Rapid change challenges fuel pump manufacturers

Maneuvering through the increasingly complex specifications of the numerous types of fuel pumps on the market can be a challenging endeavor for parts providers and the repairer customers that they serve. But the process can be made much easier if you take advantage of the training opportunities being offered.

“The industry’s changed more in the past five years than it did over the past 15 years,” says Richard Young, training manager at Airtex Fuel Delivery Systems. Gas Direct Injection (GDI) in particular has seen an ongoing flow of innovations, which can vary widely among automakers and individual vehicle models.

“GDI has been around for quite some time, but the technology has advanced,” Young explains. “There can be a huge difference in the pump just one year apart.”

Airtex manufactures more than 1,800 product SKUs in the category, and more are being introduced each month; the company has thus far added more than 80 SKUs in 2013, and it also provides a full line of tank seals, fuel pump filter/strainers and wiring harnesses to ensure successful installations.

Being educated in the category can greatly increase your sales. “It’s not about the price of the parts,” according to Young, “it’s the relationship that the counter person has with the installers and repair shops. There’s a trust that needs to be built up,” he points out. “If you have a good repair shop, you will find a good parts person supporting that.”

Young suggests that you “read industry publications and talk with your suppliers” to stay abreast of the current trends. “The suppliers out there want the technicians to be educated,” says Young, citing the benefits of reduced product returns and fewer customer comebacks.

“It improves the reputation of the entire industry when the technicians are able to do the repair correctly,” he notes. “Your major parts suppliers are realizing the importance of training and they’re offering it” to both counter personnel and repairers.

Counter people can glean a significant advantage if they are able to do some background research, make recommendations and direct their installer customers toward suitable training sessions being offered within the marketing sphere.

“The technicians have 60 models of cars to work on, and a lot of shops want to offer training,” yet management is often uniformed about the specific classes being conducted. “That’s where the counter person can be a huge asset – making the repair shop aware of the training,” Young says.

He goes on to emphasize the value of parts people being educated about fuel pumps as well.

“You don’t need to know how to fix the vehicle – but you should have a basic knowledge of how the system works. That’s a big step in maintaining the business,” according to Young.

“If the parts person has a grasp of how the system works, they can definitely be an asset to the installer calling in. Then you have a parts counter that you can trust and who can help you,” he says, adding that the most common technician questions relate to the flow and pressure specifications of a particular product.

“The counter person needs to understand that the technician is busy,” Young stresses, “and that he or she needs to know that the correct part will be arriving soon.”

Airtex’s product catalog, www.FuelPumpU.com, can be accessed online via desktop or laptop computers, and the exact fit can be found by searching VIN number, part number, by year, make and model or universal type and voltage.

The company has also introduced a new phone application compatible with Apple iPhones and iPads. Available to download for free in the App Store, the Airtex Fuel Delivery Systems VIN scan app uses the smartphone’s camera to scan the vehicle identification number, saving the user the time and trouble of punching in the multiple numbers, Young reports. Once the VIN number is scanned, the application takes the user to Airtex product information for that specific vehicle.

In addition, Airtex’s online education resource, www.youtube.com/AirtexFuelPumps, has added 30 new videos to its existing collection of more than 60 productions.

“The videos include information to educate technicians and do-it-yourselfers on everything from cleaning the fuel tank to complete fuel pump replacements,” says Young, who narrates the instruction. Shot in the Airtex Technical Services Garage, the 30 new videos feature more in-depth information along with greater coverage of specific fuel pump model installations.

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