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dealer edition November 2013


Many sled manufacturers want snowmobilers to think they have to buy their manufacturer-branded oil, often at a higher price. In a free country, nobody wants to be told what to buy, and federal law is on the customer’s side. AMSOIL supports the freedom to choose the oil customers think is best for their sleds. AMSOIL INTERCEPTOR® is Warranty Secure, meaning it won’t void the manufacturer’s warranty. For power, performance and protection, choose AMSOIL synthetic two-stroke and four-stroke oils.

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Online Store: Telephone: 1-800-777-7094 EZ Online Order Form:

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dealer edition November 2013 MA G A Z INE

Combat the Effects of Cold Temperatures with AMSOIL Synthetic Lubricants | Page 12

Staff Editor Kevin McBride Vice President, Marketing & Communications

Associate Editor Joel Youngman Publication Manager Terry Johnsen Staff Writers Kathy Anderson John Baker Terry Johnsen Melissa Sander Joel Youngman Graphic Design Manager Jeff Spry Senior Graphic Designer Luke Boynton Content Contribution Len Groom Jeremy Meyer



8 Synthetic 2-Stroke Oils Grow

4 From the President’s Desk

and Diversify Your Business

9 Maximum Hydraulic System Performance

10 Five AMSOIL Tools that Help Dealers Succeed

12 Combat the Effects of Cold

Temperatures with AMSOIL Synthetic Lubricants

6 Letters to the Editor 7 Tech Talk 14 Racing & Promotional News 16 Monthly Leaders

Advertising Ed Newman Back Issues Back issues of AMSOIL Magazine are available for $1 each. Order G17D and specify the month and year. On the Web President and CEO A.J. Amatuzio

20 Centerlines and Updates

Executive Vice President and COO Alan Amatuzio

22 Insight on Sales

Executive Vice President and CFO Dean Alexander

13 Chemical Company Saves

Money With AMSOIL Metal Protector

Editorial Contribution Matt Erickson Rob Stenberg

ADVERTISEMENTS 2 Warranty Secure® 5 AMSOIL Synthetic Lubricants

Target Everything but the Prey

23 5X Engine Master 24 New 2014 Calendars Available Mid-November

© 2013, AMSOIL INC. All rights reserved. Printed by Service Printers Duluth, MN USA. Letters to the Editor AMSOIL INC. Communications Department The AMSOIL Building 925 Tower Ave. Superior, WI 54880

The cover

Keep vehicles running dependably and efficiently this winter with AMSOIL products.

November 2013 | M A G A Z I N E


The photo you see here hangs in the lobby area of the AMSOIL building. It’s the original AMSOIL plant and office building. It doesn’t look like much now, in hindsight, but it certainly served its purpose. I chuckle each time I see it. The gentleman who I purchased it from told me that every business that had ever occupied that building had become quite successful. Times were different then, of course. I hesitate to say it was easier. It is never easy when you develop a new product and challenge an extremely large and established industry. Let’s just say it was less complicated. Although our challenges were quite formidable, they were essentially straightforward and well-defined. We had to break through the conventional oil status quo established by the oil companies and auto manufacturers, then strike a chord with motorists. We battled through it. We face a different set of challenges today. Our competition is no longer just conventional oil. With all the other synthetics now on the market, the bar has been raised. Motorists are becoming increasingly aware of synthetic motor oil, and they are bombarded with choices from virtually every company. It is no longer just a matter of educating consumers on the benefits of synthetic oil; it’s a matter of educating them on the benefits of AMSOIL motor oil compared to all other oils, including synthetics. The product offerings are much more extensive today. Forty years ago just a couple of viscosity grades would satisfy the entire market. Look what’s available now. Seems like every couple of years a new viscosity is introduced. Who ever heard of a 5W-20 motor oil? Certainly no one in the 1970s.


| November 2013 MA G A Z INE

Equipment design and government regulations have added complication. Smaller components in tighter configurations are generating more power and heat, placing greater demands on lubrication. And with fuel economy and emissions mandates becoming more extreme, lubricant manufacturers are challenged to keep pace. Formulations must change at a faster rate than ever. There are a lot more applications and unique lubrication requirements today. It used to be that your standard automobile motor oil could be used quite effectively in your car, motorcycle and lawn mower. Not so today. Specialized engines require specialized oils, and that adds complication from the formulation and manufacturing perspectives. The market has shifted, as well. Driven by the complexity of engine design and the desire for convenience, motorists are changing their own oil less often. The shift to the do-it-for-me market is dramatic. Reports indicate that roughly 75 percent of all oil changes now occur at oil change facilities, and that is expected to climb to 80 percent in just a few short years. The evolution of our industry has forced the evolution in the role of an AMSOIL Dealer. It’s imperative that a Dealer today gains an extensive knowledge of our products and a clear understanding of the many markets we can reach. With so many specialized applications with precise lubrication needs and the increased competition in the synthetic lubricant market, customers look to our Dealers as

a source of expertise. The value our Dealers bring extends beyond the performance of our products. Our customers expect nothing but the best from AMSOIL, and our Dealers should embrace that as a challenge to deliver the absolute best possible service they can. Moving forward, every AMSOIL Dealer should dedicate a concentrated effort on registering at least one installer as an AMSOIL account. Whether it’s a quick lube facility or an independent repair shop, Dealers will need a source to satisfy the growing demand in the do-it-for-me market. The climate in our industry has changed, and with change comes opportunity.

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

Dean Alexander Executive V.P. / Chief Financial Officer

Alan Amatuzio Executive V.P. / Chief Operating Officer

A.J. “Al” Amatuzio President & Chief Executive Officer

AMSOIL Synthetic Lubricants TARGET eVerything but the Prey Preparation is key for a successful hunt. Hunters spend hours scouting, trimming firing lanes, setting up their stands and dialing in the sights on their bows or firearms. Shouldn’t taking care of their trucks, ATVs and other hunting necessities be part of that preparation? AMSOIL synthetic lubricants protect nearly all the tools hunters need, including Silicone Spray for their boots and MP for their firearms. Make sure hunters’ equipment doesn’t let them down when they need it most; help them make AMSOIL part of their preseason prep. Stay in the hunt.

Online Store: Telephone: 1-800-777-7094 EZ Online Order Form:

Magnuson-Moss Act AMSOIL constantly refers to the Magnuson-Moss Act when questioned about whether or not someone can use a certain oil when it doesn’t have the “right” certification. AMSOIL also makes reference to this act in some of its brochures. However, this act is not applicable in Canada, and Canadian Dealers cannot use it as a selling point or use the literature that references it (specifically the Questions & Answers About AMSOIL Synthetic Motor Oils fair handout [G359]). From my personal research I have found no Canadian equivalent. If there is, can you advise on it or can you make brochures that can actually be distributed in Canada without giving false information?

Alex Brunt AMSOIL: Each Canadian province has its own Consumer Protection Act, but it appears the Quebec Consumer Protection Act (Title I, Chapter III, Division I, § 52) is the only one that comes close to Magnuson-Moss. Specific provincial consumer protection laws can be accessed through www. provincial-territorial-offices. At the national level, Canada addresses the anti-competitive aspect of product tie-in purchase requirements in the Competition Act. More information can be found at cb-bc.nsf/eng/01246.html. We are also aware of a dispute resolution mechanism known as the Canadian Motor Vehicle Arbitration Plan (CAMVAP). However, it appears it does not apply to third-party warranties or aftermarket products. AMSOIL will review its literature to include Canadian consumer protection options.

