Guelph Christmas Gifts

Looking for last minute Christmas Gifts in Guelph or wondering what to get your mom, dad, sister, brother or friends for Christmas? Pay attention to the details! Think outside the box and get them a gift certificate from Diamond Detailing Guelph's Finest Automotive Reconditioning Technician. It's like having a new car without the payments!

Christmas is quickly approaching but there's no need to settle for unimaginative gifts. Make Christmas extra special this year by giving them the perfect gift. Everyone wants a new car but few can afford it. Car detailing is an affordable way to recondition, maintain the value, restore driving comfort, reduce illness, net a higher resale value, help sell the car faster, preserve the longevity, reduce costly repairs and help to create an enjoyable driving environment. How could anyone go wrong with a gift like that - especially when it is from Guelph's Finest Automotive Detailing Centre.
Quality isn't expensive it's priceless! At Diamond Detailing we turn a great gift into a memorable gift. Diamond Detailing Gift Certificates are the perfect way to show how much you care. Let your loved ones know you appreciate all the times they drove you and all the times you borrowed the car with a Platinum Complete Interior/Exterior Detail - they'll love you for it!
New! Gift certificates are now available in $10 increments. Gift certificate cash value can be used towards any of our auto detailing packages. Check out our website http://diamonddetailing.50webs.com/
Or come see us at:Diamond Detailing Automotive Reconditioning Technician, 355 Elmira Road North, Unit 139, Guelph, Ontario, Canada (519)824-3915.

Spring Car Cleaning News

It's been a long, cold winter but it's slowly coming to an end. It may not feel like Spring yet but our clients know it's that time of year again. With Spring comes change and this year is a big year for change. Car cleaning is a boom and with that being said Diamond Detailing has made a few new additions to provide our clients with the best possible services and quality.

We have added a new member to the Diamond Detailing team. We are so pleased to have Paul Brophy as the new shop manager. Paul is a professional automotive detailer with a long history of car care. He is a real asset to the detailing business and an even greater asset to Diamond Detailing. The business has continued to grow each year leaving me little time to expand the business in ways we feel would be beneficial. Having Paul on board will allow us to continue our high quality auto detailing and ensure that we can continue to move forward as planned.

It was inevitable that this day would come. Diamond Detailing has been on a continual upward swing since we opened 3 years ago in Guelph. Today, we are seeing a rapid increase to our already large client data base. As our reputation increases so does the growth in the industry. I've been saying this for years that the economy is weakening and as it does the demand for professional car cleaning strengthens. People have begun to realize that the days of buying new cars every couple of years has come to an end. People are buying more used cars than ever and keeping them longer. This has helped to increase the need for automotive detailing services. Consumers want to protect their investments and prolong the life of their vehicle's. In order to keep up with the demand Diamond Detailing needs to expand it's horizons.

How to choose a professional automotive detailer

Where quality is the thing sought after there is no comparison
Car washes, amateur detailers posing as professionals & express detailing shops offer cheaper prices undercutting a true professional detailer. Master automotive detailers will always have higher prices because they offer premium detailing services.

Selecting a professional detailer is not an easy task
It’s unsettling but true - many may call themselves professionals but they do not stand up to or beyond the industry standards and lack customer commitment. When seeking the services of a Master Automotive Detailer it should be approached no different than if you were hiring a contractor for your house. A vehicle is the second largest investment for most people - a major asset and you don’t want amateur detailers performing work on it. You want a master automotive detailing technician because simply knowing how to make a car sparkle is not enough. If you think it’s expensive to hire a professional detailer to do the job - wait until you hire an amateur! The result can be costly.

Pricing reflects the quality of workmanship
Price is what you pay; the value is what you receive. The result of quality workmanship is not an act; it is a habit that is long remembered after the price is forgotten. A Master Automotive Detailing Technician should:
- Have ethics
- Be consistent
- Offer high quality services/ products
- Offer value for the price
- Possess professional skills
- Possess knowledge about the chemicals they are using
- Have knowledge about and use the proper equipment
- The workmanship should have value for the price
- Constantly update their professional skills, education and training to keep pace with the ever changing technology
- Have technical training and knowledge about the various surfaces of each vehicle because each vehicle is made of different materials. No two cars are the same so each vehicle must be treated accordingly.

A professional detail takes several man hours to complete
In most cases it should take 8 hours to complete an interior / exterior detail but in some cases a detailing specialist may ask to keep the vehicle several days if the work is extensive. The true professional does not put a time limit on quality when it comes to auto detailing; so if you are told that a complete detail can be performed in a few hours be very weary.

