March 16, 2025 • 64 mins
The central theme of this podcast episode revolves around the introduction of a novel training program aimed at enhancing the business acumen of detailers while simultaneously honing their technical skills. Dann Williams and Dustin Wharton, have observed a significant gap in existing training programs, which often prioritize detailing techniques over essential business strategies. Their initiative seeks to bridge this divide by integrating practical business insights into the training curriculum, thereby empowering detailers to not only refine their craft but also to thrive in a competitive marketplace. Throughout the episode, we elaborate on the structure of our training sessions, which include hands-on experience in a bustling shop environment, fostering a holistic understanding of both the detailing process and the underlying business mechanics. We invite listeners to engage with us, explore the potential benefits of our program, and consider how they might enhance their own practices through this innovative approach to detailing education.
If you're interested in attending The Detailing Authority Academy training you can click the link: https://www.square.link/u/pnqgYWNQ
Don't forget to subscribe to our YouTube channel for more content: http://www.youtube.com/@TheDetailSolutionsPodcast1
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
I mean, it only took him 19 minutes.
It's a little embarrassing.
I was, as I went out there totake my headphones out, I was like,
angel, I've.
I've being the.
That I have to deal with everything.
I about like, that's like yougoing every.
It's like going to a detailshop and being like that customer.
(00:22):
I mean, like, what the mantotally was.
Alex, I am so sorry, man.
Ye.
(01:05):
So, Dan and Dustin, thank youfor joining.
Thank you for having us.
I'm gonna turn the mic over toyou guys because you wanted to come
on and, and kind of share.
You guys are starting kind ofa new training thing that I don't
know anything about.
So roll with it.
(01:27):
Let's.
Let's go and then I'll ask youquestions as we go along.
I've got.
I love hearing about new stuff.
Awesome.
So we, you know, we've.
We can go back 20 years.
When I got into the industry,I've gone to tons and tons of trainings.
I've worked on both sides ofthe aisle as a detailer, going to
trainings and as a trainer.
(01:49):
And Dustin, we've workedtogether for about nine years now.
He bought my business from meand just grew the heck out of it.
And what we kind of saw was alot of the trainings focus so heavily
on the detailing side of the world.
And most of the guys who arein those trainings, they already
(02:10):
know how to detail, but theyare the happiest and most content
when they have a polisher intheir hand.
So we were thinking, how canwe make a detailing training that
actually has, like, a lot ofvaluable business information that
will actually help people beable to create, grow their business?
And, you know, through sometrial and error and other trainings
(02:31):
that we've done together,Dustin proposed that we bring people
in to.
To a day of the shop running.
So part of the trainingconsists of like, going into a busy
shop.
You know, he did close tothree quarters of a million dollars
in gross sales with threeemployees and himself.
And show the people.
(02:53):
Lift up the skirt and show thepeople some of what is actually going
on in the business side of it.
So not just in concept wherewe're going to stand up in front
of you and run our mouth, butyou'll actually see how cars come
in.
You'll see how the employeeswork, you'll see the workflow, the
Checklist and the SOPs and allof those things that they use.
So we make day one is, is justthat you come in and you observe
(03:17):
and and we really dial intothe business side.
And then we have a businessround table at the end of that day.
And that is, you know,everybody who is coming to the training
can go to dan williams.com andI'm a certified Mike Mallow.
It's fix this next businesscoach, which goes hand in hand with
what we're doing over here.
But they can take their freebusiness assessment.
(03:39):
And that goes for anybodywho's listening.
And.
And basically that side of itis we say most customers biggest
problem.
Most business owners, I'msorry, biggest problem is they don't
know what their biggestproblem is.
So they run around trying toput out fires left and right.
And this dials into your onespecific vital need.
And then we can addresseverybody's vital need after that.
(04:01):
And then.
And then day number two.
Dustin, you go ahead and carryon with that part.
Yeah.
So on that second day, I mean,don't get me wrong, we're gonna go
over detailing and chemicalsand efficiency.
And that's where I kind ofstarted in my training was how do
you snap out a car at a betterquality in a shorter amount of time?
Was like an efficiency guru iswhat I took myself as.
(04:22):
And so we want to incorporate that.
We want people to polish.
We're going to teach wetsanding, we're going to teach some
paint touch up.
We're going to bring in othercelebrity people in the industry.
So it's not just Dan and I allthe time.
Like, we have Ian fromAutofiber coming to the next training.
We've got Tom from Lakecountry coming to the next training.
And then we even had Shad, theIDA business, excuse me, president
(04:46):
from last year.
Yeah, he was out here withJamie Gonzalez last year.
So we're kind of trying tomake a very cool training that people
want to be at, but reallyrounding out what you kind of need
in a detailing business.
And one of those things wasnot just like the quiet shop that's
empty and it's 20 hours oftalking to get a coding done when
(05:06):
we need to kind of speedpeople up.
But a lot of people don't knowwhat a CRM is and they don't know
what an SOP is like.
Would you just say to me islike a standard operating procedure.
And so we're trying to reallyopen up the business side because
a lot of people are detailersgone, business owner that don't know
how to run a business.
And so Dan and I last fewyears was getting better and better
(05:29):
at business.
So we really drove that intoit, but we didn't want to just have
it be about pushing productson people or selling products to
people.
We just want to really dumpknowledge of trial and error and
success.
And so that's what a lot ofthat second day is going through
a wash, wash, clay seal,decon, you know, kind of opening
up the perspective to peoplewho may not be as knowledgeable about
(05:52):
those preparations.
Get into the polishing and thewet sanding if we happen to need
it.
But we try not toovercomplicate it.
And so that's that second dayof really kind of getting a full
detail and progress donewithin check sheets.
And then Sunday we're kind ofdebating of having that third day.
A lot of people kind of triedto like travel home, which is a given,
but maybe a businessroundtable that next day to recap
(06:16):
everything.
So that's kind of the, the twoday training on that part.
I'll hand it off to you, Dan.
The, the one thing that we areoffering as well is we're, we're
going to not only bring insome other people like Tom and, and
Ian this time, but we alsohave a paint touch up system that
was developed by JamieGonzalez and he'll be coming to some
(06:36):
of the trainings with us.
But he's got, you know, he'sgot, he did two and a half million
dollars last year and hasthree shops and, and mobile guys.
So it's, and he's got kids also.
Yeah, yeah, they dance andstuff so hard to get away.
But we're going to showcasehis paint touch up system and I'll
tell you what, probably themost interest that we have seen is
(07:01):
for his paint touch up system.
Yeah.
And yeah, any, any of theseguys who are putting ceramic coating
on a car or paint protectionfilm, you know, you gotta tell, you
gotta do touch up those paintchips before you, you know, put that
over so.
Yeah, exactly.
Yeah, it was.
And it's kind of one of thoselike little tidbits as a business
ideas that even not gettinglike the full paint bank.
(07:22):
Like Jamie actually taught usto like color, like take the body
code and be able to mix upweights and get any custom color,
which is amazing to do even ifyou do it on a basic level.
But it's like the small littleupsell type of things for business
to make more money.
Because I never like to be theshop owner that seemed nickel and
diamond.
Like I don't want to upsell$50 for like an interior leather
(07:43):
conditioner when like I shouldbe doing that in our detail Anyway,
when we have a problem like aheadlight, restoral paint touch up
and those things.
Yeah, it's just a way to havea one stop shop to help protect the
car.
We're not trying to oversellit that the chip is gone.
That's a different class ofsanding and all that fun stuff.
But to just seal up the paint,prevent rust, help a customer.
(08:05):
It's one of those things thatit's actually taken quite a bit of
traction and people wanting tocome for that part of it.
Yeah, I mean that's, that'sdefinitely something that's, that's
a good selling tool.
Because one of the things thatNoxy always does, the, the trainings
that I've gone at his shopwhen he does, when he teaches ridge
(08:25):
sanding.
Right.
Is he's always talking abouthow like, hey, for, you know, every
scratch around the car, that'san extra 50 bucks, $75, $100, whatever
you want to charge that youcan add on to the client.
So kind of the same thing withthe touch up paint it, it's kind
of the same thing, you know,like, hey, you've got, I don't know,
(08:47):
10, 10 little rock chips here,you know, well, $25 a rock chip or
something like that and youmade an extra $250 on, you know,
whatever job you're doing.
So that's, that's a prettygood way of selling something that
seems really small, but at theend of the day could end up being
a nice little add on ticket.
(09:08):
Yeah, yeah.
And he even taught us of likedegrees of it because us as perfectionists,
as detailers, like, I'm gonnatry and make that look like a body
shop repair.
And it's not possible withouta lot of good skill.
But Jamie was able to teach us.
It's like just fill it in andthen you're done.
You want the next level, likefill it in, get some clear on it
so it doesn't look like thesematte dots of just paint on your
(09:29):
paint system.
And then there's that otherdegree of like some color and some
clear and like knocking itdown and trying to blend a little
bit more.
Right.
And adding different pricepoints and expectations for our customers
within that, that we didn'tspend all day on this scratch chasing
our ego.
But you had different degreesof what correction we could offer.
Yeah, yeah.
(09:49):
And I, and I also like thepremise that you guys are kind of
doing of, of doing it in aworking shop.
Because the one thing thatI've always kind of said with business
trainings that I feel likeeverybody is doing is.
It's the snooze fest, right?
Like you're, you're, you know,in a classroom setting, kind of,
(10:11):
you know, an empty shop,sitting in chairs, and somebody's
standing in front of you goinglike, this is how you do business.
Your business 101, you know, whatever.
And it's like, when do we getto the polishing, you know, kind
of thing?
So, yeah, the fact that youguys are kind of bringing them in
to a working shop, they cansee how things are, you know, talk
(10:34):
to the customer, schedule it, right.
Ring it up through a CRM, gothrough the SOPs, and then.
Okay, now let's go work on the car.
I, I think that's a reallygood kind of model because it doesn't.
Doesn't have that snooze fest,you know, just sitting there as somebody's
(10:55):
preaching to you.
A business.
And that's, you know, theother thing too, that I've always
kind of thought when, when,you know, somebody says, oh, I'm
a business trainer, like,okay, cool, that worked for you and
your shop in wherever, youknow, usa, you know, is it going
to work in my shop, you know,in, In Florida?
(11:15):
Is it going to work for thisguy in his shop?
And, you know, so that's theother thing that I always feel like
is sometimes, you know, so, soagain, seeing it work in.
In reality versus this is whatI do.
This is how I do it, I thinkis a, A real good model to teach
(11:37):
people.
Yeah.
And that's an interesting.
I'm sorry.
And an interesting point toois like, you.
I, I am from owner's pride,but this is not necessarily.
You don't.
We.
We're more than happy to workwith anybody, right, in these trainings.
It's not really any brand specific.
(11:57):
And then probably the mostvaluable point of this whole darn
thing is we're puttingtogether a suite of, of SOPs and
employee manual.
And like, these things thatyou can have at least an outline,
like some.
Actual pieces to take that you can.
(12:19):
Yeah.
That you can manipulate andimplement for your business.
And these are the things thateven guys who have been in business
for 10 years, most guys, theydo not have an employee manual.
They do not have like, SOPswritten out for all, you know, for
all of their jobs that they have.
And yeah, it just.
(12:40):
This is.
These fundamentals of businessare what I see over and over and
over as being the biggestmissing thing that there is for,
for detailers.
Oh, absolutely, absolutely.
I Think, you know, there's,you know, it's kind of always been
said you can have the, youcould be the greatest detailer in
the world, but you're notprofitable because you're, you know,
(13:01):
shitty business person.
Or you could be a greatbusiness person and make tons of
money, but everybody's like,but he's a detailer, you know, like,
yeah, but he's great at business.
He knows how to get the peoplecoming in, knows how to make the
money, you know, whatever.
So, you know, if you alreadythink you're a great detailer but
your business is slacking,doing something like this was, is
(13:22):
going to greatly benefitanybody, you know, who, who attends.
And that's, and that's again,I like, I like this because, you
know, I, I, I have, you know,plenty of friends who are doing,
you know, wet sanding, paint,correction, whatever, but a lot of
trainings, but a lot of themaren't implementing business into
(13:46):
it as, as a whole.
And again, I think because alot of times it becomes a snooze
fest or it's not the thingthat most people want to learn because
they're not thinking that.
They're thinking like, oh, ifI can wet sand, if I can paint correct,
you know, if I can, if I can,you know, if you build it, they'll
come kind of thing.
But unfortunately you have tohave the business know how to be
(14:08):
able to get them actually in,you know, and then your skills take
over from there.
So I think that's really cool.
I think it's a neat idea.
That's it.
Yeah, we appreciate that we,and it's kind of been the part that
we get to like expand andlearn, but then put real life into
this training that when Ibought Dan's business eight years
(14:30):
ago, like I was a detailer fornine years and never really thought
about owning my own business,even though I detail on the side
once in a while for extra cash.
But I didn't know anythingabout the detailing business part
or just business in general,so that we had to take off a little
bit.
Once I started working forOwner's Pride for the while that
I did as a representative,that really made me see the flaws
of what we were doing.
(14:51):
We learned CRMs and chasingleads and coddling leads and all
these different things thatreally elevated our business.
But why do we need to keepthat a secret necessarily?
And so in the last years we'vebeen building the paperwork and the
check in sheets and thecheckout sheets.
Like even when I went to getan oil Change.
They, like, took pictures ontheir iPad and they looked at damages
(15:12):
and mileage.
When you.
And I've had customers that,like, do you mean to sign anything?
Or you're taking my car.
Nearly met you.
So it was that legitimacy,that experience.
But why do I need to keep thatpaper that we design a secret?
So we want to actually givepeople some assets, digital and physical.
And we're working on, like, anactual, like, training platform,
(15:34):
like a notebook.
Like, I have this back here.
So that'll give you somerambling on.
But, like, this is ourhandbook, but it's, like, spiraled.
We want to do that for ourtraining class.
