AMSOIL ONLINE STORE

DEALER EDITION
JUNE 2017

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PERFORMANCE AND RELIABILITY

AMSOIL Synthetic Brake Fluids surpass AMSOIL Brake Parts &
DOT requirements and provide auto Cleaner is a professional-
enthusiasts and racers with superior high- strength product that
temperature performance. helps auto enthusiasts and
mechanics quickly remove
DOT 3 & 4 Synthetic oil, grease, brake fluid
Brake Fluid (BFLV)
and other contaminants
• Maximum ABS and traction- from brake parts and other
control performance automotive components.
• Covers a broad range of
applications Brake & Parts Cleaner (BPC)
DOMINATOR DOT 4 Synthetic
® • Quickly and effectively
Racing Brake Fluid (BFR) removes grease and oil,
leaving parts clean and
• Ultra-high boiling point to residue-free
help resist brake fade and • Fast-drying, non-
vapor lock during intense flammable formula
racing applications.

*All trademarked names and images are the property of their respective owners and may be registered marks in some countries. No affiliation or endorsement claim,
express or implied, is made by their use. All products advertised here are AMSOIL engineered for use in the applications shown.

Online Store: www.amsoil.com | Telephone: 1-800-777-7094 | EZ Online Order Form: myaccount.amsoil.com

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TA B L E O F C O N T E N T S

DEALER EDITION
JUNE 2017
M A G A Z I N E

STAFF

Editor
Terry Johnsen
Associate Editor
Joel Youngman
Staff Writers
Kathy Anderson
John Baker
Dan McClelland
Joel Youngman
Graphic Design Manager
Jeff Spry
Senior Graphic Designer
Luke Boynton
Content Contribution
Andy Arendt
Daisy Quaker
Rob Stenberg
Editorial Contribution
Turbodiesel Enthusiast Profile | PAGE 8 Matt Erickson
Dan Peterson
Advertising
Ed Newman
FEATURES DEPARTMENTS
Back Issues
8 Turbodiesel Enthusiast Profile 4 From the Presidents Back issues of AMSOIL Magazine are
available for $1 each. Order G17D and
specify the month and year.
10 Creating Curiosity About 6 Letters to the Editor
On the Web
AMSOIL Products www.amsoil.com
7 Tech Talk
12 Dealer Finds Long-Term Co-President & COO
Alan Amatuzio
Business ‘Fit’ in AMSOIL 15 Racing & Promotional News
Co-President
14 If You Build It, They Won’t 16 Monthly Leaders Dean Alexander

Come © 2017, AMSOIL INC.

20 Centerlines and Updates All rights reserved.
Printed by Service Printers
Duluth, MN USA.
22 Insight on Sales
Letters to the Editor
AMSOIL INC.
ADVERTISEMENTS Communications Department
The AMSOIL Building
2 Performance and Reliability 925 Tower Ave.
Superior, WI 54880

5 Keep it Cool letters@amsoil.com

19 As Reliable as Your
Favorite Lure

23 Discover Needs
24 The Superior Protection of THE COVER
AMSOIL Synthetic Firearm This pickup represents
what the typical turbodiesel
Lubricant Now Available as enthusiast aspires to:
an Aerosol custom rims, a lift kit
and, most likely, ECM
mods to alter engine and
transmission performance
for more power.

*All trademarked names and images are the property of their respective owners and may be registered marks
in some countries. No affiliation or endorsement claim, express or implied, is made by their use. All products JUNE 2017 | 3
advertised here are developed by AMSOIL for use in the Buyapplications
AMSOIL shown.
Online M A G A Z I N E

We polled a small set of Dealers
recently and confirmed a suspicion
we’ve held for a while: Many Dealers
are unaware of the Preferred Cus-
tomer Program or don’t know how it
works. If you find yourself in this cat-
egory, you should check out the P.C.
page at amsoil.com or the May 2016
issue of AMSOIL Magazine for details.
We implemented many improvements
to the P.C. Program last May, and the
results should excite all Dealers, no
matter the size of your business.
All key metrics for the P.C. Program
are up since May 2016. Total sales,
average P.C. order size, median
P.C. order size, the number of buy-
ing P.C.s and the number of orders.
We had a record number of P.C.
orders in the last year.
What does that mean for you? It
means a record amount of commis-
sion credits were paid on P.C. sales
last year. It means Dealers who have
P.C.s in their groups are enjoying
higher earnings from those P.C.s,
and it means you have a better pro-
gram to promote so you can register
even more P.C.s.
4 | JUNE 2017
M A G A Z I N E
AMSOIL ONLINE STORE
Alan Amatuzio
Co-President & COO Dean Alexander
Co-President
The enhancements made to the because he’s not meeting the
program last year have been well- account’s minimum expectations
received, and clearly they’ve had from a vendor. We worked very hard
the desired effect. A few Dealers to make free shipping available
have commented that P.C.s now for retail accounts to give Dealers
receive promotions that Dealers the best chance at success. Now
do not. They feel as though we are you can confidently walk into a
treating P.C.s better than Dealers. potential account and offer superior
In fact, we implemented these products, competitive pricing and
changes to help Dealers increase free shipping.
sales and commissions. There
If you are serious about building an
are a handful of things we do that
AMSOIL business, take advantage of
might seem as though they benefit
these programs. If you invest in your
another group – and they do – but
business by consistently registering
they do so in service to you.
even just one new P.C. per month,
Offering free shipping for retail you will appreciate the dividends it
accounts is another great example. pays you down the road.
We heard from a few Dealers who
didn’t appreciate that we offered
that benefit to retail accounts and
not to Dealers. While it certainly
does benefit accounts, it’s also Alan Amatuzio
a huge benefit for Dealers. Retail Co-President & COO
accounts are used to getting free
shipping from all of their other
vendors. When an AMSOIL Dealer
shows up and explains that there
Dean Alexander
are additional shipping charges, he
Co-President
rules himself out of consideration
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Keep it cool.
Regardless of which brand of bike your
customers own, they want to protect their
investment. AMSOIL Synthetic V-Twin
Motorcycle Oil is designed specifically for the
unique demands of V-twin engines, including
resistance to extreme heat and excellent wear
protection. It helps your customers ride with
confidence in the most extreme conditions. • Resists extreme heat
New 15W-60 Synthetic V-Twin Motorcycle Oil • Retains viscosity for excellent wear protection
(MSV) is designed by AMSOIL specifically for • Convenience of one lubricant for all three sumps
use in Indian* and Victory* motorcycles, including
the popular Indian Scout. It offers you sales
opportunities where none existed before.
For more information and market details that help
boost your effectiveness selling V-twin products,
check out the Synthetic V-Twin Lubricants Dealer
Sales Brief in the Resource Library of AU Online
in the Dealer Zone at https://myaccount.amsoil.com.