It should be noted that even the Master Detailer can sometimes miss something because these are multi-dimensional surfaces. If they do, call them immediately and tell them. A true professional will ask you to bring it back in so they can fix it.

Chemical quality
A master detailer uses the highest quality of professional grade chemicals that are proven to be successful. It is important that the automotive detailer understands that the quality of the chemicals used on your vehicle are just as important as the workmanship that is performed. Quality products make a world of difference. A complete restoration can look good but if the products that were used are low-grade - it defeats the purpose because they have not provided complete protection against the elements. A detail shop using brand name products available at retail stores should be avoided.

Your car care guardian should be committed to customer satisfaction and a superior craftsman
Here are a few more tips to help you when looking for that diamond in the rough:

• Educate yourself - Gain as much information and knowledge as you can about car care prior to consulting any auto detailing services.
• Ask around town - Inquire with friends, family, co-workers and automotive dealerships to find out who is the best automotive detailer in or close to town. Automotive dealerships are your best bet - they are in the business and know the value of a fine detailer.
• Ask questions - Once you have expanded your knowledge you will be able to ask questions. Find out what options are available to you, ask what the differences are between their service and the competitors, ask about their customer satisfaction policy, prices, the benefits and how they define themselves as a professional.
• View a car before and after - Ask the detailer if you may see a car prior to being detailed and again after the work has been completed. Do not go by photos. Ask to see the real deal. It may be a little time consuming because you will have to go to the shop twice but it is well worth it.
• Ask for references - Don’t be afraid to ask a detailer prior to contracting them for several references. If they are unwilling to provide any - stay clear. A true professional has excellent references and is more than willing to provide them upon request.
• Follow through - Before committing to any services follow through on the references. Ask the reference if they were satisfied with the work performed, what type of service they purchased, if they have had any problems - if so, was it rectified in a timely and favorable way. Ask when the work was performed - if it was just performed ask if you can see it.
• Make a decision - It’s now time to make an intelligent decision based on your knowledge.

Remember, basing your decision on pricing alone is not enough

Auto detailing is protection for your asset. In general, prices reflect the quality of workmanship. Lower quotes usually mean lower - chemical quality, care, client satisfaction, craftsmanship and overall knowledge, training and education. A true professional does not reduce prices to compete because the quality of work provided supersedes that of the competitors and is above the industry standards.

That's the Diamond Detailing Difference!

Diamond Detailing Automotive Reconditioning Technicians are trained, professional detailers dedicated to art & science of automotive protection. Our professional skills are a result of our professional training, certification and devotion to continued education. Our key to client satisfaction goes beyond that of providing the highest quality service. It is the responsibility of a bona fide professional detailer to educate clients on why it is a wise move to invest in quality, to teach proper care car maintenance and explain the many benefits of automotive detailing.

We want our clients to have the highest expectations and to understand the difference between our services and that of the competitors. Experts agree That it is a combination of the amount of time, care, equipment knowledge, chemicals, skills and training that define and separate the amateurs from the true professionals. A master detailer takes pride in their workmanship and wants their customers to be able to do the same. You have the right to be cautious and should be

Diamond Detailing fixes damage caused by other detail shops on a regular basis - so we have first hand knowledge of the type of poor workmanship out there. We have gained the trust of clients from all over Ontario and the United States because we understand that customers work hard for their vehicles and deserve to have them protected by the highest standards.

To book an appointment please call or visit us at:

Diamond Detailing Guelph's Finest Automotive Reconditioning Technician

355 Elmira Rd North Unit 139, Guelph, Ontario, Canada(519) 824-3915

http://diamonddetailing.50webs.com

Spring Car Cleaning The Auto Detailing Way

With Spring right around the corner it's time to start thinking about car care again. It has been a long, cold and snowy Canadian winter for us here in Guelph, Ontario. What many people fail to recognize is the fact that during the winter months their car has been bombarded with elements that can destroy a car both inside and out left untreated or improperly treated it can cause permanent damage to your vehicle.

Many people tend to go through commercial car washes throughout the winter to wash away road salt and while this does help aid in the preservation of the vehicle it doesn't supply ample protection against it if a car doesn't have a both a high quality exterior paint protection package and a proven rust prevention system. Automobiles without these protective systems are at high risk of damage even with regular washings. Many commercial car washes recycle water and for the unprotected car that means trouble because that recycled water may contain salt and rust . To make problems worse when you get that hot wax you are sealing in foreign matter into the paint that will cause both erosion and corrosion of the surfaces. For those cars with protection the exterior should still be properly decontaminated to eliminate all foreign particles that have been sealed into the paint.

