Selling the Complete Brake Job
Replacing Calipers as Preventive Maintenance
— BY ROB WRIGHT / Owner and Caliper Specialist / Undercar Express
research study published in the July 1997
issue of Brake & Front End magazine found that
pad life was, on average, 62% shorter on a
brake job where only the pad was replaced than on a
brake job that included a caliper replacement. This
suggests that 6 out of 10 brake jobs should include a
caliper replacement! The reality in today’s shop
environment is that a technician will not suggest a
caliper replacement unless there is visual evidence
that the caliper is leaking or hanging up in some way.
Visual evidence of caliper failure is present in only
1 or 2 out of 10 brake inspections and, as a result,
shops frequently have to explain why the pads they
installed less than a year ago only lasted 15,000 miles.
also to the tech, because they deprive themselves of a
more productive job. We do not and never will
subscribe to selling the car owner work they do not
need. However, based on the research study mentioned above, we believe there is ample justification for
a tech to offer service options to the car owner. There is
an effective selling process, and the results invariably
surprise techs. The key to this approach is providing
the car owner with information about the braking
system, so that the owner can make an informed
choice.
A “SOFT SELL” THAT WORKS
First and foremost, techs must understand that they
are perceived negatively in the minds of most
car owners. Industry surveys reveal that (a) only
Visual evidence of caliper failure is present in only 1 or 2 out of 10 brake
25% of car owners think they can get good
inspections, and, as a result, shops frequently have to explain why the
pads they installed less than a year ago only lasted 15,000 miles.
advice from a tech, and (b) 33% believe techs
are untrustworthy. We all know that perception
frequently diverges from reality, but when selling
Because techs are trained to fix cars (not sell brake
automotive work, we must accept and deal with this
jobs), they typically do not offer anything other than
perception. Therefore, selling the Complete Brake Job
the minimum required brake work because they do
requires a “soft sell.” We have found that taking a small
not want to be accused of “over-selling.” If there is no
amount of time to educate the car owner on how a
visual evidence of a caliper problem, they simply will
braking system works helps to break down their
not offer caliper replacement. This is a disservice to
negative perceptions. Once you have started to gain
the car owner, because they are deprived of a better
the car owner’s trust, you can easily ask them to
(albeit more expensive) brake job, and
consider brake service options.
FIRST, ASK THE KEY QUESTION
1. When the car owner tells you he needs brake
work, ask him when the brakes were last
serviced and what was done (i.e., pad replacement, caliper replacement, etc.). Write their
response on the service order. The most
common response to this question will be 3 to 4
years or 40,000 miles.
2. Do your brake inspection. Pay particular attention to the pad wear pattern, because this will
help you determine if caliper work is necessary.
What you are looking for is uneven pad wear,
either within the same caliper (the inboard pad
worn more than the outboard pad or vice-versa)
or between calipers on the same axle. The
pattern helps you determine the root cause of
the problem and will most likely lead you to
replace more than just the pad.
3. If the pads are worn evenly, your minimum
recommendation is to replace the pads.
However, this is your opportunity to suggest the
Complete Brake Job.
a. Explain the function of the square cut seal in
the caliper. You cannot inspect this seal, but it
is the most important component in the
caliper. It performs two functions:
i. Keeps the brake fluid behind the piston
CALIPER AT REST
CALIPER DURING BRAKING
SQUARE CUT SEAL
CALIPER PISTON
CALIPER CASTING
ii. Returns the piston to its rest position
after braking
b. Explain that the square cut seal is made of
rubber and is nothing more than a sophisticated rubber band. Ford estimates that the
average driver steps on the brake pedal
75,000 times/year or 62,500 times/10,000
miles driven. If it has been four years since
any brake service, this “rubber band” has
been stretched back and forth over 300,000
times! Even though you can’t inspect it, it is
reasonable to assume that the seal is not
performing as it was originally designed.
This will not prevent the brakes from stopping the vehicle, but it does set up a condition called “parasitic pad wear.” In a pad
replacement only brake job, the first time the
car owner steps on the brakes, the piston
applies the pad to the rotor. But now, after
braking, the square cut seal cannot pull the
piston back. This sets up a drag condition and
the car owner will experience two things:
i. Premature pad wear
ii. Slightly reduced gas mileage
c. Suggest the Complete Brake Job, which restores
the braking system to its original condition.
4. Let the customer choose between the two jobs:
a. Minimum required — pad replacement
b. Restore the brakes to their original condition
with the Complete Brake Job.
Our experience is that 6 to 8 out of every 10 brake
customers will leave the shop with a Complete Brake Job
if this process is followed.
5. Lastly, if the customer chooses pad replacement,
make sure you note on the Service Order that you
explained and offered the Complete Brake Job. This
will help you if the customer returns in 10,000
miles with prematurely worn pads.
Our experience is that 6 to 8 out of every 10 brake
customers will leave the shop with a Complete Brake
Job if this process is followed. Note that the Complete
Brake Job is a win/win service because the car owner
gets the best brake job and the tech writes a higher
ticket and spends less time on the vehicle! Additionally,
because you have allowed the car owner to make an
informed decision, there is never an ”over-selling”
situation.
All shops get people who either have only $100 in
their pocket or are getting rid of the car in 6 months. You
will not sell the Complete Brake Job to these people.
However, do not pre-judge a customer. Always, always,
always go through the process. Remember it is a soft
sell and the key is providing the car owner with information so that they can make an informed decision. You
will be surprised by how often the Complete Brake Job
is chosen!