Marketing Plan Video Are there any plans to produce a video explaining the AMSOIL marketing plan/ income opportunity? AMSOIL is doing great videos with a ton of information. Recently I have had some questions as to why doesn’t AMSOIL put together a video (or series) to explain the intricacies of the marketing plan. With the ton of talent available, I’m sure a helpful video could be made available. Or maybe something is in the works?


| November 2013 M A G A Z I N E

Keep up the tremendous supply of aids. Being able to compare what we had 25 years ago, I can appreciate the quality and amount of tools we have available today.

Gerry Reid AMSOIL: Thank you for your input. Dealers can expect more videos from the Dealer Sales Department on a variety of topics. While a marketing plan/income opportunity video has been discussed, no timetable has yet been set.

Diesel Injector Clean I just sold a case of Diesel Injector Clean. The customer had previously purchased Diesel Concentrate, but when he looked at the Diesel Injector Clean bottle, his immediate reaction was, “Why did they do that?” I said AMSOIL changed the formulation to improve it. He said, “No, the bottle. With the black bottle with the window, it is going to be difficult to see what half a bottle is.” The factory fuel tanks on light-duty diesel trucks are between 20 and 40 gallons, which means each tank of diesel would require somewhere between a quarter and half bottle of Diesel Injector Clean. With the translucent white bottles, it was easy to see if the correct amount had been added to the tank. With these black bottles, it will be much harder to see if the correct amount has been added. If the black bottle is to protect the product from degradation from light, then its use is justified. If it is purely for aesthetics, a translucent white bottle would be far more usable.

Paul Wyles AMSOIL: Slight color variations among different batches of AMSOIL diesel fuel additives created some misconceptions about the quality of the additives, even though the ingredients were right on target. AMSOIL moved to the black bottles to reduce these misconceptions. The view stripes on the initial bottles did not meet our expectations, and their width has since been increased to help visibility.

Rain Clear Regarding the “Rain Clear” letter in the August AMSOIL Magazine: Try using Miracle Wash! On the vehicle exterior glass,

it works like Rain Clear. On the vehicle interior glass, it reduces condensation, too.

John Dunmire AMSOIL: Thank you for your advice. We’re sure other Dealers will appreciate your suggestion.

Premium Protection Synthetic Motor Oils Please put Premium Protection 10W-40 and 20W-50 Synthetic Motor Oils (AMO, ARO) back in the Retail Catalog (G100, G300). They fill a market that no other product does. They are both excellent in motorcycles (like an OE for that market). For hot rods and older engines, they provide high zinc, are good for 15,000 miles and meet the older API SL spec, not to mention they carry a diesel spec. Unless there is a motorcycle OE (which I think is a no-brainer) and a hot rod OE, the Premium Protection oils must be kept alive. Taking them out of the Retail Catalog is the best way to kill them. Respectfully,

Andy Jones AMSOIL: The Premium Protection oils were removed from the Retail Catalog due to space constraints. Historically, they don’t generate significant sales through the catalog program, so they were selected for removal to allow other, higher-demand products to be added. We appreciate your enthusiasm for the Premium Protection oils and agree they are excellent motor oils. Your suggestion has been forwarded to the appropriate people, and we will consider adding the products back into the Retail Catalog if space allows in the future.

Email letters to: Or, mail them to: AMSOIL INC. Communications Department Attn: Letters 925 Tower Avenue Superior, WI 54880 Letters are subject to editing for length and clarity; please include your name, address and phone number.

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AMSOIL Engine Flush provides immediate engine sludge and debris removal. AMSOIL synthetic motor oil will also clean deposits from your engine; it will just take longer.

Matt Erickson | Technical Product Manager – Passenger Car People who are new to synthetic lubricants often ask what is the best way to switch from conventional to synthetic motor oil. There is still some confusion about changing to a different type of oil in vehicles, particularly older models that have accumulated many miles. A very small group of ill-informed individuals in garages, on street corners and on blogs still cling to old beliefs that synthetic motor oils will cause roller followers to “slip or skid,” or that switching to synthetic motor oil will cause issues in older engines. One common myth is that synthetics will cause older engines to leak oil. These old ideas about synthetics causing engine problems are outdated and have been replaced by facts. The use of synthetic lubricants is growing rapidly because properly formulated synthetics offer benefits well beyond what conventional and synthetic blend products can provide. Many new passenger car and light truck vehicles come factory filled with synthetic lubricants — not just high-performance sports cars. Synthetic lubricants continue to be recognized more widely as the best choice for long-term care of expensive equipment. A coworker and I were recently discussing these and other myths surrounding synthetics. He recalled switching his and his wife’s vehicles over to AMSOIL synthetic motor oil. One vehicle had nearly 80,000 miles at the time, while the other had more than 115,000. For both, it was the first time running synthetics. He told me, “You know what happened? Nothing, except I noticed they both started easier in the winter – even when parked outside overnight. And now my wife isn’t wasting money at the quick lubes changing oil every 3,000 miles.”

In April 2013 AMSOIL published its Las Vegas Taxi Cab Field Study (G3118). This report details the results of installing Signature Series Synthetic Motor Oil and Signature Series Multi-Vehicle Synthetic Automatic Transmission Fluid into six taxis operating in the extreme desert conditions of Las Vegas. The cabs operated nearly continuously for the next year-and-a-half. After 100,000 miles a 2010 Dodge Charger was removed from service for teardown and analysis. Its engine components were examined, rated and found to be virtually sludge-free, with seals remaining in excellent condition. The test vehicle engines responded positively to and were protected by AMSOIL synthetic motor oil in the most demanding operating conditions, even while practicing extended drain intervals. If you or a customer are looking at putting AMSOIL synthetic motor oil into a vehicle for the first time, there are a couple ways to approach the situation. You can jump right in and simply change the oil – draining the old oil, replacing the filter with an AMSOIL Ea® Oil Filter and pouring in fresh AMSOIL motor oil. Many people, like the coworker previously mentioned, do this with excellent results. Another option is to flush your engine prior to installing AMSOIL synthetic oil. This process more immediately removes sludge and debris accumulated over time. The main difference between flushing your engine and just a normal oil change to synthetics is the rate at which the built-up debris is removed from older engines. When customers change over to AMSOIL synthetic motor

oil without flushing, accumulated debris is cleaned from the engine over subsequent oil changes. When customers use a flushing procedure, the cleanup is more immediate. Adding one bottle of AMSOIL Engine and Transmission Flush right before their next oil change will ensure the engine is clean and free of any accumulated contaminants that may be present. The steps are simple: Pour one bottle of Engine Flush into the oil fill port, idle the engine for 10-15 minutes, drain the oil and change the filter, then fill back up with the appropriate AMSOIL motor oil. AMSOIL Engine and Transmission Flush has a high-detergent chemistry formulated to remove built-up sludge and other deposits. The detergents work in a similar fashion as those already present in motor oil, just at a higher concentration. Therefore, AMSOIL Engine Flush cleans naturally, just like motor oil, but it does so more rapidly. The rapid clean-up does not break off large chunks that can cause an avalanche of debris to clog passages. Instead, it cleans at the molecular level, ensuring the deposits are dissolved and properly exit the engine with the oil when it is drained. This helps the new oil get off to a “clean start” and perform to its engineered capacity. By cleaning engines of deposits, it also improves operating efficiency, helps maximize fuel economy and reduces emissions. In the end, there is no mandatory procedure for switching to AMSOIL synthetic motor oil. It all depends on the situation, and most importantly, the preference of the customer. Whether you drain and fill or flush, drain and fill, be confident that you’re putting the very best product into your engine.

