July 2007 Orange magazine feature

Aim for 100 per cent every time

He's handled more supercars than your average A-lister and received only slightly fewer column inches. But Paul Dalton isn't interested in courting the limelight. It's his passion and perfectionism that fuels what he does. And its attention to detail that could rival a heart surgeon that has led to his reputation as the best in the world.

Paul Dalton has been haled as "the best car wash in the world" by Autocar magazine, but an average invoice of £550 gives you a clue that this is more than your average shampoo and polish. His company Miracle Detail, specializes in 'detailing' high-end cars, from vintage classics to supercars such as the Bugatti Veyron, and can cost anything up to a wallet-busting £5,000.

Detailing involves treating a cars paintwork to achieve a pristine showroom shine, and a large proportion of this eye-watering cost is down to the fact that Paul performs every job himself (he can't trust anyone else to meet his high standards) and only uses the very best products...

Where most of us embark on a Sunday afternoon car-cleaning session with a plastic bucket, a squirt of washing-up liquid and a sponge from Halfords, Paul's detailing involves carnauba wax from South America, which costs £7,118 per pot, buckets fitted with £80 water filters, natural sponges at £35 a pop and a special electronic paint-depth gauge. The result is a showroom finish that resists dirt and pollution and preserves the paintwork of your investment. And let's face it, if you're shelling out more than £240,000 for a Lamborghini Murcielago LP640, it's probably worth paying out to protect it.

The Lone Detailer

It's testament to Paul's attention to detail that he still works on his own and hasn't been tempted to swell his bank balance by taking on more staff. "I'm incredibly fussy and have a fine eye for detail, which would be hard to teach. I suppose it's like an artist trying to teach someone to replicate their paintings!" However, there's one thing he can't live without... and that's the technology that helps himstay in touch with his customers (see 'my gadget life', page 6).

"I'd be lost without my phone, my laptop and my Bluetooth headset, as they are my direct link to my customers. And as anyone who's their own boss will tell you, communication is key when you're responsible for answering every phone call or email." It's obvious from taking to Paul that he loves what he does, but as with all passionate individuals in business, he's not content to rest on his laurels and still has some fierce ambitions.

"I want to continue to be the only detailer in the world to have detailed the top 10 supercars," he says. "And I'm forever trying to improve what I do through testing new products that come on the market."

The Early Years

Paul started his career in paintwork about 12 years ago while working as a trainee as a bodyshop, and constantly pestered his more experienced colleagues for information. He then moved to a Vauxhall dealership where he detailed cars in the showroom ("You could always tell which ones I'd done," notes Paul) and then worked part time for one or two clients.
He opened the doors of Miracle Detail back in 2002, and it's his exceptional commitment and care that has ensured loyal customers (including some celebrity clients) and critical acclaim from the world's media, including Channel 5's Fifth Gear, Autocar, Autoexpress and many more.

Despite the popularity and success of his business today, Paul admits that those early days were seriously hard work. "It was really tough," says Paul. "But I had loads of determination and still do. And that passion has certainly paid off."

Paul is well aware of his unrivalled standard of work and identifies this as the main catalyst for his success: "I've built up a reputation for being the finest detailer in the world because of the results I achieve. And I can transform any vehicle, from a vintage classic to the world's fastest sports car, into a work of art."

Pauls in-depth and regularly updated website is yet another great advertising tool, and one he admits has helped to attract new customers (see 'web or dead' on page 5).

Words Of Wisdom

With an eviable business model, we wanted to unveil the secrets of Paul's popularity. So what does he think are the main components in achieving success?

"Quality, consistency, determination, commitment and passion."

And what advice would he give someone just starting up a business?

"Hard work and dedication. And never give up. If you believe in yourself it will always work."

And to keep the momentum of success going? Paul has no doubts:

"Customer satisfaction. Always look after your customers and aim for 100 per cent every time. Give them the service they expect and they'll reward you by coming back for more."