The Detail Dialogue

In This Issue

President's Letter

Member Spotlight

Second Annual
Love Your Detailer Day

Member Spotlight Survey

New Members, Newly Certified Detailers January 2019

Member & Industry News 

Decision Making and
Opportunity Cost

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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Thank you to our Sponsors!

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Autopia Car Care

 Detailers Dictionary

PRO Products

Superior Image

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IDA Board of Directors

Jonathan Munsell
President

DJ Patterson, CD-SV
Vice President, Operators

Mike Phillips, CD-SV, RT
Vice President, Suppliers

Dan Baker, CD
Treasurer

Justin Labato, CD-SV, RT
Immediate Past President

Bob Eichelberg

Jim Goguen, CD-SV

Mark Johnson, CD-SV

Bob Myers, CD-SV, RT

Tom Palancia, CD-SV, RT

Jason Rose, CD-SV, RT

Rob Schruefer, CD-SV, RT

Sheryle Hazard, CAE - Executive Director

Upcoming Events

IDA Detailers Meet and Greet
Louisville, Colorado
Friday, March 8, 2019

IDA Certification Event - Phase I & II (CD-SV) presented by RUPES USA: Saturday, March 9, 2019

IDA Certification Event - Phase I & II (CD-SV) presented by DiFiore's Auto Detailing: Saturday, March 16, 2019

IDA Detailers Meet and Greet Norwich, Connecticut: Saturday, March 16, 2019

IDA Certification Event - Phase I (CD) presented by Simoniz: Tuesday, March 19, 2019

IDA Webinar: Marketing: Beyond Social Media: Thursday, March 21, 2019

IDA Certification Event - Phase I & II (CD-SV) presented by 3D Products Canada: Friday, March 22, 2019

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 Merchandise Store

Show your IDA pride wherever you go!  Order brand new IDA logo-wear and proudly represent your professional association at the shop, events and tradeshows, client meetings, and beyond!

By Jonathan Munsell, 2019 IDA President

Holy Cow. It's the end of February. Where does the time go? I hope this new year is working out the way you planned.

I'm going to share a video with everyone. It's a little bit more of my insights on involvement. Please take a few minutes and listen to it, watch it, and certainly do get involved. As always, please reach out to me, connect with me on Facebook, LinkedIn, Instagram, whatever works for you, and let's continue to move this association forward, grow, be strong, and be internationally recognized as the source for detail information and education. (View video)

I have been working my plan and I want to share some of the details with you. I feel it’s my responsibility to connect with as many members of our association as I possibly can. I have to say I'm thoroughly impressed with how many people have reached out to me. The feedback has been hugely positive. Most feel so strongly about the IDA and the direction that we're heading, and these are folks from all over the world.

The reality is the association does not exist without you. For a while, I like many of you was a member that wasn't very involved. Once I truly got involved is when I really started to understand the power of the IDA. First I became a member, then I became certified and once I had that inside knowledge, I kept going and got involved with committees. Ultimately joining the board of directors. On the board I became Vice President for Operators and now the President. I feel I have a lot of inside knowledge that I certainly didn't have before. But the reality of the association is that it's really here for us and its members working to help the entire detailing community. (Read More)

Each month we feature a Member Spotlight. This month we're talking with IDA Founder's Club Member Levi Gates, CD-SV, RT, Global Business Development and Detailing Specialist with The Rag Company located in Boise, Idaho.

International Detailing Association (IDA): How did you get into the detailing industry?

Levi Gates (LG): Truthfully … I was born into it; my parents were detailing to make some extra money on the side and my Mom loves to tell everyone how she would wax cars with me hanging from a carrier or sling attached to her chest or back.  I started at a local carwash, I was 16. About 1 mile away from my current office here at TRC. I started the same way most do and work my way up until I managed a team of 30 employees by 18. From there, I managed, trained and operated a few local detail shops until I opened my own shop in 2011. I moved on to The Rag Company in January of 2017.

IDA: Please tell us about "The Rag Company."

LG: The Rag Company has been producing some of the finest Microfiber towels and products since 1999. We are a family run business, owned by Carolyn and Jeff Hennen, which operated out of a 2-car garage for several years, before moving into our large distribution facility. With the advent of social media and YouTube we have been able to “preach the gospel” of microfiber across the world!

IDA: In what products or services does your company specialize?

