If the pump works properly when no hose reel is attached then it' sounds like it's building up pressure prematurely and the controller is reaching dead end detection so will cause it to pulse. This can be caused by air in the system, restriction of water flow – kinked hose, bad connectors, blocked wfp jets etc when using the hose reel and wfp
Things I would check
Air in the system -Without the hose reel or wfp connected first turn the pump on full to bleed any trapped air. Could take a while but you will hear the pump tone change and the water flow will eventually become constant and strong. I’ve found any air is the system will play havoc with a controller dead end detection when using a hose reel and turning the flow on/off at the wfp end.
Hose reel attached (no wfp) – again run it on full bore and see what happens. If you are not getting water through at a good flow rate or at all most likely cause is a bad connector or kink in the hose Also check the connector/joint and hose in the centre of the reel too as is mostly overlooked.
Wfp attach to hose reel – again run it at full bore, check connectors are good, no kinks in the pole hose and the jets in the brush are not blocked. If you are using some kind of wfp tap make sure it’s open and see if you get a strong flow of water ok. If so the final bit is to recalibrate the controller.