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VOL. 6, NO. 2 SUMMER 2021


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CONTENTS

Modern Detailing ........ 4

Hiring in the Current Climate

Industry Dirt . ............ 8

Innovations . ............ 12

Small Business News

You Can Use ............ 14

Customer

Appreciation . ........... 22

Rudeness Overload

Nitty Gritty ............. 24

Getting to Know Chris Evans

author of the Detailers Dictionary

Dr Detail . ............... 26

The 15 Pillars of Prosperity

Cover Story . ............ 28

Cleaning Convertibles

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

jacksonv@autodetailingnews.com

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

DETAILING

Hiring in

the Current

Climate

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

rob@onspotdetailing.com

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...”

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6 | AUTO DETAILING NEWS | VOL. 6, NO. 2 • SUMMER 2021


EVENTS

CALENDAR

2021

JUNE 9-11

2021 SCWA

CONVENTION &

CAR WASH EXPO

Fort Worth Convention Center

Fort Worth, Texas

INDUSTRY

NEWS

JUNE 21-23

VIRTUAL WOMEN

IN CARWASH

CONFERENCE

www.womenincarwash.com/

registration.html

SEPT 27-29

AMERICAN CAR

WASH EXPO

Georgia World Congress Center

Atlanta, Georgia

OCT 4-6

NORTHEAST

REGIONAL CAR-

WASH CONVENTION

Atlantic City Convention Center

Atlantic City, New Jersey

OCT 18-19

HEARTLAND

CARWASH

ASSOCIATION: 2021

PRODUCT &

EQUIPMENT SHOW

The Prairie Meadows Events

and Conference Center

Altoona, Iowa

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.

com/register.

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

Center.

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.

NOV 15-17

2021 CAR

WASH SHOW

Las Vegas Convention Center

Las Vegas, Nevada

MAY 9-11, 2022

THE CAR WASH

SHOW 2022

Music City Center

Nashville, Tennessee

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


M

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INDUSTRY NEWS

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

Carwash Association

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

of Tomorrow

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

Transactions Into

Unforgettable Experiences

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,

Purpose-Driven Future

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

Company Wins

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

customer experience.

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

experiences.

• 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


INDUSTRY NEWS

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:

Chemquest Wednesday

• WEDNESDAY, JUNE 9

9 A.M.- 6:30 P.M. Convention

Registration

9:30 A.M. Pre-Convention Devotion

10:30 A.M. CEO Forum featuring

Michael Dominguez, President & CEO

of ALHI

1 P.M.- 6:30 P.M. EXPO HOURS and

Quick Talks Sessions S

4:30 P.M. Welcome Reception

Sponsoring Hosts: Coleman Hanna,

Everwash, Qualchem

6:30 P.M. SCWA Happy Hour at the

Hampton Hotel

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

state issues.

8 A.M. - 10:15 A.M. Car Wash

Investor Basics

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

SCWA Lifetime

12 NOON Attendee Lunch with

Exhibitors

1 P.M.- 5 P.M. Expo Hours

Break Sponsors: Auto Wash Services

– Wash Sales Midlothian Insurance

Agency

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

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A Premium Coating Experience

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VOL. 6, NO.2 • SUMMER 2021 | AUTO DETAILING NEWS | 11


INNOVATIONS

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

The Renny

Doyle Podcast

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

their business.

PPE vending machine

from DMVI

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:

• Budgeting

• 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

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12 | AUTO DETAILING NEWS | VOL. 6, NO. 1 • SPRING 2021


SMALL BUSINESS NEWS

YOU CAN USE

SBA to increases

lending limit for

COVID-19 EIDLs

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.

Deferment Period

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

business support

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

news services

• 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

hardest hit

• NEW: $28.6 billion for the

Restaurant Revitalization Fund for

industry-focused grants

• 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

and resources.

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

underserved communities.

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

day

• 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

Instagram Live

• Eight virtual SBA informational

webinars about PPP changes

whereby:

• Over 73,000 people

registered and 20,000

leaders from small

business, communitybased

organizations, trusted

advisors, and small business

owners participated

• Over 30 small business

associations, communitybased

organizations, and

other stakeholders joined

together to educate their

membership and audiences

GOT

QUESTIONS?

Email: DisasterCustomerService@sba.gov

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

sba.gov/coronavirusrelief.

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SMALL BUSINESS NEWS

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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

exclusionary restrictions

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

of PPP.

• Tens of thousands of new

applications have come in from

sole proprietors, independent

contractors, and self-employed

individuals from over 2,000

PPP lenders

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

Development Financial

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

18 | AUTO DETAILING NEWS | VOL. 6, NO. 2 • SUMMER 2021


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ARTICLES

REPRINTED

ON PLAQUES!

SELF

SERVE

SNAPSHOT

SHOT

VISIT AUTODETAILINGNEWS.COM

GETTING TO KNOW

TUCSON SELF WASH

THE

PANNO

FAMILY

• 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

emergency funding

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

programs possible.

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

payments begin.

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

extension; and

• Firms admitted to the 8(a) Program

on or after September 10, 2020, are

not eligible for the extension.

Automatic Extensions:

• 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.

Graduated Firms:

• Firms that were participating in

the 8(a) Program as of March

13, 2020, but graduated before

January 13, 2021, are eligible for

program readmittance.

• 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

program (sba.gov).