Regardless of whether your car has protection or not it is always best to have your car professionally detailed at least twice a year. Complete automotive detailing in Spring and Fall is not only an added insurance to help preserve the value and longevity of your vehicle it is a healthy decision.

It amazes me that people fail to acknowledge what the winter does to the inside of the car. Winter is wet, cold and damp, when you step inside your vehicle with snowy boots it melts inside the automobile and during the course of the winter condensation builds up. Research has proven that people are getting sick from their cars because this damp, unhealthy environment breeds bacteria and mold. It has even been said that cars can carry flu germs making you or your family members sick and allergy sufferers can have persistent problems due to mold. But this is just one reason to have the interior of your vehicle professionally detailed. The other reason is that the water, salt and sand debris decay the interior components. The carpet builds up with salt residue leaving a big white mark sometimes even crusting over the carpet - left untreated it can permanently stain the carpet or even worse the carpet fibers can fall away from the carpet backing all together leaving a huge bald hole. Plastic & rubber components are also affected they can become decayed, etched or dried out to the point where they will crystallize and crack.

Spring car care is essential in order to maintain both the appearance of the vehicle and to reduce costly repairs. A quick detail such as a wash and vacuum or job done by an amateur can't provide the overall care your car requires. A professional automotive detail can reduce damage by properly cleaning and treating every surface of your car restoring it back to as like new condition as it can be.

With the poor state of the economy car sales have plunged over the last quarter and more people have turned to auto detailing than ever before. People just can't afford to loose money on vehicles anymore. They being cautious by taking greater car of the vehicle they have because money is in short supply, interest rates are high, employment unsteady and everyone seems to be living on the edge of a credit system .

Diamond Detailing Guelph's Finest Automotive Reconditioning Technician can help you maintain a healthy environment in your car, preserve the longevity and the value of your vehicle. We are now taking complete auto detailing appointments for spring cleaning. Please give us a call to book at least a few days in advance as we do book up quickly. Diamond Detailing only performs professional detailing services not quickie cleans so we will require your vehicle to be here at 8am and we will have completed and dried at the end of the day. Quality isn't expensive it's priceless!
Diamond Detailing Automotive Reconditioning Technician
355 Elmira Rd North Unit 139 in the Melran Mall
Guelph, Ontario, Canada
(519) 824-3915 ask for Romeo

LAST MINUTE GUELPH CHRISTMAS GIFT IDEAS

Well, it has been awhile since my last post. Things have been crazy around Diamond Detailing and with Christmas just around the corner it's busier than ever. We have been doing a record breaking amount of retail business - detailing cars prior to the Christmas holidays and selling gift certificates.

It seems we have set a new trend in and among Guelph - apparently Diamond Detailing Automotive Reconditioning Services are on the top of every one's list for X-Mas and with good reason. Auto detailing gift certificates make ideal Christmas gifts! Everyone wants a new car but few can afford it. These last minute gift ideas are perfect. Car detailing helps to recondition, maintain value, restore driving comfort, reduce illness, net a higher resale value, helps to sell cars faster, preserves the longevity and reduces costly repairs. How could anyone go wrong with a gift like that - especially when it is from Guelph's Finest Automotive Detailing Centre.

So, it looks like the New Year will be super busy with people coming in to use their X-Mas gift certificates. It's good to see so many people becoming car care conscientious. It seems like our education has finally paid off. People are spreading the word, buying the greatest gifts for people they love on special occasions and have found value in our services.

In final we wanted to say thanks to everyone who has supported us. On behalf of - Diamond Detailing Automotive Recondition and myself we would like to wish everyone in Guelph a Merry Christmas and a Happy New Year !

Now that I have your attention lets talk about Competition Vs. Rivalry

A while back I wrote the following articles:
Deadly pathogens in your car are a possibility
Amateur poachers a disgrace to the auto detailing industry
Pro's Vs The Joe's
Some questions are more important than the answers

Well it seems that one business owner whom I have always considered the non-competition has become a big fan of Diamond Detailing. What had started as lurking around to get my prices and badmouthing me to my contracted service people has led to an infatuation with visiting my website and this blog on a daily basis.

