to lift up the cornerstones
of our communities; the momand-pop
businesses and nonprofits that
provide essential services for our everyday
lives, hire from within neighborhoods, and
more. Our nation’s more than 30 million
small businesses are the economic engine
of this country and, in alignment with the
Biden-Harris Administration’s focus on
equitable treatment, the SBA will work
tirelessly to ensure eligible borrowers will get
access to this critical economic relief.”
14 | AUTO DETAILING NEWS | VOL. 6, NO. 2 • SUMMER 2021
The American Rescue Plan Act, according
to a March 11, 2021, press release
provides additional relief for the nation’s
small businesses, including:
• $7.25 billion additional for
the Paycheck Protection Program,
including to expand eligibility to
additional nonprofits and digital
• Additional funds are allocated for
the Shuttered Venue Operators
Grant program, and now allows
businesses to apply for both
a PPP loan after Dec. 27,
2020, and the SVOG
• $15 billion additional for Targeted
Economic Injury Disaster Loan
Advance (EIDL) payments,
including NEW $5 billion for
Supplemental Targeted EIDL
Advance payments for those
• NEW: $28.6 billion for the
Restaurant Revitalization Fund for
• NEW: $100 million to establish
a Community Navigator pilot
program; grants will go to eligible
organizations supporting efforts
to improve access to COVID–19
pandemic assistance programs
SBA’s current relief efforts can be
found at www.sba.gov/coronavirusrelief,
and more details about these program
updates and new efforts the SBA will administer
in the coming weeks.
Changes to PPP will
benefit small businesses
In February 2021, the Biden-Harris
Administration made several reforms to
the Paycheck Protection Program (PPP) to
further ensure small businesses get the
help they need, especially Mom-and-Pop
businesses in underserved communities.
According to a March 9, 2021, press
release, putting equity at the center of its
policies and programs, the Biden-Harris
Administration launched a comprehensive
plan to engage small businesses and
nonprofits, focusing on building trust in
The cornerstone of reforms included
a 14-day exclusivity period (February
24-March 9) where only businesses and
nonprofits with fewer than 20 employees
could apply for relief through the PPP.
This period was to give lenders time to focus
on reaching out to the smallest of small
businesses left behind in previous rounds.
Early indications show program reforms
and efforts to engage with communities
authentically are working in meaningful
ways. As of March 7, a comparison
of the daily average rate of loans made
during the exclusivity period and daily average
rate ten days before the exclusivity
period show loans to:
• Minority-owned businesses
up by 20%, or an additional
1,000 businesses accessing
relief each day
• Women-owned businesses
up by 14%, or an additional
600 businesses accessing relief each
• Small businesses in rural
areas up by 12%, an additional
1,000 businesses accessing
relief each day
In total, more than 400,000 small
businesses and nonprofits with fewer than
20 employees were serviced during the
exclusivity period as of March 7. Compared
to the ten days preceding the exclusivity
period, the reforms show that nearly
200,000 are first-time PPP borrowers – a
25% increase in daily approvals.
During the exclusivity period, the Administration
and the U.S. Small Business
Administration (SBA) focused on targeted
community outreach in underserved communities
to organize and participate in:
• Black History Month webinars
• Women’s History Month
• Eight virtual SBA informational
webinars about PPP changes
• Over 73,000 people
registered and 20,000
leaders from small
advisors, and small business
• Over 30 small business
other stakeholders joined
together to educate their
membership and audiences
or call the SBA’s Customer Service Center
at: 1-800-659-2955 (1-800-877-8339
for the deaf and hard of hearing).
Current relief efforts can be found at
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Additionally, on March 5, the SBA
implemented the rest of the changes the
President made, including changing the
formula for Schedule C filers, eliminating
on student loan debt and non-fraud
felony convictions, and ensuring
access for immigrant business
owners. We are starting to see early momentum
from those changes as well.
• Nearly 30,000 small
businesses had flags removed
due to delinquent student
loan debt, allowing them
access to new PPP loans and
forgiveness from the last round
• Tens of thousands of new
applications have come in from
sole proprietors, independent
contractors, and self-employed
individuals from over 2,000
The fact remains that – even with these
important improvements to the
Paycheck Protection Program’s
design and implementation –
too many small businesses will
continue to close their doors
without the additional, targeted
support. That’s where the Administration’s
American Rescue Plan will step in
to play a near-term role with long term
benefits, the press release stated.
SBA prioritizes smallest
of the small businesses
A February 22, 2021, press release
stated that the Biden-Harris Administration
and the SBA are taking steps with
the PPP to further promote equitable relief
for America’s mom-and-pop businesses.
The latest round of Paycheck Protection
Program funding opened one month
ago and already the Biden Administration
has succeeded in making major improvements
to the program’s implementation:
• For businesses with fewer than
ten employees, the share of
funding is up nearly 60%
• For businesses in rural
communities, the share of
funding is up nearly 30%
• The share of funding
distributed through Community
Institutions and Minority
Depository Institutions is up
more than 40%
“The SBA is a frontline agency
working to create an inclusive economy,
focused on reaching women-owned,
minority-owned, low- and moderate-income,
rural, and other underserved communities
in meaningful ways. While reported
data illustrates we have made real
strides in ensuring these funds are reaching
underserved communities, we believe
we can still do better,” says SBA Senior
Advisor Michael Roth in the press release.
