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MEETING OF THE MINDS Where is the industry headed? Three detailing experts weigh in… PART 1 By Debra Gorgos, Editor debrag@autodetailingnews.com At the end of 2022, I was awarded the opportunity to interview industry experts Renny Doyle, owner of Detailing Success and founder of The Detail Mafia; Justin Labato, owner of JL's Showroom Detailing, Inc., Director of Training for Autogeek.com and Lead Global Consultant for Buff and Shine Mfg; and Jason Rose, Global Director of Training for Rupes USA. These three men know what they’re talking about. From what they’ve noticed in person, to what they have heard from others, if you want insight into the industry, they are the ones to talk to. We talked for over an hour about current trends and what the future holds for professional detailers. The following is Part 1 of the transcript of that conversation. Part 2 will appear in the next issue of Auto Detailing News. Debra Gorgos: ? Similar to carwash memberships, are detail shop memberships going to become more of a thing? And what about apps? Jason Rose: I would answer the question and say yes, absolutely. The rewards programs and the apps for carwashes, I think, are already migrating into the detail space and any detailer that's smart about it, I think, is going to have a program like that. That's my opinion. Renny Doyle: The biggest thing I think detailers struggle with this is not staying patient and not understanding the numbers. It's not about a cheap service, it's about a constant service for people who are willing to pay and I think coatings have led us right into an opportunity where some of the progressive shops are coming around … We've got, a very small percentage, but we've got more customers that are looking for quality over savings and I think it's the progressive shops 22 | AUTO DETAILING NEWS | VOL. 8, NO. 2 • SUMMER 2023
are going to go more and more in that direction. I see it growing, but very slowly… because most people are not patient enough to make it work. They don’t understand that it’s not about being cheap, it’s about offering a premiere service. Justin Labato: I would agree in regard to membership being something that's on detail shops’ radars, but it's also dependent on the model of the detail shop. I could take mine and some of the other more boutique style shops where car washing can clog up the revenue of the shop because it's a small service compared to the continued larger services that are coming through the shop. But there are ways to figure that out and navigate through that by hiring additional staff to handle that type of service and membership programs. I think it's just a matter of the individual detail shop and what approach they want to take... I do see it progressing, yes, but it’s going to depend on the model. JR: Just to add to that, any of those highend detail shops that are focused on paint coating applications and things like that, like premium, protection packages, I strongly encourage them to have a membership program and a way of getting those customers back in at three months or six months or one year. Because if you just do a coating and collect the money and send them on their way, you do not have any repeat business for you and it doesn't keep you engaged with your customer. So, I think those who have apps and have the programs that support the idea of getting that customer back in is a very smart decision. JL: I agree. [As for] customer retention, I do the same thing. I have seasonal offers, seasonal maintenance, and annual maintenance services. And it’s a broad-spectrum that could be three months, that could be six months, and it's the service that accommodates the timeframe and it's all a matter of how they use it. And we do a discounted rate, so that way they're not locked in on a prepaid-program as a membership. We just say: Hey, once you become a customer, you get a discounted rate for you to continue to come back for these types of services. JR: So, Justin, you actually have seasons in Florida? (Laughter) RD: I think it's also the market. For instance, we offer a membership in Sun Valley, Idaho, which is a market with a lot of disposable cash, where our customers are wealthy and it has those offering services for the wealthy. Where, in Texas it just didn't fly as well. …and so we were in a good market, but the disposable cash wasn’t there. We had one person in Sun Valley who managed 25 accounts as a consigliere, and it was pretty much full time. And the benefits of that was they were prepaid, and their credit cards were hit the first of the month. They had a scheduled date, whether they were mobile, and the mobile price was premium versus them bringing it into the shop. They had access to that consigliere literally 18 hours a day. It was & service, but it was also a premier market. And I think like Justin just said, knowing your market and then going to kind of a quarterly or seasonal services is brilliant. DG: I think, as a ? customer myself, who is very busy too, the reminders I get for, say, a car wash, are a huge help to me. Reminders to wash off the road salt from my car, or to come in for love bug removal, or a happy birthday/free wash offer great, etc. JL: Yes, I would say five years or so, give or take, with a lot of these software companies coming into industry, that has helped a lot with those types of scenarios, with reminders. Automated reminders HHHHHHHHHHHHHHHHHHHHHHHH ® WASH and DETAIL without the hose getting stuck under the tires! A PATENTED BISHOP INNOVATIONS PRODUCT THE BEST HOSE GUIDE AVAILABLE BIG – DURABLE – EFFECTIVE Patented design to grab under the tread and sidewall to hold it in place Heavy duty - will not break, even if run over Simple to use – just kick it under the tire Protect expensive pressure washer hoses Make washing and detailing easier IF YOU’VE GIVEN UP ON HOSE GUIDES AFTER TRYING THE SMALL, FRAGILE, COMPETITIVE PRODUCTS, GET HOZEEZ® AND USE THE ONE THAT WORKS! See HOZEEZ® videos on our website, including driving over it with an SUV to show durability! Made In USA www.BishopInnovations.com VOL. 8, NO.2 • SUMMER 2023 | AUTO DETAILING NEWS | 23
Page 1 and 2: VOL. 8, NO. 2 SUMMER 2023 Now Let
Page 3 and 4: CONTENTS One More Thing............
Page 6 and 7: INNOVATIONS Introducing new & impro
Page 8 and 9: DETAIL DOCTOR Do the Safety Checks!
Page 10 and 11: INDUSTRY NEWS All the news and dirt
Page 12 and 13: INDUSTRY NEWS WIN $100 Kleen-Rite s
Page 14 and 15: INDUSTRY NEWS How to pay back the S
Page 16 and 17: Honoring his Legacy The following i
Page 18 and 19: IDA CORNER A World of Benefits Avai
Page 20: of new terminology glossaries on ou
Page 26 and 27: WIN $100 Kleen-Rite supplies, singl
Page 28: YOUR RELIABLE SUPPLIER FOR THE DETA

ADN SPRING 2023 web

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