Apparently it seems we got their attention with the article:
Deadly pathogens in your car are a possibility. The detailer responsible for doing the job I spoke of in the article came forward. It's unfortunate but instead learning from their mistakes and creating opportunity to improve themselves they decided to put on an ugly display of their true colors.

A few weeks back on a Monday morning as I was standing in line at Timmie's for my morning coffee along came a person who placed their hand on my arm and said my name. As I looked at this person I was confused because I didn't know who they were. Immediately the razor sharp tongue came spewing from their mouth and in a matter of 5 minutes I was called an idiot, stupid, I was told I don't know anything, I'm a liar and an a**hole. Classy!

After leaving the coffee shop I went to my store and found that this express detailer had left a message on Sunday only hours after I had posted the article. What had started out sounding like a call from someone I should know, ended quite bitterly stating that they suggest I get a hold of them immediately so we could work things out. Since the message was left before the incident at the coffee shop I didn't bother. If the immature actions taken at the coffee shop was any indication of how they planned on working it out -why bother. I don't have time for people who can't take responsibility for their actions and have no interest in improving themselves.

In their defense - it is true that I only have the customers side of this story and didn't have that of this so-called detailer; but the bottom line is that the job wasn't done right, it could have endangered people's lives and had the job been done right in the first place the client would not have come to me to fix it.

A few weeks past and then I received a phone call from this same car cleaner. The call was made not from their shop but from an automotive dealership. They stated that they were calling because they had a car they couldn't handle and wanted to see if I could do it. Then they went on to say well I thought it would be better to work together than to be enemies. I explained that I was booked up and couldn't get over to the dealership to look at the car immediately. I was given the contact info of the used car salesperson before the conversation ended.

I thought to myself maybe they did learn something from experience. After getting all angry inside and then calming down perhaps they saw the article for which it was intended. Not to criticize and not to harm their business - the words were not directed at them but directed to everyone who offers express or complete detailing services who is not equipped, trained or knowledgeable about the services they are providing. Then as I surfed the net I was quickly slapped in the face and was returned to reality. This detail shop replaced an old ad which stated that they did express detailing and had 9 years experience with a new version stating they have 15 years experience and offer highest quality and the lowest priced express and complete detailing. Apparently, they didn't learn a thing and that is scary! New info added today> I guess after reading this article they decided to pull the free classified ad.

When are they going to learn that competition, not rivalry, allows us to view our opponents clearly, Don't know the difference - think it's the same? Unfortunately it's not. Rivalry which is what this person has chosen; ends in a negative outcome while competition brings about positive changes.

I've never had plans nor do I plan on being this persons' rival and until they can fall into a category where I can consider them as competition, there is no struggle to compete. If people did their job properly and stopped selling services they aren't trained for, equipped and knowledgeable to perform I wouldn't have half as much to write. When I spend day after day repairing damage caused by car washes and amateurs I feel there is a real need for the public to be more aware of amateurs posing as professionals and how it has a direct impact on their investment.

Deadly pathogens in your car are a possiblity

A while back we had a client who had spilled raw unprocessed milk for making cheese in his van. The retired gentleman had taken his vehicle to an express detail shop to be cleaned and the odor removed but they failed to complete the task properly so he came to us for our help.

He explained he was living on a pension and the cheese he makes was quite costly to produce - in fact, he could buy it cheaper at the store; but loved making it himself. So he had gone out to a farm bought 4 gallons of milk and on the way home the bucket spilled over. He went on to explain that he was so upset at himself because his hobby had cost him so much. Between having to re-buy the milk, paying the express detail shop for a job that they didn't do right and having to pay us that his batch of cheese had become the most expensive cheese in the world.

We felt badly for him. The express detail shop should have never taken on that project. They are not equipped or knowledgeable enough to deal with a catastrophe like this. Spot shampooing the carpet, spraying it with air freshener and running the air does not resolve anything. The carpets and underlay were full of mold and the smell was beyond words. View the photos to see what the other shop left behind.

This vehicle recon was a huge undertaking. We had to completely gut this van. After removing the carpet it was given several cleanings to eliminate stains and ensure that the milk was completely removed from carpet and underlay. The van itself had to be completely cleaned using a medical grade antibacterial/anti-fungal solution. A three step system was used to decontaminate the contents and the air. The treatment we used is one that is utilized by hospitals to disinfect laundry, food areas and to make surgical rooms sterile. The first step was to decontaminate the empty van including the ac/heat and vent system. This ensures that there is no chance for mold, bacteria or odor regrowth. Once the carpet and freshly cleaned seats had gone through the drying process, they underwent the same decontamination process. Upon completion everything was placed back inside the vehicle, along with the freshly cleaned seats for a final decontamination and then allowed to air out.

