The Detail Dialogue

In This Issue

President's Letter

Member Spotlight

IDA Founder's Club Hall of Fame

Quarterly Committee Updates

IDA at Upcoming Tradeshows

Recertification - Don't Wait!

The Relationship Between Advertising and Online Reviews

New Members & Newly Certified Detailers, September 2019

IDA Website Spotlight

*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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Platinum:

Gold:

Autopia Car Care

Detailers Dictionary

PRO Products

Superior Image

Advertise with the IDA

IDA Board of Directors

Jonathan Munsell, CD
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 Polished and Waxed/AF Autoclean: Friday, November 1, 2019

IDA at SEMA: Tuesday, November 5 - Wednesday, November 6, 2019

IDA Certification Event - Phase I (CD) at the SEMA Show: Wednesday, November 6, 2019

IDA Certification Event - Phase I (CD) presented by P&S Detail Products:  Tuesday, November 12, 2019

IDA Certification Event - Phase I & II (CD-SV) presented by AMDetails & IDA Norway Chapter: Friday, November 15, 2019

IDA Webinar: Basic Financials 101:  Thursday, November 21, 2019

See all event details on our calendar!

Upcoming Meet & Greets

IDA Meet and Greet at SEMA: Tuesday, November 5, 2019

If you would like to host a Meet & Greet, click here to submit the event form or click here to view the IDA Meet & Greet policy.

New Job Board Listings

Car Detailing Supervisor - Alzaabi Detailing Center, Sharjah, United Arab Emirates

To submit a job posting click here!

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!

IDA Supplier Members

Distributors
3D Chemical and Equipment Inc.
3D Products Canada
Addict Auto
American Detail Supply
Arizona Detail Academy
Attention To Details, LTD
Auto Accessory Distributing
Auto Detailing Network
Auto Detailing News
Auto Works
Autofiber
Autofresh.in
Autogeek.com
Beijing Heng Li Tong Automobile Service Co., Ltd
Big Man Washes, Inc
Bilpleiekongen
BOCAR
BSD System X European Import
Buddco
Carclean Ukraine
Cargotek Auto Products
Carolina Detail Supply
Carolina Shine Distributing
Carwash Services
Cen-Tex Detail Supply
Chip's Automotive Distributing
ChongQing JiDaoQiLu Electronic Commerce Company
Clean And Shiny (UK) Ltd
Cougar Chemical
CS-II International Inc
CWD Solutions Inc.
Dawn's Dealer Supplies
DeLab Import & Marketing Ltd.
Detail Depot
Detail In Progress, Inc
Detail Link
Detail Supply Plaza
Detailing Mafia France
Detailing.com
Detailingo
Dr. Detail
Duplessie Products
Ethos Group
Final Touch NZ Limited
Fisher Auto Parts
Flex North America, Inc.
GlassParency Inc.
Golden Gate North
Gtechniq France
Hoosier Penn Oil
INSANITY Detailing
I-SHINE Auto Spa LLC
JG Corp
K.E. Greer Inc.
KC Auto Car Care & Accessories
Kleen-Rite Corp.
MAGUIRE PAINT BODY AND EQUIPMENT
Majestic Solutions Distributing
Maniac Auto
Meguiar's (Thailand) Ltd.
Mello Enterprises
MS Distributors LLC
Obsessed Garage
One Stop Auto Dealer Supply
Optimum Car Care B.V.
P.A.D.S. Professional Auto Detail Supply
Pearlshine motors pvt ltd
Pressure Equipment Sales
Professional Detailing Products
Pulex
Sabo Industries, Inc., DRC1000
Shanghai Ruikun Trading Co.,Ltd
Shinerz ShowCar Products INC
Siegeloil
Simoniz SA
Soken Trade Corporation
Sonax Singapore
Spx Chile SpA
Storefot.no
Success Systems LLC
Sun King Publishing & Promotions (Mobile Tech News)
Swissvax Slovenia
TF Group Ltd
The Rag Company
Tom Siler Sales LLC
Turbo City and QCC Auto
Uber Detail
Ultimate Finish
UM Distributors Inc,
United Car Care LTD
Urable
Xpert Professional Detailing and Cleaning Supplies
Ztech

