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VOL. 9, NO. 4 SPRING <strong>2024</strong><br />

Germ<br />

Warfare


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CONTENTS<br />

Nitty Gritty....................<br />

Thank you, Kevin......... 3<br />

Details Matter............ 4<br />

Innovations................ 6<br />

Industry News........... 8<br />

Dr. Detail................... 11<br />

IDA Column.............. 14<br />

Nitty Gritty....................<br />

Josh Pierce................. 17<br />

Thank you,<br />

Kevin Halewood<br />

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Cover Story<br />

Germ Warfare............. 18<br />

VOL. 9, NO. 1 | SPRING 2023<br />

Publisher: Jackson Vahaly<br />

Editor: Debra Gorgos<br />

Design: KBA Designs<br />

Auto Detailing News is published<br />

4 times per year and is independently<br />

owned by Jackson Vahaly.<br />

Web address is<br />

www.autodetailingnews.com<br />

All inquiries should<br />

be directed to:<br />

Auto Detailing News<br />

110 Childs Ln. Franklin, TN 37067<br />

jacksonv@autodetailingnews.com<br />

Copyright © 2023<br />

Two Dollar Media, Inc./Auto Detailing News.<br />

All Rights Reserved.<br />

We here at Auto Detailing News were saddened to hear<br />

about the passing of Kevin Halewood, founder of Mobile<br />

Tech Expo, one of the very best tradeshows for detailers.<br />

Kevin was always so very kind and welcoming to me. He<br />

was communicative, enthusiastic and just an all-around<br />

nice guy. Born on July 24, 1954, Kevin passed away on<br />

February 4, <strong>2024</strong>. He is survived by his wife of 45 years,<br />

Karen, his two children Kenton and Kara, and his grandchild<br />

Rowan.<br />

According to his obituary, Kevin was a professional<br />

speed skater in his early years. He worked as a manager<br />

for National Airlines, and then Pan Am, before he founded<br />

the beloved Mobile Tech Expo.<br />

“At heart, he was known for his storytelling, sense<br />

of humor, and positive outlook on life with the lifelong<br />

nickname ‘Happy Halewood’. Kevin was a friend to all<br />

creatures great and small, in his later years raising and releasing<br />

both squirrels and butterflies,” his obituary stated.<br />

Kevin was inducted into the International Detailing<br />

Association’s Hall of Fame in 2023. The following is the<br />

write-up was read when he received the award:<br />

Throughout his career, he has reached out to several organizations<br />

to promote growth, awareness, and networking for the detailing industry,<br />

including the International Detailing Association. He seems to be<br />

a walking encyclopedia of knowledge when it comes to professional<br />

detailers and suppliers for the past 22 years.<br />

Kevin's professional skills are exemplary. He is the only industry<br />

professional that reached out in the beginning of the IDA with<br />

complimentary print exposure to include membership applications,<br />

publishing members articles, and classes during the MTE tradeshow.<br />

Most importantly, he offered IDA free booth space and private rooms<br />

to host our industry speakers during Mobile Tech Expo for past and<br />

present. He was one of the first IDA believers to realize professional<br />

detailers and suppliers need their own platform to promote our industry.<br />

His vision was not to rely on the International Carwash Association<br />

(ICA) and be a "step child" in the industry. He immediately<br />

volunteered his personal time, newspapers, and tradeshow to get the<br />

IDA off the ground domestically and internationally without asking<br />

for compensation.<br />

Kevin started Sun King Publishing in 1987 to bring awareness<br />

to automotive trimmers. Years later, a newspaper was exclusively dedicated<br />

for professional detailers and suppliers. Sun King Publishing<br />

recognized the importance of the IDA by outlining our mission in<br />

print, thus lending legitimacy and the avenue to communicate to our<br />

present and future members.<br />

VOL. 9, NO.1 • SPRING <strong>2024</strong> | AUTO DETAILING NEWS | 3


DETAILS<br />

MATTER<br />

By Joe “The Detail Guy”<br />

Zeidler, IDA Member, CD-MC<br />

Joe Zeidler, IDA Member, CD-MC,<br />

is the owner of C & J's Precision<br />

Auto Detailing of Schuylkill Haven,<br />

Pennsylvania. He can be reached at<br />

JoeTheDetailGuy@yahoo.com.<br />

How does one earn the title of “professional<br />

detailer”? Is it our tools? How<br />

about our choice of chemicals? Is it our<br />

shop or trailers? How about our clothing<br />

and our appearance? Is it our dedication<br />

to doing craftsman type work every time<br />

we do a vehicle?<br />

The answer is yes to ALL of the above.<br />

As PROFESSIONAL detailers we<br />

should take pride in every aspect of our<br />

business. We wake up every day with the<br />

chance to do something we are passionate<br />

about and that is a big deal. Our tools<br />

should be in good working order, and<br />

we should take the time to decide which<br />

chemicals are going to be in our shops.<br />

Speaking of shops, our shops should be<br />

well lit and organized with room to work.<br />

Not everyone can start off with a big space<br />

but the goal for smaller startups should be<br />

building and growing a repeat customer<br />

base and then work on expanding into a<br />

larger building. The same goes with mobile<br />

detailers. I started with a mobile trailer,<br />

but I had everything onboard. Water,<br />

generator, pressure washer, chemicals,<br />

equipment and even a canopy. As a professional<br />

we shouldn’t require our customers<br />

to supply anything.<br />

Our appearance is important as well.<br />

Are you “freshening up” between customers?<br />

A little face wash and a reapply of<br />

deodorant makes a difference. Also, the<br />

4 | AUTO DETAILING NEWS | VOL. 9, NO. 1 • SPRING <strong>2024</strong><br />

For the<br />

Love of<br />

Detailing<br />

What makes a<br />

detailer a detailer?<br />

It’s more than just<br />

one simple answer.<br />

Pleasure in the job puts perfection<br />

in the work. - Aristotle<br />

clothing makes a huge impression. I have<br />

printed t-shirts as well as nice embroidered<br />

short sleeve button downs for meeting<br />

customers and making introductions.<br />

Now marketing is another story. Do<br />

you have a consistent motto and/or logo<br />

across all of your materials? Does the logo<br />

on your shirts match the one on your business<br />

cards? How about extra printed materials<br />

like brochures and giveaways? Is<br />

your <strong>web</strong>site easy to navigate and can your<br />

customers book online? To establish your<br />

business, you must decide on your logo and<br />

carry that theme across all of your <strong>web</strong>site,<br />

marketing and advertising. This will set<br />

you apart from those who aren’t professionals<br />

or just doing detail work as a hobby.<br />

I have been told by lots of people<br />

over the years that detailing is an easy to<br />

start business and I agree that it’s easy to<br />

start. However, it’s maintaining, growing<br />

and adapting that are the hardest parts.<br />

As professional detailers we need to set<br />

the bar for each other. In my market the<br />

economy doesn’t handle higher prices, so<br />

I have set competitive prices and strive for<br />

multiple details per day. When I started,<br />

I set my prices way too low and that almost<br />

cost me my business before it even<br />

got up to speed. I wanted people to try my<br />

service and hoped for repeat customers<br />

because I did quality detailing and that<br />

part worked but it took well over a year<br />

to gradually raise my prices where I was<br />

making a profit. Be patient and do not<br />

lower your quality of work and services.<br />

I tell everyone that has wanted to learn<br />

about a business in the detailing industry:<br />

“You must have a passion and not just be<br />

looking for a paycheck to be successful.”<br />

REAL detailing is not easy. We are bending,<br />

reaching, kneeling, twisting, turning<br />

What does it mean<br />

to take pride in<br />

your work?<br />

According to the <strong>web</strong>site yourcareersupport.com,<br />

the article “How to Take<br />

Pride in Your Work in 7 Steps” lists the<br />

following seven ways you can encourage<br />

yourself to be prideful or your work:<br />

and standing all day. There is a difference<br />

between a wax shop and a detail shop. As<br />

a professional detailer, here are some of<br />

the things that set me apart:<br />

1. I keep over a dozen specialty<br />

brushes on hand as well as<br />

vehicle swabs.<br />

2. My microfiber cloths are r<br />

eplaced often and properly<br />

cleaned and stored.<br />

3. I change the water in the wash,<br />

rinse and wheel buckets after<br />

each vehicle.<br />

1. Know why your work matters<br />

2. Strive for continual progress.<br />

3. Be proud of your role.<br />

4. Help your coworkers.<br />

5. Make a difference.<br />

6. Treat people well.<br />

7. Acknowledge others.<br />

8. Set yourself up for success.<br />

4. I empty and clean out the<br />

vacuum after each vehicle.<br />

5. I get all areas of a vehicle<br />

including:<br />

✔<br />

✔<br />

✔<br />

✔<br />

✔<br />

The gas fill area<br />

The fender wells<br />

Door jambs<br />

That ¼ inch part of the<br />

window (so many tend to<br />

miss because they don’t<br />

lower the glass) and<br />

I always make sure to take off<br />

and properly detail the license<br />

plate and surrounding area.<br />

HHHHHHHHHHHHHHHHHHHHHHHH ®<br />

What attracts customers<br />

In the introduction to Mark Sanborn’s<br />

book ‘The Fred Factor,’ a book about<br />

finding passion in your work, Jon Gordon,<br />

author of ‘The Energy Bus and The Carpenter’,<br />

offers the following advice:<br />

“While so much has changed over the past<br />

twenty years, one thing has not changed… human<br />

DETAILS MATTER<br />

These little things are what separates a<br />

professional detailer for a wax shop.<br />

And finally, we need to be open to<br />

learning. Detailing has changed so much<br />

over the years and the equipment, chemicals<br />

and processes have evolved as well. We<br />

need to learn as much as we can so we can<br />

offer our customers the best possible detail<br />

for the money they have paid. Connect<br />

with other detailers. Talk about the pros<br />

and cons in their areas and ask about their<br />

process and marketing ideas. Attend tradeshows<br />

and network. Visit detailing forums<br />

and never be afraid to admit you need help<br />

with something you do not know.<br />

Together as a community of professionals<br />

I can guarantee you that we all will<br />

learn something new from our peers.<br />

I hope to hear from others and if you<br />

have any questions on how I go about my<br />

process or just want to talk shop send me<br />

an email at: CJPrecisionAutomotive.com.<br />

Thanks, and stay safe.<br />

nature. Don’t let all the fighting on TV and social<br />

media fool you. In the real world, kindness is still<br />

appreciated. Excellence is valued. Relationships are<br />

essential for happiness. When we see someone do<br />

their job exceptionally well with a loving, serving,<br />

and caring spirit, they stand out, and so can we.”<br />

<strong>ADN</strong> readers use discount code <strong>ADN</strong>20 to get 20% off at www.HOZEEZ.com<br />

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Made In USA<br />

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VOL. 9, NO.1 • SPRING <strong>2024</strong> | AUTO DETAILING NEWS | 5


INNOVATIONS<br />

Introducing new & improved products for professional auto, boat & motorcycle detailers.<br />

