IDA Member Spotlight: Chris West

International Detailing Association (IDA): How did you get into the detailing industry?

Chris West (CW): When I invented Solution Finish in 2010, I used Professional Detailers to test the product a year before I actually launched it. So, the detailing industry got in with me ... I’m still a detailing hack, truly. 

IDA: Please tell us more about your business. 

CW: Thanks to our amazing detailers and distributors, Solution Finish has doubled our sales every year since I started the business. Solution Finish is now in eight countries and still expanding. We are on our third generation of the formula, and I believe it’s going to keep getting better. 

IDA: In what products or services does your company specialize? 

CW: Solution Finish Black Trim Restorer was the first product we introduced, followed by Fusion Grey. On March 1, 2020, we will proudly (and finally) launch Over the Top, our Solution Finish plastic sealer. Over the Top has actually been ready for over 18 months, but I have been hesitant to launch it because I want it to be perfect! It may still not be perfect, but it’s pretty good

IDA: What do you think is the most important factor to being successful in the detailing industry?

CW: On the manufacturing side, it’s twofold:

1) Never over-hype your product. Give people realistic expectations.

2) Customer service. We get back to everybody as quickly as possible and take care of the issue. I will never argue a problem; I just take care of it and make it right regardless.

IDA: Are there any awards/certifications/accomplishments that you or your business has earned and would like to share with us? 

CW: Well yes, there are, and I’m beyond grateful for the recognition:

• Our second year at SEMA, the Solution Finish DIY Kit Packaging took second place for Packaging and Design (out of 813).
• Solution Finish won a global media award at SEMA.
• In 2017, Solution Finish was named the IDA Detail Supplier of the Year
• Recently, in issue 10 of Pro Detailers Magazine’s Megatest (‘16 Shades of Gray’), Solution Finish came out on top (number 1 out of 16) out of the best in the world. If you can get your hands on that magazine it’s worth the read, it’s a damn good publication!

But something I’m equally grateful for is that we’re a family business. Ashley West, my oldest daughter, quickly became an integral part of Solution Finish. And of course my beautiful wife, Kim West, is my biggest fan and behind the scenes worker.

IDA: What is the best advice you ever received?

CW: My motto in life and business has always been this from Zig Ziglar: You can get everything in life you want, if you help enough other people get what they want.

IDA: What tips do you have for the new detailer? For the experienced detailer? 

CW: For new detailers: Take as many training classes and courses as possible, get your
certifications, and keep practicing.
For the pros: Share your knowledge and experience with the new guys and gals. That way, the industry builds up a strong foundation of professionals. Give back and you’ll be amazed at what happens.

IDA: Funniest business moment? 

CW: When I first started and got my equipment, I was showing a small group of businessmen how I bottle. But, not being familiar with the equipment, I didn’t pull down a lever… And it sprayed Solution Finish out of all four heads like a sprinkler and doused everyone. (I was the only one wearing work clothes LOL.)

IDA: Why did you decide to get involved with the IDA? 

CW: I believe not one of us is stronger than all of us. Having a professional association in any industry gives that segment legitimacy and support.

IDA: How has your involvement with the IDA affected your business and your career?

CW: I am very proud to be a founding member of the IDA. I mentioned earlier I am a true “hack detailer”; the more I learn about the detailing profession, the more I know what they need in the way of product development. The feedback and educational benefits of the IDA (the programs, webinars, workshops, training) – and the members – are worth their weight in gold to me.