Like, all of our stuff thatwe're going to teach and so you can
go home and actually put itinto premonition rather than being
like, they talked about a lotof good stuff.
Remember?
All of it?
Yeah, yeah.
I mean, I think of that assomething that's kind of cool, because
while they're there, theycould maybe physically, like, write
(15:56):
down some notes, and then ifyou're giving them a digital file,
then they can go home and takethe digital file and maybe edit it
with the notes that they tookor the things that.
Okay, well, I don't really dothis, but I could do this.
And then they.
That.
Then they make, you know,they're able to.
To edit it to make their ownform of SOP that then they can print
(16:18):
out and give to theiremployees or, you know, have.
Yeah.
For themselves.
Yeah.
It's like the pro.
The productivity suite thatyou get is probably worth as much
as the class is because, youknow, that stuff didn't just fall
into Dustin's lap, you know,out of the sky.
Yeah, yeah.
Lots of hours of stuff.
You know, even, like, general.
(16:38):
Like, California wouldprobably make a handbook compliant
in most states because we getto have fun out here.
But, like, even that was hoursand hours of building.
And then once we got it overto our HR and another 800 or whatever,
for them to, like, inspect it,make it compliant.
It was, like, hours andthousands of dollars.
So it helps with detailersthat would never think about that,
let alone being like, okay, Ineed to stop everything to write
(16:59):
down an SOP or a handbook.
Like, whenever I sit down, Iget writer's block.
Like, you'll do 10 pages aboutwashing a car or one full page about
filling up the bucket withproduct, and you haven't gotten anywhere.
Yeah.
And so that's what really canhelp some detailers in this scenario
is being able to actually getassets that can help them just skyrocket
forward a little bit faster.
(17:20):
No, that's cool.
That's cool.
So have you guys started thesetrainings yet or are these gonna
pop off soon or how are youguys doing that?
Great, Great question.
So we did our first one lastyear, and then we kind of thought
about it.
Yeah.
And we did one a couple monthsago, and we had some people come
(17:44):
in for that, and JamieGonzalez was here.
And then we.
We just decided that we really.
We.
Everybody who's come to thetraining, like, so other people from
other companies who are, youknow, industry veterans, that every
time that they come to ourtraining, they're like, I've not
been to a training quite like this.
Like, we, We.
(18:05):
You know, not to toot my ownhorn here, but yeah, we really are
doing things a little bitdifferent, you know, with the.
With the busy shop side, withthe business coaching aspect that's
tied into it, and.
And on the experience that we have.
And so we started the detaildetailing Authority Academy page
(18:26):
on Facebook, and if youhaven't yet, please go there.
We're going to keep that as a.
As an active group, you know,for the coaching stuff.
Not.
Not a group where people aregoing to go in there and slam each
other.
It's really just kind offocused on business stuff.
Right.
And.
And from there, we just.
Dustin threw up some dates and.
(18:48):
And here's what's cool.
It's not only just this detail training.
We're also doing wash clinics.
We did one two weeks ago forthe Corvette Club of San Diego or
San Diego Corvette Owners Club.
Fantastic.
We also offer this really unique.
And you wouldn't think thatthis is a thing, but it actually
is.
(19:08):
Is a kind of like a veryunique bespoke detail boot camp for,
like, imagine that guy who'san affluent fella, and they have
a very custom car, and theylove that car.
They can come in, we'll workwith them to do a full decon, polish
the car with them, and havethem and us put ceramic coating on
(19:30):
the car itself.
I mean, we've already.
We've already done one ofthese, and the people are very willing
to pay the premium, the rightcustomer, and it's a really cool
experience.
The guy, he even went home andlike, took all of the concepts of
Dustin's, like, carts andlights and everything and changed
his whole garage to look likeDustin's shop.
Yeah.
(19:50):
So he was kind of.
And those may not happen asoften, and if they do, awesome.
But it's like that onedetailer that you.
He's like, yeah, I Haveeverything at home, like enthusiast
and really wants to do it butgot like hands on professional training
to because you know, we evenhad a Corvette owner club guys like
I keep polishing my car.
And what he was describingsounded like he kept polishing it
too much that he made it fail.
So being able to teach peoplethat you shouldn't keep polishing
(20:12):
it and that stuff.
But yeah, it was kind of adifferent aspect that we're trying
to kind of open up the windowfor more wash clinics and detailing
and stuff like that.
So I mean, four or five yearsnow that Dan and I have been doing
these together and kind ofevolving and being like that was
terrible and did not work wellthis time and works well the next
time.
So we get to kind of trial anderror to a point with the core of
(20:33):
what everyone really loves the most.
We're just trying to adapt andhave a better experience.
Like we even have certainthings that we were joking the other
day we were preaching aboutwhat we tell people and it's like,
man, we need to do that in ourown marketing for this venture.
So we're trying to adapt andbe like, yeah, we're not the best
out there, but we're damn surewilling to learn and try and adapt
(20:54):
to become better.
Right.
And I think you also, you'reprobably not catching like a whole
ton of attitude from us.
You know, there's.
Yeah, yeah, that's huge in itsown right.
Yeah, well, I think, I thinkthe attitude and a training has got
to be, you know, taken out.
I mean, I've been fortunate.
The few trainings that I'vebeen to for the couple of different
(21:16):
people, you know, everybody'sgotten along.
Everybody realizes that, youknow, regardless of what their skill
level is, is their all thereto basically learn the same thing.
You know, they're at thattime, they are, you know, at the
same level.
So yeah, it's, it's, you know,I think the trainings are, you know,
(21:40):
puts everybody on an equalplaying field in a sense and you
have to, you just have to havethat, that mindset of going in of,
of like, you know, hey, I'mpaying this much money to learn.
So you know, check the ego andthe attitude out the door kind of
thing.
Yeah, yeah, for sure.
I think that they happen fromtime to time, but not too much anymore.
(22:01):
I felt detailers, we all knowwe're, we're artists and we have
egos.
I don't know if it's justbecause I'm not in the forums as
much as I used to be, but Ifeel like it's kind of chilling out
a little bit.
But not in the forums.
I, I heard some drama beef ofa couple of detailers locally the
(22:23):
other day and I was just like,okay, yeah, exactly.
So let me ask you guys this.
So.
So, I mean, obviously both ofyou guys are affiliated with Owner's
Pride, but you said that thisis something that is kind of separate
from Owner's Pride.
So I mean, are you guys goingto eventually work in like, maybe,
(22:44):
you know, I know you said youhave Ian from Autofiber and.
And was it Tom from like, Tomfrom Lake country?
Yeah, country.
I don't know Tom.
I know.
I know Scott and I know.
Oh, God.
Drawing a blank.
(23:05):
Tim is the new.
Yeah.
Where Tom was before, but he'sbeen in the industry forever.
Long times.
Yeah.
Are you guys going to like,kind of open this up and kind of
bring in other, you know,brands that, you know, if somebody
wants to come in and you know,hey, we've got a compounded polish.
(23:29):
You know, we'd love to partnerup with you guys and do a training
on our.
Or, or, or even just keep itcompletely wide open where you have
a variety of maybe differentbrands and then people that come
to the training can kind ofpick and choose what they want to
try or what they'recomfortable with.
My first inclination with thatis that.
(23:52):
So we, we've, we've alwayspreached it that like, without wasting
money as a detailer to try 10rinseless washes and 10 compounds.
Like there, there's.
In my shop, we have a coupleof tools in the back of our closet
that we need for that randompaint system or something that won't
finish down.
But generally that's pickingone line so that it's part of the
(24:14):
reason that we still haveOwners Pride products there.
Yes, we would be open to otherproduct lines if they wanted it that.
But I wouldn't want to havetoo many at one class.
It's like you finally talkthat customer into a ceramic code,
not talk to them into it, butyou, you know, talk to them about
a ceramic coating and thenyou're going to throw them a curveball,
like a whole different structure.
And this one's not warrantied.
(24:34):
And this is like myself.
I would rather keep it to oneat a time, but I'm open to other
things.
Yeah, no, I got you.
Like I said, I was just, justcurious because, you know, again,
like you said, you're.
It's separate from Owner's Pride.
You're not necessarilytargeting Owner's Pride installers
for this, you kind of want toopen it up to everybody.
(24:55):
So, you know, having at leastmaybe, you know, oh, well, this one's
a sponsored by Owner's Pride.
Or this one's sponsored by Rupes.
Or this one's sponsored by.
Yeah, you know, Oberg.
Or this one's sponsored by whatever.
Right.
Like, you know, anybody outthere interested, contact us and
let's talk.
Gotcha.
Yeah, yeah.
(25:16):
At the end of the day, we wantto help detailers, like at the.
The bottom line is we want tohelp detailers grow their business.
And it's true if you're aproduct hopper, that's, you know,
I.
The best piece of adviceprobably that I got in detailing
was really early on from JoeFernandez in West Covina, California,
Superior Shine.
(25:36):
And I would, I would.
Every product that came out, anew compound, a new pad, a new machine.
I was like, joe, do I need tohave this?
Do I need to have this?
And he said, find a companythat you like the products, the culture,
the branding, and makeyourself the best with it you can.
So if you've already found,you know, if it ain't broke, don't
fix it.
Yeah, yeah, yeah.
(25:56):
No.
And I think that's, I think, Imean, I, I listen, I'm definitely
that way, but, you know, it'sa good question.
I definitely have a fewfallbacks because different paint
systems sometimes what is, youknow, works on nine out of 10 cars.
Won't work on that 10 one.
Yes.
So you gotta go and as much.
(26:18):
Yeah.
How our system like we have.
I mean, I've got some hyperpolish, I've got some overk, I've
got some Koch Chemi becauseyou get that random car that like
it finishes down.
But I need more cut in onestage and the customer can't go higher
in price.
It's thin paint.
Whatever scenario, we stillhave those end stops for what we
need, but a lot of it,especially training new guys that
(26:41):
I'm not on the floor muchanymore as a detailer, that the systematic
part of a chemical line doeshelp people that don't know all of
the little end stops that youneed that the veterans do.
Right.
I gotcha.
If I'm going in for a companyto do a training, the literally the
first thing I do when I walkinto somebody's shop is I pull all
(27:01):
of their products off theshelf and just put one line of products
on the shelf because, youknow, you don't really want your
employees, especially if youstart scaling and you have employees
you don't need them makingthose decisions.
Well, I mean, that's.
That's the whole reason Rupescame out with the system was so that
when you have employees, it'sblue bottle, blue pad, you know,
yellow bottle, yellow pad.
(27:22):
You know, I remember.
I remember when we firststarted using them at the car wash,
that, like, that was thegreatest thing ever because, you
know, a lot of times, youknow, our guys were used to using
rotary buffers, you know, andit's, you know, we got, you know,
every.
Every guy liked a different thing.
So we're buying all thisdifferent off of, you know, the car
(27:43):
bright truck or the pro truckor the car cam truck or the auto
magic truck or whatever, you know.
And so when we finally.
When we.
When we bought into the Rupessystem, and it was like, look here,
we're gonna make it super easy.
We're gonna give you amachine, you know, that's not going
to damage cars as much.
We don't have to pay for paintjobs and stuff.
And, you know, here's a system.
(28:05):
Blue pad, blue bottle, greenpad, green bottle, you know, yellow
pad, yellow bottle.
So it makes it a lot easy whenyou have a system like that.
So, yeah, Dan, I candefinitely understand, you know,
just kind of, especially ifyou got employees trying to.
Trying to find one brand orone system that works and then keep
it.
Keep it simple.
Stupid, right?
(28:25):
Exactly.
Yeah, exactly.
And that's part of it.
To even go into the next partis the SOP part.
Like, we try not to cut youoff, by the way, but we really want
to have that position that,like myself, Dan and I have been
pushing on that goal ofgetting me out from behind the polisher
and into the office to run the business.
(28:45):
And not so easily done, but alot of that is if you don't have
systems, you don't havetrainings, how do you put yourself
as a detailer into your people?
And so we're trying to reallyround that picture out, because if
we didn't have that kind ofangle on shoulder, saying that we
need to as like a businessmentor, that we.
(29:06):
We would have still beenpolishing cars.
I actually injured myself last summer.
It could have put our businessdown if we didn't have trainings
and people in place.
So that's one big thing.
And to kind of round it withthose, the chemicals, it's way less
mistakes.
We even put it on our shelfas, like, order of detailing a car.
And it's just.
It's simple, stupid stuff, butit's the best kind of stuff.
(29:26):
No, that's awesome.
That's awesome.
So let me ask you the magicquestion that everybody who's listening
to this podcast is wanting,want to.
Gonna want to know is what'sall this gonna cost me as a detailer
to come to a training eventwith you guys?
So where it's 999, and like Isaid, I'm telling you, Eve, with
(29:52):
the.
The suite of business, thebusiness suite that you take home
is gotta be worth threequarters of that by itself.
I mean, it had.
I can't even fathom becauseDustin did a lot of this with his
lawyer and like, and I.
And we use the same lawyer, so.
I know, I know he's super.
(30:14):
And it happened because wewere not as compliant.
So we had to get through sometrenches and get more compliant and
birth the book and differentthings that we have in place.
And that's also what we'retrying to help curve within this
training.
At that price point is a lotof the mistakes that we had to get
through without people doing that.
(30:34):
So we have found that that's apretty good price point for what
we're offering knowledge, letalone assets after.
No, I mean, I think that's areally good price because most trainings
that I've been to or, or feelthat are, you know, on a level of.
Of legitimacy are usually inthat 1200 to 1500 range.
(30:55):
Right.
And of course, then you gotanother 1200 to $1500 in airfare,
hotel, food and whatnot forthe weekend.
I feel like, you know, thosetrainings that are in that 300 to
700 range or like, oh, man,what are you.
What are you really gettingfor that?
So I think you guys have kindof hit like that real nice sweet
(31:17):
spot.
You know, It's.
Especially at 9.99.