All trademarked names and images are the property of their respective owners and may be registered marks in some countries. No affiliation
or endorsement claim, express or implied, is made by their use. All products advertised here are developed by AMSOIL for use in the applications shown.
Buy AMSOIL Online

FIREARM STUDIES
I was wondering if there were any
planned studies for the firearm
products.
Thanks for your time.
Jody Gordon
AMSOIL: We performed significant
testing during the development process
in order to adequately benchmark our
competitors. With test results in hand,
we dialed up our performance to be
best-in-class. We are not in the position
to publish this data, but we are currently
investigating additional testing that can
be used for marketing purposes.
OIL CHANGES
How could I get on the list of changing
oil for AMSOIL? I was a mechanic for
many years where I worked. I’m now
an AMSOIL Dealer and change all my
own oil in my vehicles and could do
it for others. I’m retired now and have
some spare time on my hands. I live in
Heyworth, Ill.
B. Dale Rogers
AMSOIL: You can register to appear
as an oil-change provider on the
AMSOIL Locator if you meet certain
requirements, including having a
storefront with public access. Read the
full list of requirements and download
the application in the Dealer Zone (My
Business>Retail Account Information
Administration>Dealers Who Want To
Be Listed As Retail/Installer).
SILICONE BRAKE
LUBRICANT
I plan to start pushing the Air Tool Oil
at the local shops I visit, but I was
wondering if anyone at AMSOIL has
considered getting more products
into automotive installer/technician
hands like silicone brake lubricant
or something similar to Super Lube
#97008, which is also a dielectric
grease. We have a great line of greases,
and I wonder if this could be a new
opportunity for the company. The
only thing is please make it available
in Canada. The limitations of certain
aerosols and lubes is frustrating!
Jeff Paddock
6 | JUNE 2017
M A G A Z I N E
AMSOIL ONLINE STORE
AMSOIL: Thank you for your Thank you,
suggestion. We will definitely consider
Denis Guenette
it in our product-development
discussions. Although we’d love to offer AMSOIL: Thank you for your positive
all our products in Canada, certain feedback. We are glad you were able
products (aerosols, in particular) are to use this promotion to support your
governed under different requirements trade show efforts. This promotion
in Canada than in the U.S. These was specific to a once-in-a-decade
requirements would force us to alter event where we invested heavily in
formulations and packaging in ways re-working the entire diesel oil lineup
that would reduce performance and and launching it all at once. Because
increase costs. Because we do not want we wanted to ensure we had as much
to offer less-effective products that cost coverage and support for the new
more, a select few products are not lineup as possible, we felt sharing the
available in Canada. cost for swapping out all the diesel oils
in a Dealer’s trade show display was
the right thing to do. Given the rare and
DENVER DISTRIBUTION unique circumstances surrounding this
CENTER product launch, it is unlikely we will
provide this specific promotion with
I know there used to be an AMSOIL
other new products. We are, however,
distributor in Denver several years
continually looking at new ways to help
ago. Is there any chance there will
Dealers be more effective and cost-
be another one in Denver? I heard
efficient in running their businesses.
somewhere there might be a chance.
Thanks,
Fred Chartier
AMSOIL: We have no plans to open a
distribution center in the Denver market.
Colorado Dealers and customers are
currently serviced out of the Wichita
Distribution Center. Because it is only
500 miles from Denver, there is not
a business need to have distribution
operations in the Denver area. Dealers
and customers to the west of Colorado
are currently serviced from the Las Email letters to:
Vegas Distribution Center. Between letters@amsoil.com
those two distribution operations, the
shipping coverage in the region is Or, mail them to:
excellent based on current demand. AMSOIL INC.
Communications Department
Attn: Letters
TRADE SHOW DISPLAY 925 Tower Avenue
I must give kudos to AMSOIL for the Superior, WI 54880
help to Dealers with the 75% discount Letters are subject to editing for length
on the purchase of the new diesel oils and clarity; please include your name,
for trade show displays. I do trade address and phone number.
shows and display most of the products
we carry. This assists the Dealers with
the costs of samples. When other new
products are released, it would be
appreciated if this discount could be
considered for their purchase.
I am attaching a couple photos of my
display at the World of Wheels show in
Edmonton.
*All trademarked names and images are the property of their respective owners and may be registered marks
in some countries. No affiliation or endorsement claim, express or implied, is made by their use. All products
advertised here
Buy AMSOIL are developed by AMSOIL for use in the applications shown.
Online

T E C H TA L K
Matt Erickson | TECHNICAL MANAGER – PCLT PRODUCTS AND MECHANICAL R&D
One of my responsibilities here at
AMSOIL is to help develop tests
in our mechanical lab designed to
push lubricants to their limits, both
ours and those of our competitors.
An effective performance test
accelerates lubricant degradation
and forces the oil to its breaking point
sooner than if tested in the field. This
provides more data, faster.
The definition of “severe”
Given the severity of our testing, what
happens when the equipment we test
fails before our lubricants? Honestly,
it causes us to simultaneously rejoice
and curse. On one hand, we know
our products withstand the toughest
conditions we throw at them. On
the other, we have to contend with
the extra cost and hassle of test
equipment that just isn’t built to handle
the punishing conditions.
The August 2016 Tech Talk revealed
how some two- and four-stroke
equipment we’ve tested couldn’t
stand up to our test conditions. We’ve
run into the same predicament in the
passenger car/light-truck market, too.
One recent incident involved the
popular General Motors* 3.8L motor.
Historically, the GM 3.8L is a rock-
solid engine that’s powered millions
of cars over the years. It’s a fixture
in industry performance testing. One
standardized test uses this engine
under severe conditions for 100 hours.
But our oils soldier through that test
like a walk in the park, so we have
to triple its length to 300 hours to
get useful data. Not an easy task for
equipment not designed to handle
such extremes.
Well, we recently blew up a GM 3.8L
engine. The image shows some of the
*All trademarked names and images are the property of their respective owners and may be registered marks
in some countries. No affiliation or endorsement claim, express or implied, is made by their use. All products
advertised here are developed by AMSOIL for use in the Buyapplications
AMSOIL ONLINE STORE
How do we define “severe service”?
When pushing our lubricants to their limits, we sometimes
find the limits of the test equipment first.
carnage we found after removing the valve seats, eventually led to valve
oil pan. All those bits and pieces used failure, snapping a valve in half and
to be a piston. destroying the engine.
Unleaded gasoline Suitable for continued use
What happened, you ask? First, I’ll The good news, however, is the motor
ease any concerns you might have: oil was still good. Even after hundreds
it wasn’t the oil’s fault. We were in of hours of operation so severe it
uncharted territory, never having an destroyed the engine, the oil analysis
oil last so long in this test before, so still looked great. It made me smile to
we knew we were on borrowed time. see our oil last that long, but it also
In fact, after more than four weeks of made me cringe because we were
testing, the oil hadn’t even reached going to have to once again re-test to
its breaking point. One of the exhaust try to get the oil to break.
valves broke off and fell into the
This conundrum might present
cylinder, where it and the piston were
challenges to us engineers, but it
pulverized into the mess you see here.
amounts to you and your customers
As the piston and valve debris made
receiving the best synthetic lubricants
its way to the oil pan, the crankshaft
available. We’re happy to keep
caught it and blew a hole in the side of
blowing up engines in our mechanical
the engine block. The severity of our
lab to ensure your engines are
test conditions combined with valve
protected out in the field.
seat recession are to blame.
Years ago, lead was added to
gasoline to, among other functions,
lubricate the valve seats. Once lead
was officially banned from gasoline, in
1996, the fuel no longer provided the
same level of valve-seat protection.
This lack of protection, combined with
the extreme conditions of our test,
invited valve recession. When valve
seats recede, the valve no longer
seats evenly. The result is a loss
of heat-transfer that overheats and
erodes the valve, as well as an uneven
side load that causes the valve to
bend slightly on every cycle. This one-
two punch eventually caused the valve
to fail. We ran this test under extreme
conditions, as if you were towing
continuously at highway speeds uphill
for weeks. Oil temperatures exceeded Given the severe nature of our
300ºF. The extreme, 1,500ºF exhaust performance tests, the test equipment
gas temperatures, combined with the sometimes fails before our lubricants.
constant stress of unevenly eroded
JUNE 2017 | 7
AMSOIL shown.
Online M A G A Z I N E