We had the vehicle for 3 days, when he came to pick it we showed him the photo's and explained the entire process to him. He was disgusted by what he saw in the pictures, but he was elated by the final result. He couldn't thank us enough and kept insisting that he should pay us more because he had no idea how in depth the process was going to be. We declined his offer and he ended up taking a pile of business cards to hand out to people he knew. "Give trust, and you'll get it double in return" quoted by Kees Kamies

This story appalls me because the other shop had sold him on a service they could not perform. They lacked the equipment, chemicals, knowledge & training therefore they had no business performing this task. Instead of telling him they couldn't do it or refer him to someone that could they took his money. This in itself is a crime but that isn't the worst of it. In doing so, they put this mans' health at risk. Raw milk can carry salmonella, E. coli O157:H7 or listeria. If this milk contained any of these pathogens this man, his wife, grandchildren or anyone else in the van who made contact with it; would have been exposed to deadly pathogens. Something as simple as his grandson rubbing his hands on the carpet; could have transferred deadly bacteria onto his hands and in the event he didn't wash them, he could have transferred them to his mouth, food or another person through contact.

This is a serious issue and one that should be a lesson to all amateur detailers out there. When you are cleaning a car you must factor in the health risks for both the client and yourself. This includes the chemicals & equipment you use, the protection you wear and the process you utilize. Failure to eliminate possible hazards is a risk to your clients that you don't want to take; nor do you want to create a problem.

You must understand chemistry and be knowledgeable about the chemicals you use. Learn what health risks may be associated with them if any, use them as directed, do your research and always wear the necessary protective gear to protect yourself from exposure. A good example would be using ammonia and bleach (although I would hope you wouldn't ever be using these in a car) but if you did, you could be manufacturing a deadly gas that could cause you or your client to have respiratory failure. Certain chemicals may be poisonous to animals and small children. Several chemicals can be potentially dangerous to individuals with allergies and asthma; so keep this in mind to prevent accidents.

A professional detailer must also have the knowledge, training and equipment to deal with everything including bio-hazards. Failure to meet these requirements puts your health and the health of others at risk. Blood borne pathogens can include but are not limited to hepatitis.

Over the years I have been exposed to many toxic, bio-hazardous and potentially dangerous scenarios including toxic substances, mold, bacteria, syringes, blood, vomit, feces, urine and viruses... but because I assume the risk is there, I protect myself as best I can before it is too late. You don't know where a car has been, what mold, bacteria, fungus, toxins and gases exist so you must take precaution.

Detailers who aren't experienced or knowledgeable enough to effectively or safely remove them, should abstain completely and let the real professional detailers do the job. I have a greater respect for people who admit they can't do something than those who take someone's money and wing it. No one wins when you fail and no money is worth jeopardizing your health or that of someone else !

Do the companies you deal with deserve your business?

Do the companies you deal with deserve your business? A recent study by Strativity showed that of all the corporate executives interviewed, only half thought their company deserved customers’ business. By their own admission, companies have no idea why they would deserve your business.

So what is customer service? Customer service is the provision of service to customers before, during and after a purchase. Consumers equate customer service with the ability to constantly and consistently, delight him/her and exceed their needs but in today's capitalistic society it is rare. It seems that the bigger companies get the less customer service they offer.

Customers are fed up with companies who treat them badly and it's driving people to become ex-customers. With so many new businesses opening up you would think that this shouldn't be a problem but it is - even among competitors offering lower prices. Regardless of selection, price and quality consumers still want and are entitled to legendary customer service. Companies are neglecting this part of the business equation on a daily basis because it takes less effort to gain new clients than it does to train employees, surrender to the customer and improve themselves. In the eyes of corporations, it is easier to draw in new clients through expensive advertising and it is this this short-term thinking that has caused commerce to be in the sad state that it is today.

So why are companies spending a fortune to capture new clients instead of trying to keep existing clients? Well Reichheld's detractor theory says that "companies are hooked on bad profits. Whenever a customer feels misled, mistreated, ignored, or coerced, then profits from that customer are bad." He also states that "profiting in this fashion is disastrous, because bad profits choke off a company's best opportunities for true growth, the kind of growth that is both profitable and sustainable. The pursuit of bad profits alienates customers, demoralizes employees and it blackens the reputation. With this in mind it would make sense why so many businesses today are changing hands, merging and closing their doors.