INTERIOR WIPES<br />

Malco ® Automotive, of Barberton,<br />

Ohio, announced last December the<br />

launch of two new variations of Automotive<br />

Interior Wipes:<br />

✔ Malco ® Clean & Shine Wipes for<br />

Leather, Plastic & Vinyl, and<br />

✔ Malco ® Leather Conditioner Wipes for<br />

cleaning and conditioning.<br />

The addition of interior wipes in<br />

these popular detailing products offer<br />

professional and enthusiast automotive<br />

customers an efficient and effective solution<br />

for automotive cleaning.<br />

Malco ® Clean & Shine Car Interior<br />

Wipes power away grease, grime, and<br />

dirt from leather, vinyl, and plastic while<br />

restoring a rich, satin gloss to car interior<br />

surfaces without leaving behind an oily<br />

or greasy residue. In just one step, this<br />

durable, lint-free cleaning wipe offers a<br />

time-saving, ready-to-use formula that is<br />

a cleaner & protectant in one and is the<br />

perfect solution as a quick interior detailer<br />

to bring back that new car look.<br />

Malco ® Leather Conditioner Wipes<br />

are leather cleaning wipes that safely and<br />

effectively clean, moisturize, and protect<br />

your leather car seats. A gentle, nongreasy<br />

leather care formula combined<br />

with a large, durable, non-linting leather<br />

cleaner wipe helps rejuvenate and enrich<br />

your leather interior while protecting it<br />

from drying, fading, and premature wear.<br />

Malco Leather Wipes are safe for leather<br />

surfaces in automobiles, trucks, RVs,<br />

boats, etc.<br />

“As the Malco Automotive brand continues<br />

to grow we're excited to provide an<br />

effective solution of our favorite interior<br />

products for enthusiasts and professionals<br />

alike,” said Lauren Osina, Director of<br />

Marketing, in a company press release.<br />

“These interior wipes represent a seamless<br />

extension of our commitment to excellence.<br />

Now, users can experience the<br />

same trusted formulations in a convenient<br />

wipe format, ensuring a quick and effective<br />

solution for the care of their vehicle<br />

interiors" she added.<br />

Malco Clean & Shine and Leather<br />

Conditioner Wipes are durable 7” x 8”<br />

wipes available in 30 count-canisters.<br />

Malco Products, Inc. is a global manufacturer<br />

of professional grade finishing<br />

and detailing products for the automotive,<br />

marine, and commercial vehicle<br />

markets.<br />

IRON REMOVER<br />

PDP, Professional Detailing Products,<br />

a chemical manufacturer in Canton,<br />

Ohio, announced back in November<br />

a breakthrough in the category<br />

of Iron Removers for the Detailing<br />

Industry. PDP’s production team has<br />

successfully engineered an advanced,<br />

concentrated Iron Remover that does<br />

not have the typical sulfur smell. When<br />

sprayed, you will not have to endure<br />

the strong, pungent, lingering sulfur<br />

smell in your environment, and on<br />

your clothes, skin, and hair.<br />

This changes what we have always<br />

thought about Iron Remover products –<br />

that they come with a strong sulfur smell,<br />

and that we just have to endure it. No<br />

longer!<br />

PDP now offers three products in<br />

the Iron Remover category:<br />

1. Iron Melt, a concentrated strength<br />

iron remover (original formula, with<br />

the smell)<br />

2. Iron Wheel Gel, a concentrated<br />

highly viscous iron formula for<br />

wheels- with virtually no sulfur<br />

smell<br />

3. Iron+, a concentrated semiviscous<br />

iron formula for paint,<br />

glass, and trim- with virtually no<br />

sulfur smell<br />

Iron+ and Iron Wheel Gel use the<br />

same high concentrations of the same<br />

organic compound that is in PDPs Iron<br />

Melt, and virtually every other iron remover<br />

on the market, which combines<br />

with ferrous iron to form a reddish-purple<br />

solution.<br />

This powerful iron catalyst identifies<br />

the iron contaminants and lifts them out<br />

of the paint. Iron + is a concentrated<br />

high solids pH neutral formula, and the<br />

semi-viscous formula allows just enough<br />

dwell time on the paint and in the crevices<br />

for a deep pristine clean.<br />

Iron Wheel Gel is formulated to create<br />

a thick gel-like viscosity to dwell on<br />

the wheel, allowing it to work longer. The<br />

strong pH neutral formula reacts with<br />

the iron, turning it reddish purple. Iron<br />

Wheel Gel is safe for all wheel finishes.<br />

Allow 2-5 minutes of dwell time and flush<br />

off to reveal a deep cleaned wheel.<br />

SAFETY WEBINAR<br />

The International Detailing Association<br />

is offering the following <strong>web</strong>inar,<br />

which was recorded in February:<br />

Potential Dangers of Chemical<br />

Exposure and Safety Precautions<br />

Detailers Should Take<br />

The International Detailing Association<br />

hosts a series of <strong>web</strong>inar presentations<br />

covering a variety of topics to help<br />

improve the knowledge and ability of<br />

IDA Members and Non-Members from<br />

the comfort of a home or office computer<br />

or any mobile device! The <strong>web</strong>inars<br />

take place on the third Thursday of the<br />

month.<br />

In this <strong>web</strong>inar, David Ghodoussi,<br />

PhD, will discuss the hazardous nature<br />

of many chemicals used in the detailing<br />

industry. Ghodoussi earned his Bachelor<br />

of Science in Chemistry and Chemical<br />

Engineering from the University<br />

of California, Santa Barbara in 1983<br />

and his Master of Science and PhD in<br />

Organic and Polymer Chemistry from<br />

Oregon State University in 1992. He<br />

has experience managing chemistry<br />

labs and taught general and organic<br />

chemistry labs for over three years at<br />

Oregon State University between 1983<br />

and 1986.<br />

David worked in R&D and manufacturing<br />

clear coat paint for Dupont and<br />

PPG for over five years. Since 2001, he<br />

has been working in manufacturing automotive<br />

detail products for Optimum<br />

Polymer Technologies and Opti-Coat,<br />

LLC. Overall, he has over 47 years of<br />

experience working in chemistry labs, 22<br />

years of which have been at his current<br />

organization.<br />

The <strong>web</strong>inar is free for members<br />

and $25 for non-members.<br />

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


INDUSTRY<br />

NEWS<br />

All the news and dirt<br />

concerning detailing<br />

businesses, suppliers,<br />

events and industry icons.<br />

COMPANY NEWS<br />

Appearance<br />

Technology<br />

Group acquires<br />

P&S Detail<br />

Products<br />

Appearance Technology Group<br />

(“ATG”) of Detroit, Michigan, announced<br />

the acquisition of P&S Detail<br />

Products (“P&S”) of Hayward, California,<br />

in a January 10 press release. Founded<br />

in 1961, P&S is a leading designer<br />

and manufacturer of branded, consumable<br />

car care liquid chemicals for professional<br />

and do-it-yourself (“DIY”) users.<br />

P&S offers a comprehensive portfolio of<br />

cleaners, dressings, polishes, waxes, and<br />

coatngs across its Pro Series and Double<br />

Black collectons. ATG partnered in<br />

the transaction with P&S’s owners, Bob<br />

Phillips and Dave Phillips, as well as its<br />

management team. Nathan Iverson,<br />

CEO of ATG, said, “P&S has established<br />

itself as one of the preeminent<br />

brands within the automotive detailing<br />

community, the press release stated.<br />

P&S’s success has been underpinned<br />

by the Phillips’ unwavering passion for<br />

serving the needs of detailers through innovative<br />

and high-quality products. We<br />

look forward to supporting P&S’s continued<br />

success as part of the ATG family<br />

of brands.” Bob Phillips, Co-Owner and<br />

President of P&S, stated, “On behalf of<br />

the Phillips family, we are exceptionally<br />

Words of Wisdom<br />

“If you don’t drive your business,<br />

you will be driven out of business.”<br />

B.C. Forbes, Scottish Financial Journalist<br />

proud of what P&S has accomplished<br />

and look forward to the<br />

next chapter of growth alongside<br />

ATG.” Dave Phillips added, “We are<br />

excited to partner with the team at ATG<br />

as we continue to build upon the ongoing<br />

legacy of the P&S brand that our father,<br />

Bill Phillips, founded over 60 years ago.”<br />

Nathan Iverson further stated, “P&S<br />

represents ATG’s third add-on acquisition<br />

within the past 18 months and is a<br />

key milestone in our continued efforts to<br />

build the leading provider of branded,<br />

consumable vehicle detailing and reconditioning<br />