TURBODIESEL
ENTHUSIAST PROFILE
Increase sales to turbodiesel enthusiasts with the superior protection and
performance benefits of AMSOIL synthetic diesel oils.
Turbodiesel-powered vehicles have
gained a strong foothold in the market
over the past 10-15 years, and turbodiesel
enthusiasts present outstanding sales
opportunities for AMSOIL Dealers. They
place great value on their trucks, and view
them as more than just transportation;
they define who they are. They invest
in modifications to make their trucks
unique or to increase power, durability
or appearance, and they seek the best
protection they can afford.
Who are Turbodiesel Enthusiasts?
• Take pride in working on diesel vehicles
• Desire power, speed and performance
• Want their diesels to look good
• Concerned with extending vehicle life
Turbodiesel Enthusiast Profile
• 96.9% male*
• Average age: 44.9*
• Average household income: $87,246*
• Any college: 65.1%*
• Spend at least $100/year upgrading
their vehicles
• Self-identify as turbodiesel enthusiasts
Why Target Enthusiasts?
• They are more aware of the AMSOIL
brand, making it easier for you to sell.
• Overwhelming majority already either
use synthetic oil or will consider it.
• They value quality and are willing to pay
more for it.
Attitudes About Engine Oil
• Most agree “changing oil is incredibly
important and it makes me feel good
8 | JUNE 2017
M A G A Z I N E
and is one of the best things I can do
for my vehicle.”
• The #1 reason they buy synthetic oil is
for “improved engine protection.”
• Extended drain intervals viewed more
as a proxy for quality than a desirable
practice.
Modifications and Diesel Oil
Challenges
Turbodiesel enthusiasts love to modify
their trucks, including intake and
exhaust modifications, turbo upgrades,
programmers and suspension lifts.
Modifications, however, can present
serious challenges to lubricants, including
intense heat and shearing forces. High-
quality lubricants that provide maximum
protection and performance under
extreme heat and loads are essential for
protecting trucks from the unintended
negative effects of modifications.
*Source: Diesel Power Magazine
**than required by the Detroit Diesel DD13 Scuffing Test for Specification DFS 93K222
Buy AMSOIL Online
AMSOIL ONLINE STORE
The Buy/Sell Process: Converting
Turbodiesel Enthusiasts to
AMSOIL Customers
Resist the temptation to make
recommendations and tout technical
features before you understand the
buyer and have gained his or her trust.
For best results, use your experiences
with helping current customers to guide
your conversation. For more information
on the AMSOIL buy/sell process, see
the T3 Training Program in AMSOIL
University Online.
Creating Curiosity: Briefly introduce
yourself and the AMSOIL brand. Ask
about the prospect’s vehicle. Ask
questions that help you uncover the
prospect’s buying motivations.
Ask prospects if they have time to listen
to how you’ve helped other enthusiasts
protect the additional power and
 AMSOIL ONLINE STORE

AMSOIL HEAVY-DUTY SYNTHETIC DIESEL OIL AMSOIL SIGNATURE SERIES MAX-DUTY

SYNTHETIC DIESEL OIL
• 4X more engine protection**
• Excellent opportunity for price-conscious • 6X more engine protection**
customers to move up to AMSOIL quality. • Significantly exceeds industry requirements
• Outstanding protection for • Top-grade protection for
OEM-recommended drain extended drain intervals
intervals • Available in 5W-30, 0W-40,
• Available in 10W-30, 5W-40 5W-40 and 15W-40 viscosities
and 15W-40 viscosities Schaeffer’s SynShield*, Red
Shell Rotella T6* and Mobil Line Diesel* and Royal Purple
Delvac 1* are comparable Duralec Ultra* are comparable
products in the $25-$30/gallon products in the $31-$45/gallon
price range. Introduce prospects price range. Introduce prospects
to the Preferred Customer to the Preferred Customer
Program for wholesale pricing Program for wholesale pricing
and exclusive promotions. and exclusive promotions.

upgrades they’ve made to their trucks. Or
use testimonials from Lavon Miller, Ray
McClelland and Dave Ferguson (https://
www.youtube.com/user/AMSOILinc/
videos) to illustrate how we help diesel
enthusiasts protect their investments.
When striving to create curiosity about
AMSOIL products, it’s also worth
mentioning that many well-known diesel
builders, including Lavon Miller of Firepunk
Diesel; Ray McClelland of Full Throttle
Kustomz and Dave Ferguson of Red
Diamond Diesel, rely on AMSOIL products
to protect their highly modified diesel
engines operating in extreme conditions.
Discovery: In this phase, you have the
prospect’s interest and are discovering
whether he or she has a need for AMSOIL
synthetic diesel oil. Ask open-ended
questions that steer the conversation toward
how AMSOIL products can solve problems
that the prospect may be experiencing.
• Did you know lift kits and big tires
increase drivetrain stress and force
your engine to work harder? Top-
quality synthetic diesel oil, gear oil and
transmission fluid are key to protecting
these components.
• Do you have a programmer?
Programmers dramatically increase
power and torque, but they also
increase turbocharger and engine
stress, cylinder pressures and
heat, and tear your engine oil apart.
Premium synthetic diesel oil, gear oil
and transmission fluid help protect
your turbocharger and engine from
premature failure.
• Do you have a stock or aftermarket
turbocharger? Turbo upgrades and
compound turbo additions provide a
significant increase in air available for
your engine, but also increase boost
pressures and heat. Turbochargers
are susceptible to failure from high
exhaust gas temperatures. Using the
right synthetic diesel oil helps manage
temperatures and provides the detergent
capability to keep the bearing clean.
Assessment: The prospect will assess
whether AMSOIL products are right for him
or her. Consider all the information the pros-
pect provides and link his or her problems
to the proper solution provided by AMSOIL
synthetic lubricants. Be sure to actively
listen, and depending on how the conversa-
tion goes, suggest an option and program
(Preferred Customer, commercial, retail) that
works best for the prospect’s needs.
LET US KNOW:
WHAT OBJECTIONS DO YOU FACE?
What are the top objections you hear about
AMSOIL synthetic diesel oils from turbodiesel
enthusiasts? Let us know by sending an email
to salespromo@amsoil.com (Subject line:
Diesel Objections).
A) Price
B) Satisfied with current oil brand
C) Not API-licensed
D) Brand recognition
E) Extended-drain recommendations
F) Other (please specify)

*** All trademarked names and images are the property of their respective owners and may be registered marks
in some countries. No affiliation or endorsement claim, express or implied, is made by their use. All products JUNE 2017 | 9
advertised here are developed by AMSOIL for use in theBuyapplications
AMSOIL shown.
Online M A G A Z I N E
 AMSOIL ONLINE STORE

Creating
Curiosity About
AMSOIL Products
Highlighting the value of AMSOIL products and
displaying patience can help move prospects
from “not looking” to “looking.”