November 2013 | M A G A Z I N E


Synthetic 2-Stroke Oils Grow AND Diversify your Business While AMSOIL INTERCEPTOR® Synthetic 2-Stroke Oil (AIT) and HP Marine™ Synthetic 2-Stroke Oil (HPM) stand as top-of-the-line two-stroke oils for snowmobile and boat engines respectively, AMSOIL Synthetic 2-Stroke Injector Oil (AIO) was introduced in September as a lower-cost, multi-purpose synthetic oil for snowmobiles and outboard motors, providing retailers, including convenience and auto parts stores, the convenience of a snow and marine oil they can sell and use year-round. AMSOIL now formulates a range of synthetic two-stroke oils for nearly every customer type.

Understanding the Complete Line of AMSOIL Synthetic 2-Stroke Oils

over their snowmobile oil inventory for use as marine oil in the summer months.

In terms of market positioning and performance level, Synthetic 2-Stroke Injector Oil can be compared to OE Synthetic Motor Oil. In contrast, INTERCEPTOR and HP Marine are analogous to Signature Series Synthetic Motor Oil. Whereas Synthetic 2-Stroke Injector Oil appeals to cost-conscious enthusiasts who value convenience more than premium performance, INTERCEPTOR and HP Marine appeal to hardcore enthusiasts who want the best protection for their machines.

Market-Specific Labels

Creating a tiered system satisfies all types of customers and opens Dealers to those who don’t necessarily want the premium protection and performance offered by INTERCEPTOR or HP Marine, such as owners of older snowmobiles or outboards. Synthetic 2-Stroke Injector Oil expands your customer base and helps increase sales, particularly in retail settings.

Grow Your Retail Business Just over half of INTERCEPTOR and HP Marine sales are in retail settings. Synthetic 2-Stroke Injector Oil is designed to increase Dealers’ success in retail settings and diversify their businesses. Its attractive price, combined with the strong AMSOIL brand, mean little direct involvement is required to attract customers, making it perfect for retail sales. And because it is marketed for use in summer and winter two-stroke recreational equipment, it offers increased convenience for retail accounts and endusers who prefer to carry

Research indicates that consumers prefer products that are clearly labeled for specific applications since it takes the guesswork out of selecting an oil. For that reason, the Synthetic 2-Stroke Injector Oil label includes a snowmobile and boat icon to clearly indicate the applications for which the oil is recommended.

New Recommendation Chart To help Dealers recommend the correct oil, AMSOIL created a new Synthetic 2-Stroke Oil Recommendation Chart that outlines the primary recommendations and product benefits of INTERCEPTOR, HP Marine and Injector Oil. It’s available as a PDF in the Dealer Zone (Business Tools > Literature > Application Guides). INTERCEPTOR is the primary recommendation for avid snowmobilers who want the best protection for their sleds, including those equipped with newer high-performance engines like the Ski-Doo®/BRP® E-TEC® and the Arctic Cat® C-TEC2™. HP Marine is the primary recommendation for boaters and anglers who want premium

protection for their outboards, including Evinrude® E-TEC engines programmed to the factory-lean setting. Synthetic 2-Stroke Injector Oil satisfies the needs of casual powersports users who prefer convenience and lower initial cost over premium performance. The chart includes only those three oils because they are the most popular two-stroke oils for powersports. DOMINATOR® Synthetic 2-Stroke Racing Oil (TDR) remains the primary recommendation for racing applications and dirt bikes, while Saber® Professional 100:1 Pre-Mix Synthetic 2-Cycle Oil (ATP) is the primary recommendation for handheld two-stroke lawn and garden equipment and Saber Outboard 100:1 Pre-Mix Synthetic 2-Cycle Oil (ATO) is recommended for outboards that require a pre-mix oil.

No Need to Change Anything If your retail accounts and customers who currently use INTERCEPTOR or HP Marine are happy, there is no need to change anything. Just keep providing the same service you always have. For prospects who have balked at using INTERCEPTOR or HP Marine in the past, Synthetic 2-Stroke Injector Oil may be just the product they need to take the step toward becoming an account or customer.

Maximum Hydraulic System Protection Certain hydraulic systems, including those installed in log splitters, skid steers and small tractors, are often operated seasonally or intermittently, then stored for extended periods. Although checking and changing hydraulic oil is sometimes an afterthought, fluid maintenance is important to ensure optimum protection and performance and maximum equipment life. AMSOIL synthetic hydraulic oils can provide significant benefits and cost savings over conventional hydraulic oils. Reduced Heat The synthetic construction of AMSOIL synthetic hydraulic oils can reduce heat in hydraulic systems, leading to better viscosity retention; less varnish build-up, oxidation and component wear (including hoses); longer seal life; and better overall system performance. Cold-Weather Performance Mobile hydraulic equipment often sits in the elements while on a job site, causing many conventional hydraulic oils to thicken in the cold and lead to equipment damage such as excessive pump wear due to cavitation, blown hoses, broken shafts and extended warm-up times that waste fuel. AMSOIL synthetic hydraulic oils are formulated for better coldtemperature characteristics than petroleum oils, helping reduce or eliminate many of these issues. All-Season Functionality To eliminate some of the problems associated with temperature changes, many mobile hydraulic equipment owners switch oil viscosities with the seasons. AMSOIL synthetic hydraulic oils are high-viscosity-index formulations that can eliminate the need for seasonal changes. It’s possible to run an AMSOIL ISO 32 or ISO 46 hydraulic oil successfully year-round in all but the most extreme cold conditions. Hose Life Preservation Cold and heat wreak havoc on hydraulic system hoses and seals. Cold, thick fluid can cause pressure spikes and extremely hot fluid breaks down hoses and seals over time, leading to leaks and wasted hydraulic fluid. The superior cooling and flow properties of AMSOIL synthetic hydraulic oils help preserve hose integrity.

AMSOIL Synthetic Anti-Wear Hydraulic Oil AMSOIL Synthetic Anti-Wear Hydraulic Oil effectively inhibits oxidation to help prevent acid formation and viscosity increase, resist carbon and varnish deposits and inhibit rust and foam (providing smooth hydraulic operation). It contains an effective zinc-based antiwear/antioxidant additive that controls wear in high-speed, high-pressure vane and gear pumps while meeting the lubrication requirements of axial piston pumps with bronze-on-steel metallurgy. • Maximum cold-temperature performance • Formulated for long life • Superior anti-wear protection • Contains rust, oxidation and foam inhibitors • Hydrolytically stable and readily separates from water • Available in ISO 22, 32, 46 and 68 viscosity grades

AMSOIL Synthetic Multi-Viscosity Hydraulic Oil AMSOIL Synthetic Multi-Viscosity Hydraulic Oil’s blend of high-viscosityindex base oils and performance additives provides all-season protection and reliable operation at a lower cost. Its proven wear resistance and varnish-control deliver maximum hydraulic system performance and life, and it is additionally tailored to promote energy efficiency and foam suppression. • • • • • •

Provides all-season performance at a lower cost Reduces maintenance costs Resists varnish, viscosity loss and chemical breakdown Increases system performance and responsiveness Helps reduce energy costs Available in ISO 22, 32, 46 and 68 viscosity grades

AMSOIL Biodegradable Hydraulic Oil AMSOIL Biodegradable Hydraulic Oil (BHO) is a premium-performance, ISO 46 hydraulic oil that exhibits high biodegradability and low aquatic toxicity, along with superior oxidative stability, excellent low-temperature performance and outstanding results in laboratory and extended-duration pump testing. It contains antioxidants that prolong oil life and foam inhibitors that help promote problem-free operation.