products across the professional<br />

and do-it-yourself markets.” ### About<br />

P&S Detail Products Headquartered in<br />

Hayward, CA, P&S is a leading designer<br />

and manufacturer of premium branded<br />

detailing products for professional<br />

and DIY users. The company offers a<br />

comprehensive portfolio of innovative<br />

cleaners, dressings, polishes, waxes,<br />

and coatings across its Pro Series<br />

and Double Black collections. For<br />

more information, please visit www.psdetailproducts.com.<br />

About Appearance<br />

Technology Group Headquartered in<br />

Farmington, MI, ATG is a leading provider<br />

of innovative car care accessories,<br />

appearance liquids, compounds & polishes,<br />

and specialty aerosols. With over<br />

2,500 SKUs sold across eleven highly<br />

recognized brands, ATG is the preeminent<br />

one-stop solution across vehicle detailing,<br />

reconditioning, paint, body, and<br />

equipment, car wash, and automotive<br />

OEM markets. For more information,<br />

please visit www.AppearanceTG.com.<br />

IRS launches new online tool for businesses<br />

As part of continuing transformation<br />

work, the Internal Revenue Service<br />

announced on December 18, 2023, the<br />

launch of the second phase of a new online<br />

self-service tool for businesses that<br />

expands the business tax account capabilities<br />

and eligible entity types.<br />

As a result, individual partners of<br />

partnerships and individual shareholders<br />

of S corporation businesses are now eligible<br />

for a business tax account in addition<br />

to sole proprietors.<br />

Available at IRS.gov/businessaccount,<br />

the new business tax account is a<br />

key part of the agency's continuing service<br />

improvement initiative. This is part<br />

of the larger effort under last year's Inflation<br />

Reduction Act (IRA) and described<br />

in the multi-year Strategic Operating<br />

Plan released this <strong>spring</strong>.<br />

"This is part of the ongoing IRS modernization<br />

effort to make improvements<br />

for business taxpayers and others," said<br />

IRS Commissioner Danny Werfel. "This<br />

next step in the evolution of the Business<br />

Tax Account will help these businesses<br />

download transcripts and other features.<br />

Ultimately, these new online options will<br />

help make interactions easier for businesses<br />

while reducing paper-based processes<br />

and the need to call the IRS."<br />

This phase of business tax account<br />

also adds the following new features:<br />

• Users can now download<br />

a PDF of a business tax<br />

transcript:<br />

• For sole proprietors, this includes<br />

Forms: 940, 941, 943, 944, 945, 8752,<br />

8288, 11-C, 730, 2290.<br />

• For S corporations, this includes<br />

Forms: 940, 941, 943, 944, 945, 8752,<br />

8288, 11-C, 730, 1120S, 2290.<br />

• For partnerships, this includes Forms:<br />

940, 941, 943, 944, 945, 1065, 8752,<br />

8288, 8804, 11-C, 730, 2290.<br />

• Sole proprietors can also view<br />

certain notices:<br />

• CP080: Reminder - we have not<br />

received your return, credits may be<br />

on your account.<br />

• CP136: Annual notification of Federal<br />

Tax Deposit (FTD) requirements<br />

to our partners and customers for<br />

(Forms: 941, 941-SS).<br />

• CP216F: Application for extension of<br />

time to file an employee plan return –<br />

approved.<br />

Individual partners and individual<br />

shareholders will be able to access business<br />

tax account information once they have<br />

filed a business return with the Schedule<br />

K-1 and it is processed by the IRS. To access<br />

business tax account, individuals must<br />

have a Schedule K-1 for a minimum of<br />

one year during the 2019-2022 period on<br />

file. They will only be able to view information<br />

for the year(s) they have a Schedule<br />

K-1 on file. New businesses won't have<br />

access until a business return is submitted,<br />

processed, and on file with the IRS.<br />

Sole proprietors with an Employer<br />

Identification Number (EIN) qualify to<br />

access their business tax account. Also<br />

known as self-employed individuals, sole<br />

proprietors with EINs are those who file<br />

a business return under their EIN, such as<br />

reporting payroll taxes and reporting the<br />

highway use tax on trucks and buses.<br />

INDUSTRY NEWS<br />

Sole proprietors who have already<br />

set up an individual account under their<br />

SSN or ITIN, and have an EIN linked to<br />

their SSN or ITIN, can use their existing<br />

login to access their business tax account.<br />

At this time, sole proprietors who do not<br />

have an EIN are not eligible to set up a<br />

business tax account. Instead, they can<br />

access their tax records by setting up an<br />

IRS individual online account.<br />

Over time, business tax account will<br />

be a one-stop application that provides<br />

business taxpayers a suite of digital products<br />

and services, including access to<br />

viewing letters or notices, requesting tax<br />

transcripts, adding third parties for power<br />

of attorney or tax information authorization,<br />

and storing bank account information<br />

to manage tax payments.<br />

It will help users manage their tax obligations,<br />

reducing the burden on taxpayers<br />

who would otherwise need to call or<br />

mail the IRS. To set up a new business tax<br />

account, or for more information about<br />

this app, visit IRS.gov/businessaccount.<br />

Need help with taxes? The IRS is offering free help nationwide<br />

Helped by Inflation Reduction Act<br />

funding, nearly 250 IRS Taxpayer<br />

Assistance Centers nationwide will<br />

have extended operating hours<br />

Tuesdays and Thursdays during the<br />

tax filing season.<br />

The Internal Revenue Service announced<br />

on January 29 that nearly 250<br />

IRS Taxpayer Assistance Centers (TACs)<br />

around the country will extend their<br />

weekly office hours to give taxpayers additional<br />

time to get the help they need<br />

during the filing season.<br />

The extended office hours will continue<br />

through Tuesday, April 16. To see if a<br />

nearby TAC is offering extended hours,<br />

taxpayers can visit their local office. To find<br />

your local office, visit https://apps.irs.gov/<br />

app/office-locator/ or can call 844-545-<br />

5640. Normally, TACs are open from 8:30<br />

a.m. to 4:30 p.m., Monday through Friday,<br />

and operate by appointment.<br />

The expanded hours at the assistance<br />

centers reflect funding and staffing made<br />

possible under the Inflation Reduction<br />

Act, which is being used across the IRS to<br />

improve taxpayer service, add new technology<br />

and tools as well as help tax compliance<br />

efforts.<br />

“This is another example of how additional<br />

IRS resources are helping taxpayers<br />

across the country,” said IRS Commissioner<br />

Danny Werfel. “Adding extra hours<br />

provide more options for hard-working<br />

taxpayers to get help with their tax issues.<br />

The IRS is continuing to work hard<br />

both during the upcoming tax season and<br />

throughout the year to find ways to make it<br />

easier for people to interact with us.”<br />

"We’re inviting anyone who wants or<br />

needs some assistance to stop by," added<br />

IRS Wage & Investment Division Commissioner<br />

and Taxpayer Experience Officer<br />

Ken Corbin. "This is one more way<br />

the IRS is delivering expanded services to<br />

help visitors resolve their tax issues, make<br />

a payment or answer general tax-related<br />

questions. Whatever the case, we’re offering<br />

additional time for taxpayers to get the<br />

face-to-face help they may need."<br />

During these additional office hours,<br />

TACs will offer all regular services, however<br />

for cash payments, taxpayers must<br />

have an appointment. If a taxpayer needs<br />

in-person identity verification services, they<br />

must bring two forms of identification, and<br />

one must be a current government-issued<br />

photo ID. They should also bring a copy or<br />

digital image of the tax return in question<br />

if one was filed. Tax return preparation is<br />

not a service provided at any IRS TAC.<br />

Malco® Automotive has supplied the automotive<br />

industry with high-quality, professional-grade<br />

cleaning and detailing products since 1953.<br />

www.malcoautomotive.com<br />

@Malcoautomotive<br />

EXTERIOR AUTO CARE<br />

INTERIOR AUTO CARE<br />

AUTO SERVICE SUPPLIES<br />

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@Malcoautomotive @Malcoautomotive<br />