Manufacturers
3D International LLC
Advanced Odor Solutions LLC.
American Detailer Garage
American Solutions/American Sales Co.
Angelwax Limited
Ardex Labs, Inc.
Auto Brite Company
Auto Magic by ITW Evercoat
BAF Industries - PRO® Products
Braun Brush Co
Buff and Shine Mfg., Inc.
Buff Brite
C.A.R. Products, Inc.
Detail Plus Car Appearance Systems
Dinowax
Dr. Beasley's, Inc
Ecoway Technology Co., LTD
Farecla Products Ltd
FicTech
Furniture Clinic
Gliptone Inc
Goizper Spraying North America
Grit Guard, Inc.
Gtechniq LTD
IGL Coatings
Jax Wax Inc.
Jopasu Systems Pvt Ltd
Koch Chemie GmbH
Lake Country Mfg
Lithium Auto Elixirs
Malco Products, Inc.
Maverick Abrasives
Maxshine Detailing LLC
Maysun Tech LLC
NANOPRO
National Carwash Solutions/Car Craft
Niteo Products/Car Brite
Optimum Polymer Technologies, Inc.
P & S Sales
P&S East Bay, INC
Partex Towels
Pat Crozier Enterprises, Inc.
RAGGTOPP
Re-Clean
Roar Advanced Finishing Ltd
Rupes S.P.A.
S.M. Arnold, Inc.
SB3 Coatings International
Simoniz USA, Inc
Solution Finish
SSR Sprayless Scratchrepair
Stinger Chemical Company
Stoner, Inc.
Tevo Creations Inc.
The Polishing School
The Wax Shop
Tianjin AZ Detailing Products Co., Limited
TNT Filter Systems
Turtle Wax
Veloci Perfomance
Wheel-eez/ Cork Industries
Zenware
Ziebart Corporation

By Jonathan Munsell, CD, 2019 IDA President

My monthly message to the best detailers, suppliers, manufacturers, and distributors in the world.

As we approach the end of 2019, let's touch on the topic of how detailers are constantly on the hunt for new customers and seem to ignore the ones they’ve already established.

Keeping “In Touch”…Forever

Are you doing everything you can to keep in touch with your customers so the next time they need your services they remember who you are, what you do, and where to find you?

Ask yourself:

• Will your past customers call you the next time they have a question or need another job?  Or will they call someone else?
  
• Will they refer a friend or relative to you, even though maybe you’ve not made the slightest effort to stay in touch with them?

From my experience, it is not likely.  You may have a few customers that stay with you, but most will move on.

Remember: Out of sight, out of mind.  (Read more)

Each month we feature a Member Spotlight.  This month we're talking with the President of the IDA Norway Chapter, Faruk Prnjavorac, CD-SV, owner of INSANITY Detailing.

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

Faruk Prnjavorac (FP): When I was a kid, on Sundays I had my washing and hand polishing sessions with my old man.  That escalated into proper washing and waxing of my stanced car, but it really blossomed when I tried to paint the car myself – it was so much more rewarding correcting it afterwards than it was to apply the paint.

IDA: Tell us a bit about your business.

FP: INSANITY Detailing started out as a hobby, but demand and my pursuit for the ultimate finish made it into a registered company in 2016.  It was a one-man, part-time, weekend warrior business for the first three years.  In 2019, I was at a low point and decided to go all in.  Today I have the local Audi dealership with me, along with my regulars.

IDA: Why did you decide to get involved with the IDA?

FP: IDA stands for an ethic and a standard in workmanship in my line of work.  I saw the IDA as a way to improve the business as a whole in Norway, and help others build up their business.  (Read more)

Whose name deserves to be in lights?

