July 26, 2025 • 40 mins
High-flying detailing requires specialized knowledge, skills, and business acumen that differs significantly from automotive care. Guy shares his fascinating journey from a 15-year-old reluctant entrepreneur pushed by his father to choose between aircraft detailing and becoming a line service technician, to running a successful aviation detailing operation.
What separates the most successful detailers isn't just technical skill, but strategic thinking. Guy reveals how seeking mentorship early saved him 4-5 years of costly trial and error. His apprenticeship with an experienced car detailer taught him not only cleaning techniques but critical business and marketing strategies that transferred to aviation detailing with the proper adaptations.
The conversation illuminates crucial differences between automotive and aviation detailing that many professionals don't understand. Aircraft paint is significantly thinner than car paint, making common services like paint correction and ceramic coating potentially disastrous on planes. Guy explains why ceramic coatings that benefit cars can actually harm aircraft aerodynamics and fuel efficiency - knowledge that prevents costly mistakes and liability issues.
Guy's marketing approach offers a masterclass in strategic targeting. Rather than employing scattered "spray and pray" tactics, he uses data-driven strategies focused on quality clients over quantity. By monitoring flight databases to track which aircraft regularly use local airports, he specifically targets charter companies and corporate flight operations requiring frequent cleaning rather than individual owners needing service only once or twice yearly.
Whether you're considering expanding into aviation detailing or looking to refine your current business model, Guy's journey demonstrates the power of mentorship, strategic specialization, and faith-based resilience. His story reminds us that success comes from clearly defining both what you do and what you don't do, establishing proper expectations, and providing consistent leadership through challenges.
INTRO
Your host is Davy Tyburski, America’s Chief Profit Officer® and Founder BigMoneyDetailer.com.
Go to BigMoneyDetailer.com/referrals to discover how-to double your referrals right now!
Please share this episode with others and be sure to check out BigMoneyDetailer.com for even more resources to grow your detailing business.
OUTRO
Congratulations and thank you for joining us for this episode! Discover even more strategies and tips on how to increase your detailing sales revenue, improve your cash flow and boost your bottom line, go to BigMoneyDetailer.com right now!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
Hey, big Money Detailers, welcome to the Big
Money Detailer podcast today.
And today we're going 30,000feet here.
Ladies and gentlemen, guy isactually my first detailer that
I've had on the Big MoneyDetailer podcast and we looked
at others, but we picked Guy outof the crowd because he does
some very unique things inaviation.
So, guy, are you ready tothrive and shine?
(00:22):
Brother, let's go.
Dude, let's go, all right.
Are you ready to thrive andshine, brother?
Let's go.
Dude, let's go, all right,let's do it, okay.
So again, big Money Detailers,welcome to the podcast today.
Today's topic is going to beaviation, and Guy's got a very
unique background.
He's got some great stories totell and, as always, it's not
only you know for your sake, notonly to improve your knowledge,
skills and abilities with meand my team here at Big Money
Detailer.
(00:42):
But we love to bring guys getthis.
We like to bring guys on likeGuy that can actually share some
of his insider secrets of whathe's doing in aviation, and
obviously we're going to modelthat a little bit for your auto
car detailing business.
So with that, guy, firstquestion man, how'd you decide?
Take me way back in your case.
It's not that long ago, buttake me way back to when you
started detailing and kind offill in those gaps for our
(01:04):
listeners of how you got intodetailing and now how you have
transitioned into the aviationmarket.
Go ahead.
Speaker 2 (01:11):
Of course, man.
So well, I got into detailingwhen I was 15 years old.
My dad, essentially, you know,took me off the couch and he
told me that you know, I got toget a job and I didn't want to
get a job and I, you know, I wasjust easily, I was pretty
comfortable just sitting at home, you know, all summer long
(01:31):
doing nothing, you know,occasionally going to the pool
or hanging out.
But you know he said you got toget a job or you know, none of
this lifestyle is living, wasnot going to get paid for.
You know, these things I wasdoing were not going to be
supported.
So from there I was like youknow what, I'll get a job.
And I was a little, I was kindof prideful then and I was like
you know what, I can't work foranyone.
I got to start my own thing andhe gave me two options, because
(01:53):
you know, of course, he's gotto tell me what to do and you
know the way I do it.
And he told me that I got tohave to start my own aircraft
detailing company or I'm goingto go and become a line service
tech, which is, you know, thetechnicians that you know fuel
airplanes and, you know, movethem as such.
And so I say, you know whatcleaning sounds like.
(02:13):
It's an easy thing, you know,let's get into it.
And you know, for the listenersout there that have detailed
cars and have detailed airplanes, or boats, whatever they know,
that that's you know, that's nottrue.
It is very, very hard.
Boats, whatever they know, thatthat's you know, that's not
true.
It is very, very hard and, ofcourse, a lot of skill.
So from there I started, youknow detailing, you know family
cars, friends cars just kind oflearning all the processes,
(02:33):
different chemicals, solutionsetc.
And really from there I kind ofrealized that you know what I
was learning on YouTube and theinternet was not going to
suffice.
I really needed to go and getan expert to train me and really
kind of show me what needed tobe done.
So I went with a local cardetailer as an apprentice and he
(02:54):
taught me how to detail cars,boats, and really also taught me
how to market, showing me thedifferent marketing strategies
and business tools needed to runan effective detailing company.
So we went, and you know, allsummer long, you know, whenever
I had time between footballpractice and school, and I
worked with them and we did alot of cool things, had a lot of
(03:14):
cool experiences and a lot ofit was, you know, fundamental
and he helped me start my owncompany and really helped me get
set up when I was trying to,you know, get my own brand and
sure, um, that was anopportunity that I don't think I
could.
It was just so rare.
You know, no one really everdoes that and he only gets up in
aviation.
Detailing, helped me learn howto structure conversations, how
(03:36):
to how to actually, you know,close deals and everything and
um, but, yeah, that's really howI got started yeah, well,
that's it.
Speaker 1 (03:44):
That's a great answer .
And again, here's the keyteaching point for everyone If
you're listening to the BigMoney Detailer podcast, you
realize that, look, you can't dothis alone.
Being in detailing like inGuy's case, whether it's
aviation, or like our son Dylanwho runs the Affluent Auto Spa
here in San Antonio it's alonely world and one of the key
things that Guy said and, guy,I'm going to come back with one
follow-up and then we'll move tothe next one One thing that Guy
(04:04):
said here that's important iswhat was one of the first things
he did.
Ladies and gentlemen, he didnot try to figure it out on his
own.
He probably did for a while andhe went.
It's like you should just beatyour head against a brick wall.
What he actually did is hesought out a mentor, somebody
who's been there, done that.
In my case, what I like to sayis learn from people who've been
there, done that and stilldoing it today, because
sometimes, when you learn fromcertain mentors, they've been
(04:26):
there, done that, but that was10 years ago and, as we know,
right, guy, the detailingindustry changes almost monthly,
if not daily in some casesLotions, potions, chemicals,
tools, regulations, insurance.
I can go on and on about allthat crazy stuff.
That's why you have to learnfrom the right mentor.
So, guy, congratulations onjumping on the right mentor.
So here's the question for you.
If you had to go back and thinkand Guy, we just met before the
(04:50):
podcast, but I have my 1980solar calculator right here but
if you had to take a calculatorand estimate just estimate on
the calculator how much moneyyou saved or how much
frustration you saved by seekingout a mentor, what do you think
that has been over the last xnumber of years for you?
How much did you save?
(05:11):
Or how much credibility did yousave in your business because
of that?
Speaker 2 (05:15):
so I would look at that because, uh, though the
person I work with is not myonly mentor, I had my, my dad
also there too, kind of both ofthem, which is great.
Um, you know, and from when Ilook at this, if I didn't have
my dad, if I didn't have, youknow, the guy that was teaching
me, I mean, I would be probably.
I look at it as a matter oftime, right, because time is
(05:35):
money.
So I look at, you know, howlong would it take me to learn
this without them?
And I think that just kind ofon this track, like I was on the
track to take to learn thoseinformation they're giving me,
but I don't think I would havelearned it as quick as I did
with them being there.
So I think that I've probablybeen four, maybe five years
(05:56):
behind without them.
Speaker 1 (05:57):
Wow, so you think you cut your learning curve by four
or five years, right?
Speaker 2 (06:01):
Yes, that's pretty darn good right there.
I mean, you can do the math onthat, I.
But you know that's that's alot of time, you know, and right
, um, and that's a lot of moremoney down the drain.
You know being stuck in thatone spot as well as, like you're
, you're not making any moremoney or just losing money.
Speaker 1 (06:17):
Yeah, exactly time is money.
Like you said, man, it'sdefinitely time is money is a
big thing.
But then also, um and again, Imean, I talk to and I coach a
lot of detailers and here'shere's one of the things I want
to just tie into, especially forthe new listeners who haven't
heard me say this before becareful what you build, because
then you have to support it.
And what I mean specifically onthat I learned that from one of
(06:38):
my mentors is you know, rightnow you have to decide what you
want your business to look like.
I I mean, do you want amulti-location, like, do you
want to be in every airport guy?
I think I know the answer forno, but for people that are
listening, you have to kind ofdetermine that now.
It doesn't have to be exact,but you've got to get 80% on the
right track of where you wantto be and how you want to grow
this thing.
And then the question becomeshow long do you want to have it?
(07:01):
In 10 years?
Do you want to have it in fiveyears, like reaching that next
major milestone in your business, or do you want it in five
months?