November 2013 | M A G A Z I N E



Top Five AMSOIL Tools that Help Dealers Succeed • Top Five AMSOIL Tools that Help Dealers Succeed • Top Five AMSOIL Tools that Help Dealers Succeed • Top Five AMSOIL Tools that Help Dealers Succeed • Top Five AMSOIL Tools that Help Dealers Succeed • Top Five AMSOIL Tools that Help Dealers Succeed • Top Five AMSOIL Tools that Help Dealers Succeed • Top Five AMSOIL Tools that Help Dealers Succeed • Top Five AMSOIL Tools that Help Dealers Succeed • Top Five AMSOIL Tools that Help Dealers Succeed • Top Five AMSOIL Tools that Help Dealers Succeed • Top Five AMSOIL Tools that Help Dealers Succeed • Top Five AMSOIL Tools that Help Dealers Succeed • Top Five AMSOIL Tools that Help Dealers Succeed • Top Five AMSOIL Tools that Help Dealers Succeed • Top Five AMSOIL Tools that Help Dealers Succeed • Top Five AMSOIL Tools that Help Dealers Succeed • Top Five AMSOIL Tools that Help Dealers Succeed • Top Five AMSOIL Tools that Help Dealers Succeed • Top Five AMSOIL Tools that HelwTop Five AMSOIL Tools that Help Dealers Succeed • Top Five AMSOIL Tools that Help Dealers Succeed • Top Five AMSOIL Tools that Help Dealers Succeed • Top Five AMSOIL Tools that Help Dealers Succeed • Top Five AMSOIL Tools that Help Dealers Succeed • Top Five AMSOIL Tools that Help Dealers Succeed • Top Five AMSOIL Tools that Help Dealers Succeed • Top Five AMSOIL Tools that Help Dealers Succeed • Top Five AMSOIL Tools that Help Dealers Succeed • Top Five AMSOIL Tools that Help Dealers Succeed • Top Five AMSOIL Tools that Help Dealers Succeed • Top Five AMSOIL Tools that Help Dealers Succeed • Top Five AMSOIL Tools that Help Dealers Succeed • Top

Five AMSOIL Tools that Help Dealers Succeed 1


MyAMSOILGarage is a free, easy-to-use online vehicle maintenance program that allows users to organize maintenance records for an unlimited number of vehicles and equipment. It can also schedule email reminders for future services and track any service performed, whether using AMSOIL products or not. One of the most convenient and valuable functions of MyAMSOILGarage is storing customers’ vehicle information for simple and quick product recommendations and ordering. It eliminates the need for Dealers or customers to remember vehicle make, model and engine size, and then manually navigate the Product Guides. It also helps provide better customer service. Installers and repair shops are a natural fit for this service. They see dozens of customers a day, which can create large amounts of data. Dealers who offer to help installers establish a MyAMSOILGarage account can save them time and money on software purchases and upgrades, especially for independent installers who lack corporate support. Their current systems may not offer the ability to track all types of maintenance services, either. Not only does MyAMSOILGarage have the ability to store and track any type of maintenance activity, it has the added benefit of scheduling email reminders and printing or exporting total vehicle maintenance reports. Tracking maintenance services is an important step in increasing efficiency and reducing costs for commercial accounts. Some smaller fleets may still be using scraps of paper and notebooks, which are easily misplaced. MyAMSOILGarage allows maintenance managers to track all services in one easy-to-access place online. Dealers can offer to help customers and accounts set up an account, using it as a way to introduce them to AMSOIL products. Click the MyAMSOILGarage icon at to get started.


AMSOIL Print Center

The AMSOIL Print Center is a cost-effective and easy way to order customizable, professional literature items, including the following: • Business cards • A-frame sign inserts • Data bulletins • Handouts • Retail catalog labels • Vehicle decals • Vehicle magnets • Vinyl banners • Calendars • Yard signs These sales tools allow Dealers to project a professional image while coordinating with AMSOIL advertising and marketing efforts, maximizing effectiveness. Dealers can choose designs that feature their areas of expertise. If you specialize in motorcycle products, for example, you can choose a business card or vehicle magnet design featuring a bottle of Synthetic Motorcycle Oil. All options allow Dealers to include their Dealership information, ensuring prospects and customers know how to contact you. To begin, log in to the Dealer Zone and click the Print Center icon. New options are added frequently, so be sure to visit the AMSOIL Print Center often.



Silicone Spray

Lubricates and Protects

Nonmetal Surfaces

AMSOIL Silicone Spray protects with a dry lubricating faces that may be film ideal for surdamaged by conventional or oil. AMSOIL lubricants such as Silicone Spray also grease helps drying of rubber and locks out moisture. prevent the cracking and keeping applications It will not attract dust or dirt, contaminant-free. AMSOIL Silicone Spray nylon, plastics, upholstery,provides outstanding protection for rubber, vinyl, wood, cardboard, nonmetal surfaces. fiberglass and other AMSOIL Silicone Spray features a special nonstaining it excellent for waterproofing formula, making leather boots, shoes, more. For leather jackets, suede and and Silicone Spray may sensitive surfaces, initially apply to a small area. slightly alter the color or hue of could be a concern the leather. This for ing materials. Silicone users unfamiliar with application of waterproofSpray is not damaging to leather. • Formulated for use on contact with nonmetal nonmetal surfaces (and metal surfaces surfaces) that come in • Leaves a clear, odorless, nonstaining • Helps prevent film rubber cracking and drying • Locks out water • All-position spray valve allows can to spray at any angle – even upside-down

AMSOIL products available from your and Dealership information are local full-service AMSOIL Dealer.


© 2013, AMSOIL

Tower Ave., Superior,

INC. All rights reserved.

WI 54880 • 715-392-7101

The AMSOIL logo

Printed in U.S.A.

is a registered trademark


G1247 8/13


| November 2013 MA G A Z INE

AMSOIL makes several business tools available to help Dealers improve sales and run their Dealerships more effectively. The following list is just the tip of the iceberg. For more, spend time exploring the wealth of content in the Dealer Zone or talk to your Regional Sales Manager.


AMSOIL Promotional & Advertising Items

AMSOIL offers a range of promotional and advertising items that help draw attention to your Dealership. Examples include clothing, posters, hats, mugs and pens. Wearing AMSOIL clothing is one of the easiest ways to attract attention and develop leads. View all the available options in the Online Store or in the Casual Apparel and Promotional Items Catalog (G1650). Another great option is the Vehicle Graphics Kit. A professionally designed and installed vehicle graphics package instantly boosts a Dealer’s credibility and professionalism in the eyes of potential customers and accounts. In addition, outdoor mobile advertising is one of the most effective types of advertising available. By creating a large fleet of vehicles identical in appearance, AMSOIL Dealers create an unmistakable image in the minds of consumers. As more vehicles with official AMSOIL graphics appear on North American roadways, more people will associate the image with AMSOIL Dealers. Eventually, everyone will know that AMSOIL products can be obtained from anyone driving a vehicle with these graphics. Any Dealer who has had vehicle graphics professionally installed knows how costly it can be. AMSOIL negotiated reduced pricing with Lowen Color Graphics, a trusted name in the industry. AMSOIL also offers co-op support by reimbursing 50 percent of the cost, up to $1,000, for qualified Dealers. For complete details, log in to the Dealer Zone and navigate to Business Tools > Advertising > Vehicle Graphics.