The Buy-Sell Process describes the process we all move through

whether buying a candy bar or a new vehicle. Understanding your
potential customers’ state of mind and where they are in the process is
an important skill for all AMSOIL Dealers.
Often, your initial interaction with a prospect will reveal that he is in
the first stage of the process – he’s not looking for a new oil. Here, the
goal is to move him from “not looking” to “looking.” One approach is to
create curiosity by simply highlighting the product’s value.
VISUALIZING VALUE
Field Sales Representative Keith Cooksey has been guiding AMSOIL
Dealers toward success for many years. He recently shared some of
the strategies he, and the Dealers he works with, use to ease customers
from “not looking” to “looking.”
“Paint a picture that allows the customer to visualize the product’s
value,” Cooksey said. He recently put this idea into action while
working with an extremely price-conscious prospect. “To redirect the
conversation beyond price, I informed the potential customer that there

10 | JUNE 2017
M A G A Z I N E
Buy AMSOIL Online
 AMSOIL ONLINE STORE

were many AMSOIL customers in the area with

active lifestyles that not only purchase products
for their trucks, but also for their boats, ATVs,
motorcycles, and lawn-and-garden power
tools,” Cooksey said. STEP
ONE
“The prospect began to nod his head as I
mentioned all the uses a person might have
for our products. He then asked what I would
recommend for his store. I knew we’d made
serious progress,” Cooksey said. “A simple
illustration changed the prospect’s perception
of his own customers’ purchasing power and
behaviors.”

PATIENCE PAYS OFF

A prospective customer’s busy schedule can be
a barrier to cultivating a successful partnership.
Dealer Robert Palumbo often encounters
prospects who are juggling several tasks and
have little time to talk. “Don’t add to their stress
level,” he said. “Don’t try to sell them anything.
Ask questions that get them talking about
themselves. Something you have in common will
come up.
“Before you know it, you can offer them a bottle STEP ONE IN THE BUY-SELL PROCESS:
of Quickshot® to try in their camping generator,
four-stroke oil for their rototiller or some SABER® • Research the prospect’s business before making contact.
for their chainsaw. Get them to use the product • Actively listen and take notes when possible.
and see the results. Create an advocate. Now
they’re ‘looking.’ • Move a potential customer from “not looking” to “looking”
by creating curiosity in the value of AMSOIL products and
“It takes time and commitment. Once you’ve the services you can provide.
created interest, you never know where it will
lead or how quickly you’ll get there.”
• Share stories of how you’ve helped similar businesses.
• Display patience, empathy and perseverance throughout
Learn more about The Buy-Sell Process in the
every interaction.
T3 and T4 level courses of AU Online or contact
us at training@amsoil.com.

JUNE 2017 | 11
Buy AMSOIL Online M A G A Z I N E
 AMSOIL ONLINE STORE

DEALER FINDS LONG-TERM

BUSINESS ‘FIT’ IN AMSOIL
Direct Jobber Erin Hart of Surrey, He was looking for a part-time
British Columbia, Canada has been business to generate some extra
in the AMSOIL business for 10 years. income that could become full-time in
the future. “I had dabbled with other
“The timing was perfect when I found
AMSOIL,” Hart said. “I had just
opportunities, but I never really had “This will become a
the passion for their products, and I
recently become a new dad and was
was always suspect of their business full-time revenue stream
at home with our three-month-old
son. I had just started a warehouse
and marketing practices,” Hart said. for me. It affords me the
logistics consulting company He realized he had found the right freedom to set my own
(an industry I had been in for 15 combination of increased income in
years), and I was heavily involved in the short term, and the possibilities hours and work at my
recreational snowmobiling in British for long-term growth, with his own pace.”
Columbia. I saw the ‘fit’ right away AMSOIL business.
in terms of me being able to call on
retail and commercial accounts with
a reputable product line.”

12 | JUNE 2017
M A G A Z I N E
Buy AMSOIL Online

“As I started to gain some traction with
the AMSOIL biz and saw my monthly
commission checks start to increase
on a regular basis, I knew right away
I could do this long-term,” Hart said.
“This will become a full-time revenue
stream for me. It affords me the freedom
to set my own hours and work at my
own pace. But to really see the results,
you need to stay focused. Even working
at it part-time as I do, I probably invest
one to three hours daily working on
some nuance of the business.”
“There are so many
opportunities to present
the AMSOIL product line,
and I like to keep myself
open to all of them.
Saying that, I have seen
my best success with
retail accounts, especially
the quick lube market.
The volumes that they
order really help with
the monthly commission
checks.”
Hart approaches all types of accounts.
“I try not to focus on any one type of
account,” he said. “There are so many
opportunities to present the AMSOIL
product line, and I like to keep myself
open to all of them. Saying that, I have
seen my best success with retail ac-
counts, especially the quick lube market.
The volumes that they order really help
with the monthly commission checks.”
Hart said relationships with his
accounts bring him the most success.
AMSOIL ONLINE STORE
“In working on various accounts, it
is all about relationship building,” he
said. “You really need to understand
their challenges and their pain and how
our product line can help. Ultimately,
“Everyone is always
we want to drive more business into willing to share their
their shops, which in turn creates more story and provide some
business for them.”
great advice if you ask
Some accounts come easy, while others
take time, he said. “It really depends them. Ultimately, I want
on the sales cycle with that particular my Dealership to provide
account, what product they already
have on the shelf and how AMSOIL that six-digit income for
can help,” Hart said. “I have had retail me and my family. I will
accounts register in as little as a month
and others that are over a year, but get it there.”
I persist because something always
changes in their environment where I
eventually get a ‘yes’ out of them.”
His retention plan includes staying in
touch with his customers.
“I follow-up with each of my accounts
every one to three months, depending
on their level of activity,” Hart said. always wearing my AMSOIL-branded
“Follow-up can be as easy as a phone shirts, hats, jackets, etc. Conversations
call or email. In a lot of cases, I simply
stop into their shop to say ‘hi’ and see
happen organically about AMSOIL and
have created a lot of business for me.”
how business is overall.
He encourages new Dealers to take
“Again, things change in their advantage of the resources available
environment, and what we do is truly through AMSOIL. “Don’t let the enormity
a ‘belly-to-belly’ business,” Hart said.
“People like to know who they are
of the opportunity overwhelm you,” Hart
said. “Take the baby steps and learn.
doing business with. A handshake, a AMSOIL University Online is a fantastic
quick coffee and a good conversation
go a long way in securing business
resource available to us and a lot of
time and resources have been put
long-term.” into it to help you grow your business.
Hart advertises primarily on Also, don’t be afraid to ask questions.
Facebook. “I have my own personal There is no such thing as a dumb
Facebook page and then I have my question, and the staff at AMSOIL is a
business AMSOIL Facebook page — tremendous resource.”
IdealMotoroil,” he said. He belongs to
a number of buy and sell groups, as
well as powersports and diesel groups Explore AMSOIL University Online
by logging in to the Dealer Zone and
on Facebook. “It keeps me in tune
clicking the AU Online link.
with what people are looking for and
usually there is some type of ‘nugget’
that appears where I can create an
“Through various AMSOIL events I have
opportunity for my AMSOIL business,”
attended, I have had the opportunity
Hart said.
to meet and network with other very
When he’s not selling AMSOIL products, successful AMSOIL Dealers,” said Hart.
Hart plays hard. “I play a lot of hockey, “Everyone is always willing to share their
usually twice per week, even during the story and provide some great advice
summer,” he said. “Regular exercise if you ask them. Ultimately, I want my
is a de-stress time for me and helps Dealership to provide that six-digit income
me focus later on. It is also a great for me and my family. I will get it there.”
networking opportunity for me as I am
JUNE 2017 | 13
Buy AMSOIL Online M A G A Z I N E