That's one of the things thatwe talk about here at Big Money
Detailer all the time is we putyou on the fast track to more
profit.
You could take three or fouryears to become profitable, or
you could do it in three or fourmonths.
You decide.
And I think that's the bigthing that a lot of detailers
have to decide.
(07:21):
I'm not saying one way or theother is wrong, but in your case
you're on the fast track tomore profit, more revenue and
serving more clients in theaviation space, which is
fantastic.
Thank you.
Next, anything else on that onebuddy?
No, that's it All right.
Good, so here's the nextquestion, and I love this
question because you can goanywhere you want with it.
If you had to pick one toughone, it's hard, you got to pick
one tough one, it's it's hard,you gotta pick one.
(07:42):
If you had to pick onesuperpower, and I'd be like guy,
what is your superpower?
Like dude, you are so good atit that you could wear a cape.
What would be one superpoweryou have, whether in your
business, or it could be yourpersonal life as well.
Speaker 2 (07:55):
But let's talk about your superpower uh, man, if I
could have one superpower, I'djust be able to, you know, read
minds one that one of the thingsI hate, uh, of like all things,
just lying, you know, you know,you know I'm thinking people
just being, you know, nottruthful and, um, a lot of times
in aviation people are just,you know, telling you they're
(08:17):
like the the wrong thing.
You know, you know they thelies, etc.
And it's also in detailing too.
I mean, no one really, I meanmean, when we look at this,
right, there's very few peoplethat wants to get other succeed.
So, having people to tell youthe truth and and be able to
know the truth is just soincredibly valuable.
Um, I wouldn't want superstrength, I wouldn't want to be
(08:37):
the fastest man or fly I canalready fly in my life, my
pilot's license but, uh, beingable to you know all discerned
between the lies and the truthall the time would be great and,
uh, that's just, I think that'dbe.
It would help me know what'sreal and what's not real?
Speaker 1 (08:53):
Yeah, that's good.
So again, you answered it onthe other side of it, which is
man, what would do?
What do superpower do you wantto have, Like dude?
Uh, again, I'll tell you alittle about your family.
Tell me a little about you,know, know, your dad helps you a
little bit, but tell me alittle more about your family,
because I think I'm going tostructure this question based on
your answer.
Speaker 2 (09:16):
Yeah, so I have a huge family, not immediate, but
you know my broader scale.
My dad's side, my dad's side,that's really kind of where the
aviation aviation roots are.
My great grandfather was namedBob Matthews.
He started a company calledmatthews buses uh, still active
today and uh, that's in, it'sactually in rochester, new york,
um.
And so from there he actuallygot in the flying guys license.
(09:36):
My great-grandmother got herlicense, wow, and they started
flying across, you know, thenortheast region of the united
states, uh, selling buses, anduh, you know they had a king air
, they hades, they've had alldifferent sorts of airplanes and
it was neat, it was really neat.
And from there my grandfathergot into flying.
(09:57):
He got his pilot's license andhis instrument rating and then
from there, my dad growing uparound this whole aviation
community and family, uh, youknow he didn't, he's the same,
he didn't want to get into buses.
You know he was like, you know,busing is great, especially
vehicles, and you know Marine isall all wonderful, but that's
just not something he wanted todo.
He wanted to fly and he wantedto.
(10:19):
You know cause he?
He saw like how amazing it wasto be in control of an aircraft,
that feeling in that sense, uh,he, um, he got his private and
when he was in high school andthey got his instrument, his
multi and his cfi and um, andthen from there he just kind of
weaseled his way through, notlike weasel, like you know,
(10:39):
being sly or anything, but hejust kind of worked his way uh
and through aviation and um,from there he just became a
corporate pilot and uh, and thefunny thing is is he he had his
first corporate uh pilot flyingjob, uh, through having an excel
certification.
He got hired because he was theonly one that knew excel back
in the 1990s look at that.
Speaker 1 (11:01):
Well, I can see, I can see, based on that story,
where your passion comes from.
And just so y'all know, uh,before we started the recording
of the podcast, I asked guy.
Guy, I said you know he's thefirst, obviously, person that
deals with aviation in the BigMoney Detailer podcast.
But it was his passion, thereason he wants to aviation, and
if you think about that familyline of going way back in
(11:21):
generations, of the passion thathis whole family has had around
aviation, it only makes sensefor him to be in the space of
serving folks that are in theaviation space.
So that's fantastic.
So here's the second part ofthat question.
Obviously, there's skills andknowledge you can gain on how to
read people, right, like youhave a pretty good sense just in
(11:44):
our short conversation.
You know when someone's BSingyou, you know when they're not
giving you the facts.
So there's a lot of things youcould do to try to lower that
risk, right.
But the specific question islike, here on planet Earth right
now, what is your superpower?
Like you're really good at fillin the blank.
Obviously, we'd all especiallyguys, we would love to read
minds, but we know that's one ofthose things that we really
(12:06):
can't do.
We could try to lower the riskof someone lying to us.
But what's your real superpowerfor what you do in your
business right now that you'rereally really good at?
Another way to ask the questionis you're pretty good at it and
you're a humble guy.
I can feel that, but what's onething you're really good at
that maybe you want to sharewith the listeners of what your
superpower is in your business?
Speaker 2 (12:26):
Yeah.
So I'd say my biggestsuperpower, or my biggest
strength, if they want to callit that, is my faith.
I became a Christian my senioryear of high school and that
looking, I mean we'll talk aboutthis later but seeing all the
things I've had to endure and gothrough with this business and
all my other business ventures,it wouldn't have been possible
(12:46):
without God in my life andhaving a sense of morality and a
sense of meaning that's betterthan just myself and just kind
of being able to understand, youknow, how this world works
through the lens of Christ hasbeen just incredible and it's
helped me.
I mean the strength and theamount of resilience I've been
able to you know, just you knowhave within myself through
(13:10):
crisis has been insane.
I've been able to endurecollege, rotc, this and other
business.
I mean just all that I've beenable to do.
And people always, always ask meall the time like, how do you
do this?
I went and taught, or taught onentrepreneurship at Liberty
university, did aentrepreneurship at Liberty
University, did a class there,and these kids are like how do
you manage all this Right?
How do you endure all thiscraziness?
(13:32):
And I'm like I mean you can doanything through Christ, you
know, you just have to trust himand abide in him, and you need
to, you know, be obedient to him.
You got to follow and see wherehe wants you.
Yes, sir, and if you do that,and if you I mean truly, truly,
you know just remain disciplined, you know, and stay strong.
I mean, that's how you do it,and there's not a lot of strong
(13:54):
and disciplined people out there, because they're all taught to
be lazy, unfortunately.
Speaker 1 (13:57):
Yeah, very true, very true, yeah.
And, as a matter of fact, youknow, as Christian men, we know
there's no coincidences.
There's no coincidence of youbeing on the Big Money Detailer
podcast.
Speaker 2 (14:06):
We obviously have a message to share together.
Speaker 1 (14:09):
That's like what we're going to talk about here
is.
So here's the teaching pointfor the listeners.
Right, I'm going to talkmarketing here and then we're
going to get back to JesusChrist in a second.
Not to put Jesus Christ second,but just for this part of the
conversation.
I'm waiting for the lightning tocome down here.
No, I think you know what Imean on that.
We'll get to that in the secondpart of this.
But here's the marketing lesson.
And I get this sometimes likeguy.
(14:30):
I speak all over the country toother detailers and help them
improve their business, increasetheir sales, their cashflow,
and I help them boost theirbottom line.
And sometimes, after my talk, Ilove to hang around and talk to
the folks who've been in mysession and they say you're all
about the money, yeah, and andyou know what?
Yes, because here's why if, if,I didn't call this big money
(14:53):
detailer, okay, and I called itsomething more generic, okay.
I'm speaking that the name ofthe of the brand is big money
detailer because I know thatmore than 80 percent of the
detailers want to make moremoney.
They they could do more withtheir church, they could do more
with their charities, theycould do more for their families
, they could do more with alegacy.
A lot of problems could befixed with a stroke of a check.
(15:17):
And I call it big moneydetailer because I'm selling
catch the message here.
I'm selling to what detailerswant.
Detailers want money, so it'scalled big money Detailer.
Now let's get back to what'sunderneath of that.
Once I get them into my programand they realize I can help
them with one of the Fs which isfinancial, okay, then I can
(15:37):
give them what they really need.
They want big money.
But once they come in, they getto meet Gal.
They get to meet Dylan, our son, who runs the Affluent Auto Spa
.
They get to meet Kevin, myolder son.
They realize I'm more than justabout the money.
I'm about the five Fs.
I'm about family, faith,financial fitness and fun.
And that's what Guy just touchedon.
He touched on the fact that,yeah, we obviously have to make
(16:00):
money in our business big moneydetailer as an example but the
foundation of what we're talkingabout here is you've got to be
well-rounded in all those Fs,not just the financial side.
And obviously faith plays avery big part in both of our
lives.
I don't know if you know, Guy,but I have a foundation called
Pastor 360, and its mission isto make life and ministry better
(16:21):
for pastors.
And just one more quick bit onthat If you think you and I have
challenging positions in ourcompany, imagine the challenges
that a pastor has.
And I'll leave it at that, butagain, no coincidence why we're
chatting today, and I appreciateyou, brother, for sharing your
faith on the Detailer podcast,Because I think we need a lot
(16:42):
more people to be introduced andhave a relationship with Jesus.
So amen, brother, I appreciatethat.
All right.
Next question is this how doyou like, what are some of the
things you do to stay booked?