8 | AUTO DETAILING NEWS | VOL. 9, NO. 1 • SPRING <strong>2024</strong><br />

VOL. 9, NO.1 • SPRING <strong>2024</strong> | AUTO DETAILING NEWS | 9


INDUSTRY NEWS<br />

SMALL BUSINESS NEWS<br />

Small business owners are saying:<br />

Everything is awesome!<br />

According to a J.D. Power <strong>2024</strong> U.S.<br />

Merchant Services Satisfaction Study, small<br />

business owners are optimistic about the future,<br />

with 88% indicating the financial state<br />

of their individual businesses is about the<br />

same or better off than a year ago.<br />

In a February 2 story by Crowdfund Insider,<br />

“small business financial optimism is<br />

“correlated with increased sales processed<br />

by merchant services providers.”<br />

There are 94% of merchants “that<br />

now accept debit or credit cards; 88%<br />

that accept digital wallet; and 54% that<br />

accept Buy Now, Pay Later (BNPL) payment<br />

methods,” the story stated in reference<br />

to the J.D. Power study.<br />

“The past couple of years have been<br />

very challenging for most small businesses,<br />

but industry-wide efforts to simplify<br />

payment processing fee structures, ramp<br />

up customer support and speed up payments<br />

have had positive effects on merchant<br />

services satisfaction,” said Paul<br />

McAdam, senior director of banking and<br />

payments intelligence at J.D. Power.<br />

Other key findings of the study include:<br />

✔ Small businesses say they are<br />

receiving payments faster. More<br />

than one-third (34%) say the typical<br />

amount of time from transaction to<br />

funding their merchant accounts<br />

was faster than expected, up 10<br />

percentage points from a year ago.<br />

Likewise, 65% of small businesses<br />

say they’ve received faster funding,<br />

so card payments are settled/<br />

posted same day or on nonbusiness<br />

days, up 14 percentage<br />

points from 2021.<br />

✔<br />

Provider responses to COVID-19<br />

earn goodwill among small<br />

businesses. Nearly three-fourths<br />

(73%) of small business customers<br />

say they are aware of at least one<br />

proactive measure their merchant<br />

services provider has taken in<br />

response to challenges caused by<br />

the pandemic, which has driven a<br />

71-point increase in satisfaction<br />

with cost of service. Specific actions<br />

taken by providers in response<br />

to the pandemic include offering<br />

discounted products and services,<br />

updated fraud controls and faster<br />

funding turnaround times.<br />

DETAIL<br />

DOCTOR<br />

What’s<br />

Your Brand?<br />

Do you agree?<br />

Story reveals what 5 things small<br />

business owners wish they knew<br />

An in-depth report by MSN, reveals the top five things small business<br />

owners said they wished they knew before starting out. The January 28<br />

story includes:<br />

Smallbiztrends.com released a report<br />

on December 8, all about customer retention.<br />

The <strong>web</strong>site gathered the customer<br />

retention findings from a variety of<br />

sources. Here are the following statistics,<br />

according to Smallbiztrends.com:<br />

• The probability of selling to an<br />

existing customer is 60-70 percent.<br />

• The probability of selling to a new<br />

prospect is 5-20 percent.<br />

• 80 percent of your future profits<br />

will come from just 20 percent of<br />

your existing customers.<br />

• 65 percent of a company’s business<br />

comes from existing customers.<br />

• 32 percent of executives<br />

say retaining existing customers<br />

is a priority.<br />

• A typical American business<br />

will lose 15 percent of its<br />

customers each year.<br />

• 27 percent of small business owners<br />

estimate that 11-20 percent of firsttime<br />

customers don’t return to their<br />

business.<br />

• 80 percent of businesses<br />

surveyed rely on email marketing for<br />

customer retention.<br />

• 56 percent of survey<br />

respondents considered email<br />

marketing to be the most effective<br />

method of reaching customer<br />

retention goals.<br />

• 36 percent of U.S. retail<br />

professionals said organic search<br />

drives customer retention.<br />

• 43 percent of U.S. retail<br />

professionals said paid search<br />

drives customer retention.<br />

• 44 percent of U.S. retail<br />

professionals said social<br />

media drives customer retention.<br />

• 37 percent of U.S. retail<br />

professionals said retargeting drives<br />

10 | AUTO DETAILING NEWS | VOL. 9, NO. 1 • SPRING <strong>2024</strong><br />

1. You'll need to delegate more than you like.<br />

2. You have to be ruthless with your processes.<br />

3. You'll spend more time running the business than you think.<br />

4. You'll need to manage your cash.<br />

5. You're responsible for building an audience.<br />

Customer retention report includes need for loyalty programs<br />

customer retention.<br />

• 21 percent of U.S.<br />

retail professionals said<br />

affiliates drive customer retention.<br />

• 18 percent of U.S. retail<br />

professionals said referral marketing<br />

drives customer retention.<br />

• 8 percent of U.S. retail<br />

professionals said mobile<br />

marketing drives customer retention.<br />

• It costs 5 percent more to acquire a<br />

new customer than it does to keep a<br />

current one.<br />

• It costs 16x more to bring a new<br />

customer up to the same level as a<br />

current one.<br />

• 82 percent of companies agree that<br />

retention is cheaper to execute than<br />

acquisition.<br />

• A mere two percent increase in<br />

customer retention can lower costs<br />

by as much as 10 percent.<br />

• 82 percent of consumers in the<br />

United States said they stopped<br />

doing business with a company<br />

due to a poor customer experience.<br />

• Companies lose 71 percent<br />

of consumers due to poor<br />

customer service.<br />

• 68 percent of customers leave<br />

you because they perceive you<br />

are indifferent to them.<br />

• 60 to 70 percent of<br />

customers will do business with<br />

a company again if it deals with a<br />

customer service issue fairly even<br />

if the result is not in their favor.<br />

• 47 percent of customers would take<br />

their business to a competitor within<br />

a day of experiencing poor<br />

customer service.<br />

• 66 percent of consumers<br />

who switched brands did so<br />

because of poor service.<br />

By Bud Abraham,<br />

The Detail Doctor<br />

buda1940@outlook.com<br />

Years ago, if somebody asked you<br />

“what’s your brand,’ you might answer,<br />

“Coke or Pepsi” or “Winston or Marlboro,”<br />

but with the decline in smoking<br />

that is most likely not be the answer you’d<br />

give today.<br />

As a small businessperson today, you<br />

must understand branding and what it<br />

means to you and your business. In today’s<br />

competitive market you must develop<br />

a brand for your detail business to set<br />

it apart from your competitors. Whether<br />

you’re starting a new detail business or<br />

seeking to grow an existing business.<br />

WHAT’S YOUR NAME?<br />

The first thing to do is come up with<br />

a catchy name and logo which will represent<br />

your brand.<br />

In my opinion, you should avoid using<br />

letter-type or initial names like “J&M<br />

Detailing,” as these are hard for people to<br />

remember. I think it is better to use your<br />

real name as it can instill confidence, and<br />

show that a real person is running the<br />

show and is proud enough of the business<br />

to display his/her name. So, Danny’s Detail<br />

Service, or Danny’ Detail Salon, or<br />

Bud Abraham is Founder and President Emeritus of DETAIL PLUS Car Appearance Systems, with more than 40 years<br />

of experience in the car care industry as a manufacturer, operator, distributor and consultant. He writes articles and gives<br />

seminars on the subject of auto detailing throughout the automotive industry. He can be reached at buda@detailplus.com.<br />

