Member Spotlight: Jessica Rook, CD-SV, MC

International Detailing Association (IDA): How did you get into the detailing industry?
Jessica Rook (JR): I grew up in the automotive industry, helping run my dad’s specialty mechanic shop while cleaning up cars, classics, and boats on the side to earn some spending money. I spent many years outside the detailing industry, growing a professional career and owning other small businesses. Then, a significant change in my spouse’s health and cancer journey brought us to make a list of things we would find joy in doing that would provide us the flexibility needed to attend to what mattered most – health and family. Detailing was at the top of both our lists, so it was a natural jump right back in! 

IDA: Please tell us your business’s story.
JR: Final Approach Detailing was built with a whole lot of passion — but also out of desperation to make things work for our family. My spouse had been undergoing stage 4 cancer treatment and returning to a traditional work environment and our previous business/passion — aviation — was no longer an option. We knew we needed a business that allowed us flexibility and creative outlets to just enjoy ourselves, our time, our family, and our craft. Fast forward — we now have a large commercial facility, an incredible team, and a business built around our family’s personal needs. As a bonus, we get to wake up every day passionate about what we do and how we do it!

IDA: In what products or services does your company specialize?
JR: Final Approach Detailing specializes in long-term protection and preservation, offering ceramic coating, paint correction, and specialty detailing services. We also operate a retail storefront for our clients and community and look forward to expanding into a film soon.

IDA: What do you think is the most important factor to being successful in the detailing industry?
JR: I think the most important factor to being successful in the detailing industry is to think like a business owner first and a detailer second. If you are evaluating your success by the coolest car you have detailed, the most advanced skill you have learned, or how many vehicles you accomplished in a week, you are doing it wrong. The key to long-term success in the industry isn’t being the greatest detailer, it’s building a solid detailing business. Let’s face it, anyone can learn to detail, some may even be a better detailer than you — I said it — but not everyone can develop, lead, and sustain a successful business. That must be priority #1 if you are in it for long-term success!

IDA: Are there any awards/certifications/accomplishments that you or your business has earned and would like to share with us?
JR: In addition to my IDA CD-SV and Marine Certification, I have been honored to be selected for the Motorlux (formerly McCall’s) Official Detailing Team and detailed some incredible vehicles at Monterrey Car Week this year. I have also been recognized among my peers with some awards and accolades that represent my commitment to my craft, others, and the industry. Professionally, our business has received recognition locally and from our service partners, including being a Top-Rated Service Center by CARFAX in 2021.

IDA: What is the best advice you ever received?
JR: The best advice I have ever received is to invest in self-development versus skill development. Sure, we all need great skills and talent to detail, but to have a business to detail within, we need to grow our entrepreneurial skills just as much. In most cases, detailers do not have a background in important business skills such as management, leadership, accounting, human resources, marketing, and more. Investing in self-development does not mean you need to pay large amounts of money to attend a training, though they can be helpful. You can play an audiobook while you work, take a community education class in your slow season, or find a mentor to help you get to where you want to be in your business. But prioritize growth in this area just as much as you do your detailing skills.

IDA: What tips do you have for the new detailer? For the experienced detailer?
JR: For the new detailer, my tip would be to start small and start right. You do NOT need every tool, product, and piece of equipment, despite what YouTube is telling you. Start small and as you grow in your craft and your business, start upgrading, investing, and expanding. Also, be legitimate and above the board! Get registered, licensed, and insured — whatever that means for your state, country, or region — but protect yourself, your business, your clients, and their investments from the start. 

For the experienced detailer, my tip would be to provide an exceptional customer experience from first contact to service delivery! Whether you are mobile, home-based, small shop, or large commercial facility — go above and beyond your customer's expectations with your service experience. Utilize the tools available to you such as CRM systems, payment processing systems, email marketing, etc. to develop a service experience that is unlike anything they get elsewhere. Providing exceptional service is an art form that must be constantly improved and fine-tuned — just the same as your detailing skills.

IDA: Funniest Business Moment?
JR: There are quite a few funny moments to pick from. Most recently, I was in a van full of my fellow Motorlux Detailing Team members and looking out the window to an intriguing California landscape wondering why the soil was so sandy in that area. My teammates then encouraged me to turn around and look out the window behind me to the giant ocean on the other side of the road. We have now coined the inspirational quote, “When life looks sandy and desolate on one side of the road — just turn around — there’s an ocean on the other side."

IDA: Why did you decide to get involved with the IDA?
JR: I decided to get involved in the IDA to align myself with like-minded network professionals and companies who were actively engaged in the detailing industry and were committed to growth, not just of themselves and their business or brand, but of the industry.

*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.