Dean Alexander | EXECUTIVE VICE PRESIDENT/CFO
We are all aware that consumers hold some deep-seated beliefs about when or how often to change their motor oil. As I am sure you have too, I’ve experienced many differing thoughts on that issue when talking to people. To simplify things, I’ve categorized them into three groups (even though there are many variants):
Customer Type 1: People who understand the detailed, technical explanation regarding how premium base stocks and top-notch additives can be the basis for exceptional performance in the areas of high-temperature/high-shear viscosity, wear protection, viscosity index, cold-temperature performance, NOACK volatility, etc., and accept the facts behind how an oil can last up to 25,000 miles/one year or longer. Type 1 customers typically gravitate toward the top-tier line of AMSOIL synthetic motor oils.
Customer Type 2: People who change their oil every spring and fall to address the change of seasons. Their fathers did this, switching to a lower viscosity oil for fall and winter and a heavier viscosity oil for spring and summer. This type of oil change philosophy was a big part of the reason for the spikes in motor oil sales every October and April. Type 2 customers typically gravitate toward AMSOIL XL Synthetic Motor Oils.
Customer Type 3: People who adamantly change their oil every 3,000 miles because that’s what their fathers taught them, and that’s the belief the major oil companies, mechanics and quick lube advertising have continued to reinforce. In reality, the numbers show they change their oil at an average of 4,200+ miles, but they won’t tell you that. They are petroleum oil customers, standard-drain synthetic oil customers and now represent potential AMSOIL OE Synthetic Motor Oil customers.
AMSOIL and AMSOIL Dealers have succeeded by selling to customer types 1 and 2. Unfortunately, 92 percent of synthetic oil customers are using nonextended drain oils. We now have a product for that third customer type, and OE should be a boon for every AMSOIL Dealer. So, how can AMSOIL Dealers capitalize on this new product? Here are a few thoughts:
I have a lot of friends and relatives who I just could not convince to use our longer-drain and higher-initial-cost oils over the years, let alone to register as Preferred Customers or Dealers. I’ve worked on them and worked on them. I’ve explained how using AMSOIL synthetic motor oil is less expensive on an annual basis, how it’s better for their engines and how their vehicles will start better in our cold winter climates. I’ve even told them how embarrassing it is that they won’t use AMSOIL motor oil when I work here!
Sure, most people I know will use our two-cycle oil or motorcycle oil, or they love the M.P. or P.i., but I never could convince them to put the motor oil in their vehicles (50 percent of our active Preferred Customers don’t currently buy passenger car motor oil from us either). Those silent hurdles have been everpresent: initial price, fear of longer drain intervals, warranty concerns, and not such a long time ago, concerns about whether synthetics were really better than the petroleum oil they had always used. We all know the answers to those issues, but convincing the vast majority of others to overcome those hurdles has always been the main challenge for AMSOIL Dealers. Now, with OE, you can go back and sell to all of those impossible-to-convince non-believers.
Think of all the people you have talked to over the years who you just couldn’t convince to “move up” to AMSOIL. They are now all prime candidates for using OE. You’ve already made the initial sales calls, and we know it almost always takes more than one sales call to earn a sale. Each of us needs to go back and talk to all those people we have talked to before, but weren’t able to convince. They can now become Preferred Customers and buy OE for only $3.99 a quart, which is only about $1+ per quart more than petroleum oils. Even if they don’t want to become Preferred Customers, they can purchase OE for $5.39 a quart retail, which is still less than the price of Mobil 1. Bottom line, they all know you have been using and selling AMSOIL products, and they are probably ready to show that they trust you, respect your diligence and want to support you now that you offer an oil at a price and a drain interval they like. After that, we’ll all work together (think AMSOIL literature, the website, your ongoing conversations with them, etc.) to move them up to our longer-drain, top-tier products once they have had a chance to experience the benefits of AMSOIL OE, and I would expect they will buy quite a few other AMSOIL products along the way too.
Think of all the individuals, installers and businesses that you have already made the AMSOIL “quality” pitch to that you can now re-visit with this new oil. Their silent, and sometimes not-so-silent, objections have now all been overcome: initial price, warranty concerns and extended drains. And they don’t have to absorb a mountain of technical data to convince themselves to take advantage of extended drains. Make sure to have a nearby installation center set up as an account where you can send people. Every Dealer should have at least one registered installer account to help overcome the hurdle presented by people who do not want to change their own oil. I think you will be surprised at how successful you will be in helping long-lost customers “move up” to AMSOIL.
P.S. An oil change or case of AMSOIL motor oil makes a great Christmas present!
P.P.S. If you own a retail account and would like to carry the New Line of Amsoil Synthetic Motor Oils please fill out the Amsoil Retail Application Form!!!
