Brake System Components

There is little doubt that the brake market is an important segment for every auto parts wholesaler out there, and most retailers too.

So, while virtually every category of product in inventory can demand much of you in terms of staying on top of new additions to the application offering, new technologies, and new marketing tools, the brake market is large enough to make that time investment worthwhile.

To be an effective counterperson in this category requires that you do more than just look up the parts in the catalogue and offer the lowest-price option. It takes a keen understanding of what the different brands and value levels of brake products you carry might have to offer.

Take, for example, friction: this market has gone from a simple good-better-best approach to myriad constructions, materials, and price levels.

In fact, the proliferation not only of applications, but also of multiple options within individual applications, has prompted at least one major supplier to refocus its offerings down to a more easily communicated and understood three-level program.

Aside from the various price and quality levels of brake friction, every counterperson should have a very strong understanding of the categories of brake friction material, and what they have to offer.

Ceramic brake friction is the most recent addition to the marketplace. Its prime selling points are low noise characteristics and near-invisible dust, which address many consumers’ concerns. They are excellent for most consumer use, but not for severe-duty, high-temperature applications.

Semi-metallic pads contain about 30% to 65% metal, which typically includes chopped steel wool or wire, iron powder, copper or graphite mixed with inorganic fillers, and friction modifiers that bond all the ingredients together. These pads are more durable and have excellent heat transfer, but also wear down rotors faster, have intrusive noise characteristics, and may not perform as well under low-temperature conditions. They are, however, well suited for higher-temperature applications.

Non-asbestos organic, sometimes referred to as organic or NAO, is made by mixing non-asbestos fibres such as glass, rubber, carbon, and Kevlar with filler materials and high-temperature resins. These pads are softer and create less noise, but they wear faster and create more dust.

Low-metallic NAO friction materials are a favourite of many European vehicle manufacturers and contain less metal than semi-metallic pads, about 10% to 30%, which helps with heat transfer. They stop well, but tend to wear quickly by North American standards, and are known to blacken the wheels of the cars that use them.

Despite the aforementioned moves to simplify the brake friction offering, a counterperson can still find himself faced with more options for an application than there are wheels on the car.

And, while care must always be taken to ensure that you are not engaging your customers in a conversation that they do not need to have–since they have already determined the precise level of quality appropriate for the application and the driver–it is important to understand when a conversation needs to happen to determine the right product for the job.

For example, a 10-year-old pickup truck with 240,000 km on the clock might seem a candidate for the lowest grade of reliable friction you have on the shelf, but if the owner of that vehicle takes very good care of it and uses it to tow his boat or long camper or to haul bricks, it would be better to suggest a higher level of friction, possibly severe duty but certainly premium, to provide the right life and performance for the way the truck is being used.

Wherever possible, and certainly on newer applications, recommend the same friction class (Ceramic, NAO, semi-metallic) as used in the OE, notwithstanding situations such as that noted above.

You should know what each particular level of friction offers–is it high-temperature performance, low noise, low dust?–and why in some cases a ceramic formulation, for example, might not be recommended for a certain application.

You should also know that the chamfers and slots on many friction parts are not just there for aesthetics. The angled cuts on brake pads edges help to focus brake pressure, reduce vibration, and extend brake pad life.

Of course, there is more to helping your trade customer than simply advising him of the appropriate friction. Hardware, calipers, anti-squeal compound, lubricants, and brake fluid are key components required for a high-quality job.

Especially on vehicles that have not had the greatest of care, or have been driven in harsh conditions (i.e., virtually anywhere in Canada), special attention should be paid to calipers and brake hardware. A corroded, worn caliper can hang up on the rotor, dramatically shortening the life expectancy of the friction; ensuing complaints will likely end up coming back to haunt you.

Any time a brake job is effected, hardware should be recommended. If your customer doesn’t ask, you should consider sending it along anyway, particularly if the customer is more than a short delivery run away. A solo trip to deliver the hardware will cost more than the sale. Your boss will thank you for your foresight.

As important as the right friction is to a job, so is using a quality rotor. It is a fact that while skilled counterpeople regularly tout the benefits of premium brake friction, much less attention is paid to the effect that rotor replacement can have on the quality of brake service.

Although most rotors for an application will look the same, and share the same dimensions, not all rotors measure up in terms of performance. Some rotors are more susceptible to vibration (noise), wear, and rusting than others.

This is particularly the case when a vehicle’s usage pattern dictates the installation of a more severe duty, and possibly more aggressive, friction formulation. In cases where premium or severe-duty friction is a must, advise the customer not to skimp on any required brake rotor replacement.

Overall, your job as a counterperson when selling brake system components is to ensure that the reputation of the service provider, your store, and yourself are all protected. With such a high-volume, important market, your performance in this market will be considered a strong indication of your performance in other, lower-volume markets.

Dos and Don’ts: Brake Component Sales

Do spend the time with the catalogues and your reps to ensure you have a clear understanding of what your inventory has to offer.

Don’t assume that the customer knows what quality and price levels you have to offer.

Do take a moment to see what other items, such as chemicals, shims, or hardware, might be recommended for the job.

Don’t forget that short-lived or noisy brake jobs can be caused by incomplete brake service (using old hardware, lack of lubricant, etc.).

Do recognize that different friction formulations are suited for different usage patterns.

Don’t use edge codes as a way to make assumptions about friction quality or longevity.

Do understand what brake-testing methods, like D3EA or the Brake Effectiveness Evaluation Procedure (BEEP), mean in terms of product quality and confidence.

Don’t underestimate your own ability to convince your customers that the premium choice is the right choice; if you believe it, you have a good chance of making them believe it.

Do remind technicians to install all the shims, chemicals, lubricants, or hardware that come in the box; otherwise they risk a substandard result.

Don’t forget that ABS system sensors and other components, brake hoses, fluids, clips, and other sundry items are all available in the aftermarket, and are worthy additions to your offering.