Right.
Like, you could have said athousand dollars.
Right.
But 9.99, it's the wholementality thing, right?
Like, that's part of thetraining too.
Right, right.
It sounds better, right?
Like, you know, like, like, ohman, it's not a thousand dollars,
you know, it's a dollar short,you know, but.
But yeah, I like it.
(31:39):
And even, like, I mean, youget to bring your vital need to the
table too, and we're going todiscuss that with you.
So, I mean, that's, that'spart of the business coaching that
I actually offer, you know, ona separate entity, but sort of.
But Dustin, I think, is goingto be doing that with me too, at
any, any bit that he wouldcare to, because he's got he's got
(32:01):
the skills and the chops, andwe can work together, and it's awesome.
Well, and I'm sure the both ofyou have seen it that.
Oh, man, I just blanked.
What the.
I was gonna say one that Icould, like, ramble on for the entire
time for it.
What the hell was I gonna say?
Yeah, don't worry.
It happens to me all the time.
(32:21):
Like, at least we know, but wehave no clue.
Right?
Right.
See, everybody who's listeningto it.
Okay.
Exactly.
Part of it is, I mean, youguys have been to trainings that
you, like, you get to kind of,like, be buddy buddy, like, who you
met at sema, who you met atmte, who you met at the training.
Like, you become, like, alittle brotherhood for it.
And even though you're notpaying me for coaching down the road
(32:44):
and these things like that,like, the people that have been to
the trainings with us, theycall me.
Like, here's an answer for you.
Like, let's catch up.
See how family doing.
So you all get, like, thisongoing database of, like, hey, can
I call you?
And, like, rely on you in this situation.
And Ricky Bordeaux is one ofthose more favorite people that's
done that, that he's in atight spot with a customer.
And we've been through thoseto a point that we can just really
(33:06):
help people get through that.
And even just being able tocall invent because wife and all
that doesn't want to listen toit all the time.
So that's kind of thatbrotherhood that it brings in.
We actually spend quite a bitof time from, like, the first night,
and we go to a little tacoshop and brewery over here.
And then, like, we even wentto a hockey game last time.
Like, we really try and hangout with the people that we're there
(33:26):
with.
We even, like, try and getthem in the same hotel to hang out
with, because in class, youhave a lot of knowledge, but, like,
what you like to do and what'sworked and hasn't worked and all
these successes and failures,let alone just being able to talk
about what you're passionateabout for a few days that weekend,
that we really liked that partof the trainings, and I think that's
what really started it beforewe, like, got the wheels going.
(33:48):
It's just we liked doing this.
Yeah, that's one of myfavorite parts to the trainings that
I've gone to is, like, thatnetworking camaraderie afterwards.
Like, when you just had thismountain of information dumped on
you throughout the day, andyou're trying to process it, and
then you go sit down at arestaurant or you just go crash at
the.
The hotel, and it's like, youknow, then you're kind of, you know,
(34:13):
bouncing ideas off ofeverybody in the training.
You know, what did you.
What did you like about it?
Or how are you going to do this?
Or, you know, oh, I got an idea.
When I go, I'm gonna take thisand I'm gonna do that.
Like, that, to me, is alwayskind of the more fun, I feel like.
So I like that.
I like that you, you know,like, you guys take them out to dinner,
(34:33):
go to a hockey game, somethinglike that, because then you can kind
of build that camaraderie that.
That broness or whatever.
And then it's.
Yeah, it also.
It also opens everybody up to,like, feel a little more comfortable
to, like, interact and talkand ask questions.
Because, again.
Right.
Like, that's the one thingthat I feel like a lot of detailers
(34:54):
are, you know, they don't want to.
They don't want to sound orstupid or come off.
Like, maybe they don't havethe experience.
So they're probably not askingthe questions that they would normally
ask in the beginning of this training.
Right.
So you.
You get them feelingcomfortable and opened up, and then
they're going to ask thequestions, and then they get a better
(35:15):
experience out of the training.
Yeah, definitely.
You know, I.
I think from doing a podcastfor these years, it's really helped
in these trading situations ofbeing able to, you know, kind of
lead the group and get peopleto open up by asking them questions,
just like you do for apodcast, you know, and I.
I think by the time we havejust the introductions in the beginning,
(35:40):
that everybody is really kindof pretty comfortable with each other,
and.
And we kind of expose a fewmaybe personal things about them
so that they really do, likeyou said, open up and.
Yeah, well, we've really.
As a matter of fact, almostevery training class you go to has
that one guy who already knowseverything, and they want to tell
(36:00):
you there's usually.
But I.
I don't think in the last twoclasses, the last class.
I don't think in the lastclass we had.
We had anybody like that.
Yeah, no.
Maybe.
No, it's been a little while.
Yeah, it happens.
It happens.
(36:23):
It does.
Yeah.
You know, and that was onething that.
Sorry, wife's asking me what'sgoing on.
So, one thing that, with eventalking about what Dan was just saying
is that because I've beenplenty of Trainings.
And you're like, oh, I'mDustin from OCD and from California
or Colorado or whatever.
But Dan's like, what's thefirst car you washed and how'd you
wash it?
(36:43):
And so then he does thatwithin an intro around the room,
and it just gets peopletalking, kind of joking around and
being like, yeah, probably upthat paint job I watched the first
time compared to what we know now.
Yeah.
And so it really is.
Opens it up in more than justlike, hey, will you say your name
and where you're from?
And then we're like, let meget onto this.
So we've tried to really beenlike, dan, that was not good last
time.
Or, you know, that was greatlast time.
(37:04):
So we really get to kind ofongoingly try and get better.
Yeah, I always feel.
I always kind of feel sorryfor the last car that they did and
excited for the next car thatI'm doing, because I.
Even now, I still feel likeI'm, you know, every.
Every time you do a car, you're.
You're.
You're getting a little bit better.
You're getting a little bit better.
(37:25):
You're getting a little bit better.
You know, I mean, it might belike, super micro, you know, as far
as getting better, but, youknow, I've definitely have done,
you know, a car that I thoughtwas great.
And then I do the next one,and I'm like, ah, this one's better
than the one I did last week,you know, and then I think back to
the ones that I did, like, 10years ago when I left the car wash
(37:46):
and started this, and I'mlike, oh, my God, like, how did I
even get paid for that?
You know?
Yeah.
So.
Or how much paint I took off A system.
Yeah.
Yeah.
Polishing my ego.
Exactly.
Yeah.
Yeah, That's.
That's the one thing that I'vedefinitely, over the past, like,
probably year or two, isreally worked on just my technique
(38:08):
of polishing to make sure thatI'm not cooking a panel, fluffing
the paint, you know,overworking it, you know, to where
I'm knocking off too much painor something like that.
So I.
I really kind of feel likeI've gotten a lot better with just
my technique over the lastyear or two, that I'm pretty comfortable
(38:29):
with paint not doing damage.
Well, Alex, how do you thinkthat we can get the guys excited
for the business side of it ifwe've kind of established that.
Yeah, that's really themissing link in.
In.
In what is holding all ofthese Guys back from growing.
(38:50):
Well, listen, I mean I, I,I've never attended a business class
because again, I think, youknow, stuff news fest.
But I, I really like the ideathat you guys are doing.
I like the idea that it's,it's walking into a, a working shop.
You know, it's not a closeddown shop, you know, nobody's there
(39:11):
or anything like that.
It's legitimately, I mean Ican say some of the, some of the,
the best maybe business I'velearned was, was that exact, that
exact same thing when I firstmet Aaron Knox and went to his shop
not for a training, you know,I went to Reds and to, to hang out
(39:34):
with him and talk with him ona Friday while him and Wu were working
and there's customers pullingup in cars and getting to watch how
he does his sales pitch, youknow, how he talks to people on the
phones and then he'll come andexplain, explain like what he just
did.
Like, I think that's, I thinkthat's things that a lot of times
(39:56):
people don't get.
So I think the fact that youguys are doing that, like, hey, look,
we're gonna go talk to this client.
You're standing, you know,within earshot to hear everything
that Dustin's going to tellthat client, you know, and then come
back and be like, this is whyI said this, this is why I said that,
(40:16):
you know, and then show themphysically how you're going to put
it in a CRM.
I, dude, I mean, I think thatis, I think that's perfect.
I mean, I, I, it's, you just,you got to get people, if people
are going to do a training orpeople are going to go to a training
and you can give them somebusiness and you can also give them
(40:37):
some wet sanding and paint.
Correction.
I, I think you're, I thinkyou're facilitating more than what
majority of other trainingsare doing because they might do a
little bit of business and awhole lot of paint correction and
ceramic coating or paintcorrection and wet sanding or whatever.
But if you guys are doing aday of this and in a day of that
(41:00):
and then if they really want athird day, it sounds like you guys
are open for it.
If not, then it's, you know,hey, don't let the door hit you with
a good lord split, you go homeand make some business, you know,
kind of thing.
We're just gonna go get somegolfing on Sunday because it's sunny
San Diego.
Yeah, there you go.
Yeah, yeah, yeah.
And, and there's ongoingsupport, you know too like anybody
(41:21):
could hit us up and more thanhappy to answer questions or if they
wanted to dive deeper into oneon one coaching, we could absolutely
do that too.
And Alex, you should go to mywebsite, Dan Williams.com and take
your free business assessment.
And I would love to.
It's probably going to besuper shitty.
I'm terrible at business.
It's very easy questionnaire.
(41:43):
Yeah.
And it's very quick.
Yeah, I'll do it.
I'll do it.
I'll see how like literally itcalled out what I was suffering with
when I did it for Dan when hewas starting and stuff.
So it's like even just alittle bit of like holy shit, this
is it.
And not all of these otherbusy work things that we're doing.
It's just let's pinpoint andfocus on those type of things and
you know, we're realistic thatlike I'm still learning in business,
(42:05):
you know, the eight and a halfyears in and trying to get better,
that we're not afraid to talkabout our mess ups and our successes
of what has gotten us here.
So yeah, it's just somethingdifferent that we were excited about
and it's fun too.
And I think that that's wherewe really have people that enjoy
what we're doing is becausewe've had people that come to multiple
(42:26):
trainings over the years.
Even if they're a veteran andeven if they got pretty much the
same class, there's alwaysthat little nugget, that little aha
moment you take.
There's always something.
Yeah.
And one of my favorite partsis like going home, like ready to
get it, like stoked whenyou're like.
I remember when I firstlearned Cody's and I went home from
(42:46):
the, the shop that we hadlearned at and I was like, holy,
yeah, this is gonna be.
And when we could put thatinto people.
Especially if you're in like abusiness lull and not feeling that
100%, you need to grind it outand you're in that burnout and you
kind of reignite some of thatfire and get things going, that's
one of the cooler.
It's like giving the customerthat they're like, you made my day
(43:08):
by this detail.
When you can see a detailerand a friend, that brotherhood and
he succeeds, like, yeah,that's awesome.
And so that's what we like to,you know about our, you know, kind
of aftermarket industry thatwe've been in.
It's like really just helping people.
Yeah.
And I, and, and I agree withyou, like, taking the same training
(43:29):
over, you know, or multipletimes isn't a bad thing because again,
you have to remember you aregetting so much knowledge dumped
on you in a short period oftime that you can't retain it.
All right?
And, and so if you go backagain, like, yeah, it might be the
(43:49):
same, like, oh, here's Dantalking about this again.
Here's Dustin talking aboutthat again.
And then it's like, whoa, hangon a second, I don't remember that
from last time I was here, youknow, and it's, and it's just that,
that little bit extra, youknow, two, two people that I always
kind of cheerlead on herebecause they're always cheerleading
for me is Kyle Camus and, andJerry Grant.
(44:10):
And I love what those guys dobecause every time I've talked to
those guys, those guys allyear long will budget a percentage
of their work for trainingsfor the next year.
Yeah.
And, and, and ever sincethey've told me that I try to, especially
(44:30):
when we do a, or when I do atraining episode or talk about trainings,
I always try to, you know,reiterate that is, that's, there
shouldn't be, you know, Ican't afford to go to a training
anymore because if you take,you know, for just $5 a day, you
(44:51):
know, you could go to atraining next year and, but that
might be the sacrifice, right,Is, is you pull a certain, a certain
dollar figure, a certainpercentage out of every job for the
whole year and excited, right?
And you, you, you get, you getthree grand in your little piggy
bank by the end of the yearand you know, you can go do a thousand
(45:14):
dollar training with you guys,you know, and then, and then that's
also going to cover yourairfare, your hotel, your food, right.
And that's your vacation writeoff for the year.
Right, Exactly.
So, yeah, that's what I would say.
I got two things to say.
So.
Okay, first of all, KyleThomas, that is a solid dude right
(45:37):
there.
I think he likes a post beforeI post it.
I know that mobile tech inthat mobile tech crew or whatever,
I'll make a post, you know,and I'm three hours ahead of him.
I'll make a post at like 7:00in the morning at like 702.
It's approved.
I'm like, I think he's theonly one that's really approving
(45:59):
stuff.
Oh yeah, that guy's awesome.
We went to a ColoradoAvalanche game when I did that training
up at the Rupes facility a fewmonths ago, and we got to.
We got to really just hang outand bond, and I can't.
I really honestly can't saynothing but super good things about
that guy.
But then here's every other thing.
(46:19):
When I call him is all.
That's my only bad thing, actually.
But here's the thing,something that you'd said when.
When you were talking aboutnot going to these trainings.
And there's.
There's the saying inbusiness, what got you here won't
get you there.
Yeah.
Meaning you kind of.
Unless you're trying, you.
(46:41):
You've got to continuelearning and growing in business.
So the time that you start think.
Fart, the time you startthinking that you know everything,
that's when you're just.
That's when the ego karmacomes in.
It bites you.
Yeah, like, I gotta figure it out.
And then you're like, wow, wejust had our worst month ever right
after that, right?
I learned stuff at every oneof these classes.