As a small business owner I understand the importance of providing legendary customer service - it not only adds value to your business it also aids in converting ordinary customers into lifetime customers. I have learned that it is cheaper to keep a client than to replace one. So as a consumer I realize the only defense I have and the only way I can help bring about change is to avoid buying from companies who do not provide me with the same caliber of service that I offer to my clients.

In fact, last week I had a fellow email me his email said " Hi i represent a manufacturer of car care products out of Toronto, and i would like to introduce our product line to you." I emailed him back to say " Thank-you for taking the time to contact me. Diamond Detailing caters to a lot of high end luxury and exotic sports cars so the majority of the chemicals I use are professional grade, superior quality & come at a premium price from Italy, England, Germany and Australia so chances are that unless you have a product of high caliber I probably would not be interested but feel free to send some info about your products by mail or email to my shop and if I am interested in any I will let you know. I appreciate the contact and I will add you to my contact list should I require anything new in the future. "

Today I received his reply which stated "Hi do you think italy,england,germany,etc produces professional grade products not CANADA, I GUESS THEN YOU KNOW NOTHING ABOUT QUALITY. AS A BUSINESS PERSON YOU SHOULD BE MORE OPEN MINDED AND SUPPORT LOCAL ECONOMY BEFORE SUPPORTING OTHERS."

Wow, how about that for customer care! His response absolutely blew my mind. The lack of knowledge about the industry struck me first. If you have something or know of something that equally compares to the products I currently use why wouldn't he have provided info about them and provided some details as to why they are better or equivalent. Secondly, if he thought he had a Canadian product of equal caliber to the ones I use why didn't he just present them to me? Anyhow, I emailed him back with this statement "What company is it that you work for Sir? Your tone is not appreciated or called for. I was pleasant in my response to your email and I did give you the opportunity to send me some info about what it is that you sell. Where I buy my products is my business! If Canada produced a product equal in quality I would be using it - fact is, to date they don't. Please refrain from expressing your economic & political beliefs and learn to have a bit of finesse. You had an opportunity to sell me on your product - but with the attitude you just displayed you can forget about it. This was the most unpleasant and unprofessional experience I think I have encountered. Good luck with your endeavor, I think you will need it if this is how you treat potential clients."

Unprofessional and rude behavior shouldn't be the norm nor should it be accepted or tolerated by clients. Corporations and small businesses alike need to take a step back to a time where they acknowledged that it is the customers who ultimately pay the bills and pay the salaries. Without customers, there is no business.

Pro's VS The Joe's

Well my latest blog Amateur poachers a disgrace to the auto detailing industry stirred up quite a buzz. I have received positive feedback from several people, but the one I want to talk about is the one titled pro's detailers vs the jo detailers 1-0. A detailer in Toronto just wanted to say that it was about time someone stood up to expose the truth and begin educating customers. He said the industry needs to be redefined to separate the amateurs from the pro's because all to many times he has seen shops sell themselves as professional detailers with 9 years experience but their workmanship is no more than that of amateur level. He added that time alone does not make you a professional and I must agree.

I too, have met many who think that the time factor alone makes them a professional. In fact, I spoke to one today who is local in the city. These guys took 3 month's training, bought a franchise and now they are pro's. This amazes me; these people who wash cars, do express details or have nothing more than amateur skills to offer, honestly believe they are professional detailers and sell themselves as such. What's worse is the customers buy into it and end up paying these amateurs to damage their cars. This is why consumer education is so important. Clients need to be aware of the potential risks they are taking when they contract unskilled car cleaners and be able to see the difference between what the pseudo pro and a real pro or master can do. Once customers have experienced the difference, see the financial rewards and the long-term outcome of having a real professional care for their car they will never turn back.

I also received other emails from people who just wanted to share their car detailing horror stories. Each one is important and unfortunate. I feel badly for these people but the stories they told are not unlike the ones I hear on a daily basis. Individuals sold them on a valued professional service, took their money only to deliver less than professional results and in many cases their prized possessions were marred.

I should add that some of these people wanted to know the who and where of it all but I'll tell you the same thing I told them - as much as I would like to put a stop to bad business practices I can't name names. It isn't my responsibility to tell you who to avoid. It is ultimately up to the consumer to figure out who is a pro auto detailer and who is a joe detailer. All I can do is recommend other professionals.