Danny’s Executive Detailing or Danny’s<br />

European Detailing, and so on, are good<br />

examples.<br />

As you think about a name you will<br />

agree that it makes sense to spend time<br />

developing a great name and logo.<br />

You never know if, down the road,<br />

you’ll want to open more locations. Two,<br />

even just one location with a strong brand<br />

that’s easy for people to remember can<br />

bring you customer loyalty if you operate<br />

your business with outstanding quality<br />

and customer service.<br />

There’s only one situation where you<br />

should not develop your brand, and that’s<br />

if you plan on maintaining a run-down,<br />

poor-quality detail business, with no<br />

word-of-mouth support. And if that’s the<br />

case, don’t bother, because your brand<br />

will be shunned because of a customer’s<br />

‘bad experience’. Additionally, having<br />

a brand where customers find the same<br />

disappointments at other locations will<br />

actually work against you.<br />

CUSTOMER FEEDBACK<br />

WILL GUIDE YOU<br />

If you feel as I do, that you want to deliver<br />

to the public the best detail business<br />

you can offer, then your brand can be a<br />

nice, profit-making machine and benefit<br />

others. You are literally making customers’<br />

lives cleaner, better and easier by offering<br />

them a clean vehicle.<br />

Being a successful detailer shouldn’t<br />

just be about aesthetics. It should be<br />

about the entire customer experience.<br />

Focus on providing exceptional service,<br />

maintaining cleanliness, and ensuring a<br />

comfortable, safe and welcoming environment.<br />

Train and incentivize your staff to<br />

deliver friendly, top-notch customer service<br />

and implement systems to address customer<br />

feedback and concerns promptly.<br />

We all know about what I just suggested.<br />

However, your particular customers<br />

may also respond positively or negatively<br />

to other things that you may not have<br />

thought of. You may be able to guess<br />

that “not enough seating” is an issue to<br />

be solved, for example, but how do you<br />

know for sure what else your customers<br />

like or dislike?<br />

Gathering feedback is important to<br />

help guide you toward what your customers<br />

really want and need, so stop guessing<br />

and simply ask them! A good customer<br />

survey, whether on paper or online, can really<br />

help with this. You can also offer a rating<br />

platform via mobile apps and via text.<br />

HOW TO DEVELOP<br />

YOUR BRAND<br />

To really develop your brand, your<br />

detail business must stand out in ways<br />

that differentiate it from your competition.<br />

I’m talking about being ‘unique’<br />

here. What is it about your business that<br />

customers would seek out while passing<br />

up others?<br />

It could be that each location has a<br />

nice, clean and airy room, is air-conditioned,<br />

or it’s spacious and comfortable:<br />

Maybe it’s having the brightest workshop.<br />

Can customers find easy parking at<br />

your location? If you’re mobile, it might<br />

be the way you present yourself in their<br />

driveway. Is your mobile unit presentable<br />

or embarrassing? Whatever things your<br />

businesses have that makes them unique,<br />

customers should experience each time<br />

they hire you.<br />

This will build trust and confidence in<br />

your services. Customers need to be satisfied<br />

no matter how often they hire you or<br />

what services they purchase.<br />

In other words, in order for you to really<br />

develop your brand well, there must<br />

be consistency of your brand’s unique attractive<br />

features at your location because<br />

… consistency builds trust.<br />

Similarly, each time a customer comes<br />

to your business, they should get the same<br />

experience that attracted them there in the<br />

first place. So, be careful about making too<br />

many radical changes without thinking<br />

VOL. 9, NO.1 • SPRING <strong>2024</strong> | AUTO DETAILING NEWS | 11


them through first. You may even want to<br />

ask what your customers think in another<br />

survey, before you go ahead.<br />

In today’s business environment your<br />

brand will play a vital role in setting your<br />

business apart from the competitors.<br />

Whether you’re starting a new detail business<br />

or seeking to improve your existing<br />

one, establishing a strong and distinctive<br />

brand is key to attracting and retaining<br />

customers.<br />

REACHING YOUR TARGET<br />

Advertising your brand must be efficient<br />

and you do not want to waste your<br />

advertising dollars. A shotgun approach<br />

isn’t a very efficient use of your ad dollars,<br />

because not everyone you advertise to in a<br />

broad way will be interested in using your<br />

detail business.<br />

For instance, you can narrow your online<br />

advertising to just your zip code, or<br />

even a nearby zip code, but understand<br />

that most people won’t travel more than<br />

a few miles to you unless your detail business<br />

is head and shoulders above any other<br />

competitor in the market and worthy<br />

Can you<br />

remember it?<br />

People tend to do business<br />

with companies they are<br />

familiar with, according to<br />

strategynewmedia.com. “If<br />

your branding is consistent<br />

and easy to recognize, it can<br />

help people feel more at ease<br />

purchasing your products or<br />

services.” The <strong>web</strong>site also<br />

added that, “People wear<br />

brands, eat brands, listen to<br />

brands, and they’re constantly<br />

telling others about the brands<br />

they love. On the flip side, you<br />

can’t tell someone about a<br />

brand you can’t remember.”<br />

of their time and money.<br />

Draw a ring around your location on<br />

a map. A city location may require up to<br />

a 3-mile radius, while other less populated<br />

or dense areas may require going further<br />

out. Experiment with your service radius.<br />

And don’t advertise in areas that are not<br />

occupied by vehicle owners.<br />

If there’s an area nearby that has few<br />

or poorly=run businesses, target it.<br />

Target the right demographics: the<br />

people who own an expensive home or<br />

drive a luxury car. Your state motor vehicles<br />

department can sell you a list of car<br />

makes by zip codes. If you know someone<br />

who is a member of a country club<br />

ask to borrow the member directory and<br />

develops a mailing list of members in<br />

your radius.<br />

Become an integral part of your local<br />

community. Join the local chamber<br />

of commerce and attend meetings. Participate<br />

in events, sponsor local initiatives<br />

and sports teams, and/or partner with<br />

neighboring businesses. Engage with customers<br />

on social media, respond to their<br />

queries, and foster a sense of community<br />

for your detail business.<br />

Building strong relationships with customers<br />

will strengthen your brand’s reputation<br />

and encourage loyalty.<br />

And make sure that you use your<br />

brand and logo on everything the public<br />

sees. Where a company shirt, put a decal<br />

on your car, you get the idea.<br />

WHY ARE LOGOS SO<br />

IMPORTANT?<br />

A logo is not just about identifying<br />

your brand. Understand that there are<br />

lots of customers who can’t read a word<br />

of English, and even more who are functionally<br />

illiterate. A logo that’s self-explanatory<br />

— such as an image of a shiny<br />

car—will help these customers know you<br />

are advertising a detail shop.<br />

Secondly, logos are important for creating<br />

mental retention. It’s much easier<br />

for people to remember and recognize<br />

a logo. Remember, “A picture is worth a<br />

thousand words.”<br />

Your logo is up to your own imagination,<br />

but I believe that it should be related<br />

to the detail business.<br />

To spark your imagination, try<br />

Googling “Detail Shop Logos” for some<br />

ideas. But it is now wise and illegal to copy<br />

someone else’s logo. Don’t do that. We are<br />

all part of the detailing community and<br />

we need to support each other.<br />

I’ve seen lots of detail businesses use<br />

a smiley clean car cartoon or a bunch of<br />

bubbles, around their name. You could<br />

also go “vintage” with an older car and<br />

use mid-century modern starbursts.<br />

Or, you can go<br />

completely off-thewall<br />

with a uniquely<br />

unusual logo that has<br />

nothing whatsoever<br />

to do with cars. Let<br />

me share the story of<br />

a new car wash that<br />

opened in the area<br />

near me in Portland,<br />

Oregon.<br />

There wasn’t an<br />

automatic carwash in the area, so this<br />

man built one.<br />

When he opened his car wash he<br />

made sure he had a beautiful building,<br />

an attractive, attention-getting sign and<br />

beautiful landscaping to ensure it stood<br />

out and gave off a clean image. His employees<br />

were uniformed like pros, not in<br />

t-shirts and jeans. Overall, it washed head<br />

and shoulders above most of automotive<br />

service businesses in the area.<br />

He had raised the bar and other car<br />

wash or detail businesses could not compare.<br />

But what he did with his car wash’s<br />

name and logo was what I thought was<br />

exceptionally brilliant.<br />

He named it<br />

RUB-A-DUB Car<br />

Wash and placed a<br />

tub on the roof with<br />

three men in the tub.<br />

That was it. He only<br />

had to put the three<br />

men in the tub logo<br />

on his smaller signs<br />

and his business cards.<br />

RUB-A-DUB ended<br />

up becoming the most popular car wash<br />

in the whole area and I truly think it was<br />

because of the name and the unique<br />

logo. They both created buzz. People<br />

would laugh and say, “What a ridiculous<br />

name for a car wash,” but they never forgot<br />

it! RUB-A-DUB dub, three men in a<br />

tub… who could forget it?<br />

In the Blink<br />

of an Eye<br />

According to inkblotdesign.com,<br />

in just 50 milliseconds, people<br />