And I know the aviationbusiness is a little bit
different but maybe one or twoideas about how you stay booked,
how you get those higher-endjobs and those type of things.
Speaker 2 (17:01):
So it's all about the type of clientele.
If you it's kind of like youcan relate this to cars, if, um,
if you it's kind of like youcan relate this to cars, if
you're just sticking with theprivate retail and you're just
going after you know clientswith one car or two cars, right,
you know they're not going to,you're not going to see them
again for another year or sixmonths, right, um, unless
they're on a maintenance program.
But if you're for me, forexample, I can't go and work
(17:22):
with just the guys that have oneairplane, because that airplane
I'm only going to see probablyevery six months to a year.
Who I try to work with and whoI find consistent work through
is charter companies, a part ofanyone, corporate flight
operations.
Those guys need the airplanesconstantly cleaned, they're
constantly flying and they havea higher appearance standard
(17:44):
than the general aviation marketdoes.
So that's how I stay busy andthat's how I try to stay bugged
is through those guys, trying tofind the guys that are flying
more and more, right.
So the one thing we do is weconstantly monitor the flight
aware and other databases,seeing who's flying through our
(18:05):
airports and who's flyingthrough um and then trying to
see.
You know, what are they basedhere?
They're saying like, what'sgoing on, trying and then trying
to get their polar informationfrom the till number and, uh, do
this and that, but that's howwe stay budget through.
Uh, chasing business, businessclientele, uh, it's, it's easier
, it's, you know, a lot morerecurring and, um, it gives us,
(18:25):
you know, just just, I mean, ithelps us, you know, to stay
constant, you know.
Speaker 1 (18:29):
Yeah.
So Pete Lesson again a guy man,you're right on the right on
the game here.
I want to make sure we break itdown.
We have a lot of listeners whowere just kind of getting into
the detail space and and, andlook I, I saw Dylan do it, our,
our son.
It's from a marketingperspective.
Okay, and again, let's do thisagain.
Now, this time I'm going to nottalk about the five Fs, because
I talked about that, but thistime I'm going to talk about the
(18:51):
five parts of your business.
You've got marketing, which isyour thumb.
So marketing, sales, customerservice, operations, getting
paid the thumb is the thickest,the strongest finger we have.
It's the marketing engine thatdrives all the other components
of the business.
And what Guy just said is veryimportant is I see it kind of
breaks my heart, but I see a lotof detailers, whether they're
veterans or they're juststarting out.
(19:11):
They just stole spaghetti atthe wall from a marketing
perspective and for my therapytoday, I'm just going to rattle
off a few things just to get itoff my chest, now that you
brought up the conversation paidFacebook ads, paid Google ads,
do Instagram ads, do more reels?
I could go on and on.
Oh, I'll get you more ceramiccoating jobs.
I mean, we get hammered all thetime with these crazy butt text
(19:34):
messages, either on email or ontext.
They're going to help you getmore visitors to the website,
they're going to help you getmore ceramic coating jobs and
90% of the time it's BS.
Right, spaghetti at the walldoesn't work, okay, and actually
what it does, it causes morefrustration and it's just a
bunch of money leaking out ofyour profit bucket.
One of the things that Guy saidhe said a lot there.
(19:55):
I want to break it down, thoughI think the most important part
was quality, not quantity.
Quality of Guy doing thepush-ups man, guy is doing the
hard work that works.
He's doing the data and bykeynote talks, guy, I say this
(20:15):
all the time Don't get mad, getdata.
Marketing has to be driven offdata.
It goes back to my 1980 solarcalculator.
Right here.
The numbers don't lie and oneof the things you have to
seriously consider is get verystrategic and targeted in your
marketing.
Guy just said he looks at datafor how many flights, how many
people are flying, how manypeople.
That's data that's helping himdrive decisions.
So, guy, maybe a little more onthat, because I believe that is
(20:36):
a very important part that kindof relates not only to the
aviation space but maybe alittle more, because, if you
didn't mention it earlier, guystarted detailing vehicles and
he's kind of transitioned.
But expand a little more onthis data and how you use it in
your marketing, brother, I thinkthat's a great topic.
Speaker 2 (20:52):
Yeah, so when we look at everything in aviation,
everything's word of mouthAviation is a very niche and
tight industry, so, and with avery little overlap in the
others.
So when we look at this, we'renot marketing just to everyone,
we're marketing to specificclients.
Kind of think of it almost likeAmex right, you get an Amex
card, right, let's say, you havelike a million dollar net worth
(21:13):
and they offer you the platinumcard right or this, and that
they are specifically marketingto you as an individual.
It's a lot more personal and alot more personal approach.
So that's kind of how we do it,because there's no point in us
creating a whole bunch ofdifferent Canva ads and doing,
like you said, like the LinkedIn, you know, advertisements for,
(21:33):
like you know, boosting ceramiccoatings and this and that,
right, what we do is really justkind of locating clients and
then marketing to them directlyand sharing how we can help them
in their specific aircraft, andthat saves us a ton of money
and helps us, you know, uh, notwaste time and really just make
good use of our time.
And uh, and like you said, it'sabout the quality of the clients
(21:56):
, right, we're not chasing aftera bunch of NetJets, contracts
or this, and that we arespecifically looking towards
certain clients and I have myeyes on several.
I mean we look every day on theramp and see what aircraft are
consistently coming throughSpirit of St Louis Airport,
where we're located.
You know we are constantlylooking just all around, seeing
(22:17):
like one big thing that's goingon right now in St Louis is the
hangar developments.
We've got hangars that arecurrently being built so we're
keeping an eye on tabs on allthe aircraft that are going to
start going and being hangaredover there at the new hangar
complex.
So I mean there's just a lot ofstrategic things we do
internally to facilitate ouroperations and market
strategically Beautiful.
Speaker 1 (22:38):
So we talked about the target market right to
facilitate our operations andmarket strategically Beautiful.
So we talked about the targetmarket right, being very
specific in your marketing right.
Guy is very clear who his idealclient is and also I want to
expand on that also because Ibelieve there's two parts of
this equation.
The first is we just talkedabout it, guy, thanks for
sharing which is the whole ideaof who's your target market,
(22:58):
who's your ideal client.
By the way, before I forget,your best client is the most
educated.
Like at Big Money Detail, weteach 100 different ways to
market, but your best client isthe person who is the most
educated about what they want.
That's the first thing, butalso the second part of that
equation is you've got to bevery clear on what your service
(23:19):
offering is.
So, guy, if you need me to helpyou along because I know we
talked about it before therecording but you have to also
be very clear as the businessowner what services you're
offering.
So expand on that if you don'tmind.
Speaker 2 (23:31):
Yeah, so we're not cleaners, we're detailers.
And I say it because a lot ofpeople go out there, as you know
, in the automotive industry.
They say they're detailers.
Detailers is a very generalizedterm for a cleaner.
It's a different level ofcleaning, and so when I go with
these people, they saw a lot oflike, for example, the GA guys
right, they got a SESTA 172 or aPA28.
(23:53):
They'll be like oh well, I justwanted to get cleaned up.
I'm like, no, well, there's yougotta help me out here, right,
we gotta, we gotta make surethat we are on the same page of
what you're asking, right?
So I'll tell them like, here'swhat we're using.
This is a premium chemical thatwe're going to be using on your
aircraft.
This is what it does, this isthe benefits of that chemical,
and now this is what theresult's going to be.
(24:14):
You know, is this what youreally want, or do you want us
to do this, which is a very lessoption and it's not really
going to benefit your account atall and is going to really just
be a money pit, right?
So one of the things we do is wedo client education.
So we, when we go and list ourservices, we don't just go and
say, oh, we're detailing thisand that we're like, no, this is
(24:34):
exactly what we're doing.
You know, this is what we'reonly offering.
We're not going to dumb down tothat level of quality that you
want.
This is what we do.
And if you want to get thatdone, then go pay the guy with
no insurance that uses aspray-away glass cleaner, and
that's kind of how we operateand I don't have the time nor
(24:56):
the patience, unfortunately, todo those kinds of guys.
I'm respectful always toeveryone I meet.
I love being mean people andengaging, but, uh, one thing I
do not really tolerate at allfrom a client is, uh, they like,
well, could you just do thisfor like 100 bucks?
And like, right, I don't.
That's not something I messwith.
I'll customize package plans,yeah, but when it comes to
(25:18):
client education on that I makesure that we are always on the
same page.
That's good.
Speaker 1 (25:22):
So one follow-up to that to really help the
listeners understand why, youhave to really know what your
service offering is.
What is one service you do notoffer?
On aircraft.
Speaker 2 (25:36):
I'll give you two because they're kind of the same
boat.
Paint correction, ceramiccoatings there you go.
Speaker 1 (25:43):
So let's dive into that, because I think this is
important for not just theaviation space.
Again, if you want to educateour listeners on why that is,
please do that.
But really the teaching pointfor this conversation is more
about being clear on what youwant to do and what you're not
going to do, and Guy just did agreat job of outlining exactly
(26:04):
what he's not going to do.
He's not going to be Guy'sdiscount detailer for aviation.
He's already made that businessdecision in his mind.
But go ahead and expand.
Why you don't do ceramiccoating and paint correction on
aviation or aircrafts?
I should say yeah.
Speaker 2 (26:18):
So ceramic coatings when I look at ceramic coatings
for airplanes specifically, itis it's just not something that
I see being really worthwhile.
You've already got the paint,the paint's already coated.
It's got clear coating, it'salready protected.