IF YOU BUILD IT, THEY WON’T COME
Creating a social media page and inviting your friends and family to “Like” or follow it isn’t enough.
You have to make the content count to attract more viewers, followers and, ultimately, more customers.
We know from our marketing research
that auto enthusiasts are the people who
are most likely to buy AMSOIL products.
We also know they are valuable and
loyal customers. And while you can
– and should – look online for places
auto enthusiasts frequent (like forums),
building a hub that attracts them makes
it easier to talk to many people at
once instead of one or a few at a time.
Customer relationships are important for
small businesses and present a huge
advantage for AMSOIL Dealers, but
simply creating a Facebook page or
Twitter account and leaving it dormant
isn’t enough to attract new customers.
You have to keep them fresh with new and
interesting content to get Google hits and
become valuable to your followers.
Try a Trifecta
Each communication platform has
its strengths and weaknesses. Social
media presents a great way to quickly
interact with customers and other
people interested in your products or
the information you share. Unfortunately,
social media is fast and people may
not seek out what doesn’t show up in
(or what disappears from) their feeds.
Blogging, on the other hand, is great
for creating long-term traffic; is an
invaluable way for potential customers
to get to know, like and trust you; and an
excellent way to develop your connection
with existing customers. It also draws
loyal readers who will deliberately seek
14 | JUNE 2017
M A G A Z I N E
out your posts. YouTube is a supporting
tool that you can use to give your story
and content more depth. Because it’s
visual, though, it can’t convey topics
better covered in writing.
However you choose to communicate
with your customers, make sure it counts.
Here are some tips to help you maximize
your returns on social media:
Get the lay of the land. If you want to
make an impact on your followers, you
need to know what they’re into. That means
you’ll have to do some research to find out
what they like to do, read or talk about.
Posting things you know your audience is
interested in makes a big difference and
will help you draw followers.
Don’t focus on business. You don’t
have to sell something with each post
or video. Just like when meeting new
friends, talk to your audience about things
that interest them. This encourages your
followers to interact with you, which is
what social media is all about.
Get the right tools – and post often.
AMSOIL Dealers can use a social media
manager to manage multiple social media
profiles, schedule content and track
traffic. Hootsuite is our favorite and offers
a free basic account. It also provides free
social media courses to help make your
efforts count. For blogging and YouTube,
create a content calendar to help you
plan ahead and stay on schedule. We
Buy AMSOIL Online
AMSOIL ONLINE STORE
plan out the AMSOIL Blog three months
at a time.
Share, promote and repurpose your
content. For every post or video you
create, promote or share it in at least three
or four different places. Because creating
new content can be difficult, make an
effort to repurpose your already published
content. For example, make a video from
a blog post or break a larger post into
smaller, more detailed posts. Not only will
it give you more content, but as long as
you don’t reuse the same text, the new
content will help boost your search engine
optimization.
Appreciate your community. No
matter which communication platform(s)
you choose to engage your audience,
be sure to show your community and
customers that you appreciate them.
Sharing a testimonial, simply responding
to comments or offering a newsletter that
speaks directly to customers or brings
them news sooner are all great ways to
show your gratitude.
Commit. If you want social media,
blogging and YouTube to work for
you, you have to post regularly. Posts
don’t have to be long, but they should
provide content your readers or viewers
appreciate.
Be genuine. None of this will do you any
good if you aren’t authentic. Be yourself,
and don’t overthink it.

R A C I N G A N D P R O M O T I O N A L
Lavon Miller Successfully Defends
Ultimate Callout Challenge Crown
Following the success of the inaugural Ultimate
Callout Challenge (UCC) in Salt Lake City last year,
the second-annual event brought 31 turbodiesel
truck builders to Indianapolis for another no-
holds-barred competition measuring horsepower
and torque, quarter-mile times and sled-pull
performances.
Defending UCC champion and AMSOIL-sponsored
diesel builder Lavon Miller of Firepunk Diesel entered
the competition with another title on his mind, and with
an impressive winning time of 8.63 seconds in the drag
race, a second-place finish in the dyno competition
and a sixth-place finish in the sled pull, he once again
took the top overall score for the championship. Shawn
Baca of Industrial Injection won the dyno competition
with shocking 2447/3311 (hp/torque) numbers and
finished 13th overall, while Todd Welch of Power Driven
Diesel earned the win in the sled-pull competition with
a distance of 321.02 feet, finishing 17th overall.
See the full results at ultimatecalloutchallenge.com.
Buy AMSOIL Online
AMSOIL ONLINE STORE
N E W S
2017 Ultimate Callout Challenge Top 10 Finishers
Competitor
Drag Race
(time)
Dyno
(hp/torque)
Sled Pull
(distance)
Overall
Score
1. Lavon Miller, Firepunk 8.63 2399/2712 296.09 2386.578
2. Derek Rose, DNR Customs 9.164 2047/2778 312.07 2337.118
3. Wade Minter, SO CAL Diesel 9.796 1960/2727 311.05 2249.627
4. Donavan Harris, Armor Inc./Dynomite Diesel 9.520 1625/2182 312.11 2145.022
5. Jesse Warren, Warren Diesel 10.059 1611/2422 283.03 2038.652
6. Josh Gruis, Jag’s Pro Truck Shop 9.797 1393/2153 286.07 1999.048
7. Mike Graves, Hollyrock Customs 9.555 1385/1811 275.11 1936.522
8. Zach Fuller, Starlite Diesel 10.039 1227/1862 247.01 1787.361
9. Aaron Rudolf, Rudy’s Diesel 10.208 1122/1577 247.02 1710.491
10. Cody Hopkins, Destructive Diesel 11.565 1105/1608 255.01 1600.915
DEALER IMPACT
AMSOIL is the Exclusive Official Oil of the Ultimate Callout Challenge. The drivers
rely on the premium protection and performance qualities of AMSOIL synthetic
engine oils and drivetrain fluids to keep their trucks protected and running at
peak performance throughout the intense, high-heat conditions of competition.
Covered extensively by turbodiesel-market publications, the eyes of
turbodiesel enthusiasts everywhere were on the Ultimate Callout Challenge,
creating outstanding exposure for AMSOIL products. Because the vast
majority of turbodiesel enthusiasts own trucks and want the best protection
for their investments, they present a prime market for AMSOIL Dealers.
JUNE 2017 | 15
M A G A Z I N E
 AMSOIL ONLINE STORE

MONTHLY LEADERS
The AMSOIL Dealer Hall of Fame, full AMSOIL business category descriptions and top 20 monthly
leaders can be found in the Dealer Recognition area under the Services menu in the Dealer Zone.

Dave M. Mann Ches & Natasha Cain

Michigan South Dakota
Bill & Donna Durand 7-STAR REGENCY PLATINUM 3-STAR REGENCY PLATINUM
Wisconsin DIRECT JOBBER DIRECT JOBBERS
7-STAR REGENCY PLATINUM SECOND THIRD
DIRECT JOBBERS Total Organization Total Organization
FIRST FIRST SECOND
Total Organization Personal Group Sales Personal Group Sales
THIRD FIRST FOURTH
Personal Group Sales New Qualified Customers New Qualified Customers
HALL OF FAME SECOND FIFTH
New Customer Sales New Customer Sales

George & Shirley

Douglas Sherree E. Schell Keith & Betty
Tennessee Idaho Hartman
4-STAR REGENCY PLATINUM 4-STAR REGENCY PLATINUM Kansas
DIRECT JOBBERS DIRECT JOBBER 2-STAR REGENCY PLATINUM
SEVENTH DIRECT JOBBERS
EIGHTH
Total Organization Total Organization NINTH
TENTH Total Organization
Personal Group Sales

Daniel & Judy

Watson Thomas R. Weiss
David B. Richardson North Dakota
Florida Ohio REGENCY PLATINUM DIRECT
2-STAR REGENCY PLATINUM JOBBER
DIRECT JOBBERS EXECUTIVE DIRECT JOBBER