T-1 Certification

The T-1 Certification Program is an educational program that identifies Dealers who are serious about working the business and who have the time and means to follow up on leads received as a result of AMSOIL advertising efforts. It offers several benefits that help grow your business, including the following: • Eligibility for the Racing, Trade Show, Vehicle Graphics and other AMSOIL co-op programs • Free AMSOIL-issued leads • Personal Guarantee Program • Inclusion in the online Dealer Locator To become T-1 Certified, you must have Internet access and a valid email address, maintain an active Dealer Zone account and pass the T-1 Certification Test with a minimum score of 90 percent. Dealers begin by studying the information provided in the T-1 Certification Series training manuals. Study at your own pace, from the convenience of your own location, and take the online T-1 Certification test whenever you’re ready. T-1 Certification Series manuals are available in the Dealer Zone (Training > T-1 Certification) or by ordering the Dealer Business Manual (G700).


Product Pricing Interface

The Product Pricing Interface is the fastest and most accurate method of receiving updated prices; pricing can be retrieved in Excel or PDF formats. To provide assistance to all customers, Dealers receive prices for all marketing programs as well as commission credits. Commercial and retail accounts that log into their appropriate zones are able to access proper prices for their customer type and country. To use the Product Pricing Interface, select the Product Type and whether current prices or scheduled future prices are desired. (Future pricing becomes available only when price adjustments have been scheduled.) The Product Pricing Interface eliminates the need to wait for printed or PDF price lists to be updated when new products are introduced or price adjustments have been announced. Users may print only the category they need (e.g. synthetic motor oil, synthetic transmission fluid, etc.). It also includes pricing for aftermarket products, such as Mothers appearance products and Trico wiper blades.

November 2013 | M A G A Z I N E


Combat the effects of cold temperatures with AMSOIL synthetic lubricants Vehicle maintenance is an important part of preparing for winter months. Extreme winter weather can make breakdowns especially dangerous, and most people aren’t aware of the effect cold weather has on conventional lubricants. An oil’s cold-temperature performance refers to its ability to flow when the engine is cold, or below typical operating temperature (212°F), and not simply to what feels cold to humans – warm summer days are also cold to an engine. Startup lubrication is directly affected by a lubricant’s coldflow ability, and the impact is felt at higher temperatures than most consumers would think. For example, in early 1991, General Motors halted sales of the Corvette ZR-1. Eight engines had seized at its Bowling Green, Ky. assembly plant. The temperature had only dipped to slightly below freezing and, at startup, hardto-pump motor oil did not reach the front camshaft bearings and they were destroyed by lack of lubrication. GM responded by requiring the use of synthetic oil in the Corvette. Motor Oil Most engine wear occurs at startup. Cold temperatures can render oil so thick it cannot flow through narrow passageways to protect critical components, increasing wear. The paraffins in conventional oil only worsen the problem. AMSOIL synthetic motor oils contain no paraffin, remaining fluid in frigid winter temperatures (down to -63°F) for easier starting, improved oil flow and excellent bearing

protection. Their unique synthetic formulations allow them to flow in extreme cold and maintain high film strength in extreme heat for outstanding all-season protection.

housing are splash-lubricated, and gear lubricants that are too thick at cold temperatures can starve internal components of lubrication, which can cause failure.

Transmission Fluid Transmission fluids are also affected by cold temperatures. Since transmission fluid’s ability to flow does not directly impact a vehicle’s ability to start, coldtemperature transmission fluid performance is not foremost in the minds of consumers. It is affected, however, and does impact performance and wear. Automatic transmissions can shift harder in the cold, but changes in transmission performance brought on by cold temperatures are usually more pronounced for drivers who operate manual transmissions. As transmission fluid thickens in the cold, the synchronizers in manual transmissions cannot spin as quickly as they need to, which can severely impact the driver’s ability to shift until the fluid is warmed enough to provide proper flow – and protection.

AMSOIL synthetic gear lubes’ wax-free construction improves cold-flow properties for maximum fuel economy and smooth cold-weather operation.

AMSOIL transmission fluids are wax-free and deliver extraordinary cold-flow properties. They help improve shift response, energy efficiency and warm-up times. Gear Lube Gear lubricants with high viscosity at cold temperatures are less efficient and the gears require more energy to turn, resulting in reduced fuel economy. Gears and bearings in the differential and axle

Diesel Fuel As the temperature drops, the wax naturally found in diesel fuel begins to crystallize. The point at which wax crystals form is known as the cloud point. These wax crystals eventually clog the fuel filter and starve the engine of fuel, preventing it from starting. While low-quality fuels may form wax crystals in temperatures as warm as 40ºF (4ºC), most fuels have a cloud point near 32ºF (0ºC). The point at which the crystals clog the fuel filter is known as the cold filter-plugging point (CFPP). AMSOIL Diesel Cold Flow lowers the CFPP by up to 20ºF (15ºC) in ultra-low-sulfur diesel fuel (ULSD). It uses a jet-fuel-type deicer that disperses water to control ice formation throughout the fuel system. AMSOIL Diesel Cold Flow inhibits wax crystal formation, allowing fuel to flow to the engine more easily and improving diesel engine reliability in cold temperatures. AMSOIL Diesel Recovery quickly liquefies gelled diesel fuel and thaws frozen fuel filters in engines that haven’t been treated with Diesel Cold Flow.

Dealer Action Plan When discussing engines, “cold temperatures” include anything below normal operating temperature (212°F). Therefore, cold-temperature performance for oil is not only below freezing; it’s anything below normal operating temperature. Explain to your customers how temperature affects lubricants. Educate them on why AMSOIL synthetic lubricants are able to deliver such outstanding cold-temperature performance while maintaining exceptional high-temperature film strength. AMSOIL synthetic lubricants’ cold-flow benefits are not exclusive to those in the northern U.S. and Canada. Their ability to flow in low temperatures helps ensure excellent fuel efficiency, reliable performance and quick protection at startup. Did you know? AMSOIL Dominator® Coolant Boost significantly reduces engine warm-up times in cold weather. Your customers can enjoy warm air from their vehicle’s heater faster on cold winter days by adding Coolant Boost to the radiator.

Chemical Company Saves Money With AMSOIL Metal Protector AMSOIL Metal Protector (AMP) is saving a water treatment chemical company in Texas a lot of money. Global Water Treatment Chemicals, Inc. in Weatherford, Texas is a manufacturer and distributor of watertreatment chemicals for the United States and international markets. Its product line includes 2 5/8-inch and 3-inch chlorine tablets for the treatment of water in septic systems and swimming pools. The tablets are made from 65 percent granular calcium hypochlorite.

forming (on the components) between production runs,” he said.

The tablets are created using two Stokes tablet presses, one for each tablet size. The granular calcium hypochlorite is fed into a cylinder on the press, and under 75 tons of pressure, a die presses the granules into tablets.

Wojtaszczyk searched the Internet for AMSOIL in his area and discovered Dealer Gale Binder in Weatherford.

A significant amount of chlorine dust is created on the presses and components, and no matter how hard employees worked to clean and maintain the equipment, rust formed on the components. “Eventually the rust would get to the point that the platform, cylinders and dies would need to be replaced,” said Andrew Wojtaszczyk, vice president/ COO/co-owner of the company. “Since replacement parts are no longer available for these presses, each part would have to be individually machine-tooled.” Wojtaszczyk said he tried many products in his efforts to extend the life of the parts. “I tried WD-40, silicone sprays and every other type of product I could find, but nothing prevented rust from

Then, Wojtaszczyk discovered a can of AMSOIL Metal Protector in a friend’s race car trailer. “I tried MP and it worked,” he said. “Whether the presses sit overnight or through the weekend, there’s no rust where we have sprayed when we start up again.”