(47:02):
Like, you know, no matterwhich side of the equation I'm on,
I learn.
I go home with something else else.
Before I ever went to one, youknow, I was that guy.
I was like, why do I reallyneed to go?
Like, what am I gonna.
You know, what am I reallygonna learn that I don't already
know?
Right?
And then I went to one and Iwas like, oh, I don't know anything.
(47:23):
And I just learned a wholelot, you know, and again, it's.
You know, sometimes it's not ahundred percent the actual training
class, it's that networking afterwards.
Because I feel like that is atraining too.
You're learning from otherdetailers, you know, of how they
do things and what they do andto where now.
(47:45):
Like, you know, even if it'sjust, you know, Noxie's not that
far from me.
So it's a quick, easy trip.
Even if it's just going up tohis place, you know, once a year
and.
And retaking a training withhim or.
Or hopefully gonna go back upto Gloss University this year and
hang out with Maddie and Dave and.
(48:06):
And see what they've got goingon up there and.
And do.
Because we're doing somethingwith Aquatech up there with them.
You know, it's.
It's.
Now I look at it, and whenpeople are like, you know, I don't
want to go to training, and Ilook at them and go, like, why?
Like, how are you not going?
(48:27):
Like, just pick one.
Pick a good one.
But.
And that's My other thing ispick a good one.
I always try to tell people,like, is, is vet your trainer, training
person, like your client vetsyou, right?
(48:48):
So these people need to go to you.
And again, I think you guyshave, you know, Dan, I've known you
for a number of years, supersmart guy.
I think you, I think youdefinitely have the, the, the resume
for it, you know, but, butagain, like, I feel like if somebody's
interested in your guys'straining, they need to reach out
(49:09):
and say, hey, look, like, I,I, you know, what are you guys doing?
You know, what's, what am Igonna, you know, end up learning
and this and that becauseagain, I feel like sometimes and,
and I'm, I don't want to knockdetailers, but this is probably going
to come off as a knock todetailers, but sometimes I feel like
(49:31):
you can tell when detailersget a little slow and they need some
money that all of a sudden,hey, this, this weekend for 700,
I'm doing a training at myshop, you know, and it's like, buddy,
you're asking the samequestions that I'm asking in the
same Facebook groups I'm asking.
But now you're going to be atrainer for the weekend for 700,
(49:52):
you know, so that.
Do your due diligence with everything.
How many of these freakingmarketing people do you see out there
and they're like, come workwith me.
You're gonna make $10 millionin 10 days and have 10 million Lamborghinis
and.
10 million titties ceramiccoatings this month and yeah, yada,
yada, yada.
Yeah, right.
(50:14):
But no, I mean, you know, butagain, I, you know, Dan, I've known
you for a long time, Dustin.
I don't really know you, butif you're affiliated with Dan, I
feel like you guys, you know,definitely have the resume.
It's, for me, it's that randomguy that all of a sudden is in groups
posting up that he's doing atraining, you know, on the third
weekend of whatever, and he's,you, you know, never heard of him
(50:38):
before kind of.
Thing, you know, and, youknow, and so that's a great, a great
kind of question, though.
Why take a training class for us?
I started a detailing businessin 2004.
I, I went to rehab my secondtime for drinking in two in 20.
In 1998.
June 3rd, 1998.
By the time I got into myearly 30s, I started a detailing
(51:00):
business.
I grew that for 12 and a half years.
I did well enough to buy aHouse here in San Diego.
And I'm sitting pretty in that.
Dustin bought that businessfrom me as a functioning business
and just like hit themultiplier button.
I went to work for a companyin the industry, worked my way up
from a rep to the vicepresident, co vice president of business
development, got plucked fromthat company to start to with the
(51:22):
startup of Owner's Pride andhad an equity position offered to
me.
And so yeah, there'sdefinitely a certified business coach.
We've.
Yeah, there it's.
And then Dustin, he's likereally since he bought that business,
I mean he's really, reallygrown it and put in some of those
(51:43):
fundamentals that I hadn'teven really thought of at that point.
But I've just really appliedmyself to learning the business side
because I realized prettyearly on that that is what everybody
was missing.
And I was missing a lot of, alot of it even in, in my early days.
Yeah, yeah, yeah.
And that was something thatlike got me to a better position
(52:04):
and that was Dan taking onthat business role and education
and breathing it into thepeople that he's, you know, working
with and mentoring and being arep for Owner's Pride really had
me learning that and breathingit and becoming a bit a different
detailer.
Because for a long time, eventhe first few four years of business
we were still doing fine andwe had some business things to us
(52:28):
but we didn't really starthitting the ground running.
And so you know, even some ofmy histories I've been detailing
for 17 and a half years.
That first eight or nine wasjust for shops and dealerships and
car washes, washes anddifferent things that we gained knowledge.
But the, the last four yearsis where we've really been able to
do it.
And San Diego is not for theweak hearted.
There's a million detailersout here and there's a lot of people
(52:50):
with deep pockets that can market.
That's like corporate money.
It's not, you know, yeah, morethan a small family money.
But I think we're making somewaves out here and we're in the trenches
and figuring it out and whenyou are in those type of scenarios
that I think that that's wherewe can really teach others to not
make the mistakes and maybehave faster successes of what we've
(53:11):
been up to.
And I even there's that pointof imposter syndrome.
Like we don't try and bring anego to this.
Like we're not saying we'rebetter than any detailers out there,
but we are Making this afunctionable shop, like we've talked
about that it's, it's triedand true.
It's not that, you know,midnight infomercial that you buy
into and then see you later.
Yeah, exactly.
(53:33):
No, and I mean, I think it's,I think you can kind of tell when
people are genuine enough thatthey're like, we want to help grow
or expand the industry or aperson versus the person.
That's just about.
(53:54):
I'm, I'm here to make a buck.
Right.
And, and I think, you know,you guys are definitely in that category
of just wanting to grow.
Now, obviously, nothing's forfree, right.
So you're gonna make a buck.
But, but again, you got, it's,it's not like, it's not like you're
(54:18):
just taking the money and, andgiving whatever.
Right.
Like, sometimes.
And that's the thing I don'tthink people understand is, you know,
that, that $999, like, theyshould be able to go home on Monday.
And, and if they implement andlearned what they got from you guys
in two days, they'll make that$999 back on Monday.
(54:42):
You know, for the most part,just that office suite that they're
going to take home is.
Yeah, but even if you got alittle bit more confident in like,
how to talk about a coding ornot, or just make your customer experience
better than maybe othercompetition in town, even if it's
a slow market or the crazy bigmarkets that we've dealt with, that
that's what you're going totake home.
And yeah, one coding you could literally.
(55:03):
Cover, because I think, Ithink a lot of detailers don't know
how to talk to, to clients.
I mean, even myself sometimes.
I mean, I, and I've donecustomer service for over 30 years
between running car washes andthen having my own business, sometimes
I get a little tripped up whenI'm talking to a client and, and
I'm like, what am I going to,what am I trying to say to this guy?
(55:26):
You know, kind of thing.
But, but I think there's a lotof detailers that don't really know
how, how to talk to a client.
And, and it's funny because Icatch myself doing it.
And, and I've heard a numberof people in this industry say it
is.
You can't talk to a customerlike they're another detailer.
So you can't use words likeemulsifiers and surfactants and aluminum
(55:50):
dioxide and, you know, youknow, diminishing abrasives.
And kind what like they don'tunderstand that.
So you know, and that's,that's, I think a big problem with
detailers is they don't knowhow to talk to, to clients like their
clients.
They want to talk to them likea detailer.
So again, going to a businessclass and learning how to speak to
(56:14):
somebody and, and, and again Ifeel like sometimes detailers and
myself included, I've beenknown to do it too, is over talk
the client.
You know, you gotta elevatorpitch them and it's hey, and it's
from floor one to floor two.
You know, you're not going tothe penthouse suite with them.
(56:35):
You got one floor of elevatorride to.
This is why, you know, kind of thing.
So yeah, yeah, we cover all this.
I get, I get, I'm excitedright now.
Just like, ah, yeah, we saw like.
Five and a half weeks or something.
I'm excited.
So how many, how many actualclasses or trainings do you guys
(56:57):
plan to do a year?
I mean is this something youguys are going to crank them out
like every month or is thisgoing to be like a couple of times
a year?
Like what is your, what are your.
Plans quarterly right now?
That way it was gapped and wekind of even tried to look at our
schedules but like, you know,like I'm not going to book a training
during SEMA because mostpeople will probably be there.
(57:18):
And so we're trying to look atthat part.
But we have April 25th to 27thand then what was the other?
August 8th to 10th and I thinkDecember 5th through the 7th was
the three of them.
If those are right, I'm proudof myself.
But if those are filling upthen there, there could be room for
more.
But like I said, we're alsodoing a couple of other projects
with car clubs and we have alot of connections to the car community
(57:42):
here in San Diego.
The car culture, it's been somany cultures.
Big.
How many students or attendeesor whatever you guys doing in every
training?
I mean where are you cappingit at?
We try not to do more than 10,you know, and even when we have like
Tom and Ian and differentpeople there to kind of help, but
(58:02):
it just gets a little out of control.
It's kind of like my daughterat swim class without a one on one
coach with like seven kidsjust kind of kicking around and stuff.
So we try and keep it to apoint that it's still intimate enough
that you can take somethingfrom it.
You don't get the chatter inthe background and stuff.
Like that, but usually 10 or less.
Yeah, that's.
I was gonna say that's pretty.
That's a pretty sweet number.
It usually seems like four tofive per trainer.
(58:25):
Yeah.
Is a good kind of sweet.
Sweet spot for.
For classes.
Any.
Any plans to take the show onthe road or are they all going to
be in San Diego?
I think we could.
I mean, we've had someone askus about that recently.
They just can't get away fromthe shop.
You know, we'd probably haveto charge extra for it, obviously.
(58:47):
But that's kind of where Dan'sbackground of a lot of his aftermarket
in the corporate industry andstuff like that that he did do traveling
well.
So we're not opposed to it.
We would have to make surethat we have our A game together
so that we don't not have thesame experience of, you know, our
shop here and things like that.
But.
(59:07):
And it's.
Bring me a cool place totravel to and I'll get paid to travel
there.
But it's not too shabby tocome out to San Diego.
Some people actually even comehere for vacations and stuff.
Yeah, yeah, yeah.
We do like that part ofselling, especially the winter training.
It's like get out of the cold.
Yeah.
I get, you know, reset andstuff like that.
But so far up here, maybe abigger training facility.
(59:28):
There you go.
I don't know anything aboutwinter, so I wouldn't know what.
I wouldn't know what gettingout of winter would be like.
So usually I came from Utah and.
Colorado, so I know it, but Idon't miss it usually.
Usually anytime I'm goingsomewhere it's into winter.
It feels like.
Yeah.
I mean it was already, Ithink, man, I think it was like 80
(59:49):
something today.
Thankfully the humidity is not as.
As high right now.
It's still somewhat comfortable.
Where are you at in Oklahoma?
No, I'm in Orlando.
Okay.
You know where I'm at?
Started with a no.
Yeah, started with a no.
I just fell apart from there.
Yeah, exactly.
(01:00:10):
Well, listen guys, Iappreciate you coming on doing this.
Thank you for reaching out.
You know, I'm always.
Dan, I'm always down to.
To promote your stuff.
I mean you.
You've been good to me overthe years.
So anytime.
And.
And again, you guys hit meright when I needed a guest.
So this was awesome.
(01:00:31):
So for anybody who is nowlistening to this is interested.
Is there a website?
Is there like where do they goto find out?
Wherever.
If you guys want to give out your.
Your whatever the, the handles.
So we got.
We have my website for takingyour free business assessment-a n
(01:00:54):
n williams.com Dan so nice toend me twice.
Dan williams.com and then onFacebook, we have the Detail Authority
Academy, the DetailingAuthority Academy page.
It's a group.
Get in there, like it, feelfree to make some posts.
And, and that's where you canfind all the information to sign
(01:01:14):
up.
There's a QR code, I believein there.
And then for the people whoare signing up, we're going to have
an event page made so they canall kind of stay together and communicate
on there.
That's nice.
Yeah.
And then my, my business isofficial California detailing.com
for the website.
Official underscore.
California underscoredetailing for Instagram.
(01:01:35):
And that's where I.
Without having more platformsto share stuff on and more projects
to do.
As a business owner, we dopost through that and kind of tag
at the shop and things like that.
But yeah, we can get you alink and a QR code for this episode.
It'll take them right, to likea payment link and information about
what we're doing.
That's where we're at right now.
Yeah, I mean, if you guys wantto send me the, the website link
(01:01:56):
or something like that, I'lladd it in the show notes.
So if, you know somebody'sworking and don't have, don't have
the time to write it down,they can just go into the show notes
and click the link and it'lltake it right to them.
Listen, I'm, I'm excited foryou guys.
You know, let me see how myschedule goes.
(01:02:16):
I wouldn't mind trying to comeout and, you know, maybe, maybe later
in the year, if, if it'd begreat, I can scrounge together that
999.
I'm gonna need you out thereto teach.
Teach part of it.
I'd love to come out and, andexperience it and, and see.
So I'm gonna, I'm gonna seewhat I can do on my end, but yeah,
(01:02:38):
definitely, dude.
I think, I think it's exciting.
I, I really, again, I, I trulylove the concept of, of being in
a working shop.
I think that's a great way tolearn, you know, I mean, yeah, sometimes
you, you do want that closeddown, you know, when you're getting
into the nitty gritty of it,but to actually see how it works
(01:03:01):
and see how it runs so thatthen you can take it back and implement
it.
I, I think it's, I think it'sa great.
I think It's a great system.
And.
And again, if anybody else isdoing it, they're not doing it well
enough for me to know about it.
So.
I think you guys are probablythe first one.
I'm gonna say you guys areprobably the first one that's doing
it that way, so.
(01:03:22):
Yeah.