LG: Premium Microfiber and Media Marketing, as well as hands on training and events. (Read more)

IDA members David Cunio, CD-SV (center) and Joe DiFiore, CD-SV (right) celebrate LYDD in Nashville, TN.

Love Your Detailer Day (LYDD) has once again come and gone and will not end just because our special industry day is over. Our IDA members will increase, as the awareness for who we are and what we are about continues to perpetuate itself forward. The pro detailer love will continue with each and every passing day. IDA detailers, manufacture’s and distributors are passionate people about promoting auto detailing as an industry and a trade. As Detailers, we are much more than a cosmetic car care and surface specialist, we are a labor movement!

Yes, a labor movement! We come from all walks of life, race, creed and color, we are in fifty-two countries worldwide. Many of the detailers from around the world I have spoken to have sought out this industry for a variety of reasons. The common thread I have discovered is dissatisfaction with the alternative choices, a job! From those who are car nuts to those who love the challenge of restoring the cosmetic beauty of paint, metal and fabrics this is a freedom second to none. We are a breed all our own and with much pride and love for our craft we have once again flooded social media for the second year in a row. Love Your Detailer Day!

There is much to love about the professional detailer of yesteryear and today. There was once a time back in the seventies before the consumer vanity trend exploded when business owners, high paid white-collar workers and car enthusiasts were the primary people who had their cars cleaned and shined. Detailing best described for those times was, wash and wax with interior care that was either vacuumed and wiped down or scrubbed with some nasty high alkaline APC, a bucket of water and a scrub brush. The work was grueling! (Read more)

By Vincent Macri, CD-SV
Wrap N Shine Auto Spa
IDA Marketing & Communications Committee Chair

Hello IDA Member,

As you may have noticed, the IDA is looking to become more active on social media. One of our plans to help gain traction within our industry is to share your story on Facebook and Instagram. We are asking our members to help us create content by responding to our short survey below. You have the option to type up responses to the questions and send them back in with a couple high quality headshots of you, your IDA Certification, your facility or a picture of you at work with your IDA patches visible. The other option is to choose a few questions that you would like to respond to and create a short dialogue and record a video of your response.

Survey Questions:

Name, business name and location:

Length of time in business:

Membership/Certification level:

Why did you join the IDA:

How do you see the IDA benefiting the detailing industry:

How has the IDA helped you personally as a detailer/business owner/ supplier:

Why do you think other detailers/suppliers should join the IDA:

Please send your survey responses to: info@the-ida.com

Survey Response Example:

“Hello my name is Vincent Macri from Wrap N Shine Auto Spa in CT. I have been an IDA Member since 2015 and have since earned both my Certified Detailer and Skills Validated Certifications. I believe The IDA is valuable to our industry due to the current lack of regulations which allows anyone to become a detailer. I see the IDA as setting a standard level of professionalism that all technicians must follow which will ultimately weed out the fly-by-night operators. The main benefit I have received from my membership is the network of great professionals I have access to which has helped me develop great relationships and friendships with my colleagues.”

By creating this content and posting one member per week on our social media pages we hope to have fellow detailers engage with our content and show non-members real life testimonials from other professionals and in some cases their friends. (Read more)

 Please welcome our new members!