can get the gist of an image<br />

(Bugelski, 1970). “Compare that<br />

to the multiple seconds needed<br />

to read a headline or text. When<br />

scrolling through feeds, a logo<br />

can grab attention faster. Having<br />

an eye-catching and memorable<br />

logo takes advantage of this<br />

human tendency. It serves as<br />

a constant visual reminder to<br />

choose one brand over another.”<br />

So, whenever somebody needed a car<br />

wash, they thought of the RUB-A-DUB.<br />

The owner eventually died, and the new<br />

owner—thinking the name was stupid—<br />

changed it. Guess what? The car wash<br />

eventually closed down.<br />

Getting back to the makings for your<br />

business logo, be sure to register your logo<br />

with the U.S. Copyright Office (https://<br />

www.copyright.gov). It’s not difficult or<br />

expensive to protect this vital asset.<br />

Make sure you post your store location<br />

under the same logo on all printed<br />

and online materials. What good is brand<br />

development if customers are not aware<br />

that they can get the same or similar treatment<br />

at another of detail business?<br />

Once you have branded your business,<br />

do everything you can to maintain that<br />

identity so that it’s held in high esteem by<br />

as many people as possible. People will remember<br />

your brand, so you want them to<br />

remember only good things.<br />

Brands work most effectively if you<br />

are operating a high-quality, reputable<br />

business. What impressions does your<br />

brand elicit from your customers? Are you<br />

making it stand out? If not, my advice is<br />

to start working on it today.<br />

As always, if you have questions, you<br />

can reach out to me at buda1940@outlook.com.<br />

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12 | AUTO DETAILING NEWS | VOL. 9, NO. 1 • SPRING <strong>2024</strong><br />

VOL. 9, NO.1 • SPRING <strong>2024</strong> | AUTO DETAILING NEWS | 13


IDA<br />

COLUMN<br />

Going “Inside the IDA” –<br />

A Podcast For Detailers, By Detailers<br />

Episodes explore industry insiders’ and influencers’ trials and triumphs<br />

By Erin Reyes<br />

IDA Communications Coordinator<br />

For more than 15 years, the International<br />

Detailing Association<br />

(IDA) has been steadily building<br />

its reputation as the leading global<br />

association for the professional<br />

detailing industry. Through the<br />

organization’s multi-level certification<br />

program, monthly educational<br />

<strong>web</strong>inars led by industry experts,<br />

seminar presentations at top<br />

tradeshows, and more, IDA members<br />

have proven their knowledge<br />

and role as thought-leaders in the<br />

industry. Now, the IDA has added<br />

yet another valuable resource<br />

to share detailing stories with the<br />

masses – a weekly podcast!<br />

At the end of last year, the<br />

IDA proudly launched “Inside<br />

the IDA”, a podcast created “for<br />

detailers, by detailers”. It is meant<br />

to take an in-depth look at the stories of<br />

detailing professionals across the globe –<br />

who they are, what they do, how they got<br />

to where they are now, and where they<br />

hope to go next. There is no singular path<br />

to becoming a detailer or having a successful<br />

detailing career, and each journey<br />

shared on the podcast promises to be truly<br />

unique.<br />

That much is evident from the first<br />

episode alone, in which the hosts – Keith<br />

Duplessie, CD-SV, WC, RIT; Barry<br />

Theal, CD-SV, RIT; David Patterson,<br />

CD-SV; and Alan Medcraf, CD-SV, RIT<br />

– introduce themselves and discuss what<br />

“Inside the IDA” podcast hosts together at Mobile Tech Expo (MTE) in Kissimmee, Florida, February <strong>2024</strong>. L to R: Alan<br />

Medcraf, CD-SV, RIT; Barry Theal, CD-SV, RIT; Keith Duplessie, CD-SV, WC, RIT; and David Patterson, CD-SV<br />

they hope to achieve with the podcast.<br />

Duplessie – a founding member and<br />

former two-term president of the IDA<br />

– points out that both he and Theal are<br />

longtime industry veterans, each with 20-<br />

25 years of experience, both on the operator<br />

side and now the supplier side of<br />

things. Meanwhile, Patterson has a body<br />

shop background, transitioning to the detailing<br />

world around 15 years ago, working<br />

with various manufacturers. Medcraf,<br />

also a former IDA president, is the only<br />

boots-on-the-ground operator on the<br />

panel and also the only host based in the<br />

United Kingdom.<br />

14 | AUTO DETAILING NEWS | VOL. 9, NO. 1 • SPRING <strong>2024</strong><br />

It is this international aspect that<br />

sparked Medcraf ’s involvement with the<br />

IDA in the first place, and what he hopes<br />

to share with others through the podcast.<br />

“The whole reason I got into the IDA<br />

is that international element,” Medcraf<br />

says in the first episode. “Travelling the<br />

world and just getting to see how detailers<br />

do the basic things in different countries,<br />

different areas, for different reasons.<br />

That’s the part that interests me. I just<br />

want to help detailers around the world<br />

spread their message and grow.”<br />

Don’t expect to ever hear the same<br />

story twice from one episode to another.<br />

The goal when selecting guests<br />

to appear on the show is to “find<br />

unique detailers,” Duplessie explains.<br />

“People who come from<br />

different places in the industry.”<br />

The hosts even joke that having<br />

two of them interview the same<br />

guest separately would result in<br />

very different experiences, since<br />

they each have vastly different<br />

backgrounds and interviewing<br />

styles.<br />

Of course, the focus of the<br />

podcast is really not on the hosts<br />

at all, but the guests and the inspiring<br />

journeys they have found<br />

themselves on.<br />

As the sole operator – and the<br />

only regular podcaster – on the<br />

panel, Medcraf assures that he<br />

will get into some technical details<br />

with guests, but he also loves business<br />

and is a trainer at heart, so he<br />

wants to dive deep and get into the<br />

“why” of it all.<br />

Duplessie agrees and is interested in<br />

exploring detailing as the “entrepreneur’s<br />

dream”, digging into how guests have<br />

gotten to where they are today.<br />

“[Detailing] can be everything from<br />

a fancy shop to a one-person show in a<br />

home garage to a multi-million dollar,<br />

multi-city location business,” he says.<br />

“You can build it to the dream you want<br />

it to be. I’m excited to talk to those people<br />

and really get the question asked of ‘how<br />

did you come up with this?’ and ‘when<br />

did you have this dream?’. That’s going<br />

to be the cool conversation.”<br />

C<br />

M<br />

Y<br />

CM<br />

MY<br />

CY<br />

CMY<br />

K<br />

“Inside the IDA” is the exclusive International Detailing Association podcast created for detailers, by detailers.<br />

New episodes are launched weekly on Wednesdays. Tune in on Spotify, and be sure to subscribe to get notified<br />

when new episodes are available.<br />

Each host also shares their “Holy<br />

Grail” guest for the podcast’s first year,<br />

ranging from quiet but influential forces<br />

in the industry to first-year operators who<br />

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

are struggling to find their place in the<br />

industry and even detailing enthusiasts.<br />

You’ll have to listen to episode 1 for who<br />

they named specifically, then keep tuning<br />

in to see if they can book their dream<br />

guests. One thing they can all agree on<br />

when it comes to who should be featured?<br />

“Very interesting people,” says Patterson.<br />

There may even be guests who have<br />

nothing to do with the detailing industry<br />

– social media influencers, business gurus<br />

– essentially, individuals who can share<br />

their specialized knowledge and apply it<br />

to detailing.<br />

The hosts also intend to highlight the<br />

consumer perspective. “If you’re tuning<br />

in as a consumer, this will be an all-level<br />

conversation,” Duplessie explains. “We<br />

want to talk at a level where the manufacturer<br />

is taken into consideration, and<br />

we ask the hard questions of them and<br />

for them. We do the same with the operator<br />

detailer and we also do it from the<br />

consumer perspective. Like ‘why should I<br />

even get my car cleaned by someone who<br />

does it professionally?’ And I think we can<br />

touch on all of that and give our guests an<br />

opportunity to talk about those things.”<br />

All around, the podcast will hopefully<br />

expose audiences to people, perspectives,<br />

and experiences that they might otherwise<br />

not encounter. Theal is particularly<br />

looking forward to the positive effect the<br />

podcast will have on listeners and the detailing<br />

profession.<br />

“I think [the podcast] is a great thing<br />

for the IDA and for all of us in our industry,”<br />

he says. “We get to be positive, we<br />

get to motivate the industry, and grow the<br />

industry as a whole.”<br />

So, what can the audience ultimately<br />

expect from “Inside the IDA”? Honesty,<br />

inspiration, connection, education, and<br />

a whole lot of fun. Duplessie sums it up<br />

best: “How can we help make the thing<br />

that we do and that we love better, not<br />

just for ourselves, but for everybody?<br />

That’s what this podcast is about.”<br />

The International Detailing Association (est.<br />

2008) is the leading global association for<br />

professional detailing operators, suppliers,<br />

and consultants to the industry. The association<br />

is dedicated to promoting the value of<br />

professional detailing services, the recognition<br />

of professional detailing as a trade, and<br />

empowering detailing industry professionals<br />

at each stage in their career.<br />

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VOL. 9, NO.1 • SPRING <strong>2024</strong> | AUTO DETAILING NEWS | 15


