The Detail Dialogue

In This Issue

President's Letter

Member Spotlight

Member News

Your Appearance Affects Sales

New Members, Newly Certified Detailers February 2019

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

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 Certification Event - Phase I & II (CD-SV) presented by AMDetails: Saturday, April 6, 2019

IDA Certification Event - Phase II (SV) presented by RUPES USA: Saturday, April 13, 2019

IDA Webinar: Determining Your Shop Rate: Thursday, April 18, 2019

IDA Certification Event - Phase I (CD) presented by Big Man Washes: Monday, April 22, 2019

IDA Certification Event - Phase II (SV) presented by Notorious W.A.X. Auto Detailing: Saturday, April 27, 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 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

I’m not sure many of you know this, but before I was ever in the detailing industry I had a long career as an entrepreneur.  I have owned restaurants, catering companies, been an investor in several successful businesses, and for many years ran a coaching and consulting company for the restaurant industry and small businesses in general.

Recently I had the pleasure of attending one of our IDA Webinars, Marketing: Beyond Social Media.  It was a great webinar, and the whole crowd shared a ton of good ideas and insight into successful marketing.  It really got me thinking, and I wanted to share a core principle that I have shared with a lot of businesses.

Marketing is a Process, not an Event!

Many business owners have told me "I used that ad medium, it didn’t work" or they say “I’ve tried everything out there and it doesn’t matter, nothing moves the number.”  Well, those comments are just plain dumb.  

The problem in most cases is that the business owners tried something once, usually not following a direct marketing strategy, didn’t get good results, and deemed it a failure.  Further, when questioned about the resulting math of the promotion, they just don’t know. (Read More)

Each month we feature a Member Spotlight. This month we're talking with IDA Treasurer and Founder's Club Member Dan Baker, CD, President of Ziebart Corporation, headquartered in Troy, Michigan.

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

Dan Baker (DB): I entered the Franchising business after serving six years in the U.S. Navy during the 1970s.  Last October, I completed my 40th year in the Franchising industry.  The company got into detailing back in the 1980s.  In the 80s, Ziebart International Corporation purchased a Detailing Franchisor out of Florida called TidyCar.  Purchasing TidyCar brought us process, product information, and expertise to introduce Detailing to the Ziebart franchise network to be able to change our business model and further diversify our stores product and service offering and increase individual store sales.  We began by co-branding the TidyCar and Ziebart brands.  Eventually, as we developed our business model, we made the decision to discontinue using the TidyCar name and Cleaning, Detailing, and Appearance Protection became part of the regular Ziebart store products and services line-up.

IDA: Tell us a bit about Ziebart.

DB: Ziebart was founded in Detroit, Michigan in 1959 by German Auto Mechanic Kurt Ziebart as an automotive rust protection company.  Ziebart Process Corporation began franchising in 1963.  Today, Ziebart is an American Company serving the world with over 400 locations and 950 service centers in 34 countries.  From humble beginnings as a single service company offering only rust protection, today Ziebart offers over 30 different automotive products and services including cleaning, detailing, paint correction, appearance protection, structural protection, window tint and paint protection films, Rhino Linings spray-on Liner, auto and truck accessories, auto glass repair and replacement, 12V electronics, and more.  Ziebart is the largest franchisor of window tint, detailing, and automotive protection services.

IDA: What tips do you have for a new detailer?

DB: Find a successful detailer and get to know them, use them as your mentor.  Join the IDA, get certified and skills validated.  Attend industry events and network.  Learn how to differentiate yourself from your competition and car wash / cleaning. (Read more)

Christopher Evans Publishes the Detailers Dictionary

Christopher Evans, CD-SV, released the Detailers Little Black Book - Detailers Dictionary.  With over three decades of experience in the detailing industry, Christopher Evans is looking to share his wealth of knowledge and expertise with the world as he releases the Detailers Dictionary, a book that offers insight into and an overview of the detailing industry. (Read more)

IDA Institutional Member Invests Time in the Next Generation
of Detailers

Eric Golubic, CD-SV, of Clear View Products, an IDA Institutional member, recently hosted an informational booth at the Youth Opportunities Fair in Indianapolis, IN.