These simple progressive steps by
the Biden-Harris Administration further
demonstrate the commitment to racial
and gender equity, reaching low and
moderate-income, rural, urban, and other
underserved areas. The SBA will:
• Establish a 14-day, exclusive
PPP loan application period for
businesses and nonprofits with
fewer than 20 employees
• Allow sole proprietors, independent
contractors, and self-employed
individuals to receive more
financial support by revising the
PPP’s funding formula for these
categories of applicants
• Eliminate an exclusionary restriction
on PPP access for small business
owners with prior non-fraud felony
convictions, consistent with a
bipartisan congressional proposal
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• Eliminate PPP access restrictions
on small business owners who have
struggled to make federal student
loan payments by eliminating federal
student loan debt delinquency
and default as disqualifiers to
participating in the PPP; and
• Ensure access for non-citizen small
business owners who are lawful
U.S. residents by clarifying that
they may use Individual Taxpayer
Identification Number (ITIN) to
apply for the PPP.
The 14-day exclusivity period started
on February 24, 2021 and the other four
changes were implemented during the
first week of March. The SBA is working
on the program changes and will communicate
details throughout this week.
These actions will help to lay the
foundation for a robust and equitable
recovery for small businesses across the
country. Small businesses employ nearly
half of the American workforce; they
create 2 out of 3 net new private-sector
jobs; they reinvest 68% of revenues to
build and sustain communities.
SBA distributes $200B in
On February 12, 2021, the SBA announced
it reached a milestone in the success
of the COVID-19 Economic Injury
Disaster Loan (EIDL) program, which has
provided U.S. small businesses, non-profits,
and agricultural businesses a total of
$200 billion in emergency funding.
“Following the enactment of
COVID-19 emergency legislation, the
SBA has now provided more than 3.7
million small businesses employing more
than 20 million people with $200 billion
through the unprecedented COVID-19
EIDL loan program,” Acting Administrator
Tami Perriello said in a press release.
“SBA remains committed to helping small
businesses recover from the unprecedented
economic effects of COVID-19.”
SBA is still accepting COVID-19
EIDL loan applications as the deadline
to apply has been extended to Dec. 31,
2021. EIDL funding is used to pay fixed
debts, payroll and expenses, accounts
payable and other bills that can’t be paid
because of the disaster’s impact. This
financial resource has allowed millions
of small business owners across America
to retain employees, continue operating
and support their communities during
the COVID-19 pandemic.
SBA’s Economic Injury Disaster Loans
are just one piece of the expanded focus
of the federal government’s coordinated
response. The SBA is strongly committed
to providing the most effective and customer-focused
As a reminder, the loan portion of the
COVID-19 EIDL program continues to
have funds available at very affordable
and flexible terms, with an automatic
deferment of one year before monthly
SBA provides 1-year
8(a) Program extension
Effective January 13, 2021, the SBA
is allowing 8(a) Program participants
to elect a one-year program extension
in the SBA’s 8(a) Business Development
Program due to the challenges of
COVID-19. According to a January 27,
2021, press release, eligible 8(a) firms
must meet the following qualifications:
• Any firm that participated in the
8(a) Program between March 13,
2020, and September 9, 2020, has
the option to extend its program
participation for one year from the
end of its program term;
• Firms that were terminated, early
graduated, or voluntarily withdrew
from the 8(a) Program during
this period are not eligible for the
• Firms admitted to the 8(a) Program
on or after September 10, 2020, are
not eligible for the extension.
• Firms participating in the 8(a)
Program on January 13, 2021, will
receive an automatic one-year
program extension unless they
decline it in writing.
• If an 8(a) firm previously elected
to voluntarily suspend its program
participation in connection with
the nationwide coronavirus
emergency disaster declaration,
the length of the suspension
will first be added to the firm’s
program term, and the one-year
extension will be added to the
end of that extension.
• Firms that elect to extend their
participation in the program will
not be subject to a higher non-8(a)
business activity target (BAT) for
the extension period. The same
50 percent BAT that applies to the
ninth program year will apply to
the extended program term.
Firms that do not wish to receive the
automatic program extension are required
to submit notice of decline in writing to:
SBA’s Associate Administrator, Office of Business
Development, Small Business Administration,
409 Third Street SW, Washington, DC
20416 or email to 8aQuestions@sba.gov.
• Firms that were participating in
the 8(a) Program as of March
13, 2020, but graduated before
January 13, 2021, are eligible for
• Firms seeking readmittance must
notify SBA as soon as possible,
but no later than March 15, 2021.
As a condition of readmittance, a
firm must certify that it continues
to meet all applicable program
eligibility requirements. If
readmitted, the extension date
is the firm’s original program exit
date. For example, a firm with a
program completion date of April
15, 2020 is readmitted January
25, 2021, their new program end
date is April 15, 2021.
