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Schedule of Events
Education Day: Thursday, January 10, 2019
Location (all sessions): Room W101A
How to Build a Detail Menu
8:00 - 8:50 am
Presenter: Prentice St Clair, CD-SV, RT; Detail in Progress, Inc.
Description: One of the biggest challenges in running a detailing business is helping the customer understand what you can offer. The go-between the customer and the detail operator is often the MENU, so it is critical that the menu is set up to maximize closing, minimize confusion, and create maximum profitability. This presentation will present some ideas and success stories for new and established detail business operators to fine-tune (or radically change) their menus, as well as common mistakes made in menus.
- Learn how to build a useful menu that helps in sales, simplifies the detail process, and maximizes profitability.
- Learn how to minimize pricing mistakes and customer misunderstandings.
Speaker Bio: Prentice St. Clair has been a trainer and consultant to the detailing industry since 1999. He has written over 400 published articles in various industry trade magazines, and has authored several automotive detailing training videos. Prentice is a proud member of the IDA's Founders Club and is an IDA Recognized Trainer. AND, he still works on cars!
Why You Should Stop Relying on Social Media Marketing
9:00 - 9:50 am
Presenter: Paul Frasco, CD-SV; Pro & Local Detailing Inc.
Description: Traditional marketing methods such as billboards, radio, and direct mail can be effective if done correctly. So many people solely rely on social media/digital marketing and could be missing out on creative ways of branding and reaching new clients. Come learn how traditional marketing can benefit your business!
- Learn effective branding methods
- Identify your target audience
Speaker Bio: Paul began his detailing business in 2008, which slowly grew into Pro & Local Detailing with Chris Vella. At the same time, he completed his BA in graphic design and marketing at WSU. Over the years, Paul has completed over 10 training classes and has never stopped learning. He has also become a member of the Detail Mafia and is on the Air Force One and McCall Detailing teams.
URO Pad Experience
10:00 - 10:50 am
Presenters: Clint Hintz, CD-SV, RT; Buff and Shine Mfg.
Justin Labato, CD-SV, RT; JL's Showroom Detailing
Description: This seminar will be catered to education in buffing pad technology. We will show types of pads, best application techniques, and best cross-reference to most appropriate machine to pair with. In addition, we will discuss how to get the best longevity of pads, including proper cleaning methods.
- Understand the proper pad to use with a particular machine and application information to achieve the best results.
- Obtain the best performance and longevity from pads you choose.
Speaker Bio: Clint has 20+ years of experience in the car care and reconditioning industry. His professional background has been focused on providing factory support, service and training to manufacturers and independent detail chemical distributors. He also has over 15 years experience in writing and instructing various detail training seminars with various companies, such as Auto Magic, ECP Inc., and Professional Detailing Products (PDP).
Clint is also a Certified Instructor for: IDA, Toyota Certified Program, Ford Certified Program, and is a Certified Case Provider Instructor through ASE. He is currently a Regional Sales Manager with Buff and Shine Mfg.
The Science of Coatings
11:00 - 11:50 am
Presenter: Jim Lafeber, CD-SV; Dr. Beasley's, Inc./Simon's Shine Shop, Inc.
Description: Can you properly explain to your customer that Nano coating is not a sealer, but rather a molecular modification that offers hydrophobic and an easy to clean surface? How do the nanoparticles bond physically and chemically to the surface to give it a complete protection against wear, corrosion, and other damaging elements? What is the difference between just beading and truly long-lasting nano-protection? Learn all that and more in this seminar!
- Understand the surface science of nanostructures and proper maintenance
- Learn the cons of nano-coatings
- Understand that nano-coatings are safe for you and your customer
Speaker Bio: Jim Lafeber is the President and owner of Dr. Beasley's, Inc. and Simon's Shine Shop, Inc. both located in Chicago, IL. Jim was also the past President, Board Member, and Marketing Committee Chair at IDA. His masterful chemistry understanding has led him to work directly with and create unique and innovative product solutions for leading OEMs. Products developed by Jim include solutions that are used for matte finishes, microsuede interiors, vegan substrates, and ceramic nanotechnology. His clients include Audi, Hyundai, Kawasaki, Mini Cooper, BMW, ICON4X4, and Volkswagen. Jim has a natural gift of teaching and can break down the most complex topics into simple understandable concepts.
1:00 - 1:50 pm
Presenter: Yvan Lacroix, CD-SV, RT; Optimum Polymer Tecnologies
Description: This course will teach you how to increase quality and profits through efficiency.
- Learn ways to make detailing more efficient and profitable
- Learn how to offer a higher quality business
Speaker Bio: Yvan has been in the detailing industry for over 30 years, and is the Global Director of Training for Optimum Polymer Technologies. He has run a successful detailing franchise in Quebec, called Répare-Brise.
Understanding Paint Hardness from a Body Shop Background
2:00 - 2:50 pm
Presenter: Robert Wrasman, CD-SV, RT; Car Brite
Description: This course will help both the new and old detailer choose the correct way to polish hard or soft paints. We will go over wet and dry sanding methods, and discuss which is better. The attendee will also gain problem solving tips.
- Learn ways to speed up production in the shop
- Share tips on getting the finish ready
- Understand how paints in the the automotive field have changed over the past four decades
Speaker Bio: Robert has been in the automotive field for 39 years. He currently is a national and international senior trainer at Car Brite Niteo products. His previous experience includes working with companies such as Ziebart, Simoniz, and P & S Products.
