ASC Offers Advice on Selling Water Pumps

ASC Offers Advice on Selling Water Pumps

Typically, when a customer wants information on a water pump, you can be assured that it's for real. It is not a comparison-shopping request that might end in a sale. Instead, it is a catastrophic failure and chances are the contact will end in a sale.

Typically, when a customer wants information on a water pump, you can be assured that it’s for real. It is not a comparison-shopping request that might end in a sale. Instead, it is a catastrophic failure and chances are the contact will end in a sale.

A water pump is an easy sell. If you have the right part number at the right price, at the right time…you have a sale. It seems so easy. But remember, which pump you install and the advice you provide can eventually make or break your next sale with the same customer.

Encourage a new replacement pump. Components that have been exposed to heat or contaminants that are then used in a remanufactured water pump can compromise a vehicle’s cooling system, reduce its cooling capacity and cause extensive damage to the engine. The chance of this happening to your customer is hardly worth the few bucks saved over a new water pump.

Not all new water pumps are the same. Even though brand new components are utilized in assembly, there can be many differences in quality and construction of new water pumps. Look for manufacturers like ASC Industries that engineer their products to OE specifications using OE-quality components.

The sale does not end there. Be sure to thoroughly flush the cooling system prior to removing the old water pump. If the system is not flushed, sediment and debris can contaminate the new pump’s seal, causing premature failure. Be sure to follow OE-recommendations for the vehicle’s coolant, as well as using the proper mixture. To ensure proper cooling system pressures are maintained, the radiator cap should also be replaced at the same time. Other parts that may need replaced include the fan clutch, the drive belt(s) and the automatic belt tensioner assembly. The fan clutch shares the same shaft as the water pump; failure of either component can impact the other. Worn belts can fail and improper belt tension due to a faulty tensioner can lead to premature water pump failure.

No matter how easy the sale, remember to cover all the steps when it comes to replacing a water pump. By educating the consumer on the different pump choices available on the market and explaining what steps are needed to do the job correctly, you develop a relationship built on trust and help ensure that the customer will come back to you when he needs his vehicle serviced.

For information on the products offered by ASC Industries Inc., visit

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