Firms must submit readmittance notification
to: Associate Administrator, Office of
Business Development, Small Business Administration,
409 Third Street SW, Washington,
DC 20416 or email to 8aQuestions@sba.gov
SBA will readmit a firm to the 8(a)
Program within five business days of
receiving a readmittance request. The
firm’s new program completion date is
one year from the date it initially completed
the program, not the date the final
rule was published.
Firms participating in the 8(a) Business
Development can email questions
to: 8aQuestions@sba.gov. For more
questions about the 8(a) Business Development
program, visit: 8(a) Business Development
20 | AUTO DETAILING NEWS | VOL. 6, NO. 2 • SUMMER 2021
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The best ways to handle customer complaints
Why, “take your comment
and _______!” doesn’t work
It’s been a stressful one-and-a-half year
for business owners, but customers have
also had their fair share of stress, depression,
heatlh issues, canceled-vacations…
you get the idea. Their attitudes might be a
bit on edge. Even regular customers could
come across a bit differently. Therefore,
you might have to be on the lookout for
FIrst off, be aware that nothing is just between
you and the customer and anything
you say, do, write, text can be shared online.
Even a disgruntled conversation can be
recorded and then uploaded to Facebook,
Twitter….along with your business information
and a, “Do not do business with this
detailer….” post. Therefore, before you hit
send, or make any kind of comment, pause,
think about the fact that your response is not
private and then speak, write, etc. accordingly.
It’s a new age and a new era and as
much as the customer might be wrong, they
are still most likely considered “right” in the
publics’ eye. And, as much as business owners
and employees would like to respond to
rude or wrong or just plain crazy customers
with a heave-ho response, there are better
tools for handling such people. According to
Indeed.com, its March 9, 2021 article, How
to Deal with Rude Customers, offers up the
• Be empathetic:
The simplest way to handle rude customers
involves using empathy. If you
know why customers are being rude, it's
the best way to defuse the situation. Ask
the customer why they're upset. Once you
have identified the issue, establish rapport
with the customer by letting them know
that you would also be disappointed if the
problem was happening to you.
• Actively listen:
Listen closely to what the customer is
saying, instead of paying attention to the
anger behind their words. If a customer
approaches you over something not working
correctly, a great response is: "That
definitely is surprising! Let's check why
the product has stopped working unexpectedly."
This response recognizes the
feelings of the customer without escalating
• ‘Chunk’ the issue:
This is the process of taking one big
problem and dividing it into several smaller
portions. Help a customer by setting up
the steps needed to resolve a problem they
are having with your business (such as setting
up a membership account, or using
the credit card system, etc.)
Repeat what the customer has said
back to them: A fundamental part of active
listening is making sure you and the
customer are in sync and to let them know
that their problem has been heard of and
will be responded to.
• Stay calm:
Do not take the situation personally. The
majority of the time, the comments and
criticisms are not meant to attack you directly.
A customer is just mad, and you are the
person who had the misfortune of speaking
to them. According to Indeed.com, if you
are dealing with rude customers over the
phone, you can just say something like, "I
fully understand your concern. Let me just
speak to someone and make sure this does
not happen again. I'll get back to you shortly."
Then put them on hold. This strategy
encourages rude customers to reflect on the
way they are reacting.
• Offer solutions:
If this does not satisfy the customer,
ask them what would need to change. If
you give a negative message, make sure to
counter it with a positive one. For example,
you can say, "While I can't do that for
you, I can do this for you."
• Act quickly:
Being able to address a customer's issue
quickly may just turn their unpleasant
experience into a pleasant one and may
even make them a loyal customer who
purchases from you regularly and tells
their family and friends.
• Be sincere with
Even if you’re in the wrong, you should
still apologize. Why? Because it shows the
customer that you feel badly about their
negative experience at your car wash. But,
in case you’re not at fault, be careful with
your wording and say something like: "I'm
sorry that you have had an unpleasant experience
with our service/product." This
way you’re empathizing with the customer
without taking the blame.
• Watch your tone:
Learn how to employ a neutral or nice
tone as needed. Speak calmly and slowly. If
a customer talks over you, let them talk. Do
not raise your voice and hopefully, the customer
will eventually calm down as well.
• Thank the customer:
This one can be tough, because the
customer may have just insulted you and/
or your business but thanking them for
bringing the issue to your attention can
go a long way toward establishing a rapport
with them. A simple thank-you to
acknowledge their patience and time as
you work to solve the problem is enough,
according to Indeed.com.
• Follow-up if necessary:
If the issue can't be solved in just one
phone call, tell them you can't handle the
problem while on the phone with them,
and let them know you will call them
back. It will also help to give them a timeline
of when they can expect to hear from
you next and let them know what information
you expect to have by that time.
• Stick to the facts:
If the client's anger is making the issue
difficult to deal with, you can try to keep
everything factual, the Indeed.com experts
state. Simply outlining the issue at hand encourages
the customer to pay attention to
their communication and makes it harder
to keep an aggressive tone.