Thank you.
Yeah.
It's good to hear, too, thatwe're not throwing out too crazy
of ideas, but I appreciate youhaving us on and can't wait to get
you out here to SoCal.
Yeah.
Yeah, we'll try and do something.
I've always wanted to go toCalifornia, so we'll see.
Come on down.
Yeah.
All right, guys.
I appreciate it.
Yeah.
Have a good weekend.
(01:03:43):
You, too.
Bye.
Thank you.
Hey, don't go anywhere.
(01:04:10):
Detail.
I mean, it only took him 19 minutes.
It's a little embarrassing.
I was, as I went out there totake my headphones out, I was like,
angel, I've.
I've being the.
That I have to deal with everything.
I about like, that's like yougoing every.
It's like going to a detailshop and being like that customer.
(00:22):
I mean, like, what the mantotally was.
Alex, I am so sorry, man.
Ye.
(01:05):
So, Dan and Dustin, thank youfor joining.
Thank you for having us.
I'm gonna turn the mic over toyou guys because you wanted to come
on and, and kind of share.
You guys are starting kind ofa new training thing that I don't
know anything about.
So roll with it.
(01:27):
Let's.
Let's go and then I'll ask youquestions as we go along.
I've got.
I love hearing about new stuff.
Awesome.
So we, you know, we've.
We can go back 20 years.
When I got into the industry,I've gone to tons and tons of trainings.
I've worked on both sides ofthe aisle as a detailer, going to
trainings and as a trainer.
(01:49):
And Dustin, we've workedtogether for about nine years now.
He bought my business from meand just grew the heck out of it.
And what we kind of saw was alot of the trainings focus so heavily
on the detailing side of the world.
And most of the guys who arein those trainings, they already
(02:10):
know how to detail, but theyare the happiest and most content
when they have a polisher intheir hand.
So we were thinking, how canwe make a detailing training that
actually has, like, a lot ofvaluable business information that
will actually help people beable to create, grow their business?
And, you know, through sometrial and error and other trainings
(02:31):
that we've done together,Dustin proposed that we bring people
in to.
To a day of the shop running.
So part of the trainingconsists of like, going into a busy
shop.
You know, he did close tothree quarters of a million dollars
in gross sales with threeemployees and himself.
And show the people.
(02:53):
Lift up the skirt and show thepeople some of what is actually going
on in the business side of it.
So not just in concept wherewe're going to stand up in front
of you and run our mouth, butyou'll actually see how cars come
in.
You'll see how the employeeswork, you'll see the workflow, the
Checklist and the SOPs and allof those things that they use.
So we make day one is, is justthat you come in and you observe
(03:17):
and and we really dial intothe business side.
And then we have a businessround table at the end of that day.
And that is, you know,everybody who is coming to the training
can go to dan williams.com andI'm a certified Mike Mallow.
It's fix this next businesscoach, which goes hand in hand with
what we're doing over here.
But they can take their freebusiness assessment.
(03:39):
And that goes for anybodywho's listening.
And.
And basically that side of itis we say most customers biggest
problem.
Most business owners, I'msorry, biggest problem is they don't
know what their biggestproblem is.
So they run around trying toput out fires left and right.
And this dials into your onespecific vital need.
And then we can addresseverybody's vital need after that.
(04:01):
And then.
And then day number two.
Dustin, you go ahead and carryon with that part.
Yeah.
So on that second day, I mean,don't get me wrong, we're gonna go
over detailing and chemicalsand efficiency.
And that's where I kind ofstarted in my training was how do
you snap out a car at a betterquality in a shorter amount of time?
Was like an efficiency guru iswhat I took myself as.
(04:22):
And so we want to incorporate that.
We want people to polish.
We're going to teach wetsanding, we're going to teach some
paint touch up.
We're going to bring in othercelebrity people in the industry.
So it's not just Dan and I allthe time.
Like, we have Ian fromAutofiber coming to the next training.
We've got Tom from Lakecountry coming to the next training.
And then we even had Shad, theIDA business, excuse me, president
(04:46):
from last year.
Yeah, he was out here withJamie Gonzalez last year.
So we're kind of trying tomake a very cool training that people
want to be at, but reallyrounding out what you kind of need
in a detailing business.
And one of those things wasnot just like the quiet shop that's
empty and it's 20 hours oftalking to get a coding done when
(05:06):
we need to kind of speedpeople up.
But a lot of people don't knowwhat a CRM is and they don't know
what an SOP is like.
Would you just say to me islike a standard operating procedure.
And so we're trying to reallyopen up the business side because
a lot of people are detailersgone, business owner that don't know
how to run a business.
And so Dan and I last fewyears was getting better and better
(05:29):
at business.
So we really drove that intoit, but we didn't want to just have
it be about pushing productson people or selling products to
people.
We just want to really dumpknowledge of trial and error and
success.
And so that's what a lot ofthat second day is going through
a wash, wash, clay seal,decon, you know, kind of opening
up the perspective to peoplewho may not be as knowledgeable about
(05:52):
those preparations.
Get into the polishing and thewet sanding if we happen to need
it.
But we try not toovercomplicate it.
And so that's that second dayof really kind of getting a full
detail and progress donewithin check sheets.
And then Sunday we're kind ofdebating of having that third day.
A lot of people kind of triedto like travel home, which is a given,
but maybe a businessroundtable that next day to recap
(06:16):
everything.
So that's kind of the, the twoday training on that part.
I'll hand it off to you, Dan.
The, the one thing that we areoffering as well is we're, we're
going to not only bring insome other people like Tom and, and
Ian this time, but we alsohave a paint touch up system that
was developed by JamieGonzalez and he'll be coming to some
(06:36):
of the trainings with us.
But he's got, you know, he'sgot, he did two and a half million
dollars last year and hasthree shops and, and mobile guys.
So it's, and he's got kids also.
Yeah, yeah, they dance andstuff so hard to get away.
But we're going to showcasehis paint touch up system and I'll
tell you what, probably themost interest that we have seen is
(07:01):
for his paint touch up system.
Yeah.
And yeah, any, any of theseguys who are putting ceramic coating
on a car or paint protectionfilm, you know, you gotta tell, you
gotta do touch up those paintchips before you, you know, put that
over so.
Yeah, exactly.
Yeah, it was.
And it's kind of one of thoselike little tidbits as a business
ideas that even not gettinglike the full paint bank.
(07:22):
Like Jamie actually taught usto like color, like take the body
code and be able to mix upweights and get any custom color,
which is amazing to do even ifyou do it on a basic level.
But it's like the small littleupsell type of things for business
to make more money.
Because I never like to be theshop owner that seemed nickel and
diamond.
Like I don't want to upsell$50 for like an interior leather
(07:43):
conditioner when like I shouldbe doing that in our detail Anyway,
when we have a problem like aheadlight, restoral paint touch up
and those things.
Yeah, it's just a way to havea one stop shop to help protect the
car.
We're not trying to oversellit that the chip is gone.
That's a different class ofsanding and all that fun stuff.
But to just seal up the paint,prevent rust, help a customer.
(08:05):
It's one of those things thatit's actually taken quite a bit of
traction and people wanting tocome for that part of it.
Yeah, I mean that's, that'sdefinitely something that's, that's
a good selling tool.
Because one of the things thatNoxy always does, the, the trainings
that I've gone at his shopwhen he does, when he teaches ridge
(08:25):
sanding.
Right.
Is he's always talking abouthow like, hey, for, you know, every
scratch around the car, that'san extra 50 bucks, $75, $100, whatever
you want to charge that youcan add on to the client.
So kind of the same thing withthe touch up paint it, it's kind
of the same thing, you know,like, hey, you've got, I don't know,
(08:47):
10, 10 little rock chips here,you know, well, $25 a rock chip or
something like that and youmade an extra $250 on, you know,
whatever job you're doing.
So that's, that's a prettygood way of selling something that
seems really small, but at theend of the day could end up being
a nice little add on ticket.
(09:08):
Yeah, yeah.
And he even taught us of likedegrees of it because us as perfectionists,
as detailers, like, I'm gonnatry and make that look like a body
shop repair.
And it's not possible withouta lot of good skill.
But Jamie was able to teach us.
It's like just fill it in andthen you're done.
You want the next level, likefill it in, get some clear on it
so it doesn't look like thesematte dots of just paint on your
(09:29):
paint system.
And then there's that otherdegree of like some color and some
clear and like knocking itdown and trying to blend a little
bit more.
Right.
And adding different pricepoints and expectations for our customers
within that, that we didn'tspend all day on this scratch chasing
our ego.
But you had different degreesof what correction we could offer.
Yeah, yeah.
(09:49):
And I, and I also like thepremise that you guys are kind of
doing of, of doing it in aworking shop.
Because the one thing thatI've always kind of said with business
trainings that I feel likeeverybody is doing is.
It's the snooze fest, right?
Like you're, you're, you know,in a classroom setting, kind of,
(10:11):
you know, an empty shop,sitting in chairs, and somebody's
standing in front of you goinglike, this is how you do business.
Your business 101, you know, whatever.
And it's like, when do we getto the polishing, you know, kind
of thing?
So, yeah, the fact that youguys are kind of bringing them in
to a working shop, they cansee how things are, you know, talk
(10:34):
to the customer, schedule it, right.
Ring it up through a CRM, gothrough the SOPs, and then.
Okay, now let's go work on the car.
I, I think that's a reallygood kind of model because it doesn't.
Doesn't have that snooze fest,you know, just sitting there as somebody's
(10:55):
preaching to you.
A business.
And that's, you know, theother thing too, that I've always
kind of thought when, when,you know, somebody says, oh, I'm
a business trainer, like,okay, cool, that worked for you and
your shop in wherever, youknow, usa, you know, is it going
to work in my shop, you know,in, In Florida?
(11:15):
Is it going to work for thisguy in his shop?
And, you know, so that's theother thing that I always feel like
is sometimes, you know, so, soagain, seeing it work in.
In reality versus this is whatI do.
This is how I do it, I thinkis a, A real good model to teach
(11:37):
people.
Yeah.
And that's an interesting.
I'm sorry.
And an interesting point toois like, you.
I, I am from owner's pride,but this is not necessarily.
You don't.
We.
We're more than happy to workwith anybody, right, in these trainings.
It's not really any brand specific.
(11:57):
And then probably the mostvaluable point of this whole darn
thing is we're puttingtogether a suite of, of SOPs and
employee manual.
And like, these things thatyou can have at least an outline,
like some.
Actual pieces to take that you can.
(12:19):
Yeah.
That you can manipulate andimplement for your business.
And these are the things thateven guys who have been in business
for 10 years, most guys, theydo not have an employee manual.
They do not have like, SOPswritten out for all, you know, for
all of their jobs that they have.
And yeah, it just.
(12:40):
This is.
These fundamentals of businessare what I see over and over and
over as being the biggestmissing thing that there is for,
for detailers.
Oh, absolutely, absolutely.
I Think, you know, there's,you know, it's kind of always been
said you can have the, youcould be the greatest detailer in
the world, but you're notprofitable because you're, you know,
(13:01):
shitty business person.
Or you could be a greatbusiness person and make tons of
money, but everybody's like,but he's a detailer, you know, like,
yeah, but he's great at business.
He knows how to get the peoplecoming in, knows how to make the
money, you know, whatever.
So, you know, if you alreadythink you're a great detailer but
your business is slacking,doing something like this was, is
(13:22):
going to greatly benefitanybody, you know, who, who attends.
And that's, and that's again,I like, I like this because, you
know, I, I, I have, you know,plenty of friends who are doing,
you know, wet sanding, paint,correction, whatever, but a lot of
trainings, but a lot of themaren't implementing business into
(13:46):
it as, as a whole.
And again, I think because alot of times it becomes a snooze
fest or it's not the thingthat most people want to learn because
they're not thinking that.
They're thinking like, oh, ifI can wet sand, if I can paint correct,
you know, if I can, if I can,you know, if you build it, they'll
come kind of thing.
But unfortunately you have tohave the business know how to be
(14:08):
able to get them actually in,you know, and then your skills take
over from there.
So I think that's really cool.
I think it's a neat idea.
That's it.
Yeah, we appreciate that we,and it's kind of been the part that
we get to like expand andlearn, but then put real life into
this training that when Ibought Dan's business eight years
(14:30):
ago, like I was a detailer fornine years and never really thought
about owning my own business,even though I detail on the side
once in a while for extra cash.
But I didn't know anythingabout the detailing business part
or just business in general,so that we had to take off a little
bit.
Once I started working forOwner's Pride for the while that
I did as a representative,that really made me see the flaws
of what we were doing.
(14:51):
We learned CRMs and chasingleads and coddling leads and all
these different things thatreally elevated our business.
But why do we need to keepthat a secret necessarily?
And so in the last years we'vebeen building the paperwork and the
check in sheets and thecheckout sheets.
Like even when I went to getan oil Change.
They, like, took pictures ontheir iPad and they looked at damages
(15:12):
and mileage.
When you.
And I've had customers that,like, do you mean to sign anything?
Or you're taking my car.
Nearly met you.
So it was that legitimacy,that experience.
But why do I need to keep thatpaper that we design a secret?
So we want to actually givepeople some assets, digital and physical.
And we're working on, like, anactual, like, training platform,
(15:34):
like a notebook.
Like, I have this back here.
So that'll give you somerambling on.
But, like, this is ourhandbook, but it's, like, spiraled.
We want to do that for ourtraining class.
Like, all of our stuff thatwe're going to teach and so you can
go home and actually put itinto premonition rather than being
like, they talked about a lotof good stuff.
Remember?
All of it?
Yeah, yeah.
I mean, I think of that assomething that's kind of cool, because
while they're there, theycould maybe physically, like, write
(15:56):
down some notes, and then ifyou're giving them a digital file,
then they can go home and takethe digital file and maybe edit it
with the notes that they tookor the things that.
Okay, well, I don't really dothis, but I could do this.
