Member Spotlight: Dave Reed, CD-SV

Dave Reed, CD-SV, is a member of the 2023 IDA Board, a member of the Board for the IDA UK Chapter, and Owner of D.A.R. Detailing, located in Liskeard, Cornwall, UK. We had the pleasure of speaking to him and hearing about his journey to owning a detailing business.

International Detailing Association (IDA): How did you get into the detailing industry?
Dave Reed (DV): I moved location after “escaping” the corporate world of work. I sold my house, moved down to the South-West of the UK to Cornwall, and set up full-time as a unit/shop-based detailer, having decided to turn a hobby into a business.

IDA: Please tell us your business’s story.
DR: I spent 30 years in the airline industry, mainly in industrial and employee relations as part of the HR team. My last few years were spent running part of the ground operation in Terminal 5 at London Heathrow Airport. I’m one of those guys that turned a hobby into a business. I always loved working on friends' cars and friends of friends. My services built up a reputation. I left the airline industry, sold my house, and moved to the South-West of the UK, down to Cornwall. I set up full-time as a unit/shop-based detailer while offering mobile detailing services the first week of each month. I found more efficiency operating this way.

The company name is D.A.R. Detailing, which is no snazzy or imaginative acronym. It’s just my initials — Dave Alan Reed. The “R” on my logo is back to front. This way, as a reflection photo in a customer’s car, it looks like RAD, which is an old-school term. I was bought up around BMX bikes, so I liked it, and it stuck. 

IDA: In what products or services does your company specialize? 
DR: D.A.R. Detailing mainly offers paint enhancement/correction services and ceramic coatings by Garage Therapy and Labocosmetica. We are known as one of few detailing shops in the Southwest Region of the UK that offers brake caliper painting and refinishing services, as well as regular detailing services.

IDA: What do you think is the most important factor to being successful in the detailing industry?
DR: A few very important factors immediately spring to mind here — from customer service, professionalism, efficiency in business, etc. But THE most important factor, in my opinion, is to “stay on your side of the street.” Don’t worry about what others are doing, focus on your own business. Price your work based on your skill, knowledge, experience, and business overheads. Stick to your worth. Don’t be tempted to get into a race to the bottom. After all — we are in business to make a profit.

IDA: Are there any awards/certifications/accomplishments that you or your business has earned and would like to share with us?
DR: One of our first accreditations was to become PVD-approved. In the UK, we have the Professional Valeters & Detailers (PVD) trade association. In order to raise the bar and to strengthen industry standards, PVD implemented an approval process for existing members and all new members. This involved a 100-question exam and a 3-hour practical assessment with a PVD assessor. In IDA terms, this is similar to the IDA CD, SV process, with an IDA RIT overseeing your SV exam. Having greatly enjoyed the process, I wanted more. So, I joined the IDA initially to take my CD exams. Then I went on to take the SV exam. I collected a few other accreditations along the way with ceramic coating companies, the FlexPerts course with the UK Detailing Academy that has 2 RITs and is an IDA Recognized Training Center (RTC), as well as a PVD Assessment Centre.

IDA: What is the best advice you ever received?
DR: Work with, not against, other detailers in our industry! Someone in this industry said to me, "There are enough cars to go around." I’ve grown my business, earnt more respect, and helped grow the industry. I believe in working together rather than against other detailers, many of whom have also become good friends.

IDA: What tips do you have for the new detailer? For the experienced detailer?
DR: For the new detailer, have a business plan! Cost out your services down to the “cost per wash” to ensure you know exactly what revenue you need to generate to cover your business outgoings, whilst also making a profit and being able to live. Don’t start out trying to compete with the lowest price service in your area. It’s VERY hard to increase your prices with regulars once you have set them. Know your worth, value your time, and price your skill accordingly. 

For the experienced detailers, keep an open mind on growth and expanding into new services, but treat a new service and any associated equipment outlay (e.g. PPF, Dry Ice, etc.) as a new business venture and research and have a business plan for that service accordingly. Explore the longer-term benefits and any risks that take your time away from earning revenue by continuing to do what you currently do well.

IDA: Funniest business moment?
DR: It certainly wasn’t funny at the time, but I do look back now and chuckle at a situation a couple of years ago. A customer came to collect his corrected and ceramic-coated Rolls Royce on the morning of his daughter’s wedding. It was being used as the wedding car, and the lock to my shop door failed, meaning that we couldn’t get in to showcase/handover the car let alone get access to the car to get it out and on its way to do its job for the owner’s daughter’s wedding! Emergency measures were required, and I had to drill the locks to get access and get the customer his Rolls Royce back.

IDA: Why did you decide to get involved with the IDA?
DR: I initially got involved with the IDA after taking the PVD exam as part of the PVD Approved process with the Professional Valeters & Detailers trade association. I really enjoyed the process, and the PVD exam got the cogs turning in my head in a way that I enjoyed the exam. I wanted to do more of this, so I signed up to the IDA and immediately signed-up for my 10 CD exams. I went on to do my SV, got involved in the UK Chapter Certification Committee, gave service, then applied for a UK Chapter Board Position. In 2023, I was very proud to be elected to the IDA Board and as a board liaison position for the Marketing & Communications Committee. 

The IDA is a great opportunity to get involved in our industry. You get back what you put in and meet some great supportive detailers, operators, and suppliers along the way.

IDA: How has your involvement with the IDA affected your business and your career?
DR: My language when I talk to customers and explain our services has changed. This, together with being an IDA member and CD-SV certified, gives the customer confidence that they are paying for a high-end service with a detailer that invests in his professional development, which in turn helps grow the business.

 

 

*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.