• Communicate what
you can and can't do:
You can say something like, "I understand
your disappointment, and I'm really
sorry, but there's nothing we can do about
the issue,” suggests Indeed.com.
22 | AUTO DETAILING NEWS | VOL. 6, NO. 2 • SUMMER 2021
How Delta is handling
According to onemileatatime.com, in January the
US Federal Aviation Administration (FAA) introduced
a new zero-tolerance policy for air travelers, threatening
jail time and/or a fine of up to $35,000 for bad
behavior on planes.
“It goes without saying that passenger behavior
during the pandemic has gotten significantly
worse, between mask compliance issues, political
differences, and people just generally being on edge.”
As a result, Delta CEO Ed Bastian released the following
statement to employees:
“Please know that respect and civility to others on
our planes, at our airports, in our workplaces, and
in our society — even when we have differences
of opinion — have always been a requirement for
our people and our customers. Those who refuse
to display basic civility to our people or their fellow
travelers are not welcome on Delta. Their actions
will not be tolerated, and they will not have the
privilege of flying our airline ever again.”
In other rude-airline-news, an American Airlines
flight attendant was handed this note by a passenger
back in September 2020.
The flight attendant passed the note onto her manager
and the passenger’s travel on American Airlines
was suspended, following an investigation into the incident.
As a result, American’s SVP of Flight Service,
Jill Surdek, released the following statement:
"...I want to let everyone know that we will not
tolerate mistreatment of our flight attendants or
any other team members. This customer’s travel
on American has been suspended, and we are fully
investigating the incident.
...I appreciate everything you are doing and want you
to know we fully support you."
VOL. 6, NO.2 • SUMMER 2021 | AUTO DETAILING NEWS | 23
Getting to Know…
Chris Evans is one of those people
who doesn’t sit on an idea. He instead
does the work. Adds effort, time and optimism
and works his magic. And, what was
once a dream then becomes a reality. His
current status as a successful detailer and
author of the Detailers Dictonary wasn’t
without a few bumps along the way, but
Evans persevered. And, now, he is working
on book number two. Read on to find
out how the Detailers Dictionary came
about, how he got started in the detailing
industry and what other role he plays that
just might surprise you.
Where do you live and
where did you grow up?
I currently live in Boca Raton, Florida.
But, I was born and raised in Chicago.
How and why did you
get started in the detailing
I started by detailing my mother’s car
as a kid. It was the only way I was able
to drive her car to impress a girl. From
there I started detailing cars in the neighborhood,
just so I could drive to make an
impression on the ladies.
Are you running a
detailing business now?
After being taken advantage of by
my former employer who I thought was
a friend and a man of integrity, I kept
moving forward with National Detail
Consultants. This is a consulting company
focused on best preservation methods
for high end and private collectors. Occasionally
there are car washes, dealerships
and auction houses I consult for, but
mainly private collectors are the people
who reach out to me the most.
What made you decide
to create the book Detailers
It was during the television show
Competition Ready that it came together
for me. I had already started writing the
book, but had no idea or structure to it.
I was simply writing everything down.
Then after shooting our episode of the
show, we were all having a beer and
talking about, “How do we speak ‘detailing’
to our customers better?” Between
this conversation and a bad experience at
Starbucks I finally was able to put together
a universal tool for everyone.
How long did it take you
to create the book and then
get it to a publisher?
It took about five years. Between writing
notes and organizing all of the years’
worth of information before I sent it to
the publishing company for print.
Where can people find
Anyone can find the book on Amazon
or through their favorite book supplier.
There’s an eBook version as well.
What was the hardest
part about putting it
together and getting it out
to the masses?
The hardest part was figuring out how
to make it universal for everyone, not just
here in the United States. Detailing is a
universal language that helps connect us
all. So to help strengthen our industry and
move us all forward, I felt there was a disconnect
that needed to be addressed. So
finding the basic core knowledge of detailing
that everyone could relate to was
the hardest part.
Do you plan on writing
Yes; book two is already in the making.
24 | AUTO DETAILING NEWS | VOL. 6, NO. 2 • SUMMER 2021
I am reaching out to various people in the
industry to help me write it. This book
will be written by the industry for the industry.
The most qualified and respected
people will have a part in the making of
it. And it will not be because of their of
their brands, but because of their knowledge,
expertise and credibility. This is my
small way of helping to move the industry
How has the pandemic
affected you and your
Well, to be honest things are not bad.
I get calls and work, but I’m still looking
for a company that will appreciate the
things I have to offer. If I can explain:
You see consulting is great work and good
money, but it isn’t consistent and there’s
a passion that is missing for me. The detailing
industry is where I excel and have
fulfillment. I will probably always consult
on the side of whatever I’m doing, but my
place and value is in the detailing industry.
What are your goals
My only real goal within the industry
is to offer support in any way I can and to
have detailers recognized as skilled professionals.
That is definitely what is missing
and needed in this industry. I will continue
training, educating and consulting, but to
see detailers acknowledged and respected
by society would be a dream come true.