And then they.
That.
Then they make, you know,they're able to.
To edit it to make their ownform of SOP that then they can print
(16:18):
out and give to theiremployees or, you know, have.
Yeah.
For themselves.
Yeah.
It's like the pro.
The productivity suite thatyou get is probably worth as much
as the class is because, youknow, that stuff didn't just fall
into Dustin's lap, you know,out of the sky.
Yeah, yeah.
Lots of hours of stuff.
You know, even, like, general.
(16:38):
Like, California wouldprobably make a handbook compliant
in most states because we getto have fun out here.
But, like, even that was hoursand hours of building.
And then once we got it overto our HR and another 800 or whatever,
for them to, like, inspect it,make it compliant.
It was, like, hours andthousands of dollars.
So it helps with detailersthat would never think about that,
let alone being like, okay, Ineed to stop everything to write
(16:59):
down an SOP or a handbook.
Like, whenever I sit down, Iget writer's block.
Like, you'll do 10 pages aboutwashing a car or one full page about
filling up the bucket withproduct, and you haven't gotten anywhere.
Yeah.
And so that's what really canhelp some detailers in this scenario
is being able to actually getassets that can help them just skyrocket
forward a little bit faster.
(17:20):
No, that's cool.
That's cool.
So have you guys started thesetrainings yet or are these gonna
pop off soon or how are youguys doing that?
Great, Great question.
So we did our first one lastyear, and then we kind of thought
about it.
Yeah.
And we did one a couple monthsago, and we had some people come
(17:44):
in for that, and JamieGonzalez was here.
And then we.
We just decided that we really.
We.
Everybody who's come to thetraining, like, so other people from
other companies who are, youknow, industry veterans, that every
time that they come to ourtraining, they're like, I've not
been to a training quite like this.
Like, we, We.
(18:05):
You know, not to toot my ownhorn here, but yeah, we really are
doing things a little bitdifferent, you know, with the.
With the busy shop side, withthe business coaching aspect that's
tied into it, and.
And on the experience that we have.
And so we started the detaildetailing Authority Academy page
(18:26):
on Facebook, and if youhaven't yet, please go there.
We're going to keep that as a.
As an active group, you know,for the coaching stuff.
Not.
Not a group where people aregoing to go in there and slam each
other.
It's really just kind offocused on business stuff.
Right.
And.
And from there, we just.
Dustin threw up some dates and.
(18:48):
And here's what's cool.
It's not only just this detail training.
We're also doing wash clinics.
We did one two weeks ago forthe Corvette Club of San Diego or
San Diego Corvette Owners Club.
Fantastic.
We also offer this really unique.
And you wouldn't think thatthis is a thing, but it actually
is.
(19:08):
Is a kind of like a veryunique bespoke detail boot camp for,
like, imagine that guy who'san affluent fella, and they have
a very custom car, and theylove that car.
They can come in, we'll workwith them to do a full decon, polish
the car with them, and havethem and us put ceramic coating on
(19:30):
the car itself.
I mean, we've already.
We've already done one ofthese, and the people are very willing
to pay the premium, the rightcustomer, and it's a really cool
experience.
The guy, he even went home andlike, took all of the concepts of
Dustin's, like, carts andlights and everything and changed
his whole garage to look likeDustin's shop.
Yeah.
(19:50):
So he was kind of.
And those may not happen asoften, and if they do, awesome.
But it's like that onedetailer that you.
He's like, yeah, I Haveeverything at home, like enthusiast
and really wants to do it butgot like hands on professional training
to because you know, we evenhad a Corvette owner club guys like
I keep polishing my car.
And what he was describingsounded like he kept polishing it
too much that he made it fail.
So being able to teach peoplethat you shouldn't keep polishing
(20:12):
it and that stuff.
But yeah, it was kind of adifferent aspect that we're trying
to kind of open up the windowfor more wash clinics and detailing
and stuff like that.
So I mean, four or five yearsnow that Dan and I have been doing
these together and kind ofevolving and being like that was
terrible and did not work wellthis time and works well the next
time.
So we get to kind of trial anderror to a point with the core of
(20:33):
what everyone really loves the most.
We're just trying to adapt andhave a better experience.
Like we even have certainthings that we were joking the other
day we were preaching aboutwhat we tell people and it's like,
man, we need to do that in ourown marketing for this venture.
So we're trying to adapt andbe like, yeah, we're not the best
out there, but we're damn surewilling to learn and try and adapt
(20:54):
to become better.
Right.
And I think you also, you'reprobably not catching like a whole
ton of attitude from us.
You know, there's.
Yeah, yeah, that's huge in itsown right.
Yeah, well, I think, I thinkthe attitude and a training has got
to be, you know, taken out.
I mean, I've been fortunate.
The few trainings that I'vebeen to for the couple of different
(21:16):
people, you know, everybody'sgotten along.
Everybody realizes that, youknow, regardless of what their skill
level is, is their all thereto basically learn the same thing.
You know, they're at thattime, they are, you know, at the
same level.
So yeah, it's, it's, you know,I think the trainings are, you know,
(21:40):
puts everybody on an equalplaying field in a sense and you
have to, you just have to havethat, that mindset of going in of,
of like, you know, hey, I'mpaying this much money to learn.
So you know, check the ego andthe attitude out the door kind of
thing.
Yeah, yeah, for sure.
I think that they happen fromtime to time, but not too much anymore.
(22:01):
I felt detailers, we all knowwe're, we're artists and we have
egos.
I don't know if it's justbecause I'm not in the forums as
much as I used to be, but Ifeel like it's kind of chilling out
a little bit.
But not in the forums.
I, I heard some drama beef ofa couple of detailers locally the
(22:23):
other day and I was just like,okay, yeah, exactly.
So let me ask you guys this.
So.
So, I mean, obviously both ofyou guys are affiliated with Owner's
Pride, but you said that thisis something that is kind of separate
from Owner's Pride.
So I mean, are you guys goingto eventually work in like, maybe,
(22:44):
you know, I know you said youhave Ian from Autofiber and.
And was it Tom from like, Tomfrom Lake country?
Yeah, country.
I don't know Tom.
I know.
I know Scott and I know.
Oh, God.
Drawing a blank.
(23:05):
Tim is the new.
Yeah.
Where Tom was before, but he'sbeen in the industry forever.
Long times.
Yeah.
Are you guys going to like,kind of open this up and kind of
bring in other, you know,brands that, you know, if somebody
wants to come in and you know,hey, we've got a compounded polish.
(23:29):
You know, we'd love to partnerup with you guys and do a training
on our.
Or, or, or even just keep itcompletely wide open where you have
a variety of maybe differentbrands and then people that come
to the training can kind ofpick and choose what they want to
try or what they'recomfortable with.
My first inclination with thatis that.
(23:52):
So we, we've, we've alwayspreached it that like, without wasting
money as a detailer to try 10rinseless washes and 10 compounds.
Like there, there's.
In my shop, we have a coupleof tools in the back of our closet
that we need for that randompaint system or something that won't
finish down.
But generally that's pickingone line so that it's part of the
(24:14):
reason that we still haveOwners Pride products there.
Yes, we would be open to otherproduct lines if they wanted it that.
But I wouldn't want to havetoo many at one class.
It's like you finally talkthat customer into a ceramic code,
not talk to them into it, butyou, you know, talk to them about
a ceramic coating and thenyou're going to throw them a curveball,
like a whole different structure.
And this one's not warrantied.
(24:34):
And this is like myself.
I would rather keep it to oneat a time, but I'm open to other
things.
Yeah, no, I got you.
Like I said, I was just, justcurious because, you know, again,
like you said, you're.
It's separate from Owner's Pride.
You're not necessarilytargeting Owner's Pride installers
for this, you kind of want toopen it up to everybody.
(24:55):
So, you know, having at leastmaybe, you know, oh, well, this one's
a sponsored by Owner's Pride.
Or this one's sponsored by Rupes.
Or this one's sponsored by.
Yeah, you know, Oberg.
Or this one's sponsored by whatever.
Right.
Like, you know, anybody outthere interested, contact us and
let's talk.
Gotcha.
Yeah, yeah.
(25:16):
At the end of the day, we wantto help detailers, like at the.
The bottom line is we want tohelp detailers grow their business.
And it's true if you're aproduct hopper, that's, you know,
I.
The best piece of adviceprobably that I got in detailing
was really early on from JoeFernandez in West Covina, California,
Superior Shine.
(25:36):
And I would, I would.
Every product that came out, anew compound, a new pad, a new machine.
I was like, joe, do I need tohave this?
Do I need to have this?
And he said, find a companythat you like the products, the culture,
the branding, and makeyourself the best with it you can.
So if you've already found,you know, if it ain't broke, don't
fix it.
Yeah, yeah, yeah.
(25:56):
No.
And I think that's, I think, Imean, I, I listen, I'm definitely
that way, but, you know, it'sa good question.
I definitely have a fewfallbacks because different paint
systems sometimes what is, youknow, works on nine out of 10 cars.
Won't work on that 10 one.
Yes.
So you gotta go and as much.
(26:18):
Yeah.
How our system like we have.
I mean, I've got some hyperpolish, I've got some overk, I've
got some Koch Chemi becauseyou get that random car that like
it finishes down.
But I need more cut in onestage and the customer can't go higher
in price.
It's thin paint.
Whatever scenario, we stillhave those end stops for what we
need, but a lot of it,especially training new guys that
(26:41):
I'm not on the floor muchanymore as a detailer, that the systematic
part of a chemical line doeshelp people that don't know all of
the little end stops that youneed that the veterans do.
Right.
I gotcha.
If I'm going in for a companyto do a training, the literally the
first thing I do when I walkinto somebody's shop is I pull all
(27:01):
of their products off theshelf and just put one line of products
on the shelf because, youknow, you don't really want your
employees, especially if youstart scaling and you have employees
you don't need them makingthose decisions.
Well, I mean, that's.
That's the whole reason Rupescame out with the system was so that
when you have employees, it'sblue bottle, blue pad, you know,
yellow bottle, yellow pad.
(27:22):
You know, I remember.
I remember when we firststarted using them at the car wash,
that, like, that was thegreatest thing ever because, you
know, a lot of times, youknow, our guys were used to using
rotary buffers, you know, andit's, you know, we got, you know,
every.
Every guy liked a different thing.
So we're buying all thisdifferent off of, you know, the car
(27:43):
bright truck or the pro truckor the car cam truck or the auto
magic truck or whatever, you know.
And so when we finally.
When we.
When we bought into the Rupessystem, and it was like, look here,
we're gonna make it super easy.
We're gonna give you amachine, you know, that's not going
to damage cars as much.
We don't have to pay for paintjobs and stuff.
And, you know, here's a system.
(28:05):
Blue pad, blue bottle, greenpad, green bottle, you know, yellow
pad, yellow bottle.
So it makes it a lot easy whenyou have a system like that.
So, yeah, Dan, I candefinitely understand, you know,
just kind of, especially ifyou got employees trying to.
Trying to find one brand orone system that works and then keep
it.
Keep it simple.
Stupid, right?
(28:25):
Exactly.
Yeah, exactly.
And that's part of it.
To even go into the next partis the SOP part.
Like, we try not to cut youoff, by the way, but we really want
to have that position that,like myself, Dan and I have been
pushing on that goal ofgetting me out from behind the polisher
and into the office to run the business.
(28:45):
And not so easily done, but alot of that is if you don't have
systems, you don't havetrainings, how do you put yourself
as a detailer into your people?
And so we're trying to reallyround that picture out, because if
we didn't have that kind ofangle on shoulder, saying that we
need to as like a businessmentor, that we.
(29:06):
We would have still beenpolishing cars.
I actually injured myself last summer.
It could have put our businessdown if we didn't have trainings
and people in place.
So that's one big thing.
And to kind of round it withthose, the chemicals, it's way less
mistakes.
We even put it on our shelfas, like, order of detailing a car.
And it's just.
It's simple, stupid stuff, butit's the best kind of stuff.
(29:26):
No, that's awesome.
That's awesome.
So let me ask you the magicquestion that everybody who's listening
to this podcast is wanting,want to.
Gonna want to know is what'sall this gonna cost me as a detailer
to come to a training eventwith you guys?
So where it's 999, and like Isaid, I'm telling you, Eve, with
(29:52):
the.
The suite of business, thebusiness suite that you take home
is gotta be worth threequarters of that by itself.
I mean, it had.
I can't even fathom becauseDustin did a lot of this with his
lawyer and like, and I.
And we use the same lawyer, so.
I know, I know he's super.
(30:14):
And it happened because wewere not as compliant.
So we had to get through sometrenches and get more compliant and
birth the book and differentthings that we have in place.
And that's also what we'retrying to help curve within this
training.
At that price point is a lotof the mistakes that we had to get
through without people doing that.
(30:34):
So we have found that that's apretty good price point for what
we're offering knowledge, letalone assets after.
No, I mean, I think that's areally good price because most trainings
that I've been to or, or feelthat are, you know, on a level of.
Of legitimacy are usually inthat 1200 to 1500 range.
(30:55):
Right.
And of course, then you gotanother 1200 to $1500 in airfare,
hotel, food and whatnot forthe weekend.
I feel like, you know, thosetrainings that are in that 300 to
700 range or like, oh, man,what are you.
What are you really gettingfor that?
So I think you guys have kindof hit like that real nice sweet
(31:17):
spot.
You know, It's.
Especially at 9.99.
Right.
Like, you could have said athousand dollars.
Right.
But 9.99, it's the wholementality thing, right?
Like, that's part of thetraining too.
Right, right.
It sounds better, right?
Like, you know, like, like, ohman, it's not a thousand dollars,
you know, it's a dollar short,you know, but.
But yeah, I like it.
(31:39):
And even, like, I mean, youget to bring your vital need to the
table too, and we're going todiscuss that with you.
So, I mean, that's, that'spart of the business coaching that
I actually offer, you know, ona separate entity, but sort of.