• Matias N.M. Andrade, CD-SV
• Brian Averi
• Andrew Aviles
• Kendra Barnes, CD
• Travis Bassa
• Luke Boswell
• Cesar E. Bravo, CD-SV
• Kelly Cagney
• Michael Caulley
• Sean Cawthon, CD
• Annette Clark, CD-SV
• Joshua Davey, CD
• George Davis
• Jeff Davis Jr., CD-SV
• Lee De Sheng, CD
• Corey DiCioccio
• James Donnelly
• Eric Dunn, CD
• Matthew Emerson
• John Emmel
• Billy Fields
• Colby Fisher, CD
• Martin Furfuro, CD-SV
• Scott Gibson, CD
• Matias O. Godoy, CD
• Taianui Goubrey, CD
• Clint Hall, CD
• Cory Hammons, CD
• Brad Harris, CD-SV
• Jeffrey Harris
• Cameron Hill
• James Hodek, CD
• Rob Howard
• Greg Howdyshell, CD-SV
• Robert Hundley, CD-SV
• Todd Isaac, CD
• Ernest Jean
• Kelly Jones
• Michael Kerr
• Ian Korgel
• Josh Krebs
• Boncho T. Kushev, CD-SV
• Boyan Kushev, CD-SV
• Martin Lakov, CD-SV
• Matthew Lara, CD
• Jonathan Lavallee
• John Lavezoli
• Cevan Long
• Zac Longfellow, CD-SV
• Francisco Perez, CD-SV
• Stefan Lynch
• Vinod M Gowda
• Kevin Magstadt
• Maxwell Mahaney
• Eli Malka
• Mauro Mandias, CD-SV
• Miguel Martinez
• Monica Martirano
• Salvatore Martirano
• Gilles Masse
• Tim McNamara
• Jared Minor, CD
• Chad Mitchell, CD
• Joaquin G. Montano, CD-SV
• Matt Moreman
• Vishal Nair, CD
• John Norton
• Nicolas Picco, CD-SV
• Mike Pilja
• Jonathan Podwojski
• Nicole/Angus Ramage
• Tim Reed, CD
• Robert Regan
• Rodney Riggins
• Chris Robertson, CD
• Chris Robinson
• Jose Rosario
• Steven Schils, CD-SV
• Anthony Skubick
• Donnie Smith
• Kenneth Starkey
• Christopher Stephenson
• Manuel Suarez
• Aaron Taylor
• Tim Thorp, CD
• Ezequiel Tobares, CD-SV
• Leandro G.F. Torres, CD-SV
• Jennifer Turcotte
• Remi Valdez
• Bill Valway
• Roberto M. Vargas, CD
• Maximiliano Viera, CD-SV
• Brandon G. Wallace, CD
• Nathan Warren, CD
• Fabian Wells
• Kent Wu
  

Congratulations to our newest Certified Detailers!

• Matias N.M. Andrade, CD-SV - Acrylic Shine
• Justin Archer, CD - West Coast Detailing
• Quinn Barri, CD - Auto Sport detailing
• Gavriel Bechor, CD - NANOPRO
• John Bell, CD - PRO® Products
• Cesar E. Bravo, CD-SV - SebaPlast Car Detailing
• Kyle Burnett, CD - American Mobile Detailing LLC
• Jason Carl, CD-SV - Golden Gate North
• Jim Cozzie, CD-SV - The Wax Shop
• Joshua Davey, CD - Quickease LLC
• Troy Davis, CD - Detailing by Troy
• Jeff Davis Jr., CD-SV - Xtreme Detailing LLC
• Lee De Sheng, CD - The Detail Collective
• Jared Deleal, CD - Buff Masters Car Wash & Detail Center
• Timothy Dinger, CD-SV - Aquatic Auto Detailing LLC
• Tyler Doshier, CD - Buff Masters Car Wash & Detail Center
• Jordan Fenwick, CD-SV - Xquisite Auto Detailing by Jordan
• Keven Flecha, CD-SV - KF Prime Detailing
• Martin Furfuro, CD-SV - Diamant
• Broderick Godbee, CD - Super Shine Hand Car Wash and Detailing Center
• Matias O. Godoy, CD - Steam Wagon Chile
• Eric Golubic, CD-SV - Clear View Products LLC
• Robert Gomes, CD - Debosselage Et Detailing Expert
• John Goodman, CD - Top Gloss Detail
• Taianui Goubrey, CD - Tahiti AutoSpa
• Clint Hall, CD - Bigfoot Car Detailing Centre Johannesburg
• Shawn Hance, CD - Hance's Auto Detailing
• Todd Isaac, CD - Jax Wax Car Care Products
• Bill Kleines, CD - Malco Products, Inc.
• Andrew Krzeczkowski, CD - Clean Image Car Wash and Detail Center
• Boncho T. Kushev, CD - Kushev Detailing
• Boyan Kushev, CD-SV - Kushev Detailing
• Martin Lakov, CD - Lakov Detailing
• Martin Landaverde, CD - Car Clean
• Matthew Lara, CD
• Joel LoDolce, CD - 239 Mobile Detailing
• Zac Longfellow, CD-SV - Every Little Detail
• Mauro Mandias, CD-SV - Detailer's Garage
• Jared Minor, CD - Jax Wax Inc.
• Jon Miranda, CD - Fresh Start Detail Co.
• Casey Moninger, CD - Dings Dents 'N Details, LLC
• Joaquin G. Montano, CD-SV - Perico Detailing
• Vishal Nair, CD - Bigfoot Car Detailing Centre Johannesburg
• Kyle Oshiro, CD - HiR LLC
• Dmytro Penner, CD - FOP Penner D.
• Francisco Perez, CD-SV - Allcart Concepcion
• Nicolas Picco, CD-SV - Detallado del Auomovil
• Tim Reed, CD - Reed's Shine Shop
• Andrew Reynard, CD - Atom Detailing
• Alex Russell, CD-SV - Detail Solutions Auto Spa
• Walt Sanders, CD-SV - The Detail Spa @ Dave Warren Auto Group
• Steven Schils, CD-SV - Dr. Detail
• Jose Serna, CD - Detailing Outpost
• Alex Shukhman, CD - Carclean Ukraine
• Johnathon Stephens, CD-SV - Carolina`s Finest Detailing
• Charlie Swett, CD - Classic Appreciation
• Leandro G.F. Torres, CD-SV - 9420 Car Detailing
• Brad Thomas, CD - Balance Detailing
• Tim Thorp, CD Detailing By Tim
• Ezequiel Tobares, CD-SV - E-Polish Car Detailing
• Roberto M. Vargas, CD - La Cochera Car SPA
• Maximiliano Viera, CD-SV - Santa Cecilia Estetica Vehicular
• Bernard Wright, CD-SV - BWrights Detail Service