So my efforts and contributions will always
go in that direction.
What do you like to do
outside of writing and
Debra, there are only a handful of
people within the industry who know
this about me, but I feel as if it is time for
me to stop being so private and be a little
more transparent about myself.
I’ve been an ordained minister since
2019. No worries, I’m not going to get
all religious on you. I just find that building
my relationship with God and helping
others has offered me great piece of
mind and this is part of who I am and
what I do. My work in the ministry varies
from mentoring and volunteering
and also supporting those in need. This
is how I spend my free time outside of
the detailing industry.
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VOL. 6, NO.2 • SUMMER 2021 | AUTO DETAILING NEWS | 25
The 15 Pillars
How to grow and increase sales in 2021
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 email@example.com.
By Bud Abraham, The Detail Doctor
Like many service other businesses,
auto detailing involves not only technical
aspects, but probably more important,
marketing, advertising, sales, hiring, training,
managing, employee safety and general
As we move toward the second year of
the pandemic, I think it is a good idea that
you take an overall look at your detailing
business, and consider planning an all-encompassing
strategy to increase sales
and profits for the remainder of 2021, as
things begin to return to normalcy.
All small businesses are faced with
increasing costs and competition, especially
during the pandemic so it is critical
for survival to keep sales up. We see that
“big” companies keep getting
bigger, while “small” companies stagnate
or fall behind. This is not because
they are big, it is because the “big boys”
know how to position market. They employ
strategies to keep
sales growing, or at least stable, even
in the most trying times, and this last year
and half have been trying, to say the least.
As a small detail business, you can use
these strategies to grow. The following
are some examples of what to do if you
have the time to set down the buffer and
spend some time on the business-side of
your business. As you read them, try to
consider how you can use them in your
THE VALUE OF A
Ask yourself: “What is a customer
worth?” You’ll find it is far more than
their original purchase. You must see your
customer as a long-term investment, not a
In short, you must provide them with
quality service and value the first time, in
order to keep them coming back and referring
you to friends and relatives.
CREATE A SOLID
Honestly ask yourself: “Who
and what is my business?” If you cannot
answer that clearly and concisely, how can
you expect your customers to know?
You must position your business, not
just as a “detail business.” It’s true – you
can’t be something for everyone; but you
can be “something special for a special
few.” You must target a market. Cater to a
specific group of customers and gear your
services to what that market wants.
STICK TO THE
A mistake too many businesses
make is following along with every new
idea or gimmick that comes along. However,
the key to success is sticking to the basics
– that is, what your customer wants.
For detailers, “sticking to the basics”
means a good detail job supported by a
strong marketing plan to the RIGHT
market, and followed up, of course, by
good service. This is, more or less, the key
to success in any business.
Diversity is fine, and important in
many cases, but when diversity takes your
focus off your core business, detailing, you
will have problems.
AS YOU WOULD
HAVE THEM TREAT
As consumers, we have all fallen victim
to poor service, at one time or another.
Why? In a word (actually two), poor
Any employee, who is not treated
well by their boss, is not likely to treat
the customer very well, or care about
the quality of their work for that matter.
WHO TO SELL TO,
A detail business that just
wants to sell detailing and make money
will probably not be in business very
long. A successful business is one that selects
a target market, and then takes steps
towards providing services designed for
For example, if you choose to cater to
dealers rather than retail customers, you
must be aware that the needs of the dealer
are much different than those of the
If you opt for retail customers, then
which markets do you target there? Professionals?
The wealthy? The middleclass?
Exotic/Luxury car owners, the Walmartshopping-price-conscious
Remember, you can’t cater to them
all. Select a target market and position
yourself to cater to that market.
Studies have shown that consumers
are less concerned about how
much something costs than how much
something is worth. VALUE, remember
that word. You need to convince whichever
customer you target that the price you
charge is worth what you are charging.
If you are unsure of this, consider how
much more money many motorists are
willing to spend for a Mercedes-Benz, as
opposed to a Volkswagen.
Both are good cars and will comfortably
get the motorist where he/she wants
to go, but the Mercedes-Benz has a higher
perceived value than the Volkswagen.
Price alone is not the major consideration
in a consumer’s purchasing decision;
if they do not see value, they will
not buy at any cost. That is true of the
price-conscious customer too.
So, if you can establish a higher perceived
value for your product, the customer
will pay the price.
26 | AUTO DETAILING NEWS | VOL. 6, NO. 2 • SUMMER 2021
ALWAYS BE ALERT
TO CHANGES IN THE
The rising prices of cars; increasing
terms of vehicle ownership; rising interest
rates… These are but a few examples of
factors that can affect your sales.
For example, have you considered
what the increasing trend in 60 and
new car leases, promoted by many
dealers, will do to your detail business?
Think about it. Not a pretty picture, is it?
Motorists don’t take ‘special’ care of a vehicle
they are going to lease.
Don’t allow yourself to live in a vacuum
with your face buried in the side of a
fender! You must be aware of the issues
that can affect your business.
