Member Spotlight: John Herrison

John Herrison is the President of the IDA Brazil Chapter and the owner of Lava Jato e Estética Automotiva. We recently had a chance to speak to him and find out how he got started in detailing.

International Detailing Association (IDA): How did you get into the detailing industry?
John Herrison (JH): About 15 years ago, I started consulting for the vehicle resale sector. In this consultancy, I advised store owners and vehicle appraisers on improving results using sales techniques, vehicle detailing, and aesthetic services.

IDA: Please tell us your business’s story.
JH: I was a client of the establishment I now own, and I understood that it would complement the work I was already doing and that I would be able to deliver an even better result.

IDA: In what products or services does your company specialize? 
JH: We specialize in automotive, motorcycle, and boat detailing, doing everything from simple washing to glazing.

IDA: What do you think is the most important factor to being successful in the detailing industry?
JH: Honesty, without a shadow of a doubt, and passion for exceeding our client’s expectations with the services we deliver.

IDA: Are there any awards/certifications/accomplishments that you or your business has earned and would like to share with us?
JH: We are the Master Licensee of the Gzox Brand, the only one in the northeast and one of the few in Brazil. In 2023, we were awarded 2nd place in the Gzox Marathon in Brazil.

IDA: What is the best advice you ever received?
JH: Money creates relationships between customers and suppliers, but the effort to deliver an ever-better experience and service creates relationships of friendship and admiration.

IDA: What tips do you have for the new detailer? For the experienced detailer?
JH: Be humble, seek to deliver more than what is requested, and never stop seeking new knowledge.

IDA: Why did you decide to get involved with the IDA?
JH: I wanted to join an institution that could guide me to knowledge and support my professional growth and development.

*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.