"Clear View Products is very passionate about educating the youth about detailing in the Indianapolis area," explained Eric.  "We feel it is important to show not only what detailing is, but the business side as of it as well.  We are currently looking for programs that are wanting to add additional courses to their curricula." (Read more)

By Kenya Williams, CD-SV
I Shine For You Auto Detailing
Williamsburg, VA

You've heard this before: a firm, hearty handshake gives a good first impression, while a bad handshake won't easily be forgotten.  A first impression is everything, and this includes your appearance.  Your potential customers may determine if they want to do business with you or not simply by the way you are presented. 

We all know how hard it is to keep clean in the detailing industry, strictly because of the nature of our environment.  Since we are not in a profession where we can wear a suit everyday, we have to work on looking presentable within an industrial environment.  This is because appearance and body language are subtle indicators of standards of service, which play a vital role in closing the sale.  Then comes your attire, such as khaki shorts or pants, depending on your climate. 

Whatever you're wearing, your appearance and demeanor must be welcoming to your customers, as these aspects can overshadow your expertise and knowledge as a selling point.  Understanding that we are in a service-based business is vital, since something as simple as a smile or frown can impact you landing the detailing gig. (Read more)

 Please welcome our new members!

• Jonathan Abrego, CD
  
• Rich Acker, CD
  
• Azhari Adlan
  
• Mohit Agrawal
  
• Rashid Baker
  
• Anthony Balzarini, CD
  
• Jackson Best
  
• Bethany Brock, CD
  
• Bryan Brock, CD
  
• Ryan Brogan
  
• Stephane Brothier
  
• David Brown, CD-SV
  
• Anthony Busselot, CD
  
• Blake Bylsma, CD 
  
• Nick Caputo
  
• Ron Chamberland, CD
  
• Jacob Coleman
  
• Julius Collins
  
• Aaron L. Cottrell, CD-SV
  
• Joseph K. Crocello, CD-SV
  
• Hiten Desai
  
• Jose Diaz, CD-SV
  
• Gregory Dick
  
• Thomas Dillingham
  
• Josh Duchow, CD
  
• Jon Duff, CD
  
• Ryan Ellinger, CD
  
• Bryan Galan
  
• Abraham Garcia, CD
  
• Dallas Gibson, CD
  
• Damon Gray, CD
  
• Logan Gray, CD
  
• Sydni Gwinn
  
• Đao Ha
  
• Kyle Henderson
  
• Paul Holt
  
• George Horton, CD-SV
  
• Jeff Kneeland
  
• Bradford L. LaCross, CD
  
• Ricky Leading
  
• Bethany Lucia, CD-SV
  
• Jack MacDonnell, CD-SV
  
• Fabricio Mata
  
• Steve McNett, CD
  
• Dave Mears, CD
  
• Dan Meyer
  
• Eric Meyer, CD
  
• Julian Michiels
  
• Josiah Minner
  
• Danny Monaghan, CD
  
• Jorge Mora
  
• Malaki J. Murphy, CD
  
• Cameron D. Nash, CD-SV
  
• Mark Nelson, CD-SV
  
• Veillé Nicolas
  
• Efrain Olvera
  
• Kyle Owen
  
• Rafael Palacios, CD
  
• Gary Peters
  
• Jeffrey Peters
  
• Michael Quatsch
  
• Salman Radhi, CD-SV
  
• Gabriel Sanchez
  
• Christiano Santos
  
• Laurent Scrementi, CD
  
• Gal Sharon
  
• Dwayne Shaw
  
• Jason Stowe, CD
  
• Don Sura
  
• Manuel Tajimaroa
  
• Xavier Taylor
  
• Nate Uhrin
  
• Joe Valdez
  
• Kenzie Vanosdol, CD
  
• James Vaughn
  
• Mark Voskuhl, CD
  
• Christopher Williams
  
• Andrew Wixson
  
• Andrew Young
  
• Christopher Zumo, CD-SV
  

Congratulations to our newest Certified Detailers!