Wojtaszczyk ordered a case of MP. “I delivered it to his office that day, and since most customers don’t order MP by the case, I was curious how he was using it,” Binder said. “I signed him up as a commercial account shortly after. MP has been the catalyst to enable me to have other AMSOIL discussions with him.” At the end of each production run, the chlorine dust is vacuumed from the press and its components. The cylinder, die and platform are thoroughly cleaned, then sprayed with Metal Protector to prevent rust from forming on the bare metal parts between production runs.

AMSOIL MP SAVES MONEY — Global Water Treatment Chemicals, Inc. uses AMSOIL MP to keep the parts of these presses from rusting, saving about $24,000 a year.

“We were having to have these parts tooled about every six months for each press,” Wojtaszczyk said. “Since we started using AMSOIL Metal Protector we do not have to replace these parts every six months. This saves us approximately $24,000 each year in machine-tooling charges.”

November 2013 | M A G A Z I N E




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Lovell Wins Traxxas Cup

with Jeremy Meyer

Defending champion ends season with a pair of aces in Nevada.

AMSOIL has been in business for more than 40 years now, while back in the business of racing for the past 15.

AMSOIL Super Team driver Brad Lovell ended the 2013 Traxxas TORC Series presented by AMSOIL season with a pair of huge victories at historic Primm OffRoad Raceway. With nothing to lose after sealing up third-place in the final rankings during Friday’s action, the 2012 Dirt Sports Driver of the Year came through in a big way Saturday, winning the 16th and final round of the regular series in the morning before returning in the afternoon to claim the prestigious Traxxas Pro Light Cup.

We have been humbled to sign some of the biggest names in their respective sports to sponsorship deals, including Mike LaRocco, Bob Teague and Scott Douglas. But a new campaign for AMSOIL kicked off during October’s Monster Energy Cup in Las Vegas that focuses on the bridge AMSOIL helps create between today’s stars and the stars of tomorrow. “Building Legends, From Start to Finish” shows off the company’s tie-in from amateur motocross racing through the Loretta Lynn’s program, graduating into AMSOIL Arenacross and all the way to the pinnacle of the sport, Monster Energy Supercross. At AMSOIL, we are heavily involved in the development of racers. And as they head toward future success, we will be there, from start to finish.


p r o m o t i o n a l

| November 2013 M A G A Z I N E

“When it’s your day, it’s your day,” Lovell said. “What a way to finish the year. Wow, I couldn’t be more excited! It wasn’t easy, but now we’re sitting here with two wins and a couple of big checks, and it seems like the weight of the world has been lifted off our shoulders.” Lovell closes the year with three victories and nine podium finishes in his #1 AMSOIL Nissan. In Saturday’s first race, he got a great jump at the start and led wire-to-wire, holding off all challengers with ease. In the Traxxas Cup race, he slipped as far back as

third, but outlasted and eventually passed pole sitter Rafael Navarro and 2013 AMSOIL Cup winner C.J. Greaves. The perfect finish was a bit of redemption for Lovell, who had hoped to defend his Pro Light title. “It feels good to be getting more in control of the truck,” he said. “We started pretty rough at the beginning of the season, and that put us in a hole. I’m proud of the guys for fighting alongside me and never giving up. In the end, we’re not that far back. One or two better finishes could have made a big difference.” AMSOIL Super Team driver Scott Douglas finished the 2013 Pro 4x4 class fourth overall with nine podiums, while Team AMSOIL driver Johnny Greaves won the class championship over Rob MacCachren (second) and Ricky Johnson (third). In the Pro 2wd class, AMSOIL Super Team driver Chad Hord grabbed six podiums, including a win in Crandon, on his way to fourth overall. Bryce Menzies took the championship, while Rob MacCachren finished second and C.J. Greaves third.

Tomac Guides Team USA to Silver After a first moto wreck, Team AMSOIL star earns a podium finish at the FIM Motocross of Nations. Team GEICO/AMSOIL/Honda’s Eli Tomac overcame a scary wreck in his first race at the FIM Motocross of Nations to rebound for a podium finish in his second race, helping Team USA secure the second-place overall finish at the annual international event held in Germany. “I didn’t get a good start in the first moto,” Tomac said. “As I spun off the line, I think my dirt was a little dry; I thought it was going to work, but it didn’t. I went through the pack a little bit and was in third place at one point before I made a really big mistake that sent me flying over the bars.” Flying over the bars is an understatement. The bike came out from under Tomac while going over a big jump, and it was a long way down. “I was flying through the air without my motorcycle, which was a little scary,” Tomac said. “But I was lucky to get up, be healthy, get back on the bike and finish it out.” In the second race, the MX2 racers paired with the Open class, reuniting Tomac with former GEICO/

AMSOIL/Honda teammate Justin Barcia. Tomac got off to a much stronger start, setting up an all-too-familiar duel with Germany’s Ken Roczen, who finished second to Tomac during the motocross season. Tomac finished second in the moto, with Barcia coming in fourth. Team USA was knocked off the top podium spot following the final race of the day, when Ryan Dungey finished seventh and Barcia 11th. Tomac, along with GEICO/AMSOIL/Honda teammates Zach Osborne and Jordon Smith, also competed at the Monster Energy Cup in Las Vegas October 19. Visit for the results. The 2014 Monster Energy Supercross season opens January 4 in Anaheim, Calif., where both Tomac and Wil Hahn will make their full-time debuts in the 450 class.

Borich Wraps Up Fifth Straight Title Team AMSOIL rider secures championship early. With two weekends of racing still left on the schedule, Team AMSOIL pro ATV rider Chris Borich wrapped up his fifth straight AMSOIL GNCC championship in late September. Borich battled with local rider Chris Bithell at the 11th round of AMSOIL GNCC action, the Car-Mate Gusher GNCC in Foxburg, Pa. While Bithell took the win, Borich was right on his tail, finishing second and clinching the 2013 XC1 title. “It was a tough one out there today. It was definitely one of those days where you needed to slow down to go fast and make good

line choices, and that’s what we were able to do today,” Borich said. “It’s kind of disappointing not winning today, but the bigger picture is winning the championship.” The 2013 season wrapped up October 26-27 at the AMSOIL Ironman in Crawfordsville, Ind. To watch Borich’s 2013 championship season, visit

November 2013 | M A G A Z I N E


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.

Bill & Donna Durand Wisconsin





Regency Platinum Direct Jobbers

Regency Platinum Direct Jobber

FiRst Total Organization

Second Total Organization

First Personal Group Sales

Second Personal Group Sales

Thomas & Sheila Shalin Georgia

David & Carol Bell Texas


Regency Platinum Direct Jobbers

seventh Total Organization third Personal Group Sales New Customer Sales Fifth New Qualified Customers

Wesley & Marla Stauffer Pennsylvania Executive Direct Jobbers

fifth Commercial Account Sales

David & Tracey Cottrell Ontario Master Direct Jobbers

fifth Retail Account Sales

Thomas G. Kingston Minnesota Master Direct Jobber

sixth New Qualified Customers sixth New Customer Sales


Dave M. Mann

| November 2013 MA G A Z INE


Regency Platinum Direct Jobbers

Eighth Total Organization tenth Personal Group Sales Commercial Account Sales

James J. Allen Ohio Regency GOLD Direct Jobber

seventh Commercial Account Sales

Douglas Huculak Saskatchewan Regency Gold Direct Jobber

Leonard & Marcie Pearson Washington 5-Star

Regency Platinum Direct Jobbers

THIRD Total Organization

Jason Wynne Ohio Regency Direct Jobber

Ninth Total Organization Fourth Personal Group Sales FIRST New Qualified Customers FIRST New Customer Sales