SEEK AND ACCEPT
To begin with, many detail
businesses today are using the same technology
that has been employed for the
last 50 or 60 years – squeeze and spray
bottles, small portable vacuums, heavy
electric buffers, etc.
We are well into the 21st century. For
those of you stuck on spray bottles, have
you ever thought that there might be a
better way to increase productivity and
Today’s consumer expects that you
will be using the latest and newest equipment
and technology to provide them
with the most state-of-the-art service. Do
you honestly think a motorist who drives
a Mercedes, BMW, Cadillac or Lexus is
going to be impressed by a shop that has
buckets, rags and plastic bottles scattered
about all over the place?
The future is clear for the detail industry.
To survive, you must embrace new
Look around you – do you see many
“back alley” dent shops around anymore?
No, they have been replaced by high tech,
high volume collision repair facilities, generating
millions of dollars in sales.
Are lube and oil changes performed
in dirty, greasy service station bays anymore?
They have largely been replaced
by modern quick oil change/lube centers.
You are only kidding yourself, if you
think that you can survive in this business
with 50-year-old technology.
HIRE ONLY THE BEST
Every owner of a well-run
business knows that good employees
are hard to find, and therefore,
worth every cent that you pay them. Yet,
many detail businesses appear to intentionally
hire less than quality personnel,
paying them as little as possible.
You can’t skimp when it comes to
hiring employees, whether it’s one or 10.
Look for the best that you can afford. Take
time to determine exactly what qualities
you want in your employees and carefully
interview each candidate to be sure that
they have and display those qualities – be
they technical, managerial or sales. The
human resource’s goal for the 21st century
is to hire people with good values, not
good skills. You can teach skills, but not
values. DON’T HIRE THOSE WHO
SAY THEY ARE EXPERIENCED DE-
Remember, at any level, employees
reflect upon you and your business. Aim
high – customers notice and appreciate it.
It’s been said that one
shouldn’t “put all their eggs in
one basket,” and we all know what this
means. But it’s also been said that one
should “do one thing and do it well.” The
problem is determining whether or not
one thing is enough and/or how much is
In the case of detailing, we may only
be successful in getting customers to detail
their cars once a year, or when they are
about to sell them.
So, you may want to “hedge your bet”
by offering other cosmetic services don’t
require a large investment in technology
Join Today & Get Involved!
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VOL. 6, NO.2 • SUMMER 2021 | AUTO DETAILING NEWS | 27
and will not take your and your employee’s
focus away from detailing. Such services
as: Windshield Chip Repair, Carpet
Recoloring & Dyeing; Vinyl & Leather
Recoloring & Dyeing. There are many
other cosmetic services available but for
the detailer they require too large an investment
in money and training time, and
require time to perform, etc.
STICK TO WHAT
YOU DO BEST
Contrary to popular belief,
this is not a contradiction to rule number
What it means is to diversify in relation
to what you already do. The diversification
schemes mentioned in number 10
are all simple to perform vehicle cosmetic-related
services that blend well with detailing.
But the others require too much.
Competition is everywhere,
even in the most unexpected places. What
are they doing? If you don’t know, you
could be in trouble.
Competition in detailing doesn’t just
come from other detail shops. Find out if
dealers and/or body shops in our area are
offering retail detailing services. It is reported
that at least 85% of the full service
car washes offer full service auto detailing.
What kinds of new do-it-yourself products
are being sold at local discount and
auto parts stores? For example, waterless
wash chemicals; spray-on waxes; spray on
They are all your competitors. You
need to recognize your competition, understand
what they are doing and determine
how to offset their efforts.
If you have a service worth
selling, let your market know
about it. The key here is knowing who
your target market is, how to reach them
and what to say.
Advertising is the number one form of
communication a business has in the U.S.
and for one good reason – it works.
I cannot say it enough – to
be successful, you have to let your customers
know about your services.
If anything is causing detail businesses
to fail, it is a lack of advertising – advertising
to the RIGHT customer, using the
RIGHT medium to reach that segment
of the market, and with the RIGHT message.
Word of mouth, referrals are good
and are gravy business, but you must not
go cheap on advertising. As they say, “you
get what you pay for...” and not buying
advertising you do get what you pay for,
The customer judges you on
what you do, not what you say. You can
claim to be the most professional detail
business in town, providing the best service,
but if you leave wax residue on the
trim, and dust in the air conditioning
vents, or dirt on the sun visors…then you
simply haven’t delivered.
Remember – the quality of your detail
service determines success.
28 | AUTO DETAILING NEWS | VOL. 6, NO. 2 • SUMMER 2021
In general, your average convertible
driver doesn’t drive one as a pointa-to-point-b
mode of transportation.
There’s more to it. There’s a look and
feel to driving a convertible. An overall
aesthetic and experience. They aren’t
nonchalant cars. People do not drive
around with the top up forgetting there
is a whole “wind in your hair” adventure
to be had. Convertibles are driven
by specific people. Those who know
they will be seen, figuratively and literally.
