Sponsor Spotlight: Gliptone

For this month's Sponsor Spotlight, we spoke with Rocco Caporaso, Jr., Owner and President of Gliptone, Inc., an IDA Platinum Sponsor.

International Detailing Association (IDA): How long have you been with Gliptone? Were you a detailer prior to becoming a supplier?
Rocco Caporaso, Jr. (RC): I purchased Gliptone in 1997. Gliptone has been manufacturing and supplying premium quality car wax and additional car care products in local, domestic, and targeted worldwide markets since 1947. My journey began as a detailer of limousines at the age of 15, in the early 1980s. It started out as a chore contributing to the family’s limousine business, then just a few years later evolved into a registered business called ‘Dirtbusters.’ Dirtbusters expanded cleaning services to include fleet service washes, power washing, and restoration of residential and commercial wood, stone, and concrete buildings and surfaces. 

IDA: What made you switch to becoming a supplier?
RC: Opportunity rang when I was about 19 years old! Literally, it was sparked by a ‘wrong number’ phone call. The caller was a sales representative of a prominent detail supply product manufacturer of that time. He was in town from out of state with the sole purpose of visiting with another detail shop in the same region of Long Island. That other shop was also called ‘Dirtbusters’ and had previously inquired about becoming a distributor for their product line. Since my company was registered, insured, and listed in the ‘phone book’ — a ‘Phone book’ is what we used back in the day to find businesses, telephone numbers, and addresses before ‘Google’. Anyway, this fine man gets to town and misplaces that shop's telephone number, reaches for that trusty ‘phone book’ and finds my company. Thinking he had the same company; he proceeded to call me and discuss the opportunity. Truth be told, I went on allowing him to think he had his target prospect until 30 minutes into the call. Of course, I did ultimately level with him. We agreed to meet, and the rest is part of some interesting history!

I would go on to become that company’s fastest-growing distributor in my first year and earned the title of ‘Rookie of the Year’. My method of servicing the automotive detailing industry was like that of a ‘Snap-On’ or ‘Matco Tool Truck’. My first ‘Route Truck’ was a van that was jam-packed with products and ancillary-related supply items. My unique selling proposition was very simple in that I was dependable, hardworking, and determined to contribute towards helping my customers grow their businesses. It worked! The shops that I serviced became the most successful in their markets! They grew their businesses and thanked me by giving me the lion's share of their purchases.

My contribution to the industry was paying off so I added an additional employee and route service truck in each of the next three consecutive years. My status with the manufacturer earned me a number ten position in my second year. Then I moved into their number five spot in my third year and ultimately reached their number one, world’s largest distributor position in my fourth year. I would ultimately move on to buy out two of my local competitors with the largest acquisition coming in 1997 with the purchase of the well-respected Gliptone Wax Company.  

IDA: What type of training does your business offer?
RC: Since the beginning, training and end-user support has been the cornerstone of our success. Each Gliptone distributor is trained and qualified to provide hands-on guidance and support at the local level for their ‘end-user’ customers. Gliptone's regional technical support team provides support to those distributors and key accounts within their respective territories.

Gliptone also offers coating application training. Introductory seminars are offered from time to time at no charge to attendees. More comprehensive two-day certification classes are offered monthly for a fee. Graduates of this training receive an official designation as a Gliptone GT Quartz Certified Application Center. This designation includes numerous benefits such as social media promotion, special pricing, and participation in Gliptone’s GT Quartz warranty program, which also includes having GT Quartz coated cars registered with CARFAX. 

IDA: What are some of your company’s attributes that make you stand out in the industry?
RC: Innovation and support indoctrinate our ‘Family’ or ‘Team’ of Gliptone distributors and end-users into a culture of improvement, perfection, and contribution. Our Gliptone philosophy is to create safe, environmentally friendly products that help end-user technicians make their job easier while producing the best results possible. We don’t allow ourselves to become distracted with product trends that may be considered ‘sexy’ or ‘trendy’ unless we are confident that they make a solid contribution to improved results! Initial and ongoing training for distributors and end-users is key! 

As it relates to our current worldwide family of Gliptone distributors, my philosophy today is the same as it was when I was a route guy supplying and nurturing detail shops, and that is to guide and encourage our distributors to employ the exact same strategy that worked for me as I grew this business in the early days. Training, along with initial, and ongoing ‘end-user’ support!

IDA: Is there any advice you would give to detailers that may be looking into transitioning to product sales, distribution, or manufacturing?
RC:  The good news is that detailers who have many years of ‘good’ experience in all aspects of wholesale, retail, high volume production, and high-end detailing have the foundation to be successful in product sales or distribution. Any detailer reading this article interested in making that transition is welcome to call me to explore their interests and pick my brain for input and guidance. 

IDA: What are some of the struggles your company has overcome to get to where it is today?
RC: Gliptone has survived numerous struggles and growth hurdles, including regulatory issues that require formulary changes to comply with the local requirements of various markets throughout the world. Also, logistical and quality control issues when warehousing, manufacturing, and distributing in markets like Europe, the Middle East, India, Australia, China, and South America. In this regard, Gliptone has invested a significant amount of time, effort, and money in developing licensee and master warehouse distribution relationships that allows many of our most popular Gliptone products to be shipped as a kit or concentrate and then processed into what would be the identical final product as if it came straight out of our Long Island, New York factory. These steps were essential to assure that our distributors remain competitive.

Perhaps the most current and noteworthy challenge for Gliptone — and the entire manufacturing industry — is our ability to manage and control raw material shortages and skyrocketing prices. The current frustration levels in this area have been far worse in 2021 than at any other time since my involvement in this industry as a manufacturer! 

IDA: Why does your company believe it is beneficial to support the IDA?
RC: I have long respected this industry and the hardworking, often unappreciated, detailers who break their backs for their craft of improving and protecting the appearance of automobiles. For the first time in 35+ years that I have been in this industry, this trade is receiving the recognition and respect it deserves! In my opinion, this evolution is due in part to ‘Ceramic Coatings’ and the higher dollars that this process commands. It is also largely due to the desire of detailers to improve their skills and the available access they now have with the internet and training videos available to them. 

I have traveled the world providing training and support to detailers for at least the past 25 years, and the improvement I have seen in the skill level of ‘raw, start-up’ detailing technicians has been incredible. The continued efforts to train and support this industry will further advance its growth and improvement. From what I can see, the IDA is committed to advancing this cause and continuing to spread knowledge and professionalism.   

IDA: As a supplier, what changes would you like to see made in the detailing industry?
RC: In my opinion, this profession is rapidly growing because of an industry-wide interest in improvement and advancement. I would encourage more detailers to pursue personal and team growth through training and hands-on experience. Other than this, there is little I would change. 

Disclaimer: Gliptone is a 2022 IDA Platinum 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.