The Detail Dialogue

In This Issue

President's Letter

Member Spotlight

New Members, Newly Certified Detailers October 2018

Member News

IDA at MTE 2019 Preview

IDA at SCWA 2019

2018 SEMA Wrap-Up

Business Links

Website Tips & Tricks

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

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IDA Board of Directors

Justin Labato, CD-SV, RT - President
Jonathan Munsell - Vice President, Operators
Mike Phillips, CD-SV, RT - Vice President, Suppliers
Dan Baker, CD - Treasurer
Mike Dickson, CD-SV, RT - Immediate Past President
Bob Eichelberg
Jim Goguen, CD-SV
Mark Johnson
Bob Myers, CD-SV, RT
Tom Palancia, CD-SV, RT
DJ Patterson, CD-SV
Jason Rose, CD-SV, RT
Rob Schruefer, CD-SV, RT
Sheryle Hazard, CAE - Executive Director 

Upcoming Events

IDA Certification Event - Phase I (CD) pres. by RUPES USA: Thursday, December 6, 2018

IDA Certification Event - Phase II (SV) pres. by Professional Detailing Products: Tuesday, December 11, 2018

IDA Certification Event - Phase I (CD) pres. by Autogeek: Saturday, December 15, 2018

See all event details on our calendar!

Start an IDA Chapter!

Are you interested in establishing an international Chapter of the IDA in your country or region?  Click here to learn how to form an IDA Chapter and discover all the benefits of doing so!

IDA Recognized Trainers

Faisal Al Balushi, CD-SV, RT
Kevin Awalt, CD-SV, RT
Jason Bjorneboe, CD-SV, RT
Michael Dickson, CD-SV, RT
Diane Doyle, CD-SV, RT
Renny Doyle, CD-SV, RT
Keith A. Duplessie, CD-SV, RT
Ron Evans, CD-SV, RT
Fabrizio Gagliardi, CD-SV, RT
Leviticus Gates, CD-SV, RT
Jeremy Harding, CD-SV, RT
Marty Hill, CD-SV, RT
Clint Hintz, CD-SV, RT
Eric Joseph, CD-SV, RT
Alan La Bergere, CD-SV, RT
Justin Labato, CD-SV, RT
Yvan Lacroix, CD-SV, RT
James Edward Lee, CD-SV, RT
Alan Medcraf, CD-SV, RT
Bob Myers, CD-SV, RT
Thomas Palancia, CD-SV, RT
Sean Peek, CD-SV
Mike Phillips, CD-SV, RT
Bob Phillips, CD-SV, RT
Michael Polosky, CD-SV, RT
Mike Raffaele, CD-SV, RT
Jason Rose, CD-SV, RT
Rob Schruefer, CD-SV, RT
Prentice St. Clair, CD-SV, RT
Prentice St. Clair, CD-SV, RT
Ed Terwilliger, CD-SV, RT
James Walker, CD-SV, RT
Bryan Walroth, CD-SV, RT
Paul Weidler, CD-SV, RT
Dann Williams, CD-SV, RT
Robert Wrasman, CD-SV, RT
Daniel E Yaworski, CD-SV, RT

To contact any of our Recognized Trainers or request Skills Validated testing, visit our Member Directory.  Interested in becoming an RT?  Click here to learn more about the application and approval process.

By Justin Labato, CD-SV, RT

Here we are, in the midst of another holiday season.  In some areas, shops shut down completely for the next couple of months.  Here in Florida and other warmer climes, we plug on through the winter.  The season can be slow, however, and I encourage those of you who typically experience a lull this time of year to be proactive in keeping your revenue strong.  

Consider, for example, some kind of holiday mailing to all your current customers, thanking them for their continued patronage.  You might also include a holiday special that goes through the end of January.  I suggest offering a free add-on versus a discounted price.

If nothing else, simply reaching out to your current customer base is likely to drum up some business.  A holiday greeting via text or email, and even a round of phone calls will remind your customers that you are around.  Many times, this results in the classic “I was thinking about calling you!”  (Read more)

- Justin Labato, CD-SV, RT
  2018 IDA President

Each month we feature a Member Spotlight.  This month we're talking with IDA Founder's Club Member Steve Goldman, President of Ardex Labs, Inc. in Philadelphia, Pennsylvania.