Oldie but a goodie- It's like having a new car without the payments

I had the honor of detailing a 78 Chrysler New Yorker today. Some of you may be asking why a car of this age and make would be a privilege to detail. The answer is simple - it has been professionally detailed since day one. It is not a show car - that has been buffed, repainted, re-chromed or a new interior installed. It is a car that is almost 20 years of age, all original and it looks better than the majority of cars on the road today. It is gratifying to see something this old look that good and know it is because of proper car care.

Most cars undergo brutal treatment. Commercial car washes, unskilled car cleaning personnel, snow brushes, lack of wax, protection and poor chemical quality ... all take their toll on vehicles, reducing the appearance and value. So, when a car of this age comes along that has been cared for by professionals it is exciting to see the longterm lasting effects.

Every year I fix hundreds of cars that are damaged by poor quality car care. Undoing the damage can be frustrating but for car owners it can be a costly mistake. It is unfortunate that most car owners don't learn about the benefits of professional auto detailing until they have been hit hard in the pocketbook. Even sadder, is the fact that most people aren't aware that they could have saved thousands of dollars on repairs and gained more at resale had they cared for the vehicle properly.

I admire a person who takes pride in what he owns. It means he has taken the time to do research and seek out the best person to care for his vehicle. He is protecting his asset by making an investment into it and when he drives down the street in his 20 year old car, people turn their head - not because he's driving an old car they are looking because it is a 20 year old car that looks like he drove it off the lot yesterday. It is something he can drive and be proud of and it is a wise decision that he has made -it's like having a new car without the payments.

Cars have become a major investment and for most it is the second largest investment they will make. People research which cars perform best, which ones suits their lifestyle, and which meet their financial needs but when it comes to car care they head straight to the car wash or a low cost, low quality detailer. Within the first year of owning the car it is a mess and if left untreated by professionals it leads to permanent damage. So many people have told me that they have sold cars in the past because they did not properly car for it and the appearance of the car had diminished and when they did they loss money.

When I hear these stories I just wish others could be witness to it - so that they don't have to be a victim. Loss of: value, years of enjoyable driving and diminished appearance can be prevented. Taking care of a car is no different than taking care of your home. Each year you need to do upkeep to a house in order to help it maintain or gain value - a car is no different. It is an asset that requires an investment and a professional to care for it. You wouldn't try to do the plumbing or electrical in your home yourself, hire someone who is unqualified or contract a person whom you knew was going to use substandard materials just to save a little money so why would you pay to try to care for your vehicle yourself, take it to someone unskilled, use a service that will damage your car or allow chemicals to be used on it that do not provide adequate protection and may damage it?

As a professional car care technician my enjoyment doesn't come from fixing the mistakes it comes when I see a car that has been well cared for and knowing that I contributed to that. There is satisfaction in taking something that looks beat up and rejuvenating it to look in as like new condition as it can be but it is a greater responsibility to keep a car looking that way from the day it is purchased and throughout its lifespan.

Amateur poachers a disgrace to the auto detailing industry

Back in autumn I received a phone call from a female at an express detail shop situated in Guelph. She claimed she had a customer who needed their car high speed polished and wanted to send him down to me but said she needed a price. I gave it to her and had what I thought was a nice conversation about the business. Shortly after, I learned that I had been duped into giving her my prices so she could offer services at prices that undercut me.

Then two weeks ago, my landlord told me he had just received the oddest call. A women commercial car wash that runs an express detailing center at a gas station called asking to rent your unit. I asked who it was and immediately I started to laugh. We figured she was just trying to cause some kind of chaos with me and my landlord. Within the hour her partner strolled into my shop. I was delivering cars back to the dealerships but my wife, who is very intuitive, went to the front and immediately knew who he was even before he announced himself. He said his name and told her he worked for this woman at the gas station as an express detailer. He went on to say he doesn't get into the big detailing end of it . I just do express detailing, wash, windows, vacuum - nothing like the professional stuff you do he said. My wife kinda nodded and laughed. Then he proceeded to tell her the little angel he works with highly recommended us for window tinting and he wanted a price on how much it was to tint his PT Cruiser. Well my wife knew what game he was playing and told him that I would have to see the car to be able to give him the quote. She took his phone number and I called him when I returned. This time he told me it was one of the dealerships we have done some tinting services for that recommended me. I told him I needed to see the vehicle to give a price. He said he would bring it by and never came around again.

