Gates figures show that the six combined branches of A-Z Motor Spares are selling more belt kits than any other UK distributor. So, what's the secret?

The spread of sales locations (Stoke-on-Trent, Birmingham (2) Stafford, Wakefield and Dewsbury) seems to rule out unusual local demand for kits that fit Auxiliary Drive Belt Systems (ABDS) kits, Synchronous Belt Drive Systems (SBDS), or PowerGrip Kit Plus Water Pump products.

A-Z director Mohammed Nadeem says kit sales success is all down to a united sales approach and communicating the benefits of installing kits for the good of the garage and their customers.

"Our sales staff already have the confidence of the garages, who have been buying products from us for more than 20 years. They listen to our advice. As soon as the team realises a vehicle has a cam belt driven water pump, they promote the advantages of the PowerGrip Kit Plus Water Pump. There is just one catalogue to consult, and if there is a reference for the model in the range, they just have one part number to order."

A-Z has built its reputation for quality by supplying OE.

"All our drive system products are Gates. Our customers know that we only supply parts that we know won't let them down and the strength of the Gates brand adds weight to that. It also supports the advice we are giving to them over the counter."

He says a complete kit with water pump is not that expensive, especially when you consider that the standard fitting time for a kit doesn't change if a water pump is fitted at the same time:

"Everything in the kit is protected by the same warranty, so if there is a problem, one inspection covers them all. It's that simple. It's the smart choice."

The A-Z of selling belt kits includes advice that customers have become more inclined to switch to installing kits in other related product areas, too:

"Once they appreciate the benefits of installing a kit with a water pump, they are more receptive to the idea next time and repeat orders become more likely. And if a garage wants an ABDS belt and a tensioner, our sales team make it clear that there are Gates kits that include them. There is a wide range of kits available and some will be more appropriate than others. They all save time, and they add value to the job."

Nadeem says garages need to remain competitive, but know that fitting a new timing belt kit, but leaving the old water pump in place with a dodgy pulley, could come back to bite them - as could ignoring Torsional Vibration Damper (TVDs) or the Overrunning Alternator Pulleys (OAPs) in the ABDS:

"They are right to be concerned about the cost of the repair, but at the end of the day what's best for the customer is not the price of the job, but what's most appropriate for the car. There is a wide range of kits available and some will be more appropriate than others."