Ensuring fit, form and function puts brakes on customer comebacks

Counter people, repair center managers and technicians out on the shop floor – no matter what your level of industry experience – all need to work together to share relevant information and assist customers coming in for brake services as they ponder the best buying decision for their particular vehicle.

Upselling to premium products and taking the time to do the job right are the keys to maintaining a profitable operation, according to Terry Heffelfinger, vice president of product development, R&D and quality at Brake Parts Inc., the makers of Raybestos brakes.

“Performing a proper brake job is really more about restoring the brake system,” says Heffelfinger, adding that the best way to prevent comebacks and maintain profitability is to use parts incorporating the designs and structural integrity of the original components while providing a complete repair focused on longevity and performance.

Jim Marsh, a Raybestos technical instructor, says many technicians – even experienced ones – are skipping crucial steps within the brake system repair procedure. He poses a series of questions: Are you using a dial indicator to check lateral runout? Are you following catalog application references? Are you properly cleaning the brake pad brackets and hub surfaces? Are you indexing the rotors to the studs? Are you replacing the hardware? Are you lubricating all the metal-to-metal contact points?

He points out that ignoring even one of these steps can cause a comeback and perhaps cost you a previously loyal customer.

“It’s been said a million times, but using parts that match the form, fit and function of OE is critical for a quality repair,” says Raybestos rotor product manager Ryan Bishop. “Some rotors are selling for 10 to 20 points less, but there is a good reason for the cheaper price. Those rotors lack the cooling properties of the OE rotor. If a rotor does not maintain the same cooling vane configuration, if that rotor is lighter in weight, and if the plates on that rotor are thinner, that rotor will not restore like-new performance,” he asserts.

“We need to work at maintaining the highest standards possible when performing brake repair,” concurs Jeff Stauffer, senior vice president of global marketing for Raybestos and Brake Parts Inc.

“The brake business is one of the few hard parts categories that shows projected growth potential in the coming years,” he reports. “It’s up to us to give you premium parts, but it’s up to you to provide premium service.”

People are holding their cars longer, a trend that is not expected to change any time soon. Consumers are still working with tight household budgets, and optimism for any positive change is not increasing in the near future, says Stauffer.

According to industry research firm R.L. Polk & Co., motorists are holding their cars for an average of 63.9 months – up 4.5 months from last year. Additionally, the quality of today’s cars, trucks and SUVs is at an all time high, which also has an impact. A recent survey that asked do-it-for-me customers the reasons for their last brake job reveals that 61.6 percent of them cited either preventive maintenance, an upgrade, or factory scheduled maintenance. Only 38.2 percent waited for brake noise, vibration or harshness before seeking repair services.

“While there have been no significant changes in aftermarket sales volumes, rising material and transportation costs continue to drive pricing higher,” Stauffer says. “With retail chains on the rise, increased competition also contributes to making price a major issue. As retailers target the installer business, we see retail market share increasing,” he continues.

“This, along with telematics and e-tailing create difficult challenges for the traditional WD. As consumers use systems such as OnStar for diagnostics and scheduling, relationships with the dealer become stronger, contributing to the lack of aftermarket sales growth.”

Stauffer goes on to report that the industry has experienced shifts in the friction business as “consumers shy away from value line product due to quality perceptions.” Driven by sales in higher grade products, recent studies from Frost & Sullivan indicate friction unit sales CAGR (compound annual growth rate) over the next few years to be around 4 percent. The rotor side continues to focus on lower-priced products, and CAGR is expected to be 2 percent, according to Stauffer.

Brake repair, especially friction replacement, has a higher incidence of do-it-yourself activity than some parts categories, but brake technology is becoming more advanced to the point that it requires the skills and training of a trained professional, according to Stauffer. “Traction and stability control are now electronically integrated with the braking system, and to make sure those components keep working together flawlessly you need the expertise of an experienced technician.”

Multi-level training

Stauffer recommends that shop owners, counter people and technicians should take advantage of all the selling and technical training available to them, noting that “they need to make a long-term investment in the infrastructure of their business, and that begins by maintaining a regular training schedule for their techs and sales advisors.”

The company’s Certified Training Center Courses and Field Training Modules equip industry personnel with the knowledge they need to remain at the top of their field, he says. The sessions “help improve worker morale and decrease employee turnover. They also prepare technicians to confidently deal with new industry challenges and provide their customers with the most dependable service possible.”

In addition to the training center courses and field training modules, the company’s ACE Tech Hotline fields more than 132,000 calls each year. You can call toll-free (800) 407-9263 Monday through Friday between 8 a.m. and 5 p.m. (CST).

Advanced training for technicians and counter people is also available via the company’s e-learning Center. The video-based program increases brake and chassis repair expertise while engaging technicians on a more personal level, Stauffer says. Each training program takes about 25 minutes to complete, followed by a brief quiz to test your knowledge of the information presented.

Loyalty inducements

At least twice a year, special programs and incentive campaigns are conducted to help technicians and counter people promote and sell premium brake jobs.

Merchandizing prizes, trips and monetary awards are among the enticements, culminating in a contest – open also to end-user customers – to win a custom 2014 Raybestos Rattlesnake Toyota Tundra.

A year-long Raybestos Rewards program for repair facilities and their technicians delivers multi-faceted features designed to promote loyalty to the company’s products while presenting useful information.

“The combination of promotional materials, a targeted advertising campaign and one-of-kind grand prizes have helped customers of Raybestos brakes at every level utilize the equity of the Raybestos brand to attract the attention of their customers and create additional loyalty to their shop,” says Stauffer.

“With the proliferation and confusion in the brake market, remember that successful selling isn’t just about having the lowest price or even the best location,” he points out. “It’s about using brands you know and trust, it’s about taking advantage of all available selling and technical training, and it’s about providing customer service that’s just a little bit better than the guy down the street.”

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