NITTY<br />

GRITTY<br />

Getting<br />

to Know …<br />

Josh Pierce<br />

CD-SV, MC,<br />

WC, RIT of<br />

Carousel Auto<br />

Appearance in<br />

Iowa City, Iowa<br />

Please tell us your<br />

business’s name and<br />

where you’re located.<br />

I operate Carousel Auto Appearance in<br />

Iowa City, Iowa.<br />

How and when did you<br />

get started in the<br />

detailing industry?<br />

We entered the auto industry in the early<br />

2000s doing leather and upholstery repair<br />

in the family business and quickly learned<br />

it wasn’t something I wanted to pursue<br />

long term. During that time, we started<br />

dabbling in detail work and really fell in<br />

love with it.<br />

Why did you decide to<br />

become a detailer?<br />

I’ve always had a passion for all<br />

things automotive, I was never really<br />

mechanically inclined so that led me to<br />

the appearance side of the industry and<br />

I quickly fell in love with making things<br />

look new again.<br />

What advice do you have for<br />

people just starting out?<br />

My biggest piece of advice to someone<br />

just entering or looking to get into auto<br />

detailing is to seek out a mentor and<br />

training. The learning curve for a new<br />

technician can be drastically reduced by<br />

finding a mentor.<br />

You recently received the<br />

“Outstanding Service Award”<br />

at the Mobile Tech Expo.<br />

The IDA stated that this award<br />

goes to someone who goes<br />

above and beyond at their job.<br />

Why is it important to you to<br />

go “above and beyond.”<br />

I feel that as a veteran of the auto<br />

detailing industry it is my duty to give<br />

back… there are so many greats that<br />

paved the way for me and helped me<br />

achieve what I have that I would be doing<br />

them and the industry a disservice if I<br />

didn’t do my part. There is nothing more<br />

important to me than seeing the younger<br />

generation succeed and grow the<br />

industry and it’s my job to guide them and<br />

give them the tools they need!<br />

How did it feel receiving<br />

the award?<br />

It was the greatest honor of my<br />

professional career; nothing means<br />

more to me than giving back and to be<br />

recognized as someone who is doing<br />

their part… it is an amazing feeling. Few<br />

people can say they are in the same<br />

group as some of the greatest leaders<br />

the detail industry has ever seen. Being in<br />

the same group as Keith Duplessie, Bob<br />

Phillips, Prentice St. Clair, Barry Theal and<br />

the other greats is very surreal.<br />

VOL. 9, NO.1 • SPRING <strong>2024</strong> | AUTO DETAILING NEWS | 17


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Germs<br />

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THE SUPPLIES YOU NEED,<br />

Part of the job of interior detailing<br />

is seeing, smelling and dealing with<br />

germs. There can be encounters so<br />

gross and some professionals have gotten<br />

nauseous and others have had to<br />

take breaks. Even before the pandemic,<br />

when germ warfare was on the brain<br />

and internationally combated, detailers<br />

have always known that people can<br />

be…. Well, to put it bluntly: Gross.<br />

As Rob Schruefer, professional detailer<br />

and columnist for Auto Detailing<br />

News once said in an interview, “As far<br />

as the day to day, it is difficult cleaning<br />

up after truly gross people. There are<br />

peoples’ vehicles that I would not even<br />

consider riding in if we were friends.<br />

Some people are just gross.”<br />

Take the photo to the left for instance.<br />

This is an actual photo a detailer<br />

shared online.<br />

Anyone who does interior detailing<br />

knows it isn’t for the faint of heart…<br />

Can you turn away a customer if the<br />

mess is too much? Yes. But, it can cost<br />

you a repeat customer and cause wordof-mouth<br />

detriment.<br />

Therefore, detailers have to dive in,<br />

mask up, glove up and prepare for germ<br />

encounters.<br />

18 | AUTO DETAILING NEWS | VOL. 9, NO. 1 • SPRING <strong>2024</strong><br />

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1. Trunk: 1,425 bacteria identified<br />

2. Driver's seat: 649 bacteria identified<br />

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20 | AUTO DETAILING NEWS | VOL. 9, NO. 1 • SPRING <strong>2024</strong><br />

THE BIG, BAD<br />

NOROVIRUS<br />

While the coronavirus is getting a lot<br />

of attention, the norovirus, the one made<br />

infamous for ruining cruise ship-based vacations,<br />

is one that is definitely dangerous<br />

as it lasts and survives on surfaces for days<br />

and even weeks.<br />

According to the CDC, surfaces can<br />

get contaminated with norovirus in many<br />

ways, including when:<br />

• An infected person touches the<br />

surface with their bare hands that<br />

have poop or vomit particles on<br />

them<br />

• An infected person vomits or<br />

has diarrhea that splatters onto<br />

surfaces<br />

• Food, water, or objects that are<br />

contaminated with norovirus are<br />

placed on surfaces<br />

• Aerosolized vomit lands on<br />

surfaces or enters a person’s<br />

mouth then he or she swallows it.<br />

• You are contagious from the<br />

moment you begin feeling sick<br />

and for the first few days after you<br />

recover.<br />

• Norovirus can spread quickly<br />

in enclosed places like daycare<br />

centers, nursing homes, , and<br />

cruise ships.<br />

• Norovirus can stay on objects and<br />

surfaces and still infect people for<br />

days or weeks.<br />

• Norovirus can survive some<br />

disinfectants, making it hard to get<br />

rid of.<br />

HOW TO<br />

PROPERLY ‘KILL’<br />

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The CDC recommends using either<br />

chlorine bleach or U.S. Environmental<br />

Protection Agency (EPA)approved disinfectants<br />

to control NoV outbreaks. All disinfectants<br />

should be used on clean surfaces<br />

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Chlorine bleach concentrations<br />

for most nonporous surfaces: 1/3 cup<br />

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For heavily contaminated nonporous<br />

surfaces use 1 and 2/3 cups bleach in 1<br />

gallon water (1:10 dilution).<br />

Leave bleach on the surface for 10-20<br />

minutes and then rinse thoroughly with<br />

clean water.<br />

Once opened, bottles of household<br />

bleach will lose effectiveness after 30<br />

days. Use a new unopened bottle of<br />

bleach every 30 days for preparing diluted<br />

disinfectant solutions. Prepare a fresh<br />

dilution of bleach (only from bleach bottles<br />

that have not been open for more<br />

than 30 days) every day of use and discard<br />

unused portions.<br />

Other disinfectants include heat disinfection<br />

[i.e., pasteurization to 140° F<br />

(60°C)]. Heat has been used successfully<br />

under laboratory conditions for items<br />

that cannot be subjected to chemical disinfectants<br />

such as chlorine bleach.<br />

EPA’s Registered Antimicrobial<br />

Products Effective Against NoVs<br />

EPA-registered disinfectants should be<br />

used according to manufacturers’ instructions,<br />

including the use of proper<br />

PPE recommended by the manufacturer<br />

when applying the product.<br />

NOT ALL<br />

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ARE THE SAME<br />

Disinfectant products may be marketed<br />

and sold under different brand<br />

and product names, according to the<br />

Environmental Protection Agency<br />

(EPA). To determine whether EPA<br />

expects a given product to kill SARS-<br />

CoV-2, the coronavirus that causes<br />

COVID-19, you need to determine<br />

whether its primary registration<br />

number is on this list (see infographic):<br />

• First, find the registration number<br />

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VOL. 9, NO.1 • SPRING <strong>2024</strong> | AUTO DETAILING NEWS | 21


22 | AUTO DETAILING NEWS | VOL. 9, NO. 1 • SPRING <strong>2024</strong>


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EPA registration numbers have two or three parts:<br />

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cccchhhhhoooooooooooooooosssssssseeeeeeee ""Exppoooooooorrrrrrrrtttttttt ttttttttoooooooo CSSV.""<br />