The paint's pretty much alreadyprotected, right, there's no
really point in puttingadditional coating on there
which is going to hurt theaerodynamics, because when you
(26:39):
think about like a car, right, acar driving on the highway,
it's not going to really, unlessit's like a Ferrari or a race
car, it's not going to reallyhave an issue with the
aerodynamics, right, but whenyou have an airplane that's
traveling through the air at3,000, 4,000 feet and you know
120 knots, right, that's aproblem, right, that's a problem
.
And it also because that youknow that added drag is going to
(26:59):
, you know, worsen the fuel flowand it's going to cause issues
for the aircraft owner.
And you'll also I mean, withceramic coatings and paint
correction, the paint aircraftpaint is really thin and, like I
kind of mentioned, like it'sjust drag.
You want it to be as smoothover the wing for smooth airflow
, right, uh, and you want it'skind of like thinking about like
this, right, when the airflowis going on over the wing and
(27:21):
underneath the wing is producinglift, so we don't want to
disrupt that airflow over thewing because that's going to
hurt the airspeed.
Yeah, and the last thing, itwants to have some sort of like
this would take major right, butyou don't want to have like a
rippled up coating or you knowthis or that to cause the
aircraft to have issues.
Can't even imagine what thatwould be like and, um, it's
(27:44):
really thin, yeah.
So when you think about, likewhen you're trying to do paint
correction, you're trying to goin there and I mean that can
easily burn through the paint.
Speaker 1 (27:52):
Yeah, I can tell you there's one thing that the
affluent auto spa is not goingto be doing, at least in my
lifetime and dylan's lifetimeand he's obviously a heck of a
younger than me, our son that is.
That story right there makesyou get very clear on what
you're not going to do, and Ican't even imagine the liability
that comes with the ceramicpiece.
So, guy, you're very smart tosay this is my swim lane.
(28:14):
These are the things we do, andover here, these are the things
we don't do, and I'm gladyou're very clear on that.
Okay, good, anything else onthat topic?
Speaker 2 (28:21):
that was a good I would just say too, is like I've
seen people burn through paint,um, and when you think about
aviation, this is just for theall the detailers out there.
I think they can go do anythingor clean anything.
I'm gonna be very direct to youand just saying that aviation
and boats especially too is awhole different thing from cars.
(28:43):
And though you may have a lotof success in cars and may do a
fantastic, excellent job in cars, don't come into airplanes
thinking it's going to be theexact same and don't treat them
the exact same, and don'tespecially do it without
insurance.
But aircraft paint paint, justfor the audience is where is
very, very thin.
(29:03):
It is easily, you can easilyburn through and mess it up.
It is, I mean, on the lowestsetting with like a buffer or
you know some sort of uh powertool.
I mean it's like a pressurewasher to like flaking paint and
uh, you don't want to mess withthat and I've seen people do
that and I've seen formerdetailers I've come work for me.
(29:26):
Try to go, start their ownaircraft detailing company, do
it and the aircrafts you know,and it's gonna be down for three
months and get paint.
Speaker 1 (29:34):
So man, that's good stuff.
That is a great education therefor all of our listeners.
And again, again, if you dopursue going to say that
hypothetically, they watched afew YouTube videos, they went
(30:03):
out, they used the buffer thewrong way and guess what
happened?
The poop hit the fan, and thinkabout their reputation at that
point.
It's just not worth it Withouthaving the right training, the
right certifications, the rightknowledge, skill and ability.
Please don't go down thosepaths.
There's so many detailers herein the United States and there's
(30:24):
more and more coming in.
Guess what?
There's just as many going outon the back end.
All right, as we close down forthe podcast, one other question
for you.
I think it would be great forour listeners for you to share
your wisdom.
By the way, thanks for being aguest.
You're very awesome in what youdo.
I guess you're very awesome inwhat you do If you had to think
back to one major challengeproblem, oh, poop moment,
(30:45):
whatever you want to categorizeit in your mind, even when you
were back 15, 16 years old,starting out, what was one major
thing that happened, and I'mmore concerned about what you
did about it.
So if you can share maybe oneor two of those type stories,
that would be great so.
Speaker 2 (31:01):
Plain Clean has had zero incidents since you know
starting.
I've never had to do a claim,never had to do anything like
that.
I've had to deal with a lot ofemployee stuff in the past.
So we are an independentcontractor stuff in the past
because we've not had employees.
We've always independentcontractors, just because it
makes a lot easier for the guysbecause they don't need the
(31:22):
benefits and it's just a lotsimpler that way.
Plus it's kind of sporadicschedule and all the stuff that
comes with it it's a lot easierto have them on 1099.
But uh, long story short, thisis actually last march.
We were um detailing it was acj2 for a client and long story
short.
This guy was calling a lot ofissues and what we're getting.
But I'm really I try to beredemptive and I try to um help
(31:46):
guys out.
And the big thing about me islike, kind of like you are
trying to mentor and help people, um, I try to help people as
well.
And so this guy was goingthrough it a little bit and I
was trying to give him some workand I even promote him and pay,
even though he didn't deserveit and trying to help him out.
And uh, well, this individualdecided that, uh, he was not
(32:07):
going to do his work and uh,decided to.
You know he was, he was runningthis job and he decided to
essentially leave the job and gointo this company.
So this this company had a gymin their hangar decided to go
work out job and go into thiscompany.
So this or this company had agym in their hangar, decided to
go work out in the company's gymand decided to say, screw the
detailing that I'm doing the,screw the job I'm being paid for
(32:28):
I'm gonna go work out a companytime.
So the owner of the company sawhim working out in their gym
you know as a non-employee, youknow tried to tell him to leave.
He was being disrespectful andfrom there he got forcibly told
to leave and then he went anddecided to go outside and
continue his workout on thecompany property.
So I found out two hours laterabout this.
(32:51):
So I'm in Virginia, I'm on thephone figuring this out, et
cetera, what actually happened,and they send me a surveillance
video of what he was doing.
So I got to sit there as theowner of the company with a
reputation on the line, becausethis goes beyond damaging an
aircraft.
Right, if you damage anaircraft, unfortunately, that is
(33:14):
better than this, because thisis just disrespect.
You can always fix a damagedaircraft.
You can never really repairdisrespect.
Yeah, so when I just saidthrough those, I was like you
know what it was a lesson Ilearned right, you can only give
people so many chances.
And it was also a big thing forme is that realizing that, with
(33:39):
detailing and running a company,I can't be doing this, you know
, from 1,600, 1,700 miles away,and it worked for a long time it
worked, you know, all last yearworked, all 2024 and beginning
of 2025.
But going into, you know, butit just started out working.
(34:01):
You know, and that's one of thethings I realized, that you
can't be an absent leader in abusiness.
You have to be at the forefrontin person, because if you I
mean just look at it with, likeyou know, military, for example
right, I'm an ROTC If you haveabsent leadership that's not
showing up and is not, you know,um, directing you in person is
not, you know, showing theirface, that's a problem.
(34:22):
That's how beauty happens,that's how, you know, unsported
nation happens, right, and uh,well, we were.
When I was saying through thisand reflecting first on myself,
I saw that a lot of issues wereassociated my leadership and how
I was conducting myself.
And, uh, though I was on thephone, though I was running
everything, though I was on thephone, though I was writing
everything, though I was alwayson top of things, I was not in
person and I should have been.
Speaker 1 (34:44):
There was a bunch of lessons in there, for sure.
Again, I appreciate you beingopen and really sharing that
story.
Just a couple takeaways thereand when I was younger okay,
probably closer to your age Ihad a vice president position
where I had over 500 teammembers and unfortunately, like
(35:04):
most businesses, I mean, there'sa point where you have to let
people go, whether it's areduction in force, whether you
have to terminate them.
You can fill in whatever word.
The listeners can put any wordin that they want.
And I took that to heart,similar to you did, guy where
it's like man, I'm letting thisperson down.
They got bills to pay, they gota family, they got a new kid,
whatever it was the situation,and for about a year or so I
(35:27):
kind of let that get to me.
And then I realized what Guysaid earlier and I want to
reiterate this point.
I'm going to paraphrase it andgive you my own spin to it.
After that first year of being aleader, I realized that from
that point forward, I neverterminated anybody.
They terminated themselves.
And here's why?
Because I learned that bylaying out clear expectations,
(35:49):
like you've been in thedetailing business.
Okay, here's your checklist,here's your standard operating
procedure, I'm giving youexactly what you need to be
successful.
Now, if you choose not tofollow this, like in Guy's case
with that particular individual,that person chose not to do
what they were expected to do.
So Guy didn't terminate them.
Actually, they terminatedthemselves, because Guy did a
(36:11):
very good job of outliningexactly what was expected of
that individual and they decidednot to.
So for those of you folks thatare kind of new leaders, that
would be a key lesson to learnfrom Guy and I today is Guy and
I sounds like a chemical orsomething.
I'm going to put some Guy and Ion there.
Anyway, what you can learn fromus today is this get that
mindset of setting the clearexpectations, giving them what
(36:32):
they need to be successful,giving them the standard
operating procedures, thechecklist, and let them fly out
of the nest.
And if they choose not tofollow those and you have to
terminate them.
Remember, that's not on you,that is actually on the
individual.
So with that, yeah, you've beena great guest, but before we
wrap it up today, brother, justhow can folks reach you?
I recommend only the website,not phone numbers.
(36:52):
You can maybe share somesocials if you want, but website
and maybe one or two socials,please.
Speaker 2 (36:57):
Yeah, all our socials are plaincleanstl.