Everyone likes to be recognized, and true expertise in the detailing industry deserves to be honored and celebrated.  So we are pleased to announce the brand-new IDA Founder's Club Hall of Fame!  Inductees will be selected by the IDA Founder’s Club and all past presidents of the IDA.

The following are requirements for IDA Founder's Club Hall of Fame nominees:

• Must be a detailing industry professional that has contributed significantly to the industry as an:
  
  • Inventor
    
  • Leader
    
  • Organizer
    
  • Builder
    
  • Educator
  • Promoter of the Industry or IDA
• Minimum of 15 years’ experience in the industry

Please note the Hall of Fame is not limited to IDA members!  You may nominate anyone who fits the above criteria.  However, self-nominations are NOT permitted.

Honor a true star in the detailing industry today.  Download the nomination form to get started.  Submission period is brief, so don’t wait!

All nomination forms must be received by November 19, 2019.  Please submit via fax (651.317.8048), email, or mail to: International Detailing Association, 2345 Rice Street, Suite 220, St. Paul, MN 55113.

Membership Committee

This past quarter the Membership Committee focused on polishing off a couple of large projects left over from 2018.

The “New Member Orientation Video” was wrapped and polished by Jason Rose, CD-SV, RT, with the video production generously donated by The Rag Company.  This is an instructional video to help familiarize new members with the benefits of their IDA membership, navigate the IDA website, and meet the volunteers who make up our committees and Board of Directors.

A dealership member sub-category was created and will be live on the IDA website in the coming weeks continuing to expand the reach for detailing professionalism.

Initiatives to increase IDA Membership have been successful as our ranks worldwide continue to grow.  Jason Rose, CD-SV, RT, has also been instrumental with the development of IDA Chapter growth.

We are currently looking for volunteers who can manage two to three hours a month and help move the IDA forward into the future!  Chair and Co-chair positions are open come January 2021.

Shine On!

Joseph DiFiore, CD-SV, Membership Committee Chair

Chapter Development Committee

There has been lots of activity and progress with existing and new chapters!

China: Applications for new IDA Chapters in China have been received this month and are currently under review by the IDA Board of Directors.

South East Asia: A massive effort is under way to create an IDA Chapter representing many countries in South East Asia.  Representatives from each country have been identified that represent detailers and suppliers for the initial founding Board of Directors for the Chapter.  Look for all of this to come together soon.

IDA representatives were in Dubai; Sydney, Australia; and Auckland, New Zealand this month to discuss IDA chapter creation and development with local detailers and suppliers:

• Dubai – interest from local detailers and suppliers to create a local IDA Chapter.  Undetermined about the scope of the desired chapter; it could be just one local market, or cover all United Arab Emirates.  An IDA Recognized Trainer already exists in the area, and certification activity is happening locally already. 
  
• Australia – significant interest by detailers and suppliers.  It is looking like the minimum required companies to create a chapter could come together shortly.  It only takes five founding companies and 30 members to get it started!  Hopefully they will pull it together soon.
• New Zealand – has an IDA Chapter already.  Interest and commitment to developing a mutually supportive detailing community is growing.  It is a small market and detailing community, but more detailers and suppliers are stepping up to support the detailing community through IDA activities and certification.

The United Kingdom Chapter is currently going through a leadership change.  They are seeking individuals and companies in the UK that want to step into leadership positions and committee positions to help grow the IDA in the UK.  They are currently the largest IDA Chapter outside of the Untied States!

Norway Chapter has just reorganized with new leadership and is gaining momentum with local IDA activity and events.

These are very exciting developments!  If you want a chapter in your country, or want to volunteer to be involved in your local IDA Chapter, please contact us!

Jason Rose, CD-SV, RT, Chapter Development Committee Chair and Board Liaison

Marketing and Communications Committee

It’s hard to believe that 2019 is almost over!  As we continue into the 4th quarter, the Marketing and Communications Committee is aiming to complete our yearly goals and already planning for the next year.  We have consistently grown our audience on both Facebook and Instagram, had a couple members create some great video content, and have added some valuable volunteers to our committee.

