By Denise M. Roberts
In 1988, Mike Noschang became a salesman for Water Resources and developed a passion for clean water. “I’m passionate about clean water for Cincinnati, OH,” said Noschang. “Our customers don’t want to live without their water treatment system.” When the company went out of business, Noschang embarked upon another journey, that of dealership owner. As the fourth top sales representative in the country for Water Resources, he knew how to sell. It was his destiny to take that next step and launch Ohio Valley Pure Water.
From left: Ethan Noschang, Wardell Jones, Mike Noschang and Lynette Noschang
“Most customers are on city or county water systems,” said Noschang, “but we do have a handful that get their water from their own pond (lake or other surface source). That gives us additional factors to consider when providing information on the best product for the customer’s needs. We explain that the hard water problem in the Cincinnati metro area is likely to shorten the lifespan of their water-using appliances. We can show them that owning a water softener can not only soften the water but also generate savings on soap, brighten clothes, make hair and skin softer and add life to those appliances. A lot of our customers have both water softeners and whole-house filtration systems. Some water softeners have carbon built in to them and they are referred to as water conditioners.
The problem with this is that the carbon only lasts for a period of time and then needs to be usually done by a plumber. By separating the carbon from the softener as we do, it becomes more cost effective to maintain even to the point where the customer can change their own filters.”
Water softener client with Mike Noschang right.
To keep the company as visible as possible, Noschang has a well-designed and informative website, complete with informational videos for customers to gain knowledge about water and water treatment. “As long as we have to compete with the Internet and big-box retailers, we have to stay at the top of our game with every resource possible. Wholesale dealers can’t compete with our prices because of their high overhead and commissioned sales reps. If you compare our prices with Home Depot or Lowes, our prices are very much the same but our quality is a lot better,” said Noschang. “We have the best equipment from the best manufacturers, such as Hankscraft and Farris Manufacturing, to meet the specific needs of our clients. But what’s most important is the service and maintenance aspect. We’ll still be there after the receipt is handed to you to make sure you are satisfied with your system and to help you keep it operating as efficiently as we’ve promised.”
Noschang hopes to branch out more in the coming years, including the possibility of making entry into the commercial side of water treatment and providing rental options. “I think over the next 25 years, you will see water treatment products in houses like we see stoves and refrigerators,” said Noschang. “They will become ubiquitous to modern living and we need to be ready to address that type of expansion. As water problems continue to mount, because of water scarcity, crumbling infrastructure, etc., Americans want to know they have alternatives. And we’ll be right here to provide them whenever we get the opportunity.”