Debra McKenzie Alberta Regency GOLD Direct Jobber

eighth Commercial Account Sales sixth Retail Account Sales

David G. Douglas Michigan Premier Direct Jobber

seventh Retail Account Sales

ninth Retail Account Sales

Blake Evans

John & Jeanne Burke

Ohio Direct Dealer

seventh New Qualified Customers

California Regency Platinum Direct JobberS

eighth New Qualified Customers

August 2013 Greg & Joan Desrosiers

George & Shirley Douglas

Mark & Sherree Schell

Regency Platinum Direct Jobbers



FOURTH Total Organization SEVENTH Personal Group Sales SECOND Commercial Account Sales

Regency Platinum Direct Jobbers

Regency Platinum Direct Jobbers

FIFTH Total Organization

sixth Total Organization

NINTH Personal Group Sales

eighth Personal Group Sales

Alberta 2-Star



EIGHTH Retail Account Sales

Vijay Parany Ontario

Thomas R. Weiss


North Dakota

Regency Platinum Direct Jobber

tenth Total Organization fifth Personal Group Sales Third Commercial Account Sales fourth New Qualified Customers second New Customer Sales

Jerry & Mary Criswell Texas Premier Direct Jobbers

ninth Commercial Account Sales

Walter & Sineva Perera Ontario Regency silver Direct Jobber

tenth Retail Account Sales

Bryant Fields Virginia Regency Platinum Direct Jobber

ninth New Qualified Customers

Michael H. Ellis Michigan

Regency Gold Direct Jobber


sixth Personal Group Sales

Regency Platinum Direct Jobber

First Commercial Account Sales

fourth Commercial Account Sales

second Retail Account Sales

third Retail Account Sales

Ray & Kathy Yaeger

John & Dianne Moldowan




Regency Platinum Direct Jobbers

Regency GOLD Direct JobberS

First Retail Account Sales

fourth Retail Account Sales

Kent & Trudy Whiteman

Doug & Penny Murphy

Utah Regency Platinum Direct Jobbers

Washington DC Direct Jobbers

third New Qualified Customers

second New Qualified Customers

seventh New Customer Sales

Victor & Linda Sorlie

Gene & Danae Fine Oregon



Regency Platinum Direct Jobbers

Executive Direct Jobber

tenth New Qualified Customers

fourth New Customer Sales

November 2013 | MA G A Z INE


monthly leaders

George L. Ballou, Jr.

Philip & Nancy Schilling

Eric Odney



Direct Dealer

Direct Dealer

fifth New Customer Sales

eighth New Customer Sales

Wisconsin Direct Jobbers

ninth New Customer Sales

HIGHER Levels OF Recognition

Galen Good

Daryl & Heide Neis



Premier Direct Jobber

Premier Direct Jobber



Tommy Fattore New York Direct Jobber

Sponsors: Vito & Paula Brinzo Direct Jobbers: Vito & Paula Brinzo


| November 2013 MA G A Z INE

Tom & Becky Rundhaug Minnesota Executive Direct Jobber


“My advice to other Dealers is to start small and not give up. Just because one person turns you down doesn’t mean the next will. Everybody works their way up.” Tommy Fattore

August 2013

Bruno Ranger Quebec Direct Jobber

tenth New Customer Sales

Blake Evans

Cary Haskell



Direct Jobber

Direct Jobber

Direct Dealer

Sponsor: Joseph M. Seifert

Sponsor: Randy Elms

Sponsor: Vijay Parany

Direct Jobber: Joseph M. Seifert

Direct Jobber: Randy Elms

Direct Jobber: Vijay Parany

Chad J. Jordison Washington Direct Dealer

Sponsors: Leonard & Marcie Pearson Direct Jobbers: Leonard & Marcie Pearson

Chaitan Sagar Ontario

“I have a goal to stop by two businesses each day after work, and I am proud to talk about AMSOIL to my friends, neighbors and coworkers. I also wear the AMSOIL branded shirts. During the summer, I attended car shows with my own classic cars and I brought along my AMSOIL display and business cards. AMSOIL is the best product out there and it sells itself.� Chad J. Jordison

November 2013 | MA G A Z INE


c e n t e r l i n e s

a n d

u p d at e s

November Close-Out

AMSOIL Retail Shelf Kit

The last day to process November orders in the U.S. and Canada is the close of business on Friday, November 29. 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. CST on that day. All orders received after these times will be processed for the following month. Volume transfers for November business will be accepted until 3 p.m. CST on Friday, December 6. All transfers received after this time will be returned.

Geared toward attracting customers and increasing sales in retail settings, the AMSOIL Retail Shelf Kit (G3210) sets AMSOIL products apart from the competition. Includes two mid-cap shelf signage blades (24” x 5”) with brackets and one self-adhesive vinyl floor decal (18” x 24”). To help Dealers grow their retail businesses, AMSOIL is offering 50-percent co-op assistance for each shelf kit ordered, reducing the cost from $30 to just $15 per kit. Stock #

U.S. Can.

G3210 15.00 17.30

Holiday Closings

50% Co-op assistance on each order

The AMSOIL corporate headquarters and U.S. distribution centers will be closed Thursday, November 28 for Thanksgiving Day.

Synthetic Chaincase & Gear Oil Spouts Available While Supplies Last The pour spouts included with each case/bottle of Synthetic Chaincase & Gear Oil (TCC) have been discontinued by the manufacturer. Until a suitable replacement is found, the spouts are available while supplies last.

AMSOIL Trade Show DVD Featuring a 10-minute compilation of exciting AMSOIL racing footage mixed with AMSOIL commercials, the new AMSOIL Trade Show DVD (G3216) will drive traffic to your trade show and event booths. Designed to automatically loop. Also works well for installer waiting rooms. Stock #

U.S. Can.

G3216 5.00 5.65

Cold-Temperature Storage Recommendations Because cold-temperature storage can be detrimental to the performance of some AMSOIL products, AMSOIL offers the following storage recommendations: Lubricants: Store at temperatures at least 10°F above the lubricant’s pour point. Greases: Store in a dry environment at temperatures above freezing (32°F). Gasoline Additives, Engine and Transmission Flush: No adverse issues with cold-temperature storage. Diesel Injector Clean, Diesel Cetane Boost, Diesel Recovery: No adverse issues with cold-temperature storage.


| November 2013 M A G A Z I N E

Diesel Cold Flow, Diesel Injector Clean + Cold Flow: Store at temperatures above 0°F.

Mothers® products: Store at temperatures above freezing (32°F).

Brake Fluids: Do not store at temperatures below -40°F for longer than two weeks.

Antifreeze and Engine Coolant: Will not freeze. No adverse issues with coldtemperature storage.

Heavy Duty Metal Protector, Metal Protector, Power Foam, Fogging Oil, Silicone Spray, Spray Grease, HeavyDuty Degreaser: No adverse issues with cold-temperature storage as long as products are allowed to warm to room temperature before use. Miracle Wash®: Store at temperatures above freezing (32°F).

Coolant Boost: Store above 32°F. Slip Lock ®: No adverse issues with cold-temperature storage. If product separates, heat to room temperature and shake well before use.