International Detailing Association (IDA): How did you get into the detailing industry?
Steve Goldman (SG): Detailing has been in my family since the 1940’s when my grandfather, Aaron, turned his love of chemistry into a business.  Early on, he developed a product for cleaning the whitewalls on tires.  Back then, the sidewalls of tires were mostly white, and people took pride in keeping them clean.  His clientele was mostly gas stations, where most car reconditioning occurred.  Aaron met up with a partner, Dexter, to help with the sales, and together they established a company they named “Ardex.”  

My father, Fred, started working after school as a salesperson and delivering products.  As my father got more involved, he eventually took over the business.  Ardex grew aggressively under his leadership.  Around this time, I spent summers capping bottles, and once I got my license, making drum deliveries.  After college, I joined Ardex on a permanent basis.  As the years passed, learning even more about the business and working in many different departments, I took a lead role at Ardex and am currently the President.

IDA: What is your most memorable career moment so far? 
SG: Over the years, I’ve seen many changes.  But my most memorable moment is when I first walked into our current facility.  At the time Ardex had been transitioning from a facility in North Philadelphia to one in a suburb of Philadelphia.  During that transition, we heard about an even better building that was a perfect fit for our needs.   The building was a huge leap from our original start in the basement of my grandfather’s house, to now, an 80,000 square foot building!  To celebrate our move, we planned a grand opening with local news coverage, a car show, and all the hoopla we could muster up.  We even got the Mayor of Philadelphia, Ed Rendell, to help cut the ribbon.  It was an exciting day that I’ll never forget.  I like to reflect on where we were so many years ago to where we have made it to today.  (Read more)

 Please welcome our new members!

• Ali Asiabanpour
  
• Omar Ben Miled
  
• Nate Bloom
  
• Joseph Borreta, CD-SV
  
• Hector Bruno, CD
  
• Bader BuQais, CD
  
• Rocco Caporaso
  
• Jason Chatterley
  
• Yulia Dudley
  
• Jordan Fenwick
  
• John Finerty, CD-SV
  
• Cory Flynn, CD-SV
  
• Michael Guzman
  
• Robert Harrell, CD
  
• Chip Harris, CD
  
• Oscar Hernandez
  
• Michael Howard
  
• Lou Hunter
  
• Jorge Luis Islas
  
• Sam Kimpton, CD
  
• Ade Koko
  
• Stephen Kostyk, CD
  
• Elvis Lemus
  
• Allan Linke
  
• Daryl Lyons
  
• Joshua Moore
  
• Gordon Murray
  
• Shridhar Naidu
  
• Gurjit Padam
  
• Zheng Qian
  
• Chris Ramsey, CD
  
• Luis Rodriguez
  
• August Ruscio, CD
  
• Walt Sanders
  
• Rodney Tawia, CD
  
• Jesper Thidé
  
• Eric Vargas, CD
  
• Carlos Vejar
  
• Brett Walker
  
• Dave Warren
  
• Chad Weierbach
  
• Bryan Wittine
  
• Scott Wooldridge, CD-SV
  

Congratulations to our newest Certified Detailers!

• Phil Allain, CD-SV - Final Coat Inc.
  
• Joseph Borreta, CD-SV - AMP Motorsports, Inc.
  
• Hector Bruno, CD - First Class Garage, LLC
  
• Emil Cancel, CD - EDO Corp / Dealers Solutions
  
• Mike Cuceu, CD - Pro Wash, LLC
  
• Marty Cundy, CD-SV - Final Coat Inc.
  
• Natan De Carvalho, CD - Squeeky Clean Mobile Auto Detailing
  
• John Finerty, CD-SV - Vigilant Detailing
  
• Cory Flynn, CD-SV - O'Daniel Automotive Group
  
• John Fulton, CD-SV - Cleanline Fine Automotive Detail Services
  
• Robert Gardner, Jr., CD
  
• Matty Gass, CD - 25TH Hour Detail
  
• Christian Gravel, CD - Siegel Oil
  
• Tim Harding, CD-SV - Final Coat Inc.
  