It used to be that they were only
driven by people who had money, but
today, they are more affordable and
seen on the roads. As detailers, to offer
to detail a convertible can have its challenges.
The tops need special care and
consideration. The customers might
not understand this. Therefore, detailers
need to know how to properly offer
convertible detailing services and also
how to perform such services properly.
Let’s not forget that pollen has been especially
bad this year and also, there is
a new appreciation for making sure cars
are germ-free, thanks to Covid-19. For
help in this matter, we turned to Phil
Hollenbeck, sales manager or automotive
exteriors at Haartz, the world's #1
supplier of automotive topping fabrics.
• Are there any new types
of convertible tops coming
out that professional
detailers should be aware of?
Phil Hollenbeck: Not in the terms of
tops made with new types of materials.
Our cloth topping material is still made
with the same high-quality solution dyed
acrylic fabrics as they have been for
years. This fabric was specifically engineered
for the Haartz Corporation to be
able to meet our stringent quality and
design requirements. We in turn work
with the OEM designers and engineers
to make sure the topping material performs
as it should during the prototype
phase of production.
• Allergies and pollen
have been brutal this year.
What do you recommend
for detailers in terms of
cleaning off the pollen?
Phil Hollenbeck: If a convertible top is
clean to begin with and still has a good
water repellent finish on it, then rinsing
the top off with cool water should do
the trick to rinse pollen away. We do not
recommend automatic car washes or
pressure washing, which can damage the
The water repellent finish on the material
can be thought of like wax on a
car. It protects the top but will wear off
over time. Wolfstein’s offers, as part of
VOL. 6, NO.2 • SUMMER 2021 | AUTO DETAILING NEWS | 29
their convertible topping kit, a fabric protectant
that should be applied after washing
your top. This will keep the material
water repelled which will help pollen and
other contaminants to not stick to the fabric.
They also offer a new telescopic brush
that actually has a hose end connection
and works great for quick rinses like we’ve
• What advice do you have
Phil Hollenbeck: What we find works
the best is Raggtopp fabric convertible
top cleaner coupled with the Raggtopp
convertible top cleaning brush from Wolfstein’s
for hard to clean tops. The brush
was actually designed by the engineering
team at Haartz to be able to penetrate in
between the yarns on the cloth topping to
achieve a deep clean, where these bugs
like to hide. The best part is the bristles of
the brush are soft enough to not damage
the fabric, but just tough enough to wipe
away hard to remove debris.
• Have you noticed an
uptick in convertible sales
in the past year?
Phil Hollenbeck: We have certainly noticed
an uptick in soft top SUV sales, such
as the Jeep Gladiator and Wrangler and
the new for 2021 Ford Bronco. Open air
driving in SUVs is extremely popular and
has kept us very busy. The launch of the
new Bronco with Haartz topping material
is a highly anticipated vehicle, but actually
According to an April 2021 report
by Motor Trend, back in the '50s and
'60s, American automakers alone offered
up more than 33 models of convertibles.
“The number of offerings
dipped in the 1970s as automakers
feared strict safety regulations that never
came, and the format lives on today
for drivers seeking sun-drenched fun.”
adds to the overall SUV market.
• A lot of people are worried
more about germs due to the
pandemic. Is this something
that detailers should be aware
of when marketing their
services to convertible owners?
Phil Hollenbeck: We apply antimicrobials
in our materials that help deter the
growth of mold and mildew, but unfortunately
don’t protect against viruses and
Owners and detailers should stick with
the Wolfstein’s products we’ve mentioned
here as well as the others on their website.
We have tested them on our materials and
know they are safe and do not cause any
damage. There are no cleaners that we
can recommend that kill germs and are
safe to use on a convertible top. Harsh
cleaners can damage convertible top material
to the point of needing to replace
the top. We’ve heard some horror stories
of people using other methods and products
on their tops with disastrous results.
• What is used in and on
convertibles to combat germs?
Phil Hollenbeck: The Haartz corporation
applies antimicrobials to both our
cloth and our vinyl topping materials.
This is to help protect the fabric from
growth of mold and mildew and is not intended
to protect the material against any
viruses or other germs.
The 1961 Continental convertible
used a complex mechanism that stowed
the fabric top in a compartment concealed
beneath the vertically opening
rear decklid, according to Popular Mechanics.
“The design eliminated the
typical bulge created by a folded top,
preserving the crisp lines Engle penned.
The full-size rear tire consumed most of
the trunk's cargo area.”
What Customers Need
Not adding convertible top care to their menu guide of
services is the biggest mistake a detailer can make, says Rick
Goldstein, President of WOLFSTEINS PRO-SERIES, and a
founding member, and first board member of the International
Detailing Association. Detailing three convertible automobiles
each week in some cases will pay the detailer’s monthly rent
and provide a service to the customer.
The second biggest mistake is not allowing the top to
thoroughly dry before adding fabric or vinyl protectant.
Convertible owners need to know that using a homemade
concoction of cleaner that contains caustic chemicals to clean
a top will compromise the stitching around the back-glass
window, Goldstein says. Customers should be informed that
only manufacturer-recommended detailing products should
be used and the detailer should let the customers know they
know how to properly clean the top and offer a guarantee.