The Many Worlds of Detailing
3:00 - 3:50 pm
Presenter: Rob Schruefer, CD-SV, RT; On the Spot Detailing
Description: This seminar will take an in depth look at all aspects of the detailing world.
- Show other detailing outlets
- Understand how they all relate to one another
Speaker Bio: Rob Schruefer owns On The Spot Mobile Detailing out of Columbia, Maryland. In 2004, On The Spot was established with little money and experience. Since then, On The Spot has established itself as a leader in the mobile detailing segment of the detailing industry, employing over 30 people and 8 mobile detailing units.
Determining your Shop Rate
4:00 - 4:50 pm
Presenter: Joe DiFiore, CD-SV; DiFiore's Auto Detailing
Description: Attendees will be shown how to determine a shop rate by analyzing cost of living and conducting business. Market study and demographic analysis will be explained. We will also cover shop production hours for profitability.
- Calculate an accurate shop rate
- Receive basic information to conduct a market study
- Determine how many production hours need to be worked to turn a profit
Speaker Bio: Joe was born and raised in Cleveland, Ohio. In 1978, he began to wash, wax, and clean automobiles for income. From 1979 to 1984, he served in the US Navy Submarine Force. In 1984, he resumed washing, waxing, and cleaning vehicles and opened DiFiore's Auto Detailing in 1988. In 1991, his business expanded its services to homes and commercial business by offering a one-stop shopping approach for cleaning services extending beyond automobiles. He was the 1991 Southeastern Connecticut Chamber of Commerce Entrepreneur of the Year. He currently is active in the IDA, serving as Membership Committee Chair.
Friday, January 11, 2019
IDA Certification Event - Phase I (CD) - Registration is closed. Please register onsite.
8:30 am - 12:30 pm
Phase I consists of 10 exams, 10-20 questions each, in these subject areas: Equipment, Chemicals, Windows, Trim & Metal, Floors & Carpets, Seats, Paint Correction & Protection, Wheels & Tires, Prep Wash/Wash Bay, Detailing Terminology, Safety & Compliance. A passing grade is 80% and qualifies you to take the next exam.
10:00 am - 5:00 pm
Be sure to stop by the IDA Booth! Enjoy refreshments while talking with detailers and industry experts, and learn about IDA programming at MTE. Visit the booth product displays to see the latest technology and products in the detailing industry. Not an IDA member? Sign up at the booth (there's a free gift involved)!
IDA Booth Refreshments Sponsored By:
Benefit of Education Through the IDA
2:00- 2:50 pm
Presenter: John Corinella, CD-SV; American Detail
Description: This seminar will begin with an introduction on the history of the IDA. You will learn the benefits offered to members of the IDA, including access to knowledge provided by many experienced and successful leaders in the industry. Also covered will be the importance of certification to raise yourself as a professional within the industry.
- Learn about the IDA
- Understand the importance of setting goals and how to accomplish them
- See how the IDA can help you accomplish your goals
Speaker Bio: John has over twenty years experience in the auto industry. As the president of American Detail Corp., he has spent the past five years running it as a mobile detail business. Recently, he has begun transitioning to a fixed location.
3:00- 3:50 pm
Presenter: Art Baca, CD-SV; Art Of Detail
Description: This seminar is designed to help gain clarity on your core values and principles by discovering "your reason." You will gain clarity and confidence in how to align your business with your core values and gain fulfillment, not just success.
- Develop a bulletproof mindset and vision by aligning your business with your core values and principles
- Learn how to eliminate excuses and implement a plan
Speaker Bio: Art Baca is the CEO of Art Of Detail, located in Albuquerque, NM. He has been in business since 2015. He has experienced the same challenges and struggles many detail owners face. Art faced these challenges head on and, with the right mentors and mindset, was able to go from struggling to a very comfortable six figure income in a matter of six months. Art's mission is to help those struggling create a bulletproof mindset and vision for their future. He is the proud father and only surviving parent of two beautiful daughters and a loving husband to his wife, April.
IDA Annual Business Meeting, Awards Presentation, and Reception
5:00 - 7:00 pm
Come to our IDA Annual Business Meeting and Reception! We will update you on the state of the industry and the IDA, announce the IDA Awards winners, and give you the opportunity to visit one-on-one with other IDA members at a reception following the meeting. Open to all detailers. Do not miss this event — you never know, you may win an award!
Annual Business Meeting Sponsored By:
Awards Program Sponsored By:
Saturday, January 12, 2019
IDA Certification Event - Phase II (SV) - Registration is full. Please email Event Coordinator Cara Anderson to be added to the waitlist.
8:00 am - 4:00 pm
The Skills Validated tests represent the four primary categories that each candidate must demonstrate their “hands on” ability to perform. The detailer must perform each phase of the testing on their own, and meet the minimum proficiency expected in order to pass. The exam is presented in a scenario-type format to afford the detailer the opportunity to demonstrate the abilities expected of the Advanced Detailing Professional. The applicant must have already completed Phase I Certification, having passed the 10 written exams, to fulfill the classification of Certified Detailer. Phase II Skills Validation testing demonstrates hands on skills and in-person testing by an IDA CD-SV, RT (Recognized Trainer) in areas covered in the written exams: Wash Bay/Prep, Interior, Exterior Correction, and Finishing Steps.
Please Note: Before registering for the Skills Validated event, the applicant must have already completed Phase I (CD) Certification, having passed the ten written exams, to fulfill the classification of Certified Detailer.
10:00 am - 4:00 pm