• Chip Harris, CD - Chip's Automotive Distributing
  
• Claude Harris, Jr., CD - Final Appearance Auto Detailing
  
• Michael Hobbs, CD - The Motorsport Hobby Center
  
• Brian Hoyt, CD - Siegel Oil
  
• Sam Kimpton, CD - Sam's Detail Garage
  
• Ashton Knuckles, CD - Squeeky Clean Mobile Auto Detailing
  
• Stephen Kostyk, CD - Kostyk Auto Detailing
  
• Bryan Lopez, CD - Squeeky Clean Mobile Auto Detailing
  
• Rob Mackenzie, CD-SV - Final Coat Inc.
  
• Zu Manneh, CD-SV - Final Coat Inc.
  
• Shea Mirafuentes - Shea's Luxury Detail
  
• Andrew O'Keeffe, CD-SV - GAIN Detailing Studio
  
• Ryan Peek, CD-SV - Final Coat Inc.
  
• Sean Peek, CD-SV - Final Coat Inc.
  
• Shane Pennington, CD - Shane's Shine Shop
  
• Raul Peron, CD - Countach, Inc.
  
• Juan Carlos Pinzon, CD - Bogota Detailing Center
  
• Chris Ramsey, CD - Evolution Automotive LLC
  
• Omar Rivera, CD
  
• Jason Tait, CD-SV - Final Coat Inc.
  
• Jason Tizzard, CD-SV - Final Coat Inc.
  
• Adrian Varas, CD-SV - Gain Group
  
• Eric Vargas, CD - Autohaus Polishing
  
• Caleb Voehl, CD - SCM Details
  
• Benjamin Voehl, CD - SCM Details
  
• Daniel Weiss, CD-SV - Valet Detail Service
  
• Thomas Zucchero, CD - TommyZ Auto Detailing
  

For more information on any of our new members or for a full listing of our membership, please visit the-ida.com. 

Prentice St. Clair, CD-SV, RT, to Present at 2019 NADA Show

IDA Tradeshow & Education Committee Chair Prentice St. Clair, CD-SV, RT, has been selected to present at the 2019 National Automobile Dealers Association (NADA) Show.  His educational session is entitled "Lost in the Details?  How to Detail Faster and Better" and will be held on Thursday, January 24, 2019, 1-2pm PST.  For a course description, the full show schedule, and to register, please visit https://show.nada.org/2019/.

Join us at the 18th annual Mobile Tech Expo, January 10-12, 2019 in Orlando, FL!

Education Day: Thursday, January 10, 2019
Expo attendees who are interested in attending seminars must register for Education Day on the MTE website.

8:00 - 8:50 am
How to Build a Detail Menu
Prentice St Clair, CD-SV, RT; Detail in Progress, Inc.

9:00 - 9:50 am
Why You Should Stop Relying on Social Media Marketing
Paul Frasco, CD-SV; Pro & Local Detailing Inc.

10:00 - 10:50 am
URO Pad Experience
Clint Hintz, CD-SV, RT; Buff and Shine Mfg.
Justin Labato, CD-SV, RT; JL's Showroom Detailing

11:00 - 11:50 am
The Science of Coatings
Jim Lafeber, CD-SV; Dr. Beasley's, Inc./Simon's Shine Shop, Inc.

1:00 - 1:50 pm
Detailing Efficiency
Yvan Lacroix, CD-SV, RT; Optimum Polymer Tecnologies

2:00 - 2:50 pm
Understanding Paint Hardness from a Body Shop Background
Robert Wrasman, CD-SV, RT; Car Brite

3:00 - 3:50 pm
The Many Worlds of Detailing
Rob Schruefer, CD-SV, RT; On the Spot Detailing

4:00 - 4:50 pm
Determining your Shop Rate
Joe DiFiore, CD-SV; DiFiore's Auto Detailing

Bonus Educational Sessions: Friday, January 11, 2019

2:00- 2:50 pm
Benefit of Education Through the IDA
John Corinella, CD-SV; American Detail

3:00- 3:50 pm
Bulletproof Mindset
Art Baca, CD-SV; Art Of Detail

Volunteer with the IDA at MTE!

Looking to get more involved with the IDA? Help staff the IDA booth at MTE!  Providing booth coverage will be a fun and interactive way to display your knowledge of the organization, and will give you the opportunity to network and meet a lot of your detailing peers.