NINTH FIRST SECOND

Personal Group Sales Commercial Account Sales Commercial Account Sales

SIXTH FIFTH
Retail Account Sales Retail Account Sales

Greg & Joan

Valon Sapp Desrosiers
John S. Miller Alberta
Texas
Arizona 3-STAR REGENCY PLATINUM
DIRECT DEALER DIRECT JOBBERS
DIRECT DEALER
SEVENTH TENTH
Commercial Account Sales EIGHTH
Commercial Account Sales Commercial Account Sales
SEVENTH
Retail Account Sales

Kent & Trudy

Michael J. Mathe Whiteman
Debra McKenzie Tennessee
Utah
Alberta REGENCY SILVER DIRECT
JOBBER 7-STAR REGENCY PLATINUM
REGENCY GOLD DIRECT DIRECT JOBBERS
JOBBER SECOND
New Qualified Customers THIRD
TENTH New Qualified Customers
Retail Account Sales THIRD
New Customer Sales FIRST
New Customer Sales

16 | JUNE 2017
M A G A Z I N E
Buy AMSOIL Online
 AMSOIL ONLINE STORE

MARCH 2017

Carol H. Bell Tom & Sheila Shalin

Texas Georgia
5-STAR REGENCY PLATINUM
4-STAR REGENCY PLATINUM
DIRECT JOBBER
DIRECT JOBBERS Leonard & Marcie
FOURTH Pearson
FIFTH
Total Organization Total Organization Washington
SIXTH 5-STAR REGENCY PLATINUM
FOURTH DIRECT JOBBERS
Personal Group Sales Personal Group Sales
NINTH SIXTH
FIFTH Total Organization
Commercial Account Sales New Qualified Customers
EIGHTH FOURTH
Retail Account Sales
New Customer Sales

Ray & Kathy Yaeger Michael H. Ellis

Wisconsin Michigan
5-STAR REGENCY PLATINUM
5-STAR REGENCY PLATINUM Robert L. Ayr DIRECT JOBBER
DIRECT JOBBERS
Massachusetts
TENTH EIGHTH
EXECUTIVE DIRECT JOBBER Personal Group Sales
Total Organization
SEVENTH FOURTH
FIFTH Personal Group Sales
Personal Group Sales Commercial Account Sales
SECOND FIRST
Retail Account Sales Retail Account Sales

Ronald & Virgie Lee James J. Allen

Jones Douglas Bottamiller
Ohio Maryland
Virginia REGENCY GOLD DIRECT EXECUTIVE DIRECT JOBBER
DIRECT DEALERS JOBBER
THIRD FIFTH SIXTH
Commercial Account Sales Commercial Account Sales Commercial Account Sales

John & Dianne David & Tracey

Moldowan Cottrell Herschel L. Gates
Alberta Florida
Ontario
REGENCY GOLD DIRECT PREMIER DIRECT JOBBER
DIRECT DEALERS
JOBBERS
NINTH
THIRD FOURTH Retail Account Sales
Retail Account Sales Retail Account Sales

Vijay Parany
David Huff Ontario
North Carolina
Christina A. Bronson
1-STAR REGENCY PLATINUM
DIRECT JOBBER South Carolina
PREMIER DIRECT JOBBER
DIRECT JOBBER
SIXTH SEVENTH
New Qualified Customers New Qualified Customers EIGHTH
New Qualified Customers
SIXTH
New Customer Sales

JUNE 2017 | 17
Buy AMSOIL Online M A G A Z I N E
 AMSOIL ONLINE STORE

MONTHLY LEADERS
The AMSOIL Dealer Hall of Fame, full AMSOIL business category descriptions and top 20 monthly
leaders can be found in the Dealer Recognition area under the Services menu in the Dealer Zone.

Alan Smith Joann & Robert Kevin & Karin

California Smythe Johnson
DIRECT DEALER Texas Louisiana
NINTH DIRECT JOBBERS DEALERS
New Qualified Customers TENTH SEVENTH
New Qualified Customers New Customer Sales

Awais Adil Bill Amundson

Karen & Joe Texas Texas
Romeo DIRECT DEALER DIRECT DEALER
New Jersey Sponsor: Sponsor:
DIRECT DEALERS Emmanuel G. Lopez Dave M. Mann
TENTH
New Customer Sales Direct Jobbers: Direct Jobber:
Ches & Natasha Cain Dave M. Mann
AMSOIL HIGHER LEVELS OF RECOGNITION

Roger Dittrich Michael & Kelli Elder Jonathan L. Lackman

Illinois Georgia California
DIRECT DEALER DIRECT DEALERS DIRECT DEALER
Sponsor: Sponsors: Sponsor:
James Salvatori Gene & Danae Fine John P. Pizzo
Direct Jobbers: Direct Jobbers: Direct Jobbers:
Leonard & Marcie Pearson Gene & Danae Fine Ray & Arlene Schmit

James & Kim

John Steele Eric & Carol Terrill
Steinmetz
Wisconsin Arizona
Wisconsin
DIRECT DEALER DIRECT DEALERS
DIRECT DEALERS
Sponsors: Sponsors:
Sponsors:
Tom & Becky Rundhaug Ken & Barb LaFountain
Fred & Patricia Petersen
Direct Jobbers: Direct Jobbers:
Direct Jobbers:
Tom & Becky Rundhaug Ken & Barb LaFountain
William & Janice Waech

Aaron & Wendy Andy Abbate &

Brownewell Travis Fauss
Carole Ann Gleeson
Indiana Nebraska
Ontario
ACCOUNT DIRECT
ACCOUNT DIRECTS ACCOUNT DIRECTS
Sponsor: Sponsors:
Sponsor:
Rowland Norris III Steve & Lori Vaughn
John Pascotto
Direct Jobber: Direct Jobbers:
Direct Jobber:
Bob Wynne Steve & Lori Vaughn
John Pascotto

18 | JUNE 2017
M A G A Z I N E
Buy AMSOIL Online
 AMSOIL ONLINE STORE

As Reliable as Your Favorite Lure

Most hardcore anglers have precious little time for fishing. To maximize their
time on the water, they need lubricants that protect their motors from wear
despite the challenging operating conditions.
AMSOIL marine products fight wear and maximize performance in marine
engines. They deliver the benefits your customers need, whether they own a
four-stroke or two-stroke motor.
• Superior wear protection
• Excellent rust and corrosion resistance
• Reduced smoke (two-stroke)
View the Marine Products Dealer Sales Brief in the Resource Library of
AU Online in the Dealer Zone for more market insights.

Online Store: www.amsoil.com | Telephone: 1-800-777-7094 | EZ Online Order Form: myaccount.amsoil.com

*All trademarked images are the property of their respective owners and may be registered marks in some countries. No affiliation or endorsement claim, express or
implied, is made by their use. All products advertised here are AMSOIL engineered for use in the applications shown.