“Replacing a convertible top can cost
anywhere from $1000 to $3,000 and that’s
on the low side,” says Goldstein. “So why
not protect your customers' investment with
regular care and keep the convertible top
looking good for many years?”
Goldstein adds that he cannot say enough about having
convertible tops cleaned and protected at least twice a year.
“This creates repeat business and saves the customer from
replacing a top. Every professional detailer should have the
knowledge to safely clean and protect fabric and vinyl tops.”
Goldstein says to add, “Convertible Top Care” to your service
offerings. “This will create a new revenue stream and will
set you apart from the competition that offer nothing. Be a
specialist in your community and get the reputation as the ‘go
to’ for cleaning and protecting convertible.”
30 | AUTO DETAILING NEWS | VOL. 6, NO. 2 • SUMMER 2021
WATERPROOF LIGHTING for SPECIAL ENVIRONMENTS
Connectorized LED Lighting
Made in the USA
Who Drove these
Sonny Crokett’s car during the
first 2 seasons of Miami Vice
James Bond’s car
in the film Dr. No
Getaway car used and
Thelma & Louise
Car driven by Detective
Driven by Joe Pesci in My
A Little History
In 1906 John Carl Haartz founded the company in Boston, says
Goldstein, The son of a German immigrant who owned a cloth
inspection business knew the textile business. In the mid-20s he
was specializing in mohair products for tops and seats. As the years
passed, customers demanded more weather protection, multi-layered
and rubber-coated fabric tops. Haartz introduced synthetic
materials to the market in the late 1930s. Vinyl coatings followed in
Today’s top consists of multiple layers designed for weather
protection, acoustic isolation and can lay flat and fold easily for the
lifetime of the top. Cambria ® , Landmark, Stayfast ® , Sonnenland ® ,
and Twillfast ® are the core fabrics and vinyl on today’s convertible
automobile is manufactured by The Haartz Corporation.
Other words for “Convertible”
*Why the name spider/spyder?
The terminology originated back in the 1800s when people drove
around in horse-drawn carriages. As Road and Track reported,
according to Carfection's Drew Stearne, the carriages which were
used to transport cargo and people, were lightweight and with
smaller bodies and large wooden wheels with thin spokes, which
sort of looked like spider legs. “Once cars came around, this naming
scheme transferred over to lighter, more agile, sporty vehicles,
often with no roof over the cockpit,” said Stearne.
As for the different spider spellings, Stearne said it is most likely
due to a manufacturer's preference. Ferrari used Spyder in the past,
but now calls their convertibles “spiders.” However, Porsche still uses
“spyder” for its Boxster variant, and McLaren and Fiat use “spider.”
Most Popular Convertibles
According to Kelley Blue Book, the following are the most
reviewed convertibles by KBB users for 2021.
Tom Cruise’s car in the
movie Rain Man
1. 2021 Ford Mustang
2. 2021 Mercedes-Benz
3. 2021 Chevrlotet Camaro
4. 2021 Mazda MX-5 Miata
5. 2021 Mazda MX-5 Miata R-F
6. 2021 BMW 2 Series
7. 2021 Mercedes-Benz
8. 2021 Porsche 718 Boxster
9. 2021 Porsche 718 Spyder
10. 2021 MINI Convertible
32 | AUTO DETAILING NEWS | VOL. 6, NO. 2 • SUMMER 2021
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How to Market
One of the best write-ups on how to market convertible
detailing services is from Rigo Santana, owner
of Xtreme Xcellence in Laguna Hills, California. Use
the following as a prototype on how to professionally
market your services. On his website he writes:
Owning a convertible can be an enjoyable experience,
especially during the warmer months. However,
in order to keep your rag top looking its best, it needs a
regular cleaning just like the rest of the vehicle. In addition,
it’s imperative that you protect your convertible rag
top from the elements and natural dangers.
...A good professional mobile auto detailer will make
sure that the no matter which type of soft top you own,
it is cool and out of direct sunlight. Their next step will
be to vacuum the top using a strong vacuum and soft
brush attachment. Some good detailers will use a medium-to-soft
bristled nylon brush or a rubber brush to get
all loose debris, dirt and grime removed from the rag
top and get it ready for the wet cleaning process.
Today’s topping fabrics, according
to Haartz, are one of two basic
• 2-layer laminate of an embossed
and colored PVC exterior surface
on a PET or PET/Cotton lining textile.
• 3-layer laminate of solution-dyed
acrylic exterior textile, rubber or
urethane elastomer, and a PET,
PET/Cotton, or Cotton lining textile.
What is it that
According to Rick Goldstein, President of
WOLFSTEINS PRO-SERIES, fabric and
vinyl toppings are faced with a myriad of
potential contamination including: acid rain
(from driving on a highway)
(if driving near an airport)
34 | AUTO DETAILING NEWS | VOL. 6, NO. 2 • SUMMER 2021
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