Pool cover manufacturers include a cover
pump with each cover sold in
the United States. That industry
standard makes a lot of sense, because
pumps allow pool owners to maintain
clean covers that fit properly and — in
the case of automatic pool covers —
help prevent rainwater and snowmelt
from entering the cover box.
But death and the taxman come for
us all eventually, and the day arrives
when that pump needs replacing. When
that happens, it would seem like a good
opportunity for dealers, as cover pumps
are an ideal product to consistently stock
and even promote. But — according to
Josh Clark, business unit sales manager
for pool, outdoor living and hydroponics
for Franklin Electric — you’d be
surprised.
“When I go to stores and visit with
dealers, the biggest issue I run into is
that they just don’t have [a pool cover
pump] on hand, and that means they’re
losing sales,” Clark says. “It’s imperative
that they do carry it, because it’s just like
anything: If you have a customer that
walks in your store, and you don’t have
it, they’re going to go somewhere else.
And if they buy a pump somewhere else,
they also could buy some of the other
products you sell at that other location.”
That said, dealers can be savvy
about marketing and proactively selling
pool cover pumps, regardless of brand.
One such dealer is Mike Panetta, chief
executive officer of Swimming Pool
Services Inc., an AQUA 100 retailer
based in Waukesha, Wis. His hometown
got drenched this spring, with record
rainfall totals — nearly 16 inches
over three months — that the region
hadn’t experienced since 1933. The rain
continued throughout the summer,
too, making it easy for Mike Panella to
talk with customers about pool cover
pumps.
“People are constantly coming in and
telling us how much water they drained
out of their pool. So naturally, we’ll ask,
‘Oh, what kind of pump do you use to
drain it?’
“They shouldn’t really be getting rain
in their pool, but maybe they left the
cover off and some got in. We’ll remind
them they can just use their cover pump
to drain some of that water, and then
they realize that’s a smart move.”
Every homeowner with a pool cover
also should have a pool cover pump
handy. After all, cover manufacturers are
required to include one with each cover sold in the United States. That industry
standard makes a lot of sense, because
pumps allow pool owners to maintain
clean covers that fit properly and — in
the case of automatic pool covers —
help prevent rainwater and snowmelt
from entering the cover box. Plus, as
Panella points out, cover pumps also
can help remove excess water in the pool
or even be used to drain a hot tub.
While the cover pump comes with
the cover as an ancillary product, Panella
and his sales team stress that its usage
is not optional.
“We tell our customers that the cover
is the most expensive line item they’ll
have with the pool. We say, ‘We won’t
ask you to do much, but you need to put
this blue thing out on the cover when
it’s over the pool. That will help protect
your investment,’” Panella says, adding
that the dealership also includes the
CoverBlast pool cover pump attachment
with the initial cover purchase. The hose
replacement nozzle allows pool owners
to discharge water from the cover safely
and conveniently.
“If you don’t present using [the
pump] as an option, people aren’t going
to question it,” he adds. “It’s no different
than if your pool has a sand filter; you
have to backwash it. It’s all about setting
expectations: ‘Okay, you have this piece
of equipment, this is how it works, and
this is how you take care of it.’”
The store has a small indoor pool
that employees use to test pool cover
pumps customers bring in when they
aren’t working properly. Often, leaves or
other debris might be preventing it from
operating. In that case, staff members
explain how to remove that buildup
material. Some pool cover pumps
include a cover plate at the bottom that
allows for easy spray cleaning. Pine
needles, for example, can get stuck on
the float switch that determines when
the pump should turn on and off,
subsequently stopping the pump from
running.
In the event that a pool cover pump
truly is in disrepair, the store stocks and
sells replacement units. Panella admits
the product category occupies a “really,
really small” percentage of overall sales,
but carrying the pumps is part of the
dealership’s mission to be a one-stop
shop for all of its customers’ pool and
spa needs.
“Sometimes, we’ll have somebody
who comes in for a backup unit,” he
says. “They want to be proactive in case
their current pump doesn’t work after a
3-inch rainstorm.”
Other times, conversations between
the salesperson and the customer
will trigger a discussion about pool
cover pumps, especially if it turns out
that the customer doesn’t regularly
deploy the pump. As with most poolrelated
products, once customers
understand how to use them — and the
ramifications of not using them or using
them improperly — they’ll understand
the important tasks a cover pump can
accomplish.
“We let them know that if they don’t
keep the pump out there at all times
when the cover is on, they’re going to
end up paying us a lot of money to fix
things that are easily avoidable, such as
your cover breaking and falling into the
pool,” Panella says. “It’s pretty black and
white.”
WHEN PUMPS GO BAD
What causes pool cover pumps to stop
working properly in the first place?
There are two primary culprits: constant
exposure to the elements and debris.
“As with any product, you want to
make sure you take care of it,” Clark
says. “Leaving it outside all the time and
constantly turned on is not right. You
should put the pump out after it rains
or when there’s water built up on the
top of the cover, but then take it off and
store it properly. If a pool owner leaves
the pump outside all year, including
during the wintertime and it’s running,
it’s going to cause the pump to possibly
overheat and fail.”
When it comes to debris, such as
pine needles and leaves, not removing
excess buildup on the cover before using
a pump — relying on the pool cover
pump to suck it all up instead — could
be a mistake.
“When that debris builds up, no
matter who manufactured the pump, it
will cause the pump to stop working,”
Clark says. “Although, sometimes you
are able to just clean it out.”
Indeed, some pool cover pumps
include a cover plate at the bottom that
allows for easy spray cleaning. Pine
needles, for example, can get stuck on
the float switch that determines when
the pump should turn on and off,
subsequently stopping the pump from
running. Clark recommends the pool
owner take a peek inside the pump at
least once a year to help make sure it’s
running smoothly.
Simply understanding how to solve
problems pool cover pumps might
encounter — and therefore saving the
pool owner from purchasing a new
pump at that time — can convince
customers your store will have what they
need when their pump eventually does
need to be replaced.
When he talks with dealers who tell
him they don’t sell too many pool cover
pumps, he asks them how important
the product category is to their store’s
inventory. Do they prioritize having
pumps available for customers who
want them — or even as a reminder for
customers to check on the condition of
their pump when they get back home?
Or do they view it more as a utility-type
product that takes up valuable space and
one that buyers can find elsewhere?
“Pool dealers that say they don’t
sell too many pool cover pumps are
the ones who don’t have any in stock
to begin with,” Clark says. “Sometimes
they think selling pumps is not going to
help [their bottom line], but sometimes
people forget that it’s not about what
they think; it’s what the customer
thinks.”
This article first appeared in the September 2024 issue of AQUA Magazine — the top resource for retailers, builders and service pros in the pool and spa industry. Subscriptions to the print magazine are free to all industry professionals. Click here to subscribe.