Over the next few weeks, we plan to finish the year strong by rolling out a new “Consumer Awareness” section to our website and work with some of our sponsors and suppliers to create a contest where we ask members to contribute a short video testimonial explaining why they feel the IDA is important.  The purpose for these two projects is to build brand awareness among more professional detailers as well as vehicle owners who may be in the market to get their vehicles detailed.  The new section on the website can serve as a tool that our members can use to educate their customer and ultimately close more sales.

Lastly, we have sent out surveys to our sponsors in order to get feedback on our existing sponsorship packages.  We are looking to gather as much data as possible in order to provide the highest level of value that we can to our sponsors.  We are working on creating an updated sponsorship package that should be rolling out just in time for 2020.

For those attending SEMA, feel free to take pictures and videos of the IDA Meet and Greet and other networking events and share them with us on social media!

Vincent Macri, CD-SV, Marketing and Communications Committee Chair

IDA at SEMA 2019 - November 5-6, 2019

For those of you attending SEMA in Las Vegas, NV, the IDA has two can't miss events on the schedule!  We will be hosting an IDA Meet & Greet and an IDA Certification Event - Phase I (CD).  Register today!

IDA at MTE Orlando 2020 - January 30 - February 1, 2020

We have an exciting and jam-packed schedule at Mobile Tech Expo (MTE) Orlando once again!  IDA offerings include members' educational seminars, Certification Events - Phase I & II (CD-SV), booth time, and of course our Annual Business Meeting, Awards Presentation, and Reception.  Register today!

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

By Alex Hazard, IDA Certification & Education Coordinator

The dreaded recertification process that everybody knows about, but nobody wants to talk about, is much simpler than most people anticipate.  This article is coming from a lot of recent inquiries from IDA Certified Detailers who have reached their 2-year mark, and it is now time to re-certify.  Unfortunately, in most of these cases, we have run into issues of trying to cram in 8-hours of continuing education credits in order to re-certify before the prices goes up.  If you are taking the time to read this article, thank you.  Please take the information in this article and apply it to your life so that you can avoid any headaches when it comes time to re-certify.  (Read more)

By Ken Daubenspeck, CD 

Many operators of brick-and-mortar detail shops and mobile operations spend their hard earned dollars advertising to promote and grow their business.  They spend their money advertising through social media platforms like Facebook, using paid search, Google Ad Words (pay-per-click), Direct Mail, Print Ads, Radio, Cable TV, and more.  While it is good that they promote their business through advertising, many operators are overlooking a business reality that can negatively impact or disrupt their business and drastically reduce the effectiveness of the investment they are making in advertising.

That business reality or disruptor is online reviews!  If your business has few or no reviews – or worse yet bad reviews – these can lead to a low Google Star Ranking which will negatively affect your advertising and hurt your business, especially today with the changing demographics of our detailing target customer.  The change from our traditional customers (Baby Boomers) to the younger Gen Xers and Millennials is having an impact on the way consumers research businesses that they have never been to before.  Gen Xers and Millennials typically will go online and research a business before they will do business with them.  The research they do is to read online reviews about the business.  Negative online reviews will turn these younger generations away from doing business with you.  If they read negative reviews online, they won’t even bother calling you.  (Read more)

Please welcome our new members!