It saysP-L-A-N-E-C-L-E-A-N-S-T-L.
Instagram, Facebook, Rich.
Is there Website too, if youwant to submit a form on the
website.
Love to talk to you, hear fromyou and, yeah, Well good.
Speaker 1 (37:14):
Well, guys, it's been great having you on the Big
Money Detailer podcast.
And again, we're not just aboutthe financial side of it.
We covered that earlier withthe five Fs.
And also the important thing totake away is it's not just
about trying to figure thisstuff out on your own.
It's making sure you have theright mentors, the right people
in place.
Like, for instance, when peoplecome to my home training center
(37:34):
, which is upstairs, we breakthese things down for your
detailing business center, whichis upstairs.
We break these things down foryour detailing business.
We help you with your marketing, your sales, your customer
service, your operations gettingpaid and you shorten your
learning curve, like I didearlier.
He talked about that in thepodcast is the more you can
shorten your learning curve, theless stress, the less pressure
you have on yourself and themore money you can make so you
can earn more and you can servemore.
(37:55):
No-transcript.
Hey, big Money Detailers, welcome to the Big
Money Detailer podcast today.
And today we're going 30,000feet here.
Ladies and gentlemen, guy isactually my first detailer that
I've had on the Big MoneyDetailer podcast and we looked
at others, but we picked Guy outof the crowd because he does
some very unique things inaviation.
So, guy, are you ready tothrive and shine?
(00:22):
Brother, let's go.
Dude, let's go, all right.
Are you ready to thrive andshine, brother?
Let's go.
Dude, let's go, all right,let's do it, okay.
So again, big Money Detailers,welcome to the podcast today.
Today's topic is going to beaviation, and Guy's got a very
unique background.
He's got some great stories totell and, as always, it's not
only you know for your sake, notonly to improve your knowledge,
skills and abilities with meand my team here at Big Money
Detailer.
(00:42):
But we love to bring guys getthis.
We like to bring guys on likeGuy that can actually share some
of his insider secrets of whathe's doing in aviation, and
obviously we're going to modelthat a little bit for your auto
car detailing business.
So with that, guy, firstquestion man, how'd you decide?
Take me way back in your case.
It's not that long ago, buttake me way back to when you
started detailing and kind offill in those gaps for our
(01:04):
listeners of how you got intodetailing and now how you have
transitioned into the aviationmarket.
Go ahead.
Speaker 2 (01:11):
Of course, man.
So well, I got into detailingwhen I was 15 years old.
My dad, essentially, you know,took me off the couch and he
told me that you know, I got toget a job and I didn't want to
get a job and I, you know, I wasjust easily, I was pretty
comfortable just sitting at home, you know, all summer long
(01:31):
doing nothing, you know,occasionally going to the pool
or hanging out.
But you know he said you got toget a job or you know, none of
this lifestyle is living, wasnot going to get paid for.
You know, these things I wasdoing were not going to be
supported.
So from there I was like youknow what, I'll get a job.
And I was a little, I was kindof prideful then and I was like
you know what, I can't work foranyone.
I got to start my own thing andhe gave me two options, because
(01:53):
you know, of course, he's gotto tell me what to do and you
know the way I do it.
And he told me that I got tohave to start my own aircraft
detailing company or I'm goingto go and become a line service
tech, which is, you know, thetechnicians that you know fuel
airplanes and, you know, movethem as such.
And so I say, you know whatcleaning sounds like.
(02:13):
It's an easy thing, you know,let's get into it.
And you know, for the listenersout there that have detailed
cars and have detailed airplanes, or boats, whatever they know,
that that's you know, that's nottrue.
It is very, very hard.
Boats, whatever they know, thatthat's you know, that's not
true.
It is very, very hard and, ofcourse, a lot of skill.
So from there I started, youknow detailing, you know family
cars, friends cars just kind oflearning all the processes,
(02:33):
different chemicals, solutionsetc.
And really from there I kind ofrealized that you know what I
was learning on YouTube and theinternet was not going to
suffice.
I really needed to go and getan expert to train me and really
kind of show me what needed tobe done.
So I went with a local cardetailer as an apprentice and he
(02:54):
taught me how to detail cars,boats, and really also taught me
how to market, showing me thedifferent marketing strategies
and business tools needed to runan effective detailing company.
So we went, and you know, allsummer long, you know, whenever
I had time between footballpractice and school, and I
worked with them and we did alot of cool things, had a lot of
(03:14):
cool experiences and a lot ofit was, you know, fundamental
and he helped me start my owncompany and really helped me get
set up when I was trying to,you know, get my own brand and
sure, um, that was anopportunity that I don't think I
could.
It was just so rare.
You know, no one really everdoes that and he only gets up in
aviation.
Detailing, helped me learn howto structure conversations, how
(03:36):
to how to actually, you know,close deals and everything and
um, but, yeah, that's really howI got started yeah, well,
that's it.
Speaker 1 (03:44):
That's a great answer .
And again, here's the keyteaching point for everyone If
you're listening to the BigMoney Detailer podcast, you
realize that, look, you can't dothis alone.
Being in detailing like inGuy's case, whether it's
aviation, or like our son Dylanwho runs the Affluent Auto Spa
here in San Antonio it's alonely world and one of the key
things that Guy said and, guy,I'm going to come back with one
follow-up and then we'll move tothe next one One thing that Guy
(04:04):
said here that's important iswhat was one of the first things
he did.
Ladies and gentlemen, he didnot try to figure it out on his
own.
He probably did for a while andhe went.
It's like you should just beatyour head against a brick wall.
What he actually did is hesought out a mentor, somebody
who's been there, done that.
In my case, what I like to sayis learn from people who've been
there, done that and stilldoing it today, because
sometimes, when you learn fromcertain mentors, they've been
(04:26):
there, done that, but that was10 years ago and, as we know,
right, guy, the detailingindustry changes almost monthly,
if not daily in some casesLotions, potions, chemicals,
tools, regulations, insurance.
I can go on and on about allthat crazy stuff.
That's why you have to learnfrom the right mentor.
So, guy, congratulations onjumping on the right mentor.
So here's the question for you.
If you had to go back and thinkand Guy, we just met before the
(04:50):
podcast, but I have my 1980solar calculator right here but
if you had to take a calculatorand estimate just estimate on
the calculator how much moneyyou saved or how much
frustration you saved by seekingout a mentor, what do you think
that has been over the last xnumber of years for you?
How much did you save?
(05:11):
Or how much credibility did yousave in your business because
of that?
Speaker 2 (05:15):
so I would look at that because, uh, though the
person I work with is not myonly mentor, I had my, my dad
also there too, kind of both ofthem, which is great.
Um, you know, and from when Ilook at this, if I didn't have
my dad, if I didn't have, youknow, the guy that was teaching
me, I mean, I would be probably.
I look at it as a matter oftime, right, because time is
(05:35):
money.
So I look at, you know, howlong would it take me to learn
this without them?
And I think that just kind ofon this track, like I was on the
track to take to learn thoseinformation they're giving me,
but I don't think I would havelearned it as quick as I did
with them being there.
So I think that I've probablybeen four, maybe five years
(05:56):
behind without them.
Speaker 1 (05:57):
Wow, so you think you cut your learning curve by four
or five years, right?
Speaker 2 (06:01):
Yes, that's pretty darn good right there.
I mean, you can do the math onthat, I.
But you know that's that's alot of time, you know, and right
, um, and that's a lot of moremoney down the drain.
You know being stuck in thatone spot as well as, like you're
, you're not making any moremoney or just losing money.
Speaker 1 (06:17):
Yeah, exactly time is money.
Like you said, man, it'sdefinitely time is money is a
big thing.
But then also, um and again, Imean, I talk to and I coach a
lot of detailers and here'shere's one of the things I want
to just tie into, especially forthe new listeners who haven't
heard me say this before becareful what you build, because
then you have to support it.
And what I mean specifically onthat I learned that from one of
(06:38):
my mentors is you know, rightnow you have to decide what you
want your business to look like.
I I mean, do you want amulti-location, like, do you
want to be in every airport guy?
I think I know the answer forno, but for people that are
listening, you have to kind ofdetermine that now.
It doesn't have to be exact,but you've got to get 80% on the
right track of where you wantto be and how you want to grow
this thing.
And then the question becomeshow long do you want to have it?
(07:01):
In 10 years?
Do you want to have it in fiveyears, like reaching that next
major milestone in your business, or do you want it in five
months?
That's one of the things thatwe talk about here at Big Money
Detailer all the time is we putyou on the fast track to more
profit.
You could take three or fouryears to become profitable, or
you could do it in three or fourmonths.
You decide.
And I think that's the bigthing that a lot of detailers
have to decide.
(07:21):
I'm not saying one way or theother is wrong, but in your case
you're on the fast track tomore profit, more revenue and
serving more clients in theaviation space, which is
fantastic.
Thank you.
Next, anything else on that onebuddy?
No, that's it All right.
Good, so here's the nextquestion, and I love this
question because you can goanywhere you want with it.
If you had to pick one toughone, it's hard, you got to pick
one tough one, it's it's hard,you gotta pick one.
(07:42):
If you had to pick onesuperpower, and I'd be like guy,
what is your superpower?
Like dude, you are so good atit that you could wear a cape.
What would be one superpoweryou have, whether in your
business, or it could be yourpersonal life as well.
