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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 />
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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 />
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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
THE DETAILING<br />
SUPPLIES YOU NEED<br />
DETAILSUPPLIER.COM<br />
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Germs<br />
The good, the bad<br />
and the disgusting<br />
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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2. Driver's seat: 649 bacteria identified<br />
3. Gearstick: 407 bacteria identified<br />
4. Back seat: 323 bacteria identified<br />
5. Dashboard: 317 bacteria identified<br />
6. Steering wheel: 146 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 />
THE GERMS<br />
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 />
(i.e., surfaces that are not visibly soiled)<br />
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Chlorine bleach concentrations<br />
for most nonporous surfaces: 1/3 cup<br />
bleach in 1 gallon water (1:50 dilution).<br />
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 />
PRODUCTS<br />
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 />
DETAILPLUS.COM || 503-251-2955<br />
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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WHY FOCUS ON THE FIRST TWO<br />
PARTS OF THE EPA REG. NO.?<br />
EPA registration numbers have two or three parts:<br />
Who registered this<br />
product with EPA?<br />
Which product is it?<br />
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the product?<br />
The first two parts of the registration<br />
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Disinfectants can be marketed and sold<br />
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OUTSIDE<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 />
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