• Karim A, CD
  
• Terry Adams
  
• Issam al Balushi
  
• Jimmy Angelo
  
• Michael Arnold, CD
  
• Javier Boxler
  
• Paul Cain
  
• Zhai Chuan
  
• Casey Clinkscales
  
• Highland Crittendon, CD-SV
  
• Joseph Garcia
  
• Donald Gattshall, CD-SV
  
• Randall Groh, CD
  
• Guan Hao
  
• Luis Hernandez
  
• Royer Horton
  
• Charlotte Ima
  
• Alexander Isip
  
• Mohammad Ashraful Islam
  
• Chris Janducayan
  
• Jeffrey Jeffrey, CD
  
• Dedrick Johnson, CD-SV
  
• James Johnson
  
• Toby Jones
  
• Jitaksh Khanna
  
• Juan Lara
  
• Alan Lehman, CD-SV
  
• Gary Levine, CD-SV
  
• Joseph Lillquist
  
• Osiel Maldonado Ramirez
  
• Graeme Martin
  
• Carlos Martinez
  
• Jesus Martinez, CD-SV
  
• Grant Masters
  
• Mauricio Melendez, CD-SV
  
• Joe Micheli, CD
  
• Josh Millard
  
• Jason Mitchell-Divers, CD
  
• Tiffany Mullins
  
• Zach Pemberton
  
• Dusty Pendleton
  
• Jeff Price
  
• Tan Qiang
  
• Isaac Ristich
  
• Christopher Rockwood
  
• Jaroslaw Sajdak
  
• Nick Sims, CD
  
• Jack Smith
  
• Stephanie Stevens, CD
  
• Jeremy Surine, CD-SV
  
• Cleyester Thomas Sr, CD
  
• Greg Thomas, CD-SV
  
• Alberto Vazquez
  
• Kristoff Verbeeck
  
• Byron Wattanavekin, CD-SV
  
• Peter Whitehouse
  
• Joey Williamson
  
• Gordon Woolley
  
• Duncan Young
  
• Sviatoslav Zolotariov
  

Congratulations to our newest Certified Detailers!

• Karim A, CD
  
• Gabriel Aguirre, CD
  
• Fouad Bencheikh, CD
  
• James Connolly, CD-SV
  
• Jeff Costello, CD
  
• Highland Crittendon, CD-SV
  
• Vladislav Dekin, CD
  
• Linda Fields, CD
  
• Eric Fleming, CD
  
• Joseph Gardepe, CD
  
• Will Henry, CD
  
• Ciprian Iriciuc, CD
  
• Dedrick Johnson, CD-SV
  
• Dekavin Jones, CD
  
• Alan Lehman, CD-SV
  
• Theresa Lira, CD
  
• Jesus Martinez, CD-SV
  
• Kenneth Mello, CD-SV
  
• Teerute Merakate, CD
  
• Joe Micheli, CD
  
• Jason Mitchell-Divers, CD
  
• Edgar Montano, CD-SV
  
• Davin Neo, CD
  
• Dean Pires, CD-SV
  
• Brandon Pono, CD-SV
  
• Riley Sheckler, CD
  
• Nick Sims, CD
  
• Jeremy Surine, CD-SV
  
• Frank Sylvia, CD-SV
  
• Cleyester Thomas, CD
  
• Greg Thomas, CD-SV
  
• Sarah Turner, CD
  
• Sandeep Vasishta, CD
  
• Pablo Ventura, CD-SV
  
• Byron Wattanavekin, CD-SV
  
• David White, CD
  
• Tom Wilga, CD
  
• David Woodard, CD
  
• Mike Young, CD-SV 

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

Members often ask us what they can do to promote professional detailing to consumers to make them more aware of the importance of working with a true professional.  So we put together a short list of simple actions you can take as an individual to begin creating consumer awareness on a local level (click here to view the full list).

However, we understand that an essential part of the IDA’s mission to "promote the success and growth of the professional detailing community" is to increase awareness of the industry and our organization among the general public on a large scale.

With that in mind, we are pleased to announce the new area of our website dedicated solely to educating consumers on the detailing process, the importance of working with a professional, and how to find and contact professional detailers, i.e. you, our members and Certified Detailers.

The new section can be found from the home page "Find an IDA Detailer" button, or via the "Find a Detailer" tab in the main menu.  Please feel free to bookmark and share a link to this page on your own website, social media, or wherever it would be most helpful to you and your business.

Click here for a section-by-section breakdown of the webpage.  We hope this area of the website becomes a valuable resource to you and your clients!

International Detailing Association
2345 Rice Street, Suite 220
Saint Paul, MN 55113
Online: www.the-ida.com
Email: info@the-ida.com
Phone: 651-925-5526
Fax: 651-317-8048

Have a question? Contact us here!