Speaker 2 (07:55):
But let's talk about your superpower uh, man, if I
could have one superpower, I'djust be able to, you know, read
minds one that one of the thingsI hate, uh, of like all things,
just lying, you know, you know,you know I'm thinking people
just being, you know, nottruthful and, um, a lot of times
in aviation people are just,you know, telling you they're
(08:17):
like the the wrong thing.
You know, you know they thelies, etc.
And it's also in detailing too.
I mean, no one really, I meanmean, when we look at this,
right, there's very few peoplethat wants to get other succeed.
So, having people to tell youthe truth and and be able to
know the truth is just soincredibly valuable.
Um, I wouldn't want superstrength, I wouldn't want to be
(08:37):
the fastest man or fly I canalready fly in my life, my
pilot's license but, uh, beingable to you know all discerned
between the lies and the truthall the time would be great and,
uh, that's just, I think that'dbe.
It would help me know what'sreal and what's not real?
Speaker 1 (08:53):
Yeah, that's good.
So again, you answered it onthe other side of it, which is
man, what would do?
What do superpower do you wantto have, Like dude?
Uh, again, I'll tell you alittle about your family.
Tell me a little about you,know, know, your dad helps you a
little bit, but tell me alittle more about your family,
because I think I'm going tostructure this question based on
your answer.
Speaker 2 (09:16):
Yeah, so I have a huge family, not immediate, but
you know my broader scale.
My dad's side, my dad's side,that's really kind of where the
aviation aviation roots are.
My great grandfather was namedBob Matthews.
He started a company calledmatthews buses uh, still active
today and uh, that's in, it'sactually in rochester, new york,
um.
And so from there he actuallygot in the flying guys license.
(09:36):
My great-grandmother got herlicense, wow, and they started
flying across, you know, thenortheast region of the united
states, uh, selling buses, anduh, you know they had a king air
, they hades, they've had alldifferent sorts of airplanes and
it was neat, it was really neat.
And from there my grandfathergot into flying.
(09:57):
He got his pilot's license andhis instrument rating and then
from there, my dad growing uparound this whole aviation
community and family, uh, youknow he didn't, he's the same,
he didn't want to get into buses.
You know he was like, you know,busing is great, especially
vehicles, and you know Marine isall all wonderful, but that's
just not something he wanted todo.
He wanted to fly and he wantedto.
(10:19):
You know cause he?
He saw like how amazing it wasto be in control of an aircraft,
that feeling in that sense, uh,he, um, he got his private and
when he was in high school andthey got his instrument, his
multi and his cfi and um, andthen from there he just kind of
weaseled his way through, notlike weasel, like you know,
(10:39):
being sly or anything, but hejust kind of worked his way uh
and through aviation and um,from there he just became a
corporate pilot and uh, and thefunny thing is is he he had his
first corporate uh pilot flyingjob, uh, through having an excel
certification.
He got hired because he was theonly one that knew excel back
in the 1990s look at that.
Speaker 1 (11:01):
Well, I can see, I can see, based on that story,
where your passion comes from.
And just so y'all know, uh,before we started the recording
of the podcast, I asked guy.
Guy, I said you know he's thefirst, obviously, person that
deals with aviation in the BigMoney Detailer podcast.
But it was his passion, thereason he wants to aviation, and
if you think about that familyline of going way back in
(11:21):
generations, of the passion thathis whole family has had around
aviation, it only makes sensefor him to be in the space of
serving folks that are in theaviation space.
So that's fantastic.
So here's the second part ofthat question.
Obviously, there's skills andknowledge you can gain on how to
read people, right, like youhave a pretty good sense just in
(11:44):
our short conversation.
You know when someone's BSingyou, you know when they're not
giving you the facts.
So there's a lot of things youcould do to try to lower that
risk, right.
But the specific question islike, here on planet Earth right
now, what is your superpower?
Like you're really good at fillin the blank.
Obviously, we'd all especiallyguys, we would love to read
minds, but we know that's one ofthose things that we really
(12:06):
can't do.
We could try to lower the riskof someone lying to us.
But what's your real superpowerfor what you do in your
business right now that you'rereally really good at?
Another way to ask the questionis you're pretty good at it and
you're a humble guy.
I can feel that, but what's onething you're really good at
that maybe you want to sharewith the listeners of what your
superpower is in your business?
Speaker 2 (12:26):
Yeah.
So I'd say my biggestsuperpower, or my biggest
strength, if they want to callit that, is my faith.
I became a Christian my senioryear of high school and that
looking, I mean we'll talk aboutthis later but seeing all the
things I've had to endure and gothrough with this business and
all my other business ventures,it wouldn't have been possible
(12:46):
without God in my life andhaving a sense of morality and a
sense of meaning that's betterthan just myself and just kind
of being able to understand, youknow, how this world works
through the lens of Christ hasbeen just incredible and it's
helped me.
I mean the strength and theamount of resilience I've been
able to you know, just you knowhave within myself through
(13:10):
crisis has been insane.
I've been able to endurecollege, rotc, this and other
business.
I mean just all that I've beenable to do.
And people always, always ask meall the time like, how do you
do this?
I went and taught, or taught onentrepreneurship at Liberty
university, did aentrepreneurship at Liberty
University, did a class there,and these kids are like how do
you manage all this Right?
How do you endure all thiscraziness?
(13:32):
And I'm like I mean you can doanything through Christ, you
know, you just have to trust himand abide in him, and you need
to, you know, be obedient to him.
You got to follow and see wherehe wants you.
Yes, sir, and if you do that,and if you I mean truly, truly,
you know just remain disciplined, you know, and stay strong.
I mean, that's how you do it,and there's not a lot of strong
(13:54):
and disciplined people out there, because they're all taught to
be lazy, unfortunately.
Speaker 1 (13:57):
Yeah, very true, very true, yeah.
And, as a matter of fact, youknow, as Christian men, we know
there's no coincidences.
There's no coincidence of youbeing on the Big Money Detailer
podcast.
Speaker 2 (14:06):
We obviously have a message to share together.
Speaker 1 (14:09):
That's like what we're going to talk about here
is.
So here's the teaching pointfor the listeners.
Right, I'm going to talkmarketing here and then we're
going to get back to JesusChrist in a second.
Not to put Jesus Christ second,but just for this part of the
conversation.
I'm waiting for the lightning tocome down here.
No, I think you know what Imean on that.
We'll get to that in the secondpart of this.
But here's the marketing lesson.
And I get this sometimes likeguy.
(14:30):
I speak all over the country toother detailers and help them
improve their business, increasetheir sales, their cashflow,
and I help them boost theirbottom line.
And sometimes, after my talk, Ilove to hang around and talk to
the folks who've been in mysession and they say you're all
about the money, yeah, and andyou know what?
Yes, because here's why if, if,I didn't call this big money
(14:53):
detailer, okay, and I called itsomething more generic, okay.
I'm speaking that the name ofthe of the brand is big money
detailer because I know thatmore than 80 percent of the
detailers want to make moremoney.
They they could do more withtheir church, they could do more
with their charities, theycould do more for their families
, they could do more with alegacy.
A lot of problems could befixed with a stroke of a check.
(15:17):
And I call it big moneydetailer because I'm selling
catch the message here.
I'm selling to what detailerswant.
Detailers want money, so it'scalled big money Detailer.
Now let's get back to what'sunderneath of that.
Once I get them into my programand they realize I can help
them with one of the Fs which isfinancial, okay, then I can
(15:37):
give them what they really need.
They want big money.
But once they come in, they getto meet Gal.
They get to meet Dylan, our son, who runs the Affluent Auto Spa
.
They get to meet Kevin, myolder son.
They realize I'm more than justabout the money.
I'm about the five Fs.
I'm about family, faith,financial fitness and fun.
And that's what Guy just touchedon.
He touched on the fact that,yeah, we obviously have to make
(16:00):
money in our business big moneydetailer as an example but the
foundation of what we're talkingabout here is you've got to be
well-rounded in all those Fs,not just the financial side.
And obviously faith plays avery big part in both of our
lives.
I don't know if you know, Guy,but I have a foundation called
Pastor 360, and its mission isto make life and ministry better
(16:21):
for pastors.
And just one more quick bit onthat If you think you and I have
challenging positions in ourcompany, imagine the challenges
that a pastor has.
And I'll leave it at that, butagain, no coincidence why we're
chatting today, and I appreciateyou, brother, for sharing your
faith on the Detailer podcast,Because I think we need a lot
(16:42):
more people to be introduced andhave a relationship with Jesus.
So amen, brother, I appreciatethat.
All right.
Next question is this how doyou like, what are some of the
things you do to stay booked?
And I know the aviationbusiness is a little bit
different but maybe one or twoideas about how you stay booked,
how you get those higher-endjobs and those type of things.
Speaker 2 (17:01):
So it's all about the type of clientele.
If you it's kind of like youcan relate this to cars, if, um,
if you it's kind of like youcan relate this to cars, if
you're just sticking with theprivate retail and you're just
going after you know clientswith one car or two cars, right,
you know they're not going to,you're not going to see them
again for another year or sixmonths, right, um, unless
they're on a maintenance program.
But if you're for me, forexample, I can't go and work
(17:22):
with just the guys that have oneairplane, because that airplane
I'm only going to see probablyevery six months to a year.
Who I try to work with and whoI find consistent work through
is charter companies, a part ofanyone, corporate flight
operations.
Those guys need the airplanesconstantly cleaned, they're
constantly flying and they havea higher appearance standard
(17:44):
than the general aviation marketdoes.
So that's how I stay busy andthat's how I try to stay bugged
is through those guys, trying tofind the guys that are flying
more and more, right.
