Synthetic Motor Oil Skepticism

Amsoil Executives Alan and A.J. Amatuzio plus Dean AlexanderAmatuzio Alexander

There isn't any doubt that any Merchant that is operating their Amsoil company for virtually any period of time is faced with one of many synthetic motor oil questions you'll notice on pages 10 and 11. And although it's a fact that lots of those concerns area not as often now, we hear them nevertheless. The skeptics remain caught within their ways, and whatever the actual facts, they decide to stay uninformed, regardless of the depth of advice available to them. Even some reliable mechanics and installers maintain their heads within the sand once the conversation turns to synthetic motor oil. All these are many of exactly the exact same individuals who cling to the 3,000mile drain interval myth.

The good thing, of course, is the amount of skeptics has decreased dramatically, along with the absurdity of their claims is nothing close to what it used to be. To say he was mad is an understatement. In the end, when he ceased for a breath, I asked a simple question. "Why do you assume," I said, "that just one of your lifters was damaged? Apparently, that's a fairly smart motor oil to pick on only one lifter." The man ultimately brought the automobile to the Buick garage, and they found that a bent push-rod had caused the difficulty. He called me back to apologize. I expect he is still using Amsoil.

Another customer called and complained to me immediately the polarity of our oil caused his radio to neglect. Imagine that. That's some strong motor oil. You get the idea. There was a time when faux motor oil was viewed with extreme skepticism. Our Dealers had a massive hill to climb, as well as their effort had great impact on training the people. The demand for synthetic motor oil began to grow.

I felt differently, although a lot of Merchants feared that having a second synthetic oil now inside the game, our sales would endure. I understood that Mobil's near limitless advertisements budget would work within our favor. And they spent millions teaching the people, as it turned out, and our sales grew.

Another critical landmark came in 1991 when GM stopped sales of its Corvette ZR-1. The temperature had dipped below freezing and, at start up, difficult-to-pump motor oil failed to get to the front camshaft bearings. The engines were ruined by lack of lubrication. General Motors responded by requiring using synthetic oil within the Corvette. It was the first time an American car manufacturer had demanded, not merely recommended, using as a factory-fill synthetic oil.

Consumer awareness is at a high, and the need for synthetic oil continues to mount. Additional growth is anticipated in the light car marketplace, with a powerful drive in the medium and heavy-duty truck markets. Hydraulic oils and transmission fluids are also anticipated to grow in demand.

There are tendencies working in our favor to explain off synthetic motor oil skepticism. Motorists are keeping their vehicles more. They're putting tens of thousands of more miles on the vehicles they now possess. Which means thousands of more dollars are being spent on care.

As this trend continues, we'll find demand for our products increase and chances for our Dealers grow. As the leader in technology our well earned position is also working in our favor as motorists continue to go beyond the 3,000-mile oil change. Presently, the typical oil change interval is close to 4,800 miles, and motorists will look to Amsoil, as auto manufacturers continue to recommend longer drains.

As soon as it's a fact that consumers are currently much more knowledgeable as well as the need for synthetic lubricants is really on the upswing, we still have work to complete. And that work won't be done until each and every skeptic has had the chance to discover all of the facts directly from an Amsoil Dealer.

A.J. “Al” Amatuzio
President and CEO, AMSOIL INC.

Multi Level Marketing

Amsoil Executives Alan and A.J. Amatuzio plus Dean AlexanderAmatuzio Alexander

Many Vendors and Preferred Customers may not know that when I first tried to bring the sector's first synthetic motor oil to market, I took the normal distribution approach. I had some success in finding the merchandise on store shelves, but the Amsoil brand wasn't known, consumers didn't understand the benefits, and due to the higher price, it didn't sell well. It became clear early on that I needed to correct my course.

In 1973 I made the move into a direct sales distribution model. Amsoil Dealers could now match face-to-face with consumers, take the time to clarify the benefits and convey the value the merchandise delivered. Sales took off as well as the future appeared bright.

Beyond the hurdle we encountered from being the only synthetic oil in a classic motor oil world and also the obstacle we faced with our 25,000-mile oil drain recommendation in an industry controlled by 3,000 mile oil change mindset, was the negativity that crept into the multi-level-marketing industry.

Unscrupulous companies had penetrated the business with their get-rich-quick schemes. These fly-by-nighters took advantage of well-meaning persons and in all cases cast a dark shadow on valid MLM companies. And we did. People recognized the Amsoil business opportunity for what it was - an opportunity, through a dedicated effort, to develop sound incomes and safe futures. Marketing has now vanished, a remnant remains - even though the majority of the negativity associated with multilevel.

Our 40 year track record speaks for itself. Amsoil is actually exceptional within the chance we supply. It all starts with merchandise. Their businesses have been worked by our Dealers, from the very beginning, from a place of strength. No one in this business can challenge that Amsoil products produce as advertised. Customers agree.

Those Favored Customers, in particular, who've considered beginning an Amsoil business needs to be mindful that the plans Amsoil offers its Merchants also set us apart. Many Merchants start by promoting the products straight to consumers through the Private Retail Program. Quite often, this occurs after experiencing the product advantages for themselves. Some Dealers are content to restrict their action to this one-on-one sales strategy. While getting some additional income, they benefit from wholesale pricing.

As Dealers construct their customer bases and gain experience plus knowledge, many start to get additional customers throughout the Catalog Program. These clients are generally not found close to the Dealer and order merchandise directly from Amsoil. Amsoil ships the merchandise towards the client, as well as the Dealer gets the profits and fees.

The Application is made for Dealers who've obtained a higher amount of technical expertise and product information. Commercial sales are made to all those customers using these products in their gear.

Other Dealers are attracted to the Retailing on the Shelf Program. This program provides the chance to Dealers to bring in income within the standard retail marketplace. Dealers work with installers, shops and all kinds of retail outlets that sell products for their clients. When many Dealers have acquired skill in working all of the plans, the most successful Dealers are almost always diligent in their exertions to sponsor others.

This provides opportunity and providing support and assistance that the biggest, most prosperous and most protected Dealerships are assembled. Sponsoring always will be, and is, the basis of an Amsoil business. Amsoil made the shift to multi-level marketing in 1973.