IDA Sponsor Spotlight: Detailed Image

International Detailing Association (IDA): How long have you been with Detailed Image? Were you a detailer prior to becoming a supplier?
Greg Pautler (GP): I have been with Detailed Image for 16 years. Prior to becoming a supplier, I did spend time working as a detailer. 

IDA: What made you switch to becoming a supplier?
GP: Right from the beginning we offered both high-end detailing services and sold high-quality products through our online store. I genuinely loved both businesses, but when we needed to move to a bigger location we had to make a decision. I just felt our skill sets were best utilized with our online store. I love introducing detailers to a new product that really helps them accomplish their detailing goals. 

IDA: What type of training does your business offer?
GP: We don't have formal training but we try to provide a robust educational experience through our Detailing Guide, Detailing Dictionary, YouTube channel, and over 1,400 articles on our Ask-A-Professional Detailer Blog. We are aiming to add some online training classes in the future.

IDA: What makes your company unique compared to other suppliers?
GP: We have a team of people that are genuinely passionate about finding the best detailing products in the world and getting them to customers as fast as possible and at the lowest prices. We have 16 years of experience obsessing over the little things to keep detailers well stocked with the best products. 

IDA: Is there any advice you would give to detailers that may be looking into transitioning to product sales, distribution, or manufacturing?
GP: I think you have to look at where your passions and talents truly lie and follow them. While running your own detailing service, you spend a huge chunk of your time detailing and deriving satisfaction each time a customer picks up their vehicle. If you transition to the other businesses in the detailing world you are often in an office, testing products, or traveling. The gratification is much less instantaneous. The positives are that it’s less physical and it’s more scalable. As for manufacturing, in my opinion, the market is approaching oversaturation with brands, which eventually will lead to a bursting of the bubble. If you feel you have something truly unique then you should pursue it, but if you are re-labeling from existing manufacturers it is a much more difficult path forward, especially long-term.

IDA: What are some of the struggles your company has overcome to get to where it is today?
GP: Any retail business is tough, as you depend on very slim margins while competing directly against Pep-Boys, Wal-Mart, Amazon, etc. Shipping rates and fees are continuing to climb but customers may expect free shipping like Amazon Prime offers. Shipping regulations are also becoming increasingly strict, so you have to be trained on FAA DOT Hazmat policies and reading MSDS sheets. With the shipping regulations you must have a system to categorize every item you sell and only ship them through the appropriate shipping method, otherwise fines can be in the tens of thousands of dollars.  You will get hit with fraud and chargebacks that are very frustrating as well. We are lucky to have a great problem-solving team here that has created efficient systems and processes to ensure we can overcome them and still excel at what we do.

IDA: Why does your company believe it is beneficial to support the IDA?
GP: The IDA does an amazing job of educating detailers, elevating the detailing profession, and enhancing the overall perception of detailing in the broader community. I'm hopeful this means professional detailers can build good paying careers that provide for them and their families.

IDA: As a supplier, what changes would you like to see made in the detailing industry?
GP: If the auto manufacturers could provide us more information about the specific materials used and clear coats applied to vehicles that would be very helpful. Otherwise more education and more good people in our industry will keep us moving in the right direction.

Disclaimer: Detailed Image is a 2020 IDA Diamond Sponsor. The views and opinions expressed in this article do not necessarily reflect the official policy or position of the IDA. If you are interested in becoming an IDA Sponsor, please click here to learn more.