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

Ziebart Ranked #189 In Entrepreneur Magazine's 40th Annual Franchise 500® 

With more than 1,000 companies participating, Ziebart ranked again in the most comprehensive and competitive issue ever.

TROY, Mich., Feb. 14, 2019 /PRNewswire/ -- Continual growth and loyal franchisees are some of the many reasons why Ziebart remained on the Entrepreneur Franchise 500® list for 38 years, ranking this year at #189. With approximately 400 locations in 34 countries and growing, Ziebart experienced another record year for U.S. unit growth in 2018.
 
"My excitement continues as our team once again goes above and beyond to earn this ranking," said Thomas E. Wolfe, President/CEO of Ziebart International Corporation. "It looks like 2019 will be another great year for our company and our franchisees throughout the U.S and internationally." (Read more)

Registration is now open for Mobile Tech Expo in Las Vegas

Registration is now available for the 2019 Mobile Tech Expo and Education Day in Las Vegas on September 5-7, 2019. Attendees can go online and register for either the combination package or just the Expo.

IDA Founders Club member Renny Doyle, CD-SV, RT has been selected to be the Keynote Speaker. Doyle is best known for his successful training company Detailing Success and for putting together the Official Air Force One Detailing Team. Doyle will be speaking on Saturday, September 7 from 9:00 am – 10:00 am.
(More information here)

By Josh Buckler, CD-SV
Shine Right Detailing
Huntingtown, MD

We all have the same number of hours in each day, but are we getting the same utility out of those hours? What does an hour of our used time cost? What does an hour of our lost time cost? Are they the same?

As soon as we hear the word “cost,” we attach a negative connotation. The ability to make informed decisions on exchanging costs for ideas, plans, and opportunity is crucial in growing one’s business. This exchange is described as “Opportunity Cost”. Could a minor profit earning decision result in neglecting an opportunity to earn twice as much profit? What does the time dedicated on one thing cost the company’s growth or lost family time? Let’s discuss the relativity of opportunity cost to our growing detailing industry.

Opportunity Basics

Opportunity Cost is what’s given up when a decision is made. It can be measured in time, money, equipment utilization, per person hours, energy, and more. The cost of a package of rags may be $20 literally, but as a business decision, could that $20 have been invested in Facebook advertising resulting in $200 of lost profit opportunity?

Think about when we wake up for the day; do we stay in bed, or do we get ready for the work day? The cost of staying in bed is the potential money to be earned that day, training to be provided to employees generating lower cycle times and greater efficiencies, or even the happiness to be gained playing with the dog in the park. If we choose to get out of bed, our cost is the additional rest; which results in less working hours, but could result in sharper focus, leading to greater individual efficiency of the lesser hours. What’s the better decision? (Read more)

Curious about our Code of Ethics?  Lost when it comes to logo use?  Puzzled about patch placement?  Find all of this information – and much more – in the new IDA Branding Standards Guide, now available!

These guidelines have been put together to help make sure you, our members and Certified Detailers, are always putting your best face forward when it comes to the IDA.  We have outlined everything from correct IDA logo usage to official IDA colors to our social media policy.  We even explain the proper way to list your IDA Certifications after your name.

Consider this your one-stop shop for all things related to IDA Branding!

Click here to view and download the guide today!

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.