Email IDA Education & Events Coordinator Cara Anderson, CMP, with your interest and availability.  If none of the open time slots work for you, but you are still interested in volunteering, please contact Cara to coordinate an opportunity that fits your schedule.

What else can you expect at this year's show?

Annual Business Meeting, Awards Presentation, and Reception
Come to our IDA Annual Business Meeting and Reception!  We will update you on the state of the industry and the IDA, announce the IDA Awards winners, and give you the opportunity to visit one-on-one with other IDA members at a reception following the meeting.  Open to all detailers.  Do not miss this event — you never know, you may win an award!

IDA Booth
Be sure to stop by the IDA Booth!  Enjoy refreshments while talking with detailers and industry experts, and learn about IDA programming at MTE.  Visit the booth product displays to see the latest technology and products in the detailing industry.  Not an IDA member?  Sign up at the booth (there's a free gift involved)!  You can also pick up your member ribbon and check out samples of IDA merchandise.

IDA Certification Event - Phase I (CD) and/or Phase II (SV) - Register now!
Phase I consists of 10 exams, 10-20 questions each, in these subject areas: Equipment, Chemicals, Windows, Trim & Metal, Floors & Carpets, Seats, Paint Correction & Protection, Wheels & Tires, Prep Wash/Wash Bay, Detailing Terminology, Safety & Compliance.  The Skills Validated tests represent the four primary categories that each candidate must demonstrate their “hands on” ability to perform (Wash Bay/Prep, Interior, Exterior Correction, and Finishing Steps).  To take the SV exams, the applicant must have already completed Phase I Certification (either prior to or at the show), having passed the 10 written exams, to fulfill the classification of Certified Detailer.

Want to support the IDA at Mobile Tech Expo?  Click here to become an event sponsor!

Southwest Carwash Association (SCWA) Convention & Expo, February 24-26, 2019, Arlington, TX

We will once again have a booth and educational seminars at the Southwest Car Wash Association's Annual Convention and Expo, being held February 24-26, 2019 at the Arlington Convention Center in Arlington, Texas. 

Our SCWA activities will kick off with an IDA Meet & Greet on Saturday, February 23 (the day before the convention opens) and will continue on Monday with a break-out session, presented by IDA Recognized Trainers Bob Phillips, Prentice St. Clair, and Keith Duplessie.  On Tuesday, several IDA members will present on topics including young entrepreneurs, carpet cleaning, and creating detailing menus.  New this year: a "Quick Talk" session, focused on the importance of creating standard operating procedures for a successful business. 

Click here for a full schedule of IDA events at SCWA.

By Jim Goguen, CD-SV
Jim's Auto Installations & Detailing Center

Earlier this month, I attended my 17th straight SEMA (Specialty Equipment Market Association) Show, and I can tell you a lot has changed over the years.  The one thing that hasn’t changed?  The desire of small business owners trying to better themselves by researching products and tools and making personal connections with manufacturers and vendors. 

The show itself has grown roughly 40% since the first time I attended.  The other thing that has noticeably grown is the number of detailers at the show.  The first year I attended, I met Mike Philips.  Aside from him, I didn’t know any detailers who were there (though I’m sure there were a few). 

Fast forward to 2018.  While walking the floor in the North Hall, I was constantly running into someone I knew, and many of the detailers I saw were ones I have met at SEMA and have become friends with through the years.  Oddly enough, I usually only see these detailers once a year at this show or maybe at Mobile Tech Expo if I’m lucky.  (Read more)

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The year is quickly coming to a close.  Are you looking forward to another year of IDA membership and all the benefits that come with it?  If so, don't forget to renew your membership!  With our new website, the renewal process is easier than ever.

If you signed up for membership auto-renewal BEFORE August 29, 2018, you will need to log-in to your account to manually renew for the 2019 membership year.  We could not transfer your saved payment information over to the new website because of PCI compliance (credit card data security) requirements, so for this year only, a manual renewal will be necessary.

If you signed up for auto-renewal AFTER August 29, 2018 using our new website system, you are good to go at this time!  You will be sent a reminder notification one month before your next set of membership dues is processed.

Click here for the full tutorial (with pictures)!

If you haven't yet done so, we encourage you to login to the new site, update your member profile, and begin exploring!

Please contact info@the-ida.com if you have specific questions about any of the new website features.