But Dustin, I think, is goingto be doing that with me too, at
any, any bit that he wouldcare to, because he's got he's got
(32:01):
the skills and the chops, andwe can work together, and it's awesome.
Well, and I'm sure the both ofyou have seen it that.
Oh, man, I just blanked.
What the.
I was gonna say one that Icould, like, ramble on for the entire
time for it.
What the hell was I gonna say?
Yeah, don't worry.
It happens to me all the time.
(32:21):
Like, at least we know, but wehave no clue.
Right?
Right.
See, everybody who's listeningto it.
Okay.
Exactly.
Part of it is, I mean, youguys have been to trainings that
you, like, you get to kind of,like, be buddy buddy, like, who you
met at sema, who you met atmte, who you met at the training.
Like, you become, like, alittle brotherhood for it.
And even though you're notpaying me for coaching down the road
(32:44):
and these things like that,like, the people that have been to
the trainings with us, theycall me.
Like, here's an answer for you.
Like, let's catch up.
See how family doing.
So you all get, like, thisongoing database of, like, hey, can
I call you?
And, like, rely on you in this situation.
And Ricky Bordeaux is one ofthose more favorite people that's
done that, that he's in atight spot with a customer.
And we've been through thoseto a point that we can just really
(33:06):
help people get through that.
And even just being able tocall invent because wife and all
that doesn't want to listen toit all the time.
So that's kind of thatbrotherhood that it brings in.
We actually spend quite a bitof time from, like, the first night,
and we go to a little tacoshop and brewery over here.
And then, like, we even wentto a hockey game last time.
Like, we really try and hangout with the people that we're there
(33:26):
with.
We even, like, try and getthem in the same hotel to hang out
with, because in class, youhave a lot of knowledge, but, like,
what you like to do and what'sworked and hasn't worked and all
these successes and failures,let alone just being able to talk
about what you're passionateabout for a few days that weekend,
that we really liked that partof the trainings, and I think that's
what really started it beforewe, like, got the wheels going.
(33:48):
It's just we liked doing this.
Yeah, that's one of myfavorite parts to the trainings that
I've gone to is, like, thatnetworking camaraderie afterwards.
Like, when you just had thismountain of information dumped on
you throughout the day, andyou're trying to process it, and
then you go sit down at arestaurant or you just go crash at
the.
The hotel, and it's like, youknow, then you're kind of, you know,
(34:13):
bouncing ideas off ofeverybody in the training.
You know, what did you.
What did you like about it?
Or how are you going to do this?
Or, you know, oh, I got an idea.
When I go, I'm gonna take thisand I'm gonna do that.
Like, that, to me, is alwayskind of the more fun, I feel like.
So I like that.
I like that you, you know,like, you guys take them out to dinner,
(34:33):
go to a hockey game, somethinglike that, because then you can kind
of build that camaraderie that.
That broness or whatever.
And then it's.
Yeah, it also.
It also opens everybody up to,like, feel a little more comfortable
to, like, interact and talkand ask questions.
Because, again.
Right.
Like, that's the one thingthat I feel like a lot of detailers
(34:54):
are, you know, they don't want to.
They don't want to sound orstupid or come off.
Like, maybe they don't havethe experience.
So they're probably not askingthe questions that they would normally
ask in the beginning of this training.
Right.
So you.
You get them feelingcomfortable and opened up, and then
they're going to ask thequestions, and then they get a better
(35:15):
experience out of the training.
Yeah, definitely.
You know, I.
I think from doing a podcastfor these years, it's really helped
in these trading situations ofbeing able to, you know, kind of
lead the group and get peopleto open up by asking them questions,
just like you do for apodcast, you know, and I.
I think by the time we havejust the introductions in the beginning,
(35:40):
that everybody is really kindof pretty comfortable with each other,
and.
And we kind of expose a fewmaybe personal things about them
so that they really do, likeyou said, open up and.
Yeah, well, we've really.
As a matter of fact, almostevery training class you go to has
that one guy who already knowseverything, and they want to tell
(36:00):
you there's usually.
But I.
I don't think in the last twoclasses, the last class.
I don't think in the lastclass we had.
We had anybody like that.
Yeah, no.
Maybe.
No, it's been a little while.
Yeah, it happens.
It happens.
(36:23):
It does.
Yeah.
You know, and that was onething that.
Sorry, wife's asking me what'sgoing on.
So, one thing that, with eventalking about what Dan was just saying
is that because I've beenplenty of Trainings.
And you're like, oh, I'mDustin from OCD and from California
or Colorado or whatever.
But Dan's like, what's thefirst car you washed and how'd you
wash it?
(36:43):
And so then he does thatwithin an intro around the room,
and it just gets peopletalking, kind of joking around and
being like, yeah, probably upthat paint job I watched the first
time compared to what we know now.
Yeah.
And so it really is.
Opens it up in more than justlike, hey, will you say your name
and where you're from?
And then we're like, let meget onto this.
So we've tried to really beenlike, dan, that was not good last
time.
Or, you know, that was greatlast time.
(37:04):
So we really get to kind ofongoingly try and get better.
Yeah, I always feel.
I always kind of feel sorryfor the last car that they did and
excited for the next car thatI'm doing, because I.
Even now, I still feel likeI'm, you know, every.
Every time you do a car, you're.
You're.
You're getting a little bit better.
You're getting a little bit better.
(37:25):
You're getting a little bit better.
You know, I mean, it might belike, super micro, you know, as far
as getting better, but, youknow, I've definitely have done,
you know, a car that I thoughtwas great.
And then I do the next one,and I'm like, ah, this one's better
than the one I did last week,you know, and then I think back to
the ones that I did, like, 10years ago when I left the car wash
(37:46):
and started this, and I'mlike, oh, my God, like, how did I
even get paid for that?
You know?
Yeah.
So.
Or how much paint I took off A system.
Yeah.
Yeah.
Polishing my ego.
Exactly.
Yeah.
Yeah, That's.
That's the one thing that I'vedefinitely, over the past, like,
probably year or two, isreally worked on just my technique
(38:08):
of polishing to make sure thatI'm not cooking a panel, fluffing
the paint, you know,overworking it, you know, to where
I'm knocking off too much painor something like that.
So I.
I really kind of feel likeI've gotten a lot better with just
my technique over the lastyear or two, that I'm pretty comfortable
(38:29):
with paint not doing damage.
Well, Alex, how do you thinkthat we can get the guys excited
for the business side of it ifwe've kind of established that.
Yeah, that's really themissing link in.
In.
In what is holding all ofthese Guys back from growing.
(38:50):
Well, listen, I mean I, I,I've never attended a business class
because again, I think, youknow, stuff news fest.
But I, I really like the ideathat you guys are doing.
I like the idea that it's,it's walking into a, a working shop.
You know, it's not a closeddown shop, you know, nobody's there
(39:11):
or anything like that.
It's legitimately, I mean Ican say some of the, some of the,
the best maybe business I'velearned was, was that exact, that
exact same thing when I firstmet Aaron Knox and went to his shop
not for a training, you know,I went to Reds and to, to hang out
(39:34):
with him and talk with him ona Friday while him and Wu were working
and there's customers pullingup in cars and getting to watch how
he does his sales pitch, youknow, how he talks to people on the
phones and then he'll come andexplain, explain like what he just
did.
Like, I think that's, I thinkthat's things that a lot of times
(39:56):
people don't get.
So I think the fact that youguys are doing that, like, hey, look,
we're gonna go talk to this client.
You're standing, you know,within earshot to hear everything
that Dustin's going to tellthat client, you know, and then come
back and be like, this is whyI said this, this is why I said that,
(40:16):
you know, and then show themphysically how you're going to put
it in a CRM.
I, dude, I mean, I think thatis, I think that's perfect.
I mean, I, I, it's, you just,you got to get people, if people
are going to do a training orpeople are going to go to a training
and you can give them somebusiness and you can also give them
(40:37):
some wet sanding and paint.
Correction.
I, I think you're, I thinkyou're facilitating more than what
majority of other trainingsare doing because they might do a
little bit of business and awhole lot of paint correction and
ceramic coating or paintcorrection and wet sanding or whatever.
But if you guys are doing aday of this and in a day of that
(41:00):
and then if they really want athird day, it sounds like you guys
are open for it.
If not, then it's, you know,hey, don't let the door hit you with
a good lord split, you go homeand make some business, you know,
kind of thing.
We're just gonna go get somegolfing on Sunday because it's sunny
San Diego.
Yeah, there you go.
Yeah, yeah, yeah.
And, and there's ongoingsupport, you know too like anybody
(41:21):
could hit us up and more thanhappy to answer questions or if they
wanted to dive deeper into oneon one coaching, we could absolutely
do that too.
And Alex, you should go to mywebsite, Dan Williams.com and take
your free business assessment.
And I would love to.
It's probably going to besuper shitty.
I'm terrible at business.
It's very easy questionnaire.
(41:43):
Yeah.
And it's very quick.
Yeah, I'll do it.
I'll do it.
I'll see how like literally itcalled out what I was suffering with
when I did it for Dan when hewas starting and stuff.
So it's like even just alittle bit of like holy shit, this
is it.
And not all of these otherbusy work things that we're doing.
It's just let's pinpoint andfocus on those type of things and
you know, we're realistic thatlike I'm still learning in business,
(42:05):
you know, the eight and a halfyears in and trying to get better,
that we're not afraid to talkabout our mess ups and our successes
of what has gotten us here.
So yeah, it's just somethingdifferent that we were excited about
and it's fun too.
And I think that that's wherewe really have people that enjoy
what we're doing is becausewe've had people that come to multiple
(42:26):
trainings over the years.
Even if they're a veteran andeven if they got pretty much the
same class, there's alwaysthat little nugget, that little aha
moment you take.
There's always something.
Yeah.
And one of my favorite partsis like going home, like ready to
get it, like stoked whenyou're like.
I remember when I firstlearned Cody's and I went home from
(42:46):
the, the shop that we hadlearned at and I was like, holy,
yeah, this is gonna be.
And when we could put thatinto people.
Especially if you're in like abusiness lull and not feeling that
100%, you need to grind it outand you're in that burnout and you
kind of reignite some of thatfire and get things going, that's
one of the cooler.
It's like giving the customerthat they're like, you made my day
(43:08):
by this detail.
When you can see a detailerand a friend, that brotherhood and
he succeeds, like, yeah,that's awesome.
And so that's what we like to,you know about our, you know, kind
of aftermarket industry thatwe've been in.
It's like really just helping people.
Yeah.
And I, and, and I agree withyou, like, taking the same training
(43:29):
over, you know, or multipletimes isn't a bad thing because again,
you have to remember you aregetting so much knowledge dumped
on you in a short period oftime that you can't retain it.
All right?
And, and so if you go backagain, like, yeah, it might be the
(43:49):
same, like, oh, here's Dantalking about this again.
Here's Dustin talking aboutthat again.
And then it's like, whoa, hangon a second, I don't remember that
from last time I was here, youknow, and it's, and it's just that,
that little bit extra, youknow, two, two people that I always
kind of cheerlead on herebecause they're always cheerleading
for me is Kyle Camus and, andJerry Grant.
(44:10):
And I love what those guys dobecause every time I've talked to
those guys, those guys allyear long will budget a percentage
of their work for trainingsfor the next year.
Yeah.
And, and, and ever sincethey've told me that I try to, especially
(44:30):
when we do a, or when I do atraining episode or talk about trainings,
I always try to, you know,reiterate that is, that's, there
shouldn't be, you know, Ican't afford to go to a training
anymore because if you take,you know, for just $5 a day, you
(44:51):
know, you could go to atraining next year and, but that
might be the sacrifice, right,Is, is you pull a certain, a certain
dollar figure, a certainpercentage out of every job for the
whole year and excited, right?
And you, you, you get, you getthree grand in your little piggy
bank by the end of the yearand you know, you can go do a thousand
(45:14):
dollar training with you guys,you know, and then, and then that's
also going to cover yourairfare, your hotel, your food, right.
And that's your vacation writeoff for the year.
Right, Exactly.
So, yeah, that's what I would say.
I got two things to say.
So.
Okay, first of all, KyleThomas, that is a solid dude right
(45:37):
there.
I think he likes a post beforeI post it.
I know that mobile tech inthat mobile tech crew or whatever,
I'll make a post, you know,and I'm three hours ahead of him.
I'll make a post at like 7:00in the morning at like 702.
It's approved.
I'm like, I think he's theonly one that's really approving
(45:59):
stuff.
Oh yeah, that guy's awesome.
We went to a ColoradoAvalanche game when I did that training
up at the Rupes facility a fewmonths ago, and we got to.
We got to really just hang outand bond, and I can't.
I really honestly can't saynothing but super good things about
that guy.
But then here's every other thing.
(46:19):
When I call him is all.
That's my only bad thing, actually.
But here's the thing,something that you'd said when.
When you were talking aboutnot going to these trainings.
And there's.
There's the saying inbusiness, what got you here won't
get you there.
Yeah.
Meaning you kind of.
Unless you're trying, you.
(46:41):
You've got to continuelearning and growing in business.
So the time that you start think.
Fart, the time you startthinking that you know everything,
that's when you're just.
That's when the ego karmacomes in.
It bites you.
Yeah, like, I gotta figure it out.
And then you're like, wow, wejust had our worst month ever right
after that, right?
I learned stuff at every oneof these classes.
(47:02):
Like, you know, no matterwhich side of the equation I'm on,
I learn.
I go home with something else else.
Before I ever went to one, youknow, I was that guy.
I was like, why do I reallyneed to go?
Like, what am I gonna.
You know, what am I reallygonna learn that I don't already
know?
Right?
And then I went to one and Iwas like, oh, I don't know anything.
(47:23):
And I just learned a wholelot, you know, and again, it's.
You know, sometimes it's not ahundred percent the actual training
class, it's that networking afterwards.
Because I feel like that is atraining too.