Buy AMSOIL Online


C E N T E R L I N E S A N D
June Close-Out
The last day to process June orders
in the U.S. and Canada is the close of
business on Friday, June 30. Individual
telephone and walk-in orders will be
processed if initiated by the close of
business. Internet and fax orders will
be accepted until 3 p.m. Central Time
on that day. All orders received after
these times will be processed for the
following month. Volume transfers for
June business will be accepted until 3
p.m. Central Time on Thursday, July 6.
All transfers received after this time will
be returned.
Change Coming to Oil Analyzers
Inc. Reports
Fuel dilution issues with some gasoline
direct injection (GDI) engines are driving
a slight change to the Comments and
Recommendations found on oil analysis
reports where this condition is found.
Extensive studies of oil analysis results
over the past few years have shown
that, even with traditionally high levels of
fuel dilution, most GDI engines will not
show an elevation of wear metal levels.
This resulted in oil analysis reports that
were recommending unnecessary oil
changes since there was no mechanical
issue or unusual engine wear taking
place. Because of this, Oil Analyzers
Inc. has changed the Comments and
Recommendations for all gasoline
engines flagged for high fuel dilution on a
report. The level will still be flagged, but
there will no longer be a recommendation
to change the oil unless elevated wear
metal levels are found or the oil viscosity
is greatly affected.
If you have any questions, contact Oil
Analyzers Inc. at 715-395-0222.
Ea® Oil Filter Price Adjustment
Fluctuating raw-material costs
necessitate a minimal price adjustment
on AMSOIL Ea Oil Filters (EaO, Ea15K,
EaOM, EaHD) effective July 1. While
most filters will increase in price, some
will stay the same or decrease in price.
MANN-FILTER Price Adjustment
MANN-FILTER has implemented
a minimal price adjustment on its
filters effective July 1. Some filters
will increase in price, while others will
decrease in price. On average, prices
will increase by 1.1 percent.
20 | JUNE 2017
M A G A Z I N E
AMSOIL ONLINE STORE
U P D AT E S
Holiday Closings
The AMSOIL corporate headquarters and U.S. distribution centers will be
closed Tuesday, July 4 for Independence Day. The Edmonton and Toronto
distribution centers will be closed Monday, July 3 for Canada Day.
ALTRUM Products Benefit Dealers in Many Ways
ALTRUM supplements provide a unique opportunity for Dealers to improve and
safeguard their health and that of their friends and family. Plus, the supplements
are consumable, so they provide an easy way for you to increase monthly
commission credits to meet your monthly minimum qualifications or reach new
levels in the AMSOIL organization. It’s a win-win.
B E N E F I T S O F A LT R U M S U P P L E M E N T S ®
• O ptimum health for Dealers, friends & family
• M eet monthly qualifications
• M aximum quality in each pill
• B uy from yourself
• O vercome the lack of nutrition in today’s processed foods
®
F O R Y O U R H E A L T H
FOCUS ON VISION POWER
Your eyes need daily nutritional
protection from aging, oxidative
damage and environmental
stresses. Every part of the eye
– retina, lens, cornea, iris, optic
nerve, tear duct and even the eyelid
– is crucial for sharp vision and
benefits from specific nutrients.
The June issue of ALTRUM
News focuses on Vision Power,
an advanced, multi-nutrient eye
formula that provides the most
highly prized, essential nutrients to
strengthen and protect your eyes.*
Vision Power
Stock# Units Pkg/Size Wt.Lbs. Wholesale Price
DVP01 EA (1) 100-count 0.2 31.00
DVP01 CA (6) 100-count 1.2 177.30
*These statements have not been evaluated by the Food and Drug Administration. These
products are not intended to diagnose, treat, cure or prevent disease. Check with your
physician when using prescription medications along with food supplements.
Order: 1-800-777-7094 | www.altrumonline.com
Buy AMSOIL Online
 AMSOIL ONLINE STORE

Upgraded AMSOIL Dealerships Coming Aug. 1 Filter Wrenches

Effective Aug. 1, new AMSOIL Dealers will receive an upgraded Dealer The line of AMSOIL filter wrenches applies to nearly
Kit featuring the new Dealer Quick-Start Guide (G3472), a straight- the entire line of Ea® Oil Filters (EaO/Ea15K) and Ea®
forward, easy-to-read manual providing clear direction for starting Motorcycle Oil Filters (EaOM).
and building their business. The kit also features product samples,
allowing new Dealers to experience the benefits of AMSOIL products Filter Wrench (64 mm)
immediately so they can share their AMSOIL story with others. Designed to install and remove AMSOIL
Ea Oil Filters and Ea Motorcycle Oil
THE NEW DEALER KIT INCLUDES: Filters in hard-to-reach locations, this
easy-to-use 64 mm filter wrench with 3/8”
• Dealer Quick-Start Guide (G3472) square drive is recommended for use with the following
• Welcome Letter filters: EA15K09, EA15K10, EA15K12, EA15K13, EAO14,
• Wholesale Price List (G3500/G8500), Dealer Profit List (G3501) and EAOM103, EAOM103C, EAOM109. Once filter is hand-
Literature and Sales Aids Price List (G15) tightened, only wrench-tighten 3/4 of a full turn.
• One bottle of P.i.® Performance Improver Gasoline Additive Stock # U.S. Can.
• One bottle of Quickshot® GA265 2.65 3.55
• Two 1.5-oz. Pillow Packs of SABER ® Professional 100:1 Synthetic
2-Stroke Oil Filter Wrench (74 mm)
• One can of Metal Protector Designed to install and remove AMSOIL
Ea Motorcycle Oil Filters in hard-to-
Additionally, all new and existing AMSOIL Dealers will enjoy full access reach locations, this easy-to-use 74
to the Premium Dealer Zone ($119.40 yearly value) and all levels of AU mm filter wrench with 3/8” square
Online training ($25 yearly value) free of charge. New Dealers will also drive is recommended for use with the following filters:
receive a 10 percent rebate on their first order ($1,000 max order/ $100 EAOM122C, EAOM132, EAOM132C, EAOM133,
max rebate) if it is placed within the first 30 days of their registration. To EAOM133C, EAOM137C. Once filter is hand-tightened,
help offset the cost of these improvements, Dealer fees will receive the only wrench-tighten 3/4 of a full turn.
following adjustments (taxes not included): Stock # U.S. Can.
U.S. Can. GA258 2.65 3.55
Registrations: One Year: $49.95* $64.95*
Renewals: One Year: $49.95* $64.95* Filter Wrench (76 mm)
Auto Renew (One Year): $40* $50* Designed to install and remove AMSOIL
Five Years: $200* $250* Ea Oil Filters and Ea Motorcycle Oil Filters
in hard-to-reach locations, this easy-to-
The six-month Dealership option will no longer be available. At use 76 mm filter wrench with 3/8” square
registration, new Dealers will be able to choose direct deposit or the drive is recommended for use with the
new option, a reloadable Visa card. Paper checks will not be presented following filters: EAO17, EAO18, EAO23, EA15K29,
as an option. Existing Dealers who wish to continue receiving paper EA15K32, EAO34, EAO37, EAO38, EA15K50, EA15K51,
EAO64, EAOM122, EAOM134, EAOM134C, EAOM135,
checks will be charged an additional $10 annually ($59.95 [$74.95 EAOM135C, EAOM136C, EAOM138. Once filter is hand-
Can.] for a one-year renewal, $49.95 [$64.95 Can.] with auto-renew or tightened, only wrench-tighten 3/4 of a full turn.
$250 [$325 Can.] for a five-year renewal). Starting Aug. 1, a one-year
Stock # U.S. Can.
promotion will allow existing Dealers who request a reloadable Visa
card or enroll in direct deposit to renew for $30 ($40 Can.) one more GA251 2.65 3.55
time. Dealers currently enrolled in direct deposit are also eligible. Watch
for details in the next issue of AMSOIL Magazine and in the Dealer Filter Wrench (93 mm)
Zone at myaccount.amsoil.com. Designed to install and remove AMSOIL
Ea Oil Filters in hard-to-reach locations,
*With direct deposit or a reloadable Visa card. this easy-to-use 93 mm filter wrench with
3/8” square drive is recommended for use
with the following filters: EAO11, EAO15, EAO21, EAO24,
AMSOIL DEALERSHIP UPGRADES EAO26, EAO27, EAO31, EAO40, EAO42, EAO52, EAO59,
EAO98. Once filter is hand-tightened, only wrench-tighten
• Dealer Quick-Start Guide (G3472)
3/4 of a full turn.
• Welcome Letter
LITERATURE
• Wholesale Price List (G3500/G8500), Dealer Profit List Stock # U.S. Can.
(G3501) and Literature and Sales Aids Price List (G15)
GA252 2.65 3.55
• One bottle of P.i.® Performance Improver Gasoline Additive
PRODUCT
• One bottle of Quickshot® AMSOIL Filter Wrench
SAMPLES • Two 1.5-oz. Pillow Packs of SABER® Professional 100:1 (76mm x 15 Flute)
Synthetic 2-Stroke Oil
• One can of Metal Protector Designed to install and remove the
AMSOIL Ea15K20 Oil Filter (the GA251
ADDITIONAL • Premium Dealer Zone Filter Wrench no longer fits the Ea15K20
BENEFITS • Access to all levels of AU Online training Oil Filter).
FIRST-ORDER Stock # U.S. Can.
• 10% back on first order if placed within 30 days
REBATE GA264 2.65 3.55
NEW OPTION FOR
GETTING PAID • Reloadable Visa card

