Member Spotlight: Craig Brigham, CD

Each month we feature a Member Spotlight. This month we spoke with the UK Chapter President, Craig Brigham, CD. He is also the owner of The Detailing Detectives Ltd.

 

International Detailing Association (IDA): How did you get into the detailing industry?
Craig Brigham (CB): I grew up in a family of funeral directors, and, in this industry, cleanliness and presentation are key, especially when it comes to vehicles. I think I first started washing vehicles at the age of two, with a pair of wellington boots and a bucket of car soap. Whilst I was at college, I used to help wash and polish the funeral fleet. It was only when I started to drive that I then started to research more into the products available, and the love started from there. 

IDA: Tell us more about your business. 
CB: I started the business in July 2016, with my fellow Directors Sam and Adam. It was a part-time venture, with a £20 Pressure washer,  a £20 hoover, and about £60 worth of chemicals. On February 5, 2018, I went full-time into the business, and we have grown rapidly from that point. We have two vans out on the road and are looking to purchase a third to add to the fleet.

IDA: In what products or services does your company specialize? 
CB: We are based in Worksop, Notts, UK. Our business is mainly based on a regular weekly, fortnightly, and monthly maintenance valets, which brings in about 85% of our revenue. However, we do all aspects of valeting and detailing, from a simple exterior wash to full-blown paint correction and ceramic coating. Customer Service is always at the forefront of our business. 

IDA: What do you think is the most important factor to being successful in the detailing industry? 
CB: For me, it’s the ability to constantly evolve and adapt to the ever-changing innovation of the industry and the client requirements. Being able to adapt to these changes and updates enables you to provide the best service to your clients. 

IDA: What is the best advice you ever received? 
CB: “Work for the customer and not for yourself.“ I’ve heard this so many times, it’s drilled into me now.
Too many businesses end up trying to chase perfection on every single service. This usually leads to the loss of revenue and the customer is none the wiser of the extra effort you’ve put in. Instead, work to the customer’s expectations and budget. It’s ok to stop and say NO. You can always build a good business based on honesty.
We are always open and honest with our clients about the expected results. 

IDA: What tips do you have for the new detailer? For the experienced detailer? 
CB: To be fair, this is relevant to both. Never stop educating yourself and listen to others. You may feel you are the world's expert at something, but all it takes is one conversation or a webinar to find out another way. This other way can make you more productive, faster, or better at providing results. 

IDA: What is your funniest business moment? 
CB: I have quite a few that can’t really be shared, unfortunately. However, one that does spring to mind is when I was cleaning the interior glass of a McLaren 570s. Those who know, the window drops a little when opening the door. So, I sat in the car, closed the door, and the whole interior door card came crashing onto my lap. Stood straight in front of the car, looking at me was the client absolutely wetting himself, apparently, it happened often. The car didn’t last long after that, it was soon traded in for an Aston Martin. 

IDA: Why did you decide to get involved with the IDA? 
CB: I joined the IDA back in 2017. I was intrigued about the education elements, webinars, etc. I wanted to ensure I could constantly educate myself on different techniques, methods, and business styles. 
For the first few years, I didn’t really get too involved with the IDA. In 2018 I took my Certified Detailer Exams. I then wanted to do the Skills Validated exams, but a lack of events in the UK prompted me to reach out and start asking questions. Before I knew it, in October 2019, I was invited to be part of the restart of the UK Chapter Board. The IDA is now well-set in my veins and I’m the UK Chapter President for 2021.

IDA: How has your involvement with the IDA affected your business and your career?
CB: I have gained so much from others within the IDA, from business tips and tricks to new friendships. I can honestly say the connections I’ve made over the last 18 months are incredible. Our business is so much more efficient thanks to other IDA member's input. 
I also love the fact I have the ability to call or message industry legends for help, assistance, or a good old chin wag.