So the one thing we do is weconstantly monitor the flight
aware and other databases,seeing who's flying through our
(18:05):
airports and who's flyingthrough um and then trying to
see.
You know, what are they basedhere?
They're saying like, what'sgoing on, trying and then trying
to get their polar informationfrom the till number and, uh, do
this and that, but that's howwe stay budget through.
Uh, chasing business, businessclientele, uh, it's, it's easier
, it's, you know, a lot morerecurring and, um, it gives us,
(18:25):
you know, just just, I mean, ithelps us, you know, to stay
constant, you know.
Speaker 1 (18:29):
Yeah.
So Pete Lesson again a guy man,you're right on the right on
the game here.
I want to make sure we break itdown.
We have a lot of listeners whowere just kind of getting into
the detail space and and, andlook I, I saw Dylan do it, our,
our son.
It's from a marketingperspective.
Okay, and again, let's do thisagain.
Now, this time I'm going to nottalk about the five Fs, because
I talked about that, but thistime I'm going to talk about the
(18:51):
five parts of your business.
You've got marketing, which isyour thumb.
So marketing, sales, customerservice, operations, getting
paid the thumb is the thickest,the strongest finger we have.
It's the marketing engine thatdrives all the other components
of the business.
And what Guy just said is veryimportant is I see it kind of
breaks my heart, but I see a lotof detailers, whether they're
veterans or they're juststarting out.
(19:11):
They just stole spaghetti atthe wall from a marketing
perspective and for my therapytoday, I'm just going to rattle
off a few things just to get itoff my chest, now that you
brought up the conversation paidFacebook ads, paid Google ads,
do Instagram ads, do more reels?
I could go on and on.
Oh, I'll get you more ceramiccoating jobs.
I mean, we get hammered all thetime with these crazy butt text
(19:34):
messages, either on email or ontext.
They're going to help you getmore visitors to the website,
they're going to help you getmore ceramic coating jobs and
90% of the time it's BS.
Right, spaghetti at the walldoesn't work, okay, and actually
what it does, it causes morefrustration and it's just a
bunch of money leaking out ofyour profit bucket.
One of the things that Guy saidhe said a lot there.
(19:55):
I want to break it down, thoughI think the most important part
was quality, not quantity.
Quality of Guy doing thepush-ups man, guy is doing the
hard work that works.
He's doing the data and bykeynote talks, guy, I say this
(20:15):
all the time Don't get mad, getdata.
Marketing has to be driven offdata.
It goes back to my 1980 solarcalculator.
Right here.
The numbers don't lie and oneof the things you have to
seriously consider is get verystrategic and targeted in your
marketing.
Guy just said he looks at datafor how many flights, how many
people are flying, how manypeople.
That's data that's helping himdrive decisions.
So, guy, maybe a little more onthat, because I believe that is
(20:36):
a very important part that kindof relates not only to the
aviation space but maybe alittle more, because, if you
didn't mention it earlier, guystarted detailing vehicles and
he's kind of transitioned.
But expand a little more onthis data and how you use it in
your marketing, brother, I thinkthat's a great topic.
Speaker 2 (20:52):
Yeah, so when we look at everything in aviation,
everything's word of mouthAviation is a very niche and
tight industry, so, and with avery little overlap in the
others.
So when we look at this, we'renot marketing just to everyone,
we're marketing to specificclients.
Kind of think of it almost likeAmex right, you get an Amex
card, right, let's say, you havelike a million dollar net worth
(21:13):
and they offer you the platinumcard right or this, and that
they are specifically marketingto you as an individual.
It's a lot more personal and alot more personal approach.
So that's kind of how we do it,because there's no point in us
creating a whole bunch ofdifferent Canva ads and doing,
like you said, like the LinkedIn, you know, advertisements for,
(21:33):
like you know, boosting ceramiccoatings and this and that,
right, what we do is really justkind of locating clients and
then marketing to them directlyand sharing how we can help them
in their specific aircraft, andthat saves us a ton of money
and helps us, you know, uh, notwaste time and really just make
good use of our time.
And uh, and like you said, it'sabout the quality of the clients
(21:56):
, right, we're not chasing aftera bunch of NetJets, contracts
or this, and that we arespecifically looking towards
certain clients and I have myeyes on several.
I mean we look every day on theramp and see what aircraft are
consistently coming throughSpirit of St Louis Airport,
where we're located.
You know we are constantlylooking just all around, seeing
(22:17):
like one big thing that's goingon right now in St Louis is the
hangar developments.
We've got hangars that arecurrently being built so we're
keeping an eye on tabs on allthe aircraft that are going to
start going and being hangaredover there at the new hangar
complex.
So I mean there's just a lot ofstrategic things we do
internally to facilitate ouroperations and market
strategically Beautiful.
Speaker 1 (22:38):
So we talked about the target market right to
facilitate our operations andmarket strategically Beautiful.
So we talked about the targetmarket right, being very
specific in your marketing right.
Guy is very clear who his idealclient is and also I want to
expand on that also because Ibelieve there's two parts of
this equation.
The first is we just talkedabout it, guy, thanks for
sharing which is the whole ideaof who's your target market,
(22:58):
who's your ideal client.
By the way, before I forget,your best client is the most
educated.
Like at Big Money Detail, weteach 100 different ways to
market, but your best client isthe person who is the most
educated about what they want.
That's the first thing, butalso the second part of that
equation is you've got to bevery clear on what your service
(23:19):
offering is.
So, guy, if you need me to helpyou along because I know we
talked about it before therecording but you have to also
be very clear as the businessowner what services you're
offering.
So expand on that if you don'tmind.
Speaker 2 (23:31):
Yeah, so we're not cleaners, we're detailers.
And I say it because a lot ofpeople go out there, as you know
, in the automotive industry.
They say they're detailers.
Detailers is a very generalizedterm for a cleaner.
It's a different level ofcleaning, and so when I go with
these people, they saw a lot oflike, for example, the GA guys
right, they got a SESTA 172 or aPA28.
(23:53):
They'll be like oh well, I justwanted to get cleaned up.
I'm like, no, well, there's yougotta help me out here, right,
we gotta, we gotta make surethat we are on the same page of
what you're asking, right?
So I'll tell them like, here'swhat we're using.
This is a premium chemical thatwe're going to be using on your
aircraft.
This is what it does, this isthe benefits of that chemical,
and now this is what theresult's going to be.
(24:14):
You know, is this what youreally want, or do you want us
to do this, which is a very lessoption and it's not really
going to benefit your account atall and is going to really just
be a money pit, right?
So one of the things we do is wedo client education.
So we, when we go and list ourservices, we don't just go and
say, oh, we're detailing thisand that we're like, no, this is
(24:34):
exactly what we're doing.
You know, this is what we'reonly offering.
We're not going to dumb down tothat level of quality that you
want.
This is what we do.
And if you want to get thatdone, then go pay the guy with
no insurance that uses aspray-away glass cleaner, and
that's kind of how we operateand I don't have the time nor
(24:56):
the patience, unfortunately, todo those kinds of guys.
I'm respectful always toeveryone I meet.
I love being mean people andengaging, but, uh, one thing I
do not really tolerate at allfrom a client is, uh, they like,
well, could you just do thisfor like 100 bucks?
And like, right, I don't.
That's not something I messwith.
I'll customize package plans,yeah, but when it comes to
(25:18):
client education on that I makesure that we are always on the
same page.
That's good.
Speaker 1 (25:22):
So one follow-up to that to really help the
listeners understand why, youhave to really know what your
service offering is.
What is one service you do notoffer?
On aircraft.
Speaker 2 (25:36):
I'll give you two because they're kind of the same
boat.
Paint correction, ceramiccoatings there you go.
Speaker 1 (25:43):
So let's dive into that, because I think this is
important for not just theaviation space.
Again, if you want to educateour listeners on why that is,
please do that.
But really the teaching pointfor this conversation is more
about being clear on what youwant to do and what you're not
going to do, and Guy just did agreat job of outlining exactly
(26:04):
what he's not going to do.
He's not going to be Guy'sdiscount detailer for aviation.
He's already made that businessdecision in his mind.
But go ahead and expand.
Why you don't do ceramiccoating and paint correction on
aviation or aircrafts?
I should say yeah.
Speaker 2 (26:18):
So ceramic coatings when I look at ceramic coatings
for airplanes specifically, itis it's just not something that
I see being really worthwhile.
You've already got the paint,the paint's already coated.
It's got clear coating, it'salready protected.
The paint's pretty much alreadyprotected, right, there's no
really point in puttingadditional coating on there
which is going to hurt theaerodynamics, because when you
(26:39):
think about like a car, right, acar driving on the highway,
it's not going to really, unlessit's like a Ferrari or a race
car, it's not going to reallyhave an issue with the
aerodynamics, right, but whenyou have an airplane that's
traveling through the air at3,000, 4,000 feet and you know
120 knots, right, that's aproblem, right, that's a problem
.
And it also because that youknow that added drag is going to
(26:59):
, you know, worsen the fuel flowand it's going to cause issues
for the aircraft owner.
And you'll also I mean, withceramic coatings and paint
correction, the paint aircraftpaint is really thin and, like I
kind of mentioned, like it'sjust drag.
You want it to be as smoothover the wing for smooth airflow
, right, uh, and you want it'skind of like thinking about like
this, right, when the airflowis going on over the wing and
(27:21):
underneath the wing is producinglift, so we don't want to
disrupt that airflow over thewing because that's going to
hurt the airspeed.