JUNE 2017 | 21
Buy AMSOIL Online M A G A Z I N E

I N S I G H T O N S A L E S
Dan Peterson | SENIOR VICE PRESIDENT, DEALER SALES AND MARKETING
I know what you’re thinking. What is
Dan Peterson doing in the Insight on
Sales column? Shouldn’t his mug be
gracing the Tech Talk column?
Admittedly, I loved my former position
as Vice President of Technical
Development. I had a hand in
developing the best synthetic
lubricants on the market. And I used
the Tech Talk column to keep you
informed on the latest technology and
innovations in a way that was, hopefully,
down-to-earth and understandable.
My hope is that I helped you more
confidently understand and talk about
AMSOIL products so you could more
comfortably talk to customers and
prospects.
Really getting my mind around
seemingly complicated subjects
and distilling them to their essence
is something I love. Those “a-ha”
moments when an idea transforms
from a bunch of words into a vivid
image are empowering. They fill you
with confidence and ease your path to
success. And those moments aren’t
confined to technical subjects. It can
come in the sales and marketing
realm, too.
This brings me to why I’m writing this
column today. If you hadn’t heard,
I’ve taken on a new role at AMSOIL:
Senior Vice President, Dealer Sales
and Marketing. As much as I love
the science of synthetic lubricant
technology, I also love marketing. My
main goal in this new role ultimately
remains the same: to help you sell
more products. Previously, I did that
by ensuring the synthetic lubricants
in our product line delivered solutions
22 | JUNE 2017
M A G A Z I N E
We’re doubling down on Dealer
success.
Some exciting new developments are in the works.
to our customers’ performance
challenges, be it a weekend warrior
looking for added heat protection for
his turbocharged Chevy* Camaro*, or
a fleet manager in need of a diesel oil
that fights oil consumption and boosts
fuel economy. Rest assured that we’ll
continue to develop only the best
products.
But now, I will be more involved in how
we market and sell our products. This
means, in part, developing resources
and strategies that help remove the
hurdles you face out in the marketplace
and more effectively sell our products.
First, let’s back up a step.
Prior to coming to AMSOIL nearly
10 years ago, I worked in Appleton,
Wisconsin’s paper industry. The
company for which I worked had a
few things in common with AMSOIL,
namely a desire to manufacture high-
quality products. But one of the key
differences was how the products
were distributed. Here at AMSOIL,
we’ve distributed products through
independent Dealers since 1973,
when Shirley Green pitched the idea of
direct marketing to AMSOIL founder Al
Amatuzio. Seemingly overnight, sales
went from sluggish to robust, and the
rest is history.
When I came here, however, I
knew little about direct marketing
or the Dealer network. But I quickly
experienced your passion and
enthusiasm for AMSOIL products after
spending time with Dealers at training
events and Dealer meetings around
North America. It’s impossible not to
get fired up when Dealer after Dealer
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AMSOIL ONLINE STORE
shares success stories with you or
talks about their plans for growing their
business.
Fast-forward to today. While my office
has changed, my perspective has not.
I’m still committed to helping you sell
more products and make more money.
One way we’re doing that is to simplify
the business for new Dealers. Let’s
face it, the commission plan can be
intimidating and difficult to grasp. And,
when new Dealers sign up, they can
quickly become overwhelmed and
indecisive about where to start. When
a new Dealer comes aboard, we don’t
want confusion; we want excitement.
We don’t want uncertainty; we want
clear direction.
One big project announced in this
issue’s Centerlines aims to help
new Dealers hit the ground running,
which in part means getting AMSOIL
products into their hands as soon as
they sign up. While the details are still
being ironed out, we previewed some
new developments at AU Live in Las
Vegas last spring, and the Dealers in
attendance gave their approval. Look
for details about that, and other new
projects, soon.
In the meantime, I’m looking forward
to continuing my relationship with you.
It may be in a different role, but it’s still
from the same perspective: to help you
succeed.
 AMSOIL ONLINE STORE

STEP
TWO

S T E P T W O I N T H E B U Y - S E L L P R O C E S S :

Discover Needs
FOCUS ON THE CUSTOMER’S NEEDS

• You have moved a potential customer from “not looking” to “looking” by creating interest and curiosity – now
focus on his or her needs.
• Discovering what the customer values most is your prime objective in this phase.
• Many businesses are concerned with maintaining high-quality service, attracting customers and improving their
margins. Determine what other compelling needs might exist.

Learn more about The Buy-Sell Process in the T3 and T4 level AU Online courses or contact us at training@amsoil.com.

B R E A K I N G D O W N T H E B U Y - S E L L P R O C E S S
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 AMSOIL ONLINE STORE

CHANGE SERVICE REQUESTED PRSRT STD

US POSTAGE
PAID
Published 12 times annually
AMSOIL

ISO 9001/ISO 14001 REGISTERED

Filtration Solutions

WE HONOR

Minimum 10%
(Discover in U.S. only) Post-Consumer Fiber

AMSOIL INC., 925 Tower Ave., Superior, WI 54880 • 715-392-7101 • Printed in the USA
© 2017, AMSOIL INC. All rights reserved. The AMSOIL logo is a registered trademark of AMSOIL INC. www.amsoil.com June 2017

The Superior Protection of

AMSOIL Synthetic Firearm Lubricant
Now Available as an Aerosol
Now available in both a dripper bottle and an aerosol can, AMSOIL 100%
Synthetic Firearm Lubricant and Protectant effectively lubricates and
protects guns, helping extend life and prevent blockage, jams and wear.
· Outstanding protection and performance in both hot and cold climates
· Specifically formulated for firearms, offering superior performance
over multi-purpose products
· Safe to use on all metals, woods, composites, rubbers and other
materials commonly found in firearms

AMSOIL Synthetic Firearm Lubricant

U.S. U.S. Can. Can.
Stock # Units Pkg./Size Wt. Lbs. Wholesale MSRP Wholesale MSRP
FLPSC EA (1) 5-oz. Spray Can 0.38 8.60 11.15 -- --
FLPSC CA (12) 5-oz. Spray Cans 4.5 97.80 132.60 -- --
FLPBA EA (1) 4-oz. Bottle 0.4 7.00 9.80 9.30 12.95
FLPBA CA (12) 4-oz. Bottles 4.8 79.95 115.95 106.20 154.20

AMSOIL Synthetic Firearm Lubricant aerosol packaging is not available in Canada.

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