Last week one of my contracted window tint installers called me to ask if I knew this woman. I said yes I know of her. He told me she had called him 2 days in a row to get quotes on what he would charge her to do tint jobs at her shop. Then she asked him if he tinted at one of the dealerships. He told her no. She said do you tint for Diamond Detailing he replied yes why. Her answer was I don't like him I think he is an asshole.

Well I guess the only thing worse than people talking bad about you is when no one talks at all. I still can't figure out why she would say that because I have talked to her once in my life and I wasn't the one slithering around misrepresenting myself to get prices and undercut anyone but hey each to their own.

If she had of come to me on the up and up to ask me what my prices were I would have happily given them to her. If she can sell her services for less money good for her - as long as she is informing her clients that her skills aren't at a professional level and what risks they are taking by paying an amateur to do a professionals job. I am sure that isn't the case though. Like so many others, the 2 of them became part of that detailing phenomenon - where the amateur detailer magically becomes a professional overnight.

The thing that the two of them fail to understand is that I do not cater to price shoppers . We cater to clients who understand the value and the financial rewards associated with Master detailing services. Our clients are educated about proper auto care and want to protect their investment. Our clients know a pro detail job when they see it. They aren't seeking low price - low quality workmanship. They know that damage can occur from having amateurs work on their cars and totally reject the idea of a detail shop running their vehicle through a commercial car wash for a quick soap , spray and wax before they do a second rate detail.

Are they that desperate for clients? If so they should have just told me me. I could have referred at least 30 people a day who are looking for cheap work and don't care about quality.
It's unfortunate that there are posers like this in the industry. I feel sickened by it. It is disrespectful to others that are real professionals and masters because they have earned their reputation through training, experience, time and skilled workmanship. But the greater evil is the disservice to the consumers who don't know any better. The misrepresentation of themselves and their services borders on being fraudulent.

I included this example today as an education about the type of car care available and the type of people who perform it. It's not that I think there shouldn't be express detailing services - I just believe that if this is what you offer, it is your responsibility to educate your clients on the long-term and negative effects of this type of service. In addition to this, the people who operate these services should not be trying to pass themselves or their services off for something they aren't. The idea that you can't lose contact with the leaders has cut more throats than it has saved.

When I encounter a true professional who has earned the right to the title I have no problem acknowledging it and do recommend them if I am unable to take on a project. Consumers have the right to be educated and with this lesson comes one final piece of information - shops offering substantially lower prices is an indication as to the level of skill they have achieved and will execute. A true professional charges premium prices because he the services he offers are like an extended warranty that helps to protect the value of a vehicle.

Word of wisdom for the day - "Don't just envy another's good name; to become a master; you must learn from a master all that he has learned, work as hard as the master has worked, put in your time just as the master did, and then you can emulate the work that helped earn him his title."

Sometimes questions are more important than the answers

Yesterday a client asked me a few questions, one of which was whether or not I found auto detailing competitive in Guelph in regards to business's who offer services at a lower price.

My answer was no. To be competitive you must have two or more businesses who are equivalent in ethics, quality, skills and price. You can not make equal that which is unequal. What people are getting here is a winning combination of premium car care - if I ever changed it my customers would notice.

There is a big difference between the chemicals and equipment Diamond Detailing uses compared to those used at car washes and express detail locations. I don't shop for price - I shop for quality. My workmanship must surpass the materials that I use in order to achieve excellence. Excellence is is an art that requires time and develops from training, experience and knowledge.

Price is what you pay; the value is what you receive. The result of quality workmanship is not an act; it is a habit that is long remembered after the price is forgotten. Car washes, amateurs and express detailing shops offer cheaper prices and do undercut us but the truth is we have higher prices because we offer premium detailing services - they have lower prices for less quality. Where quality is the thing sought after there is no comparison. If you think it's expensive to hire a professional detailer to do the job, wait until you hire an amateur! The result can be costly.

Diamond Detailing is a professional detailing business that customers value. Premium car care products, first class service, master skills and continuing client education has allowed us to expand the market to include consumers who, until now, may have been hesitant to make a significant investment to preserve the value of their assets. Consumers work hard for their vehicles and deserve to have them protected by the highest standards.

After a long drawn out answer the man asked me if I enjoy my job. Absolutely I answered. A business that only makes money is a poor business to be in. I am a firm believer that you must have your heart in the business and the business in your heart. People only do well at those things that they truly enjoy - it is almost impossible to excel when the soul is dead. What the caterpillar calls the end of the world, the master calls a butterfly.