2022 IDA Detail Supplier of the Year: AMDetails

Congratulations to the winner of the 2022 Detail Supplier of the Year Award, AMDetails. This award is presented to a product or service supplier that has been nominated for making a significant contribution to the detailing industry by meeting at least two of the required criteria. AMDetails has not only met the required criteria but has maintained a superior reputation within the industry. We had a chance to speak with Alan Medcraf, CD-SV, RIT, Owner of AMDetails, to learn more about what this recognition means to him, his business, and his team. 

International Detailing Association (IDA): What does this accomplishment mean to you and your team?
Alan Medcraf (AM): Being nominated was a bit of a shock to the system. Sometimes you get stuck in the motions and lose connection with your "feedback loop." Customers say thanks, you get a positive review online, and it gives you a little lift. But the team and I have been so busy we maybe lost sight of this. The award nomination made us stop and think, "WAIT, our peers have taken the time to put AMDetails forward." Now that changed the entire feeling at our company. I'm buzzing for my team, past and present, for getting this acknowledgment.

IDA: How long have you been in the industry? How did you get involved?
AM: Officially the chemical business went solo and launched independently in 2015, but it was always running alongside my detailing services since 2010. I crashed my first car when I was 18 and serving in the military. The military painters fixed the car for me on the cheap. Back then, there wasn't a great deal of knowledge and information available in the UK, so I was purchasing chemicals and my first dual-action machine from America and practising on the poor paintwork to try and get it to a reasonable finish. Which, as you can guess, was a lot of work as I was doing everything wrong. But over time and through attending training, I developed a better understanding of the craft that is creating #ShineShots. Oh, and don't hate on the military painters, haha. They paint aircraft matte grey.

IDA: How Did AMDetails get started? 
AM: I was diagnosed with Crohn's disease in my early 20s, so I was told I would be medically discharged from the Military. Now stationed at RAF Lossiemouth, a beautiful part of the world where this phenomenon called "detailing" wasn't known, we saw the opportunity and went for it. I started mobile from a small hatchback and then worked in a farmers' shed that had small stones as its floor. Eventually, we moved into the unit everyone knows today.

The chemical side of the business came from us wanting to be AMdetails "Detailing Solutions", which was to educate the highlands, carry out services, and train the customers on how to maintain it or to see the work involved. But supplying the chemicals back in 2010–2015 was difficult. Companies were not entertaining YouTube detailers "yes that's me" as a reseller. So we looked into creating our very own chemicals we could use and then supply to our customers. From there, it boomed!

IDA: What were some major obstacles that your business had to overcome?
AM: For the business, it is our location. It's beautiful, and servicing our locals is easy enough with our walk-in shop. However, we are in a remote part of the UK. So, our biggest obstacle was shipping to and servicing our customers all over the UK.

I blagged it and faked it till we made it with a large courier company just to get the contract. Then we matched the UK shipping prices even though we were losing about £6.00 per box because of our "location charges." Once we overcame this as an expense, the orders came in.

What I want readers to take away from this is to find your customer's pressure points and relieve them. Customers will not pay £12.00 shipping even if that is what it costs us. So play with your "offer architecture" and find the sweet spot. For us, it loses money on shipping to match the UK and then runs ransom 1–2 monthly free shipping deals. Even when we run FREE SHIPPING, our average order value rises! 

Customers fill the basket up, and thinking makes the most of free shipping. Weird, right? As you would think, they would buy that 1 product they've been waiting on and have it shipped — like Amazon Prime.

So, I advise the readers to play with their packages and see if they can leverage perceived value. Giving something for free might land a higher money service.

IDA: What would you say is key to your ongoing growth and success in this industry?
AM: From a supplier's point of view, it's customer service and constantly growing options. Customer service and information keep your current customer base happy and may get you some new ones from word of mouth. But to solve "new customer" problems you must increase your inventory. Then they will solve their problem. They will purchase something, see how good the customer service is and buy other products.

Our service business is farming the customers you have. Think about the perfect journey for a certain customer profile and then build your sales/marketing around that "perfect service."

What does this mean? Don't just have a customer in for a ceramic coating job and say, "thank you very much." Make sure to get that review, and also, through the whole journey, talk about your advised maintenance and build bundles and packages to maintain that ceramic. So that customer who gave you £1000.00 for service is worth £1500-2000 over a year if you get them back every three months for a "maintenance service."

IDA: Who inspires you most in this industry?
AM: I'm in the privileged position that because of what I've done, I've met and become close friends with those who inspire me, and we talk daily or weekly. Surround yourself with people who amplify your definition of success.

But to be honest, I get an energy boost from students. I'm lucky that I've worked my way to finding this passion for teaching. Not because I'm super knowledgeable, but because I love to meet students at different parts of their detailing and business journeys and share knowledge with them. I've traveled all over the world doing this and met so many diverse characters and business styles that I get a buzz every time.

So doing that is what inspires me. It gives me the reality check to make sure my business, team, and products are all growing and being inspired too.

IDA: What words of wisdom would you like to impart to your fellow detailers?
AM: Well, if I haven't accidentally already waffled enough in this article, I would say:

Detailers - Find the work you enjoy doing for the people you enjoy working for, and then CHASE MORE OF THAT! What that means is that's the work you show on media, that's the people you emulate, make sure your business is visible where they "hang out" so you are always in their minds. Also, never be afraid to call a customer to ask how they are and if they need you. These are not cold calls. But people get busy and forget. How often do you forget to pick up the dry cleaning even though you know it needs to be? If you don't like calling, then set up an email list or text reminder service.

Suppliers - You have to do it for the customer. I'm guessing the relentless work we did through COVID is what got my team nominated for this award. Not only through our service and product offering. But we are always there to help, giving tips, tricks, and advice. Sometimes we were even just the ear to let people vent about life.

*The views and opinions expressed in this article are those of the author(s) and do not necessarily reflect the official policy or position of the IDA.