Usssssssseeeeeeee Excccceeeeeeeelllll, SShhhhheeeeeeeeeeeeeeeettttttttssssssss, oooooooorrrrrrrr<br />

pprrrrrrrroooooooodduuucccctttttttt ttttttttoooooooo kiiiiiiiillllllllll<br />

24 | AUTO DETAILING NEWS | VOL. 9, NO. 1 • SPRING <strong>2024</strong><br />

VOL. 9, NO.1 • SPRING <strong>2024</strong> | AUTO DETAILING NEWS | 25<br />

SSARSS-CooooooooV-2<br />

Nuuummbbbeeeeeeeerrrrrrrrssssssss ttttttttoooooooo ffiiiiiiiillllltttttttteeeeeeeerrrrrrrr


on the product label. Look for<br />

“EPA Reg. No.” followed by two<br />

or three sets of numbers.<br />

• If your product's registration<br />

number has two parts (ex.<br />

1234-12), it has a primary<br />

registration number. If this<br />

number is on List N, the product<br />

is qualified for use against SARS-<br />

CoV-2 (COVID-19).<br />

• If your product's registration<br />

number has three parts<br />

(ex. 1234-12-123), you have<br />

a supplemental distributor<br />

product. These products have<br />

the same chemical composition<br />

and efficacy as primary products,<br />

but often have different brand<br />

or product names. If the first<br />

two parts of this registration<br />

number (ex. 1234-12-) are on<br />

List N, the product is qualified<br />

for use against SARS-CoV-2<br />

(COVID-19). (The first two parts<br />

of this registration number reflect<br />

the primary registration, while the<br />

third identifies the distributor’s<br />

EPA company number.)<br />

• Regardless of whether you are using<br />

a primary registration product or a<br />

supplemental distributor product,<br />

always check that the product's<br />

label includes directions for use<br />

for the pathogen on List N. For<br />

example, if List N indicates that<br />

a product will kill SARS-CoV-2<br />

(COVID-19) if you follow the<br />

directions for rotavirus, make sure<br />

the label contains directions for use<br />

against rotavirus.<br />

26 | AUTO DETAILING NEWS | VOL. 9, NO. 1 • SPRING <strong>2024</strong><br />

MORE FACTS<br />

FROM<br />

THE CDC<br />

• It is estimated that 100-150<br />

Leptospirosis cases are<br />

identified annually in the<br />

United States. About 50% of<br />

cases occur in Puerto Rico.<br />

• The largest recorded U.S.<br />

outbreak occurred in 1998,<br />

when 775 people were<br />

exposed to the disease. Of<br />

these, 110 became infected.<br />

• Although incidence in the<br />

United States is relatively low,<br />

leptospirosis is considered<br />

to be the most widespread<br />

zoonotic disease in the world.<br />

• It’s estimated that more than 1<br />

million cases occur worldwide<br />

each year, including about<br />

59,000 deaths.<br />

MEASLES?<br />

REALLY?<br />

Yes, measles are making a comeback<br />

and can be deadly, according to the CDC<br />

(Center for Disease Control). Measles is<br />

a highly contagious virus that lives in the<br />

nose and throat mucus of an infected person.<br />

If other people breathe the contaminated<br />

air or touch the infected surface,<br />

then touch their eyes, noses, or mouths,<br />

they can become infected.<br />

“Measles is so contagious that if one<br />

person has it, up to 90% of the people<br />

close to that person who are not immune<br />

will also become infected.”<br />

I thought measles were eradicated?<br />

Yes, in 2000 the United States was measles<br />

free. Yet sporadic cases lead to larger<br />

outbreaks every few years. But now a<br />

drop in vaccination rates, exacerbated by<br />

the coronavirus pandemic, has experts<br />

worried about a resurgence, reported<br />

the New York Times in an expose on the<br />

deadly disease.<br />

When vaccinations lag, “the first disease<br />

to appear is measles, because it’s<br />

highly infectious,” said Dr. Saad Omer,<br />

dean of the O’Donnell School of Public<br />

Health at U.T. Southwestern in Dallas,<br />

told the New York Times.<br />

DEADLY<br />

URINE<br />

…and why you should always wear gloves<br />

In a post that has made the rounds<br />

on Facebook detailing forums, a woman<br />

pleads with others to be careful and wear<br />

gloves if they are exposed to pet urine.<br />

Her husband was working on a truck in<br />

which the carpet was soaked with dog<br />

urine. Not wearing any gloves, her husband<br />

almost died and spent 30 days in the<br />

hospital due to leptospirosis.<br />

Here is her post (which she initially<br />

posted on the Facebook group Truck<br />

Mount Forums):<br />

Hey all… I’ve seen posts over the last few<br />

days with pics of carpet soaked in dog pee<br />

I thought I’d share a story. [My husband<br />

was on life] support after contracting leptospirosis<br />

from dog pee. He lifted a soaking carpet<br />

… had a small cut on his hand and that’s how<br />

it started.<br />

He’s done this a thousand times before like<br />

I’m sure you all have.<br />

By Monday night he had full organ failure.<br />

They told me he had little hope of surviving.<br />

16 days in ICU. 30 days in hospital.<br />

I could go into the horrors, but I think this<br />

covers it. Wear gloves and wash your hands.<br />

Ps: He’s made a full recovery thankfully"<br />

According to the Centers for Disease<br />

Control and Prevention (CDC), “Leptospirosis<br />

is a bacterial disease that affects<br />

humans and animals. It is caused by bacteria<br />

of the genus Leptospira. In humans,<br />

it can cause a wide range of symptoms,<br />

some of which may be mistaken for other<br />

diseases. Some infected persons, however,<br />

may have no symptoms at all. Without<br />

treatment, Leptospirosis can lead to kidney<br />

damage, meningitis (inflammation of<br />

the membrane around the brain and spinal<br />

cord), liver failure, respiratory distress,<br />

and even death.”<br />

KNOW THE<br />

SYMPTOMS<br />

If you think you were exposed to<br />

contaminated urine, know that the time<br />

between a person’s exposure to a contaminated<br />

source and becoming sick is<br />

two days to four weeks. According to the<br />

CDC, illness usually begins abruptly with<br />

fever and other symptoms. Leptospirosis<br />

may occur in two phases:<br />

• After the first phase (with fever,<br />

chills, headache, muscle aches,<br />

vomiting, or diarrhea) the patient<br />

may recover for a time but become<br />

ill again.<br />

• If a second phase occurs, it is more<br />

severe; the person may have kidney<br />

or liver failure or meningitis.<br />

The illness lasts from a few days to 3<br />

weeks or longer. Without treatment, recovery<br />

may take several months.<br />

GOT GOOD<br />

GLOVES?<br />

Of course, wearing gloves is one of<br />

the best ways to prevent an infection, but<br />

are you wearing the right ones? Protective equipment<br />

includes gloves, finger guards and arm coverings<br />

or elbow-length gloves.”<br />

The following information from OSHA<br />

outlines the different types of chemical- and<br />

liquid-resistant gloves which are made with different<br />

kinds of rubber: Natural, butyl, neoprene,<br />

nitrile and fluorocarbon (viton); or various kinds<br />

of plastic: polyvinyl chloride (PVC), polyvinyl alcohol<br />

and polyethylene. These materials can be<br />

blended or laminated.<br />

✔ Butyl gloves: Made of a synthetic rubber.<br />

These protect against chemicals, such<br />

as peroxide, rocket fuels, highly corrosive<br />

acids (nitric acid, sulfuric acid, hydrofluoric<br />

acid and red-fuming nitric acid), strong<br />

bases, alcohols, aldehydes, ketones,<br />

esters and nitrocompounds. They resist<br />

oxidation, ozone corrosion and abrasion,<br />

and remain flexible at low temperatures.<br />

Butyl rubber does not perform well with<br />

aliphatic and aromatic hydrocarbons and<br />

halogenated solvents.<br />

✔ Natural (latex) rubber gloves: Temperature<br />

resistant and resistant to abrasions caused<br />

by grinding and polishing, they protect<br />

from most water solutions of acids,<br />

alkalis, salts and ketones. Latex gloves<br />

have caused allergic reactions in some<br />

individuals and may not be appropriate for<br />

all employees.<br />

✔ Neoprene gloves: Made of synthetic<br />

rubber. These protect against hydraulic<br />

fluids, gasoline, alcohols, organic acids<br />

and alkalis. They generally have chemical<br />

and wear resistance properties superior<br />

to those made of natural rubber.<br />

✔ Nitrile gloves: Made of a copolymer,<br />

these provide protection from chlorinated<br />

solvents such as trichloroethylene and<br />

perchloroethylene. Although intended for<br />

jobs requiring dexterity and sensitivity,<br />

nitrile gloves stand up to heavy use even<br />

after prolonged exposure to substances<br />

that cause other gloves to deteriorate.<br />

They offer protection when working<br />

with oils, greases, acids, caustics<br />

and alcohols but are generally not<br />

recommended for use with strong<br />

oxidizing agents, aromatic solvents,<br />

ketones and acetates.<br />

GERM TERMS<br />

Disinfect, sterilize or clean… what’s the difference?<br />

If you’re promoting the killing of germs inside a customer’s<br />

vehicle, make sure you’re using the right terms.<br />

According to the Registered Nursing Organization, they<br />

are defined as:<br />

✔ Cleaning: The removal of foreign material, such<br />

as soil or food residue, from objects. It's typically<br />

done through the use of water with detergents<br />

or enzymatic products. It is the same process as<br />

what you do with your laundry and dishes.<br />

✔ Disinfection: A process that eliminates many, if<br />

not all, disease-causing microorganisms. The<br />

only exception is bacterial spores on non-living<br />

objects.<br />

✔ Sterilization is a procedure that breaks up all<br />

forms of microbial life. Performed through<br />

physical or chemical methods<br />

Join Today & Get Involved!<br />

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