20 | AUTO DETAILING NEWS | VOL. 6, NO. 2 • SUMMER 2021


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CUSTOMER

APPRECIATION

Rudeness

Overload

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

pickier-than-usual patrons.

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

following strategies:

• 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

their emotions.

• ‘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

your apology:

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

rude customers

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


NITTY

GRITTY

Getting to Know…

Chris Evans,

author of

the Detailers

Dictionary

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

industry?

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

Dictionary?

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

your book?

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

another one?

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

forward.

How has the pandemic

affected you and your

work?

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

within the

detailing industry?

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

consulting?

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


DETAIL

DOCTOR

The 15 Pillars

of Prosperity

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 buda@detailplus.com.

By Bud Abraham, The Detail Doctor

buda@detailplus.com

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

management.

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

detailing business.

1 UNDERSTANDING

THE VALUE OF A

CUSTOMER

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

one-time shot.

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.

2

CREATE A SOLID

COMPANY IMAGE

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.

3

STICK TO THE

BASICS

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.

TREAT EMPLOYEES

AS YOU WOULD

HAVE THEM TREAT

CUSTOMERS

4

As consumers, we have all fallen victim

to poor service, at one time or another.

Why? In a word (actually two), poor

management.

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.

5

WHO TO SELL TO,

AND WHY

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

that market.

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

consumer.

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

buyers?

Remember, you can’t cater to them

all. Select a target market and position

yourself to cater to that market.

6

EMPHASIZE “VALUE”

OVER “PRICE”

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


7

ALWAYS BE ALERT

TO CHANGES IN THE

MARKETPLACE

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

72-month

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.

8

SEEK AND ACCEPT

NEW TECHNOLOGY

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

decrease labor?

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

technology.

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.

9

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-

TAILERS.

Remember, at any level, employees

reflect upon you and your business. Aim

high – customers notice and appreciate it.

10 DIVERSIFY

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

too much.

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!

The-IDA.com

Education | Certification | Social Media Discussions | Awards Programs | Technical Expertise | Newsletters | And more!

VOL. 6, NO.2 • SUMMER 2021 | AUTO DETAILING NEWS | 27


DETAIL DOCTOR

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.

11

STICK TO WHAT

YOU DO BEST

Contrary to popular belief,

this is not a contradiction to rule number

10.

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.

12

KNOW THE

COMPETITION

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

ceramic coatings.

They are all your competitors. You

need to recognize your competition, understand

what they are doing and determine

how to offset their efforts.

13 ADVERTISE

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.

14 ADVERTISE

SOME MORE

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,

NOTHING.

15

ACTIONS: LOUDER

THAN WORDS

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.

THERE’S A

SECTION FOR

DETAILERS!

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28 | AUTO DETAILING NEWS | VOL. 6, NO. 2 • SUMMER 2021


Cleaning

Convertibles.

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

topping material.

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

described above.

• What advice do you have

for lovebugs?

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

60s Convertibles

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

germs.

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

to Know

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


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Who Drove these

Famous Convertibles?

1972

Ferrari

Daytona

Spyder 365

GTS/4

Sonny Crokett’s car during the

first 2 seasons of Miami Vice

1962

Sunbeam

Alpine

Series II

James Bond’s car

in the film Dr. No

1966

Ford

Thunderbird

Getaway car used and

Thelma & Louise

1959

Peugeot

403

Car driven by Detective

Columbo

1962

Cadillac

Series 62

Driven by Joe Pesci in My

Cousin Vinny

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

the 1950s.

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”

Cabriolet

Cabrio

Drop Top

Drophead Coupé

Open Two-Seater

Open Top

Rag Top

Soft Top

Spider*

Spyder*

*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

of 2021

According to Kelley Blue Book, the following are the most

reviewed convertibles by KBB users for 2021.

1949

Buick

Roadmaster

76-C

Tom Cruise’s car in the

movie Rain Man

1. 2021 Ford Mustang

2. 2021 Mercedes-Benz

C-Class

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

E-Class

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

your Convertible

Detailing Services

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.

Top Materials

Today’s topping fabrics, according

to Haartz, are one of two basic

constructions:

• 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

dirties a

convertible top?

According to Rick Goldstein, President of

WOLFSTEINS PRO-SERIES, fabric and

vinyl toppings are faced with a myriad of

potential contamination including: acid rain














Heat

Ultraviolet Rays

Smog

Tree Sap

Bird Droppings

Salt

Tar

Grease

Dirt

Grit

Mold

Petroleum Fumes

(from driving on a highway)

Aviation Fumes

(if driving near an airport)

34 | AUTO DETAILING NEWS | VOL. 6, NO. 2 • SUMMER 2021


VOL. 5, NO. 2 SUMMER 2020

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PROFESSIONAL DETAILING TOOLS

ENAMEL SPRAY PAINTS

Single 12 oz. cans are available in

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6” backing plate | 500W | RPM Range of 2000-4200

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$14.50 DJMF8600-CHAR Charcoal

$14.50 DJMF8600-BK Black

ULTRA-32

WAFFLE WEAVE MICROFIBER TOWEL

12 PER PACK • 16” x 24”

$28.20 DJMF3200-BL Blue

$28.20 DJMF3200-DG Green

$28.20 DJMF3200-R Red

DIAMOND PLATE KIT

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• 1 Vial of the Patent Pending Diamond Plate

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Auto Detailing

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2020_TowelCatalog.in d 1 8/12/2020 3:21:09 PM

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