Monitoring the prices being charged by competitors and ensuring that you’ve stocked a large selection with varied price points can accelerate sales of brake-related products.
“We have a plethora of brake parts,” reports Terry Bryden, general manager of XL Parts, LP. “Brakes is our No. 1 category,” he adds. “It’s the No. 1 wear item on a vehicle.”
Based in Texas with operations also in Oklahoma City, “brakes are pretty solid all year round” with no discernable seasonal pattern, according to Bryden.
But there is a pattern regarding how much the company’s installer customers are willing to pay, resulting in an emphasis on going with price-competitive products provided by the Pronto program group.
“On the iron, we’re outselling all the other lines combined with our private line,” says Bryden.
XL Parts makes certain that it is offering the best pricing by comparing what it charges with other businesses throughout its marketing spheres.
Brake sales are on the go at Arnold Motor Supply in Spencer, Iowa due to “the sheer numbers of miles being put on vehicles these days,” says marketing manager Dave Kimbell.
While demand remains for inexpensive pads and shoes, “the installers want them to meet or exceed OEM specs. They’re looking for fit, form and function – they want to have faith in the product,” he says.
Repairers who serve a well-to-do clientele are especially adamant about making sure that they have quality offerings, pointing out that “our customers don’t want cheap brake pads for their higher-end cars,” Kimbell recounts.
Because “everybody and their brother sells brakes,” according the Kimbell, “we do a lot of promoting” directed at installers in the form of incentive programs and maintaining personal contacts with a focus on going the extra mile to provide top service.
“The sales representative develops relationships with the customers. We also have a very good inventory,” he says, “and we have training and fast delivery.”
When marketing brakes, “word of mouth is the biggest thing,” says Wayne Marsh, vice president of store operations at Brooks Auto Parts, Inc., based in Douglas, Ga. “Brake parts is our best business because we have a high value premium product to offer. Once they hear about it they come back, and the customers are talking to each other about it,” he reports, citing a NAPA private label line.
PAGE 3
“Nobody’s complained about the price once they’ve gotten them,” Marsh says. “If there’s anything on your car that you don’t want to be stingy about it’s your brakes. A customer is willing to spend more on their brakes that any other part of the car.”
Marsh goes on to note that “we’ve done some great promotions” to get the word out about the benefits of premium brakes. Distributing flyers for installers to place in their waiting rooms is particularly effective as customers are receptive to the pitch “when they’ve gotten tired of the brake dust and squeal.”
Sales are up over the levels seen in 2009 at Saint Cloud, Minn.-based Automotive Parts Headquarters, Inc. According to retail merchandising director Mike Lichtenberg, motorists are musing that “I can’t afford a new vehicle, therefore I’m going to have mine repaired” as brake problems become apparent.
“They need to stop the vehicle, so it’s something they need to have done,” Lichtenberg says. As do-it-yourselfers slightly fade in numbers, “the service dealer is still the go-to place for brake work,” he notes.
Customers “are relying on the quality and integrity of the service technician” to make sure the job is done correctly and safety is assured. “The vehicle owner is opting for the middle of the road price points,” says Lichtenberg. He or she “wants lower cost but doesn’t want to sacrifice stopping power.” Many will say “give me the second choice” when picking the parts while some are moving toward premium braking materials.
Owners of pickup trucks, contractors towing work-related trailers and other heavier duty drivers will pay more for heightened stopping power and fewer trips to the shop, saying “give me some longevity so I don’t have to have the repair done so often,” according to Lichtenberg.
The company provides installers with point of sale materials and scripts for technicians to use when making expert recommendations. “It’s not just a colorful sheet with a price on it,” says Lichtenberg, referring to the useful educational content coupled with training sessions. “The techs are eager to listen,” he points out. “We that in cooperation with the manufacturer: He is there with us to add credibility.”
Monitoring the prices being charged by competitors and ensuring that you’ve stocked a large selection with varied price points can accelerate sales of brake-related products.
“We have a plethora of brake parts,” reports Terry Bryden, general manager of XL Parts, LP. “Brakes is our No. 1 category,” he adds. “It’s the No. 1 wear item on a vehicle.”
Based in Texas with operations also in Oklahoma City, “brakes are pretty solid all year round” with no discernable seasonal pattern, according to Bryden.
But there is a pattern regarding how much the company’s installer customers are willing to pay, resulting in an emphasis on going with price-competitive products provided by the Pronto program group.
“On the iron, we’re outselling all the other lines combined with our private line,” says Bryden.
XL Parts makes certain that it is offering the best pricing by comparing what it charges with other businesses throughout its marketing spheres.
Brake sales are on the go at Arnold Motor Supply in Spencer, Iowa due to “the sheer numbers of miles being put on vehicles these days,” says marketing manager Dave Kimbell.
While demand remains for inexpensive pads and shoes, “the installers want them to meet or exceed OEM specs. They’re looking for fit, form and function – they want to have faith in the product,” he says.
Repairers who serve a well-to-do clientele are especially adamant about making sure that they have quality offerings, pointing out that “our customers don’t want cheap brake pads for their higher-end cars,” Kimbell recounts.
Because “everybody and their brother sells brakes,” according the Kimbell, “we do a lot of promoting” directed at installers in the form of incentive programs and maintaining personal contacts with a focus on going the extra mile to provide top service.
“The sales representative develops relationships with the customers. We also have a very good inventory,” he says, “and we have training and fast delivery.”
When marketing brakes, “word of mouth is the biggest thing,” says Wayne Marsh, vice president of store operations at Brooks Auto Parts, Inc., based in Douglas, Ga. “Brake parts is our best business because we have a high value premium product to offer. Once they hear about it they come back, and the customers are talking to each other about it,” he reports, citing a NAPA private label line.
PAGE 3
“Nobody’s complained about the price once they’ve gotten them,” Marsh says. “If there’s anything on your car that you don’t want to be stingy about it’s your brakes. A customer is willing to spend more on their brakes that any other part of the car.”
Marsh goes on to note that “we’ve done some great promotions” to get the word out about the benefits of premium brakes. Distributing flyers for installers to place in their waiting rooms is particularly effective as customers are receptive to the pitch “when they’ve gotten tired of the brake dust and squeal.”
Sales are up over the levels seen in 2009 at Saint Cloud, Minn.-based Automotive Parts Headquarters, Inc. According to retail merchandising director Mike Lichtenberg, motorists are musing that “I can’t afford a new vehicle, therefore I’m going to have mine repaired” as brake problems become apparent.
“They need to stop the vehicle, so it’s something they need to have done,” Lichtenberg says. As do-it-yourselfers slightly fade in numbers, “the service dealer is still the go-to place for brake work,” he notes.
Customers “are relying on the quality and integrity of the service technician” to make sure the job is done correctly and safety is assured. “The vehicle owner is opting for the middle of the road price points,” says Lichtenberg. He or she “wants lower cost but doesn’t want to sacrifice stopping power.” Many will say “give me the second choice” when picking the parts while some are moving toward premium braking materials.
Owners of pickup trucks, contractors towing work-related trailers and other heavier duty drivers will pay more for heightened stopping power and fewer trips to the shop, saying “give me some longevity so I don’t have to have the repair done so often,” according to Lichtenberg.
The company provides installers with point of sale materials and scripts for technicians to use when making expert recommendations. “It’s not just a colorful sheet with a price on it,” says Lichtenberg, referring to the useful educational content coupled with training sessions. “The techs are eager to listen,” he points out. “We that in cooperation with the manufacturer: He is there with us to add credibility.”