Yeah, and the last thing, itwants to have some sort of like
this would take major right, butyou don't want to have like a
rippled up coating or you knowthis or that to cause the
aircraft to have issues.
Can't even imagine what thatwould be like and, um, it's
(27:44):
really thin, yeah.
So when you think about, likewhen you're trying to do paint
correction, you're trying to goin there and I mean that can
easily burn through the paint.
Speaker 1 (27:52):
Yeah, I can tell you there's one thing that the
affluent auto spa is not goingto be doing, at least in my
lifetime and dylan's lifetimeand he's obviously a heck of a
younger than me, our son that is.
That story right there makesyou get very clear on what
you're not going to do, and Ican't even imagine the liability
that comes with the ceramicpiece.
So, guy, you're very smart tosay this is my swim lane.
(28:14):
These are the things we do, andover here, these are the things
we don't do, and I'm gladyou're very clear on that.
Okay, good, anything else onthat topic?
Speaker 2 (28:21):
that was a good I would just say too, is like I've
seen people burn through paint,um, and when you think about
aviation, this is just for theall the detailers out there.
I think they can go do anythingor clean anything.
I'm gonna be very direct to youand just saying that aviation
and boats especially too is awhole different thing from cars.
(28:43):
And though you may have a lotof success in cars and may do a
fantastic, excellent job in cars, don't come into airplanes
thinking it's going to be theexact same and don't treat them
the exact same, and don'tespecially do it without
insurance.
But aircraft paint paint, justfor the audience is where is
very, very thin.
(29:03):
It is easily, you can easilyburn through and mess it up.
It is, I mean, on the lowestsetting with like a buffer or
you know some sort of uh powertool.
I mean it's like a pressurewasher to like flaking paint and
uh, you don't want to mess withthat and I've seen people do
that and I've seen formerdetailers I've come work for me.
(29:26):
Try to go, start their ownaircraft detailing company, do
it and the aircrafts you know,and it's gonna be down for three
months and get paint.
Speaker 1 (29:34):
So man, that's good stuff.
That is a great education therefor all of our listeners.
And again, again, if you dopursue going to say that
hypothetically, they watched afew YouTube videos, they went
(30:03):
out, they used the buffer thewrong way and guess what
happened?
The poop hit the fan, and thinkabout their reputation at that
point.
It's just not worth it Withouthaving the right training, the
right certifications, the rightknowledge, skill and ability.
Please don't go down thosepaths.
There's so many detailers herein the United States and there's
(30:24):
more and more coming in.
Guess what?
There's just as many going outon the back end.
All right, as we close down forthe podcast, one other question
for you.
I think it would be great forour listeners for you to share
your wisdom.
By the way, thanks for being aguest.
You're very awesome in what youdo.
I guess you're very awesome inwhat you do If you had to think
back to one major challengeproblem, oh, poop moment,
(30:45):
whatever you want to categorizeit in your mind, even when you
were back 15, 16 years old,starting out, what was one major
thing that happened, and I'mmore concerned about what you
did about it.
So if you can share maybe oneor two of those type stories,
that would be great so.
Speaker 2 (31:01):
Plain Clean has had zero incidents since you know
starting.
I've never had to do a claim,never had to do anything like
that.
I've had to deal with a lot ofemployee stuff in the past.
So we are an independentcontractor stuff in the past
because we've not had employees.
We've always independentcontractors, just because it
makes a lot easier for the guysbecause they don't need the
(31:22):
benefits and it's just a lotsimpler that way.
Plus it's kind of sporadicschedule and all the stuff that
comes with it it's a lot easierto have them on 1099.
But uh, long story short, thisis actually last march.
We were um detailing it was acj2 for a client and long story
short.
This guy was calling a lot ofissues and what we're getting.
But I'm really I try to beredemptive and I try to um help
(31:46):
guys out.
And the big thing about me islike, kind of like you are
trying to mentor and help people, um, I try to help people as
well.
And so this guy was goingthrough it a little bit and I
was trying to give him some workand I even promote him and pay,
even though he didn't deserveit and trying to help him out.
And uh, well, this individualdecided that, uh, he was not
(32:07):
going to do his work and uh,decided to.
You know he was, he was runningthis job and he decided to
essentially leave the job and gointo this company.
So this this company had a gymin their hangar decided to go
work out job and go into thiscompany.
So this or this company had agym in their hangar, decided to
go work out in the company's gymand decided to say, screw the
detailing that I'm doing the,screw the job I'm being paid for
(32:28):
I'm gonna go work out a companytime.
So the owner of the company sawhim working out in their gym
you know as a non-employee, youknow tried to tell him to leave.
He was being disrespectful andfrom there he got forcibly told
to leave and then he went anddecided to go outside and
continue his workout on thecompany property.
So I found out two hours laterabout this.
(32:51):
So I'm in Virginia, I'm on thephone figuring this out, et
cetera, what actually happened,and they send me a surveillance
video of what he was doing.
So I got to sit there as theowner of the company with a
reputation on the line, becausethis goes beyond damaging an
aircraft.
Right, if you damage anaircraft, unfortunately, that is
(33:14):
better than this, because thisis just disrespect.
You can always fix a damagedaircraft.
You can never really repairdisrespect.
Yeah, so when I just saidthrough those, I was like you
know what it was a lesson Ilearned right, you can only give
people so many chances.
And it was also a big thing forme is that realizing that, with
(33:39):
detailing and running a company,I can't be doing this, you know
, from 1,600, 1,700 miles away,and it worked for a long time it
worked, you know, all last yearworked, all 2024 and beginning
of 2025.
But going into, you know, butit just started out working.
(34:01):
You know, and that's one of thethings I realized, that you
can't be an absent leader in abusiness.
You have to be at the forefrontin person, because if you I
mean just look at it with, likeyou know, military, for example
right, I'm an ROTC If you haveabsent leadership that's not
showing up and is not, you know,um, directing you in person is
not, you know, showing theirface, that's a problem.
(34:22):
That's how beauty happens,that's how, you know, unsported
nation happens, right, and uh,well, we were.
When I was saying through thisand reflecting first on myself,
I saw that a lot of issues wereassociated my leadership and how
I was conducting myself.
And, uh, though I was on thephone, though I was running
everything, though I was on thephone, though I was writing
everything, though I was alwayson top of things, I was not in
person and I should have been.
Speaker 1 (34:44):
There was a bunch of lessons in there, for sure.
Again, I appreciate you beingopen and really sharing that
story.
Just a couple takeaways thereand when I was younger okay,
probably closer to your age Ihad a vice president position
where I had over 500 teammembers and unfortunately, like
(35:04):
most businesses, I mean, there'sa point where you have to let
people go, whether it's areduction in force, whether you
have to terminate them.
You can fill in whatever word.
The listeners can put any wordin that they want.
And I took that to heart,similar to you did, guy where
it's like man, I'm letting thisperson down.
They got bills to pay, they gota family, they got a new kid,
whatever it was the situation,and for about a year or so I
(35:27):
kind of let that get to me.
And then I realized what Guysaid earlier and I want to
reiterate this point.
I'm going to paraphrase it andgive you my own spin to it.
After that first year of being aleader, I realized that from
that point forward, I neverterminated anybody.
They terminated themselves.
And here's why?
Because I learned that bylaying out clear expectations,
(35:49):
like you've been in thedetailing business.
Okay, here's your checklist,here's your standard operating
procedure, I'm giving youexactly what you need to be
successful.
Now, if you choose not tofollow this, like in Guy's case
with that particular individual,that person chose not to do
what they were expected to do.
So Guy didn't terminate them.
Actually, they terminatedthemselves, because Guy did a
(36:11):
very good job of outliningexactly what was expected of
that individual and they decidednot to.
So for those of you folks thatare kind of new leaders, that
would be a key lesson to learnfrom Guy and I today is Guy and
I sounds like a chemical orsomething.
I'm going to put some Guy and Ion there.
Anyway, what you can learn fromus today is this get that
mindset of setting the clearexpectations, giving them what
(36:32):
they need to be successful,giving them the standard
operating procedures, thechecklist, and let them fly out
of the nest.
And if they choose not tofollow those and you have to
terminate them.
Remember, that's not on you,that is actually on the
individual.
So with that, yeah, you've beena great guest, but before we
wrap it up today, brother, justhow can folks reach you?
I recommend only the website,not phone numbers.
(36:52):
You can maybe share somesocials if you want, but website
and maybe one or two socials,please.
Speaker 2 (36:57):
Yeah, all our socials are plaincleanstl.
It saysP-L-A-N-E-C-L-E-A-N-S-T-L.
Instagram, Facebook, Rich.
Is there Website too, if youwant to submit a form on the
website.
Love to talk to you, hear fromyou and, yeah, Well good.
Speaker 1 (37:14):
Well, guys, it's been great having you on the Big
Money Detailer podcast.
And again, we're not just aboutthe financial side of it.
We covered that earlier withthe five Fs.
And also the important thing totake away is it's not just
about trying to figure thisstuff out on your own.
It's making sure you have theright mentors, the right people
in place.
Like, for instance, when peoplecome to my home training center
(37:34):
, which is upstairs, we breakthese things down for your
detailing business center, whichis upstairs.
We break these things down foryour detailing business.
We help you with your marketing, your sales, your customer
service, your operations gettingpaid and you shorten your
learning curve, like I didearlier.
He talked about that in thepodcast is the more you can
shorten your learning curve, theless stress, the less pressure
you have on yourself and themore money you can make so you
can earn more and you can servemore.
(37:55):
No-transcript.
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