Sponsor Spotlight: Malco Products Inc.

For this month's Sponsor Spotlight, we spoke with Seth Glauberman, President of Malco® Products, Inc., an IDA Diamond Sponsor. 

International Detailing Association (IDA): How long have you been with Malco Products, Inc.? Were you a detailer prior to becoming a supplier?
Seth Glauberman (SG): Malco has been a family-owned and operated business since my grandfather Murray Glauberman started the company in 1953. I have been part of Malco my whole life. Growing up, I always knew about the business. As a child, I would visit the plant with my dad and hang out in his office while he worked. My dad and mom used to host business dinners in our family home for international customers and business partners. One day, when I was at Malco with my dad, he had me hang out in the lab, where I had to clean, buff, and wax a hood. When I finished, I asked the chemist if I could pour acid on the hood and light it on fire, just like the infomercials from the 80s. He just laughed, and that was my first introduction to detailing. My dad and former Malco President, Stuart, never forced my sister or me to be part of the business. We just always knew that someday we would. My parents encouraged us to attend college, earn a degree, and explore other career opportunities before officially joining the business. When I formally joined Malco in 2004, I started in the plant as a process improvement engineer and eventually moved into our contract-filling business for a couple of years. My passion was always around the automotive industry and detailing, so I jumped when I had a chance to join the automotive group in 2008. Since 2008, I have focused my energy on the sales and marketing of our proprietary automotive brands. In 2020, when my dad decided to semi-retire and step down as company president, I transitioned to President of Malco Products, Inc.

I used to detail cars with my buddies in high school since we were all into cars. Though I really learned the detailing business when I started detailing cars as my summer job in high school and college. I did have a leg up on most fledging detailers since I got to use our detail bay at Malco as my shop and had the Malco trainers to learn from and teach me how to properly use the chemicals when I had a particularly challenging detail. I remember my Uncle Jay teaching me about the importance of interior cleaning since that's where the client spends the most time and how you can differentiate yourself as a detailer. When I got older and reflected on my time detailing cars, I realized detailers don't have the free training, product, and space I had. It was a great gig considering I had no expenses. Though the experience was invaluable to me because of the product knowledge and detailing techniques, I learned.

IDA: What made you switch to becoming a supplier?
SG: Malco has always been a supplier to the professional detailing market. My years as a detailer laid a foundation for my career and provided product and technical knowledge I still use today.  

IDA: What type of training does your business offer?
SG: Educating our customers and the next generation of professional detailers is always top of mind at Malco. We are always trying to share information on new products, new techniques, or better processes that will make the life of a detailer easier and more productive. At our Barberton, Ohio headquarters, Malco has a classroom and detail bay to offer in-house detailing classes for our employees, distributors, and customers. Pre-pandemic, Malco offered four to six multi-day classes per year and many more with our distributors domestically and internationally. Since the pandemic, we have just started ramping up our training program. We hosted two employee events and two customer events last year. Malco's Director of International Sales, Louis Vernon, is an IDA Recognized Independant Trainer, so some sessions will offer IDA certification or skills validation to employees or customers interested in becoming IDA members. In addition to in-person training, Malco provides more than 50 how-to videos on the Malco Automotive YouTube channel, and will be hosted on our new website launching in June.

IDA: What are some of your company’s attributes that make you stand out in the industry?
SG: At Malco, family is everything. We view our employees, distributors, and detailers as part of the Malco family. Every day we strive to provide our employees with the best work culture possible. We strive to produce high-quality products our employees can be proud of and that our customers love. Every decision we make and action we take is about being our customers' best partner and producing automotive detailing products that are the choice of the pros.

IDA: Is there any advice you would give to detailers that may be looking into transitioning to product sales, distribution, or manufacturing?
SG: It is easier to sell something when you understand what you are trying to sell and who you are competing with. If you are considering the transition from detailing to sales, distribution, or manufacturing, establish a solid foundation first. Learn the correct way to detail a car from start to finish. Learn as much about the available products and tools as possible and be willing to try things you have never tried before. The more knowledge you have about your products and the competitive options, the better off you will be. If you are transitioning to sales, the best advice I can give you is to listen to your customer. Ask about what challenges they face, and listen to what they say. Then offer them a solution to their problem. Focus on the quality of sales call over the quantity and always be closing sales. If you don't ask for the order you won't get it. Be prepared and always have the next step in mind. The customer purchases from you because you have provided value to them either with knowledge, problem-solving, or quality products. Beyond sales skills and product knowledge, networking will be a detailer's best friend, no matter which avenue you take. Through networking, you develop relationships with all types of people inside and outside of the automotive industry, and you never know what opportunities will come from fostering those relationships.

IDA: What are some of the struggles your company has overcome to get to where it is today?
SG: Difficult economic times, supply chain shortages, dips in the market, changes in technology, and labor shortages all affect a business at one time or another. When a company has been in business for 69 years, it will face challenges over the years. When my grandfather originally started Malco, it was a specialty chemical company focusing on oil additives and chemicals to keep a car in good working order. As the automotive service industry began to change, my grandfather saw a need for Malco to broaden its product offering. In the late 70s, he expanded the product portfolio to include car care or detailing products, and the business began to grow and reach new markets. In March 2020, when the pandemic hit, Malco faced tremendous challenges like never before, like all companies worldwide. We had to adapt, make changes and maintain our business to the best of our ability. 2020 and 2021 were some of the most challenging years we have seen in the Malco organization. However, I am proud of how our family of employees and distributors came together to support each other through such a challenging environment. While there are still some residual challenges today, we have seen improvements in the last three months in the supply chain.

IDA: Why does your company believe it is beneficial to support the IDA?
SG: Malco firmly believes in supporting the IDA. Anytime a manufacturer can be involved in an organization that helps shape the industry, it is good. Through the IDA network, everyone at Malco has greater access to industry peers to learn something new and share knowledge. Involvement with customers, partners, and competitors helps foster a strong community and supports the growth of an industry that otherwise might become stagnant. A strong industry creates opportunities for all of us. Even though you might compete on the street, we are still all detailers, distributors, and manufacturers that want the industry to thrive. 

IDA: As a supplier, what changes would you like to see made in the detailing industry?
SG: The IDA has made considerable strides in legitimizing the importance of training and helping bring respect to the detailing industry. Detailers are not just car cleaners. They are innovators, business owners, and problem solvers. I want to continue to see detailers get the recognition and respect they deserve. 

The Malco Products, Inc. team had the opportunity to attend the 2021 Motorsports Hall of Fame Induction Ceremony. Pictured are Lauren Osina, Seth's sister. Seth Glauberman and his dad, Stuart Glauberman. Seth is the President of Malco and Lauren is Corporate Communications Manager.

This is a product display from the 1970s featuring Leather & Plastic Cleaner. The first automotive detailing product Malco founder Murray Glauberman launched. This product is still one of our top-selling products in the Malco Automotive line.

Disclaimer: Malco® Products, Inc. is a 2022 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.