You're learning from otherdetailers, you know, of how they
do things and what they do andto where now.
(47:45):
Like, you know, even if it'sjust, you know, Noxie's not that
far from me.
So it's a quick, easy trip.
Even if it's just going up tohis place, you know, once a year
and.
And retaking a training withhim or.
Or hopefully gonna go back upto Gloss University this year and
hang out with Maddie and Dave and.
(48:06):
And see what they've got goingon up there and.
And do.
Because we're doing somethingwith Aquatech up there with them.
You know, it's.
It's.
Now I look at it, and whenpeople are like, you know, I don't
want to go to training, and Ilook at them and go, like, why?
Like, how are you not going?
(48:27):
Like, just pick one.
Pick a good one.
But.
And that's My other thing ispick a good one.
I always try to tell people,like, is, is vet your trainer, training
person, like your client vetsyou, right?
(48:48):
So these people need to go to you.
And again, I think you guyshave, you know, Dan, I've known you
for a number of years, supersmart guy.
I think you, I think youdefinitely have the, the, the resume
for it, you know, but, butagain, like, I feel like if somebody's
interested in your guys'straining, they need to reach out
(49:09):
and say, hey, look, like, I,I, you know, what are you guys doing?
You know, what's, what am Igonna, you know, end up learning
and this and that becauseagain, I feel like sometimes and,
and I'm, I don't want to knockdetailers, but this is probably going
to come off as a knock todetailers, but sometimes I feel like
(49:31):
you can tell when detailersget a little slow and they need some
money that all of a sudden,hey, this, this weekend for 700,
I'm doing a training at myshop, you know, and it's like, buddy,
you're asking the samequestions that I'm asking in the
same Facebook groups I'm asking.
But now you're going to be atrainer for the weekend for 700,
(49:52):
you know, so that.
Do your due diligence with everything.
How many of these freakingmarketing people do you see out there
and they're like, come workwith me.
You're gonna make $10 millionin 10 days and have 10 million Lamborghinis
and.
10 million titties ceramiccoatings this month and yeah, yada,
yada, yada.
Yeah, right.
(50:14):
But no, I mean, you know, butagain, I, you know, Dan, I've known
you for a long time, Dustin.
I don't really know you, butif you're affiliated with Dan, I
feel like you guys, you know,definitely have the resume.
It's, for me, it's that randomguy that all of a sudden is in groups
posting up that he's doing atraining, you know, on the third
weekend of whatever, and he's,you, you know, never heard of him
(50:38):
before kind of.
Thing, you know, and, youknow, and so that's a great, a great
kind of question, though.
Why take a training class for us?
I started a detailing businessin 2004.
I, I went to rehab my secondtime for drinking in two in 20.
In 1998.
June 3rd, 1998.
By the time I got into myearly 30s, I started a detailing
(51:00):
business.
I grew that for 12 and a half years.
I did well enough to buy aHouse here in San Diego.
And I'm sitting pretty in that.
Dustin bought that businessfrom me as a functioning business
and just like hit themultiplier button.
I went to work for a companyin the industry, worked my way up
from a rep to the vicepresident, co vice president of business
development, got plucked fromthat company to start to with the
(51:22):
startup of Owner's Pride andhad an equity position offered to
me.
And so yeah, there'sdefinitely a certified business coach.
We've.
Yeah, there it's.
And then Dustin, he's likereally since he bought that business,
I mean he's really, reallygrown it and put in some of those
(51:43):
fundamentals that I hadn'teven really thought of at that point.
But I've just really appliedmyself to learning the business side
because I realized prettyearly on that that is what everybody
was missing.
And I was missing a lot of, alot of it even in, in my early days.
Yeah, yeah, yeah.
And that was something thatlike got me to a better position
(52:04):
and that was Dan taking onthat business role and education
and breathing it into thepeople that he's, you know, working
with and mentoring and being arep for Owner's Pride really had
me learning that and breathingit and becoming a bit a different
detailer.
Because for a long time, eventhe first few four years of business
we were still doing fine andwe had some business things to us
(52:28):
but we didn't really starthitting the ground running.
And so you know, even some ofmy histories I've been detailing
for 17 and a half years.
That first eight or nine wasjust for shops and dealerships and
car washes, washes anddifferent things that we gained knowledge.
But the, the last four yearsis where we've really been able to
do it.
And San Diego is not for theweak hearted.
There's a million detailersout here and there's a lot of people
(52:50):
with deep pockets that can market.
That's like corporate money.
It's not, you know, yeah, morethan a small family money.
But I think we're making somewaves out here and we're in the trenches
and figuring it out and whenyou are in those type of scenarios
that I think that that's wherewe can really teach others to not
make the mistakes and maybehave faster successes of what we've
(53:11):
been up to.
And I even there's that pointof imposter syndrome.
Like we don't try and bring anego to this.
Like we're not saying we'rebetter than any detailers out there,
but we are Making this afunctionable shop, like we've talked
about that it's, it's triedand true.
It's not that, you know,midnight infomercial that you buy
into and then see you later.
Yeah, exactly.
(53:33):
No, and I mean, I think it's,I think you can kind of tell when
people are genuine enough thatthey're like, we want to help grow
or expand the industry or aperson versus the person.
That's just about.
(53:54):
I'm, I'm here to make a buck.
Right.
And, and I think, you know,you guys are definitely in that category
of just wanting to grow.
Now, obviously, nothing's forfree, right.
So you're gonna make a buck.
But, but again, you got, it's,it's not like, it's not like you're
(54:18):
just taking the money and, andgiving whatever.
Right.
Like, sometimes.
And that's the thing I don'tthink people understand is, you know,
that, that $999, like, theyshould be able to go home on Monday.
And, and if they implement andlearned what they got from you guys
in two days, they'll make that$999 back on Monday.
(54:42):
You know, for the most part,just that office suite that they're
going to take home is.
Yeah, but even if you got alittle bit more confident in like,
how to talk about a coding ornot, or just make your customer experience
better than maybe othercompetition in town, even if it's
a slow market or the crazy bigmarkets that we've dealt with, that
that's what you're going totake home.
And yeah, one coding you could literally.
(55:03):
Cover, because I think, Ithink a lot of detailers don't know
how to talk to, to clients.
I mean, even myself sometimes.
I mean, I, and I've donecustomer service for over 30 years
between running car washes andthen having my own business, sometimes
I get a little tripped up whenI'm talking to a client and, and
I'm like, what am I going to,what am I trying to say to this guy?
(55:26):
You know, kind of thing.
But, but I think there's a lotof detailers that don't really know
how, how to talk to a client.
And, and it's funny because Icatch myself doing it.
And, and I've heard a numberof people in this industry say it
is.
You can't talk to a customerlike they're another detailer.
So you can't use words likeemulsifiers and surfactants and aluminum
(55:50):
dioxide and, you know, youknow, diminishing abrasives.
And kind what like they don'tunderstand that.
So you know, and that's,that's, I think a big problem with
detailers is they don't knowhow to talk to, to clients like their
clients.
They want to talk to them likea detailer.
So again, going to a businessclass and learning how to speak to
(56:14):
somebody and, and, and again Ifeel like sometimes detailers and
myself included, I've beenknown to do it too, is over talk
the client.
You know, you gotta elevatorpitch them and it's hey, and it's
from floor one to floor two.
You know, you're not going tothe penthouse suite with them.
(56:35):
You got one floor of elevatorride to.
This is why, you know, kind of thing.
So yeah, yeah, we cover all this.
I get, I get, I'm excitedright now.
Just like, ah, yeah, we saw like.
Five and a half weeks or something.
I'm excited.
So how many, how many actualclasses or trainings do you guys
(56:57):
plan to do a year?
I mean is this something youguys are going to crank them out
like every month or is thisgoing to be like a couple of times
a year?
Like what is your, what are your.
Plans quarterly right now?
That way it was gapped and wekind of even tried to look at our
schedules but like, you know,like I'm not going to book a training
during SEMA because mostpeople will probably be there.
(57:18):
And so we're trying to look atthat part.
But we have April 25th to 27thand then what was the other?
August 8th to 10th and I thinkDecember 5th through the 7th was
the three of them.
If those are right, I'm proudof myself.
But if those are filling upthen there, there could be room for
more.
But like I said, we're alsodoing a couple of other projects
with car clubs and we have alot of connections to the car community
(57:42):
here in San Diego.
The car culture, it's been somany cultures.
Big.
How many students or attendeesor whatever you guys doing in every
training?
I mean where are you cappingit at?
We try not to do more than 10,you know, and even when we have like
Tom and Ian and differentpeople there to kind of help, but
(58:02):
it just gets a little out of control.
It's kind of like my daughterat swim class without a one on one
coach with like seven kidsjust kind of kicking around and stuff.
So we try and keep it to apoint that it's still intimate enough
that you can take somethingfrom it.
You don't get the chatter inthe background and stuff.
Like that, but usually 10 or less.
Yeah, that's.
I was gonna say that's pretty.
That's a pretty sweet number.
It usually seems like four tofive per trainer.
(58:25):
Yeah.
Is a good kind of sweet.
Sweet spot for.
For classes.
Any.
Any plans to take the show onthe road or are they all going to
be in San Diego?
I think we could.
I mean, we've had someone askus about that recently.
They just can't get away fromthe shop.
You know, we'd probably haveto charge extra for it, obviously.
(58:47):
But that's kind of where Dan'sbackground of a lot of his aftermarket
in the corporate industry andstuff like that that he did do traveling
well.
So we're not opposed to it.
We would have to make surethat we have our A game together
so that we don't not have thesame experience of, you know, our
shop here and things like that.
But.
(59:07):
And it's.
Bring me a cool place totravel to and I'll get paid to travel
there.
But it's not too shabby tocome out to San Diego.
Some people actually even comehere for vacations and stuff.
Yeah, yeah, yeah.
We do like that part ofselling, especially the winter training.
It's like get out of the cold.
Yeah.
I get, you know, reset andstuff like that.
But so far up here, maybe abigger training facility.
(59:28):
There you go.
I don't know anything aboutwinter, so I wouldn't know what.
I wouldn't know what gettingout of winter would be like.
So usually I came from Utah and.
Colorado, so I know it, but Idon't miss it usually.
Usually anytime I'm goingsomewhere it's into winter.
It feels like.
Yeah.
I mean it was already, Ithink, man, I think it was like 80
(59:49):
something today.
Thankfully the humidity is not as.
As high right now.
It's still somewhat comfortable.
Where are you at in Oklahoma?
No, I'm in Orlando.
Okay.
You know where I'm at?
Started with a no.
Yeah, started with a no.
I just fell apart from there.
Yeah, exactly.
(01:00:10):
Well, listen guys, Iappreciate you coming on doing this.
Thank you for reaching out.
You know, I'm always.
Dan, I'm always down to.
To promote your stuff.
I mean you.
You've been good to me overthe years.
So anytime.
And.
And again, you guys hit meright when I needed a guest.
So this was awesome.
(01:00:31):
So for anybody who is nowlistening to this is interested.
Is there a website?
Is there like where do they goto find out?
Wherever.
If you guys want to give out your.
Your whatever the, the handles.
So we got.
We have my website for takingyour free business assessment-a n
(01:00:54):
n williams.com Dan so nice toend me twice.
Dan williams.com and then onFacebook, we have the Detail Authority
Academy, the DetailingAuthority Academy page.
It's a group.
Get in there, like it, feelfree to make some posts.
And, and that's where you canfind all the information to sign
(01:01:14):
up.
There's a QR code, I believein there.
And then for the people whoare signing up, we're going to have
an event page made so they canall kind of stay together and communicate
on there.
That's nice.
Yeah.
And then my, my business isofficial California detailing.com
for the website.
Official underscore.
California underscoredetailing for Instagram.
(01:01:35):
And that's where I.
Without having more platformsto share stuff on and more projects
to do.
As a business owner, we dopost through that and kind of tag
at the shop and things like that.
But yeah, we can get you alink and a QR code for this episode.
It'll take them right, to likea payment link and information about
what we're doing.
That's where we're at right now.
Yeah, I mean, if you guys wantto send me the, the website link
(01:01:56):
or something like that, I'lladd it in the show notes.
So if, you know somebody'sworking and don't have, don't have
the time to write it down,they can just go into the show notes
and click the link and it'lltake it right to them.
Listen, I'm, I'm excited foryou guys.
You know, let me see how myschedule goes.
(01:02:16):
I wouldn't mind trying to comeout and, you know, maybe, maybe later
in the year, if, if it'd begreat, I can scrounge together that
999.
I'm gonna need you out thereto teach.
Teach part of it.
I'd love to come out and, andexperience it and, and see.
So I'm gonna, I'm gonna seewhat I can do on my end, but yeah,
(01:02:38):
definitely, dude.
I think, I think it's exciting.
I, I really, again, I, I trulylove the concept of, of being in
a working shop.
I think that's a great way tolearn, you know, I mean, yeah, sometimes
you, you do want that closeddown, you know, when you're getting
into the nitty gritty of it,but to actually see how it works
(01:03:01):
and see how it runs so thatthen you can take it back and implement
it.
I, I think it's, I think it'sa great.
I think It's a great system.
And.
And again, if anybody else isdoing it, they're not doing it well
enough for me to know about it.
So.
I think you guys are probablythe first one.
I'm gonna say you guys areprobably the first one that's doing
it that way, so.
(01:03:22):
Yeah.
Thank you.
Yeah.
It's good to hear, too, thatwe're not throwing out too crazy
of ideas, but I appreciate youhaving us on and can't wait to get
you out here to SoCal.
Yeah.
Yeah, we'll try and do something.
I've always wanted to go toCalifornia, so we'll see.
Come on down.
Yeah.
All right, guys.
I appreciate it.
Yeah.
Have a good weekend.
(01:03:43):
You, too.
Bye.
Thank you.
Hey, don't go anywhere.
(01:04:10):
Detail.
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