Farm Exemption Policy Update Although AMSOIL previously accepted Farm/Agricultural sales tax exemptions in the following states, further review indicates the states do not exempt oil or grease purchased for farm use: Arizona, Arkansas, Colorado, Connecticut, District of Columbia, Florida, Georgia, Hawaii, Illinois, Iowa, Kentucky, Louisiana, Maine, Maryland, Massachusetts, Nebraska, Nevada, New Jersey, New Mexico, North Dakota, Pennsylvania, Rhode Island, South Carolina, Tennessee, Utah, Vermont, Washington, Wyoming

Oil and grease is viewed as a consumable supply, not an exempt repair or replacement part. The Farm/Agricultural tax exempt status of accounts in these states will expire November 1, 2013, and AMSOIL can no longer accept Farm/Agricultural exemptions for these states. New orders placed after November 1, 2013 in the affected states will be charged tax. A few products, including AGGRAND fertilizer, could still be tax exempt. Refer to each state’s Farm/Agricultural exemption rules (links provided at Fill out a Sales Tax Refund Claim Form (G20) to have the tax credited back to your account on these orders.

AMSOIL Clothing and Promotional Items Very limited quantities of the following AMSOIL clothing and promotional items are available while supplies last.

Cobra Racewear Button-Down Shirt High-quality button-down shirt is constructed of a 60/40 cotton/polyester blend. Includes left chest pocket, back yoke and tone-on-tone logo. Stock # Size

U.S. Can.

G2862 S 47.75 53.95

Speedway Cap Embroidered logo and design. Velcro closure. Stock #

U.S. Can.

G2832 13.25 14.95 Front


Action Jersey Exciting jersey is constructed of 100% moisture-wicking polyester. Stock # Size

U.S. Can.

Synthetics Cap Embroidered logo and flame design. Velcro closure. Stock #

U.S. Can.

G2831 14.50 16.40

G2701 M 39.25 44.35

November 2013 | M A G A Z I N E


i n s i g h t

o n

s a l e s

Don’t give away valuable items for free. Consumers place no value on something they perceive as being “free.”

Rob Stenberg | DIRECTOR, DEALER Sales Recently, I wrote a blog posting on the importance of selling the value of not only AMSOIL products, but also the service provided by AMSOIL Dealers. I think this topic is very important, so I wanted to touch on it again in this monthly column. In the blog posting, I mentioned that we talk to many AMSOIL Dealers who are extremely generous. They give away a lot, and they do so often. It’s not at all unusual for AMSOIL Dealers to spend a good deal of their waking hours performing services for their customers for free. For example, I know a lot of AMSOIL Dealers who deliver product for free or have given customers free Preferred Customer memberships. This is always a practice that has been questioned, and of course promoting free Preferred Customer memberships is not allowed. There is good reason for this and to prove the point, let me ask you a question: How much value do you give to something for which you paid nothing? Right, the value is zero, nothing, nada…you get the point. So, if you provide free delivery or provide your consulting for free, what value does your customer put on that service? Right again. None. I would ask that AMSOIL Dealers think of the value they bring to the AMSOIL Dealer/customer relationship. Whatever your customers’ required investment for AMSOIL products and your service, you should always, always deliver more in perceived value than you take in actual cash. Let me say that again. You should always deliver more in perceived value than you take in actual cash value. This is the old “under-promise, over-deliver” approach that successful AMSOIL Dealers have used for years.


| November 2013 M A G A Z I N E

Here is another key point about value. In the absence of a value meter, the relationship is reduced to a price eliminator. One more time. In the absence of a value meter, the relationship is reduced to a price eliminator. For example, if your customer believes the price of AMSOIL products is too high and is not justified by the value you are providing, they will use price to eliminate you. But, what if they think your value far exceeds the price that you are asking? They may still eliminate you. Why? Because they are probably wondering what’s wrong. Once again, what’s the result? They may graciously decline. Therefore, in the absence of a value meter, the relationship is reduced to a price eliminator. Perceived value is an interesting phenomenon. I was recently reminded of the importance of value when I reread the following by John Buskin: VALUES “It’s unwise to pay too much, but it is unwise to pay too little. When you pay too much, you lose a little money. That is all. When you pay too little, you sometimes lose everything, because the thing you bought was incapable of doing the thing you bought it to do. The common law of business balance prohibits paying a little and getting a lot. It can’t be done. If you deal with the lowest bidder, it is well to add something for the risk you run. And, if you do that, you’ll have enough to pay for something better.” Put this idea into action with your customers over the long haul.

Here is an approach you might want to consider. Next time, if you are going to give a customer something of value for free – that is, something that you and they would normally expect to pay for, or something that has perceived value, send them a bill. That’s right. Send them a bill, but cross out the amount they would have paid and indicate “no charge.” Scribble across the statement, “This one’s on me. No payment due. This is part of my commitment to be of better service to you as your AMSOIL Dealer.” Or, use whatever language you’d like that quickly conveys the message that your customer could have invested this actual amount. Instead, they saved whatever amount you chose to put on the invoice. Why is this approach so effective? First, it lets your customer know that you made an actual investment to provide them with AMSOIL product or your service. Secondly, it reduces the potential that this customer will try to repeatedly get something for nothing. But most importantly, this approach creates, in a demonstrable way, a business advantage called “psychic debt.” And, wouldn’t you agree the satisfaction of that debt is going to have a significantly greater value over the long-term than the few extra dollars you might have earned from the payment of that one bill? If you give this idea a try, send me your feedback and let me know how well it worked for you. Good luck and Good Selling!

Jon Kaase Kaase Racing Engines

w inner of t he 2 0 13 A M S OIL En gine M as t er s Ch all en ge Jon Kaase is a premier race engine builder who has been turning wrenches since he was a kid. He followed his passion and learned everything he could from those he sought to emulate. “Now I’m the guy with young guys working for me,” says Kaase, “and I’m hoping I’m the guy who teaches them and gets them to be successful.” The 2013 Engine Master, who has worked a lot with AMSOIL synthetic motor oil, had this to say about the experience after his qualifying run: “We’re doing great with it. It makes great power and it doesn’t ever give up. We’ve never found anything that makes better power if you change it, and believe me we’ve tried. We just made six or eight dyno pulls; the last one was the best. So what does that say about the oil? It did good.” Accept No Substitutes.

Online Store: Telephone: 1-800-777-7094 EZ Online Order Form:

CHANGE SERVICE REQUESTED Published 12 times annually


Filtration Solutions


© 2013, AMSOIL INC. All rights reserved. The AMSOIL logo is a registered trademark of AMSOIL INC.

New 2014 Calendars Available Mid-November The new 2014 AMSOIL calendar features AMSOIL products and their benefits. The fullcolor calendar also includes information on AMSOIL INC. and the list of AMSOIL firsts. Calendars personalized with your contact information are available from the AMSOIL Print Center. Non-personalized calendars are available from AMSOIL. Non-personalized calendars may be personalized with your business card. Simply insert your business card in the slotted area and your contact information is visible for a full 12 months. No minimum-quantity orders required.

AMSOIL Print Center Pricing* - Personalized 1 – 49 calendars 50 – 99 calendars 100 – 249 calendars 250 – 499 calendars 500+ calendars

$2.62 each $2.19 each $1.84 each $1.80 each $1.48 each

AMSOIL Pricing* - Non-Personalized Stock #


G1105-EA 1 G1105-CA 10

U.S. Can.

1.75 15.00

2.00 16.95

*Calendars also subject to shipping charges. Watch the Dealer Zone for an announcement of availability.

AMSOIL INC., 925 Tower Ave., Superior, WI 54880 • 715-392-7101 • Printed in U.S.A.

Minimum 10% Post-Consumer Fiber

November 2013


(Discover in U.S. only)


Dealer november2013  

To place your Canadian or U.S. order and initiate a U.S. or Canadian account and place your prepaid order - get to