• Rich Acker, CD - Proper Details
  
• Anthony Balzarini, CD - Devils Detz
  
• Kendra Barnes, CD - Serra Traverse City
  
• Michael L. Barnes, CD - B' Boys Detailing
  
• Bethany Brock, CD - Notorious W.A.X. Auto Detailing
  
• Bryan Brock, CD - Notorious W.A.X. Auto Detailing
  
• Blake Bylsma, CD - Back 2 Beautiful Auto Detailing
  
• Aaron Carman, CD - Seidel Auto Group
  
• Sean Cawthon, CD - Automotive Cleaning Solutions LLC
  
• Annette Clark, CD-SV - Serra Traverse City
  
• Aaron L. Cottrell, CD-SV - Aaron's Mobile Detailing LLC
  
• Joseph K. Crocello, CD-SV - The Wax Shop
  
• Jose Diaz, CD-SV - The Wax Shop
  
• Josh Duchow, CD - Ewald Chevy/Buick
  
• Jon Duff, CD - Immaculate Auto Detail
  
• Eric Dunn, CD-SV - The Wax Shop
  
• Colby Fisher, CD - Colby Co Service Center, LLC
  
• Dallas Gibson, CD - Performance Auto Spa
  
• Scott Gibson, CD - Scott's Finishing Touch
  
• Cory Hammons, CD - Serra Traverse City
  
• Brad Harris, CD-SV - Serra Traverse City
  
• Jordan Herzog, CD - Bullseye Detailing
  
• James Hodek, CD - Serra Traverse City
  
• George Horton, CD-SV - Old School Detail
  
• Greg Howdyshell, CD-SV - Serra Traverse City
  
• Robert Hundley, CD-SV - Serra Traverse City
  
• Bradford L. LaCross, CD - Legendary Auto Salon
  
• Patrice Le Lann Sr., CD - Gloss Obsession
  
• Jack MacDonnell, CD-SV - Jack Mac's Resto Shop Inc.
  
• Miguel Martinez, CD - BMW of Bridgeport
  
• Dave Mears, CD - Mears
  
• Eric Meyer, CD - Clear Bra Indy
  
• Nowak Michael Sr, CD - Perfect Detailing
  
• Chad Mitchell, CD - Mitchell's Ultimate Detailing
  
• Cameron D. Nash, CD-SV - personal touch auto detailing
  
• Chris Robertson, CD - Hoosier Penn Oil
  
• Joey Sheriff, CD - Shine Easy Ltd
  
• Ryan A. Siler, CD-SV - Tom Siler Sales LLC
  
• Jason Stowe, CD - Restowe Auto Detailing
  
• Edward Torres, CD - Wax ninja detail
  
• Brandon G. Wallace, CD - Ethos Group
  
• Nathan Warren, CD - Frontline Shine Inc.

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

It's that lovely time of year again, when the days are longer, the snow has disappeared, and the birds are singing – yes, it's spring!  That means it's time for a good spring cleaning, whether that's your home, your car, or even your IDA member profile.

As detailers are well aware, after a long, brutal winter, customers are finally back in full force, ready for a comprehensive auto detailing (or maybe even boat detailing in some parts of the country).  These customers are looking for your services and may end up on the IDA website, browsing through the member, Certified Detailers, and Skills Validated directories.  You want to be sure to appear your best when they come across your profile.

Here are a few tips to spruce up your profile to make sure you spring into the season looking your best:

First, log in to your profile and make sure it's active!

Use one of the two sign-in areas to login to your member profile.  If you don't remember your username or password, use the "Forgot Your Password" link or contact the IDA Central Office for a reset.  (Continue reading)

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.