AMSOIL ONLINE STORE

DEALER EDITION
SEPTEMBER 2019

Buy AMSOIL Online

 AMSOIL ONLINE STORE

“More AMSOIL
product testing,
please!”

“Can do.”

YOU ASKED FOR MORE

PRODUCT TESTING...
AND HERE IT IS. Signature Series Synthetic
Per formance Tes ts
Motor Oil

Protects Against LSPI

In the Dealer survey we conducted in late 2017, you Fights Wear
ion against
achieved
AMSOIL Synthetic Motor Oils 2
Die sel All-In-
told us emphatically that you need more support to
75% more engine protect1
horsepower loss and wear.
100% protection against LSPI.
One
SEQUENCE IVA ENGINE
TEST
Per formance
Te st
Less Wear
Lower Number =

defend against competing brands.

100
Average Cam Wear (μm)

80

60
Superior Co
ld-Temperatu
90
40
re Protection
The Performance Tests page at amsoil.com is
AMSOIL Die
sel
cold-tempera All-In-One provides as
20
20.28
due to an LSPI event
Example of piston damage of a competitor’s motor
oil.
ture gelling much as 32
0
observed during the testing that
sections of the ring land
up to 4 points than Howes F better
your source for all current test results comparing
AMSOIL Signature Series The red arrows indicate
Industry Standard 0W-20 Synthetic Motor Oil have broken away from
the piston.
. * Lubricator protectio
Signature Series, Diesel Treat.M n against
Plus raises
tests of AMSOIL
in ve consecutive
Based on zero LSPI events by the GM dexos1
cetane
2
0W-20, in ASTM in the LSPI engine test required
of AMSOIL Signature Series XL and OE 5W-30 Motor Oil
Based on independent testing Gen 2 specication.

AMSOIL products to the competition and the

SN PLUS specication.
1

D6891 as required by the API

COLD FILT
ER-PLUGGING
(The lower POINT (CFP

toughest industry standards. The information

the numbe
r, the better. P)
0° )

Battles Sludge -5°

Guards Turbos c
available shows hard data that differentiates better AMSOIL Signature Series Syntheti -10
re (°F)

Protects turbochargers 72% Motor Oil has 50% more deterge

nts4 °
-12.3°F
-4.7°F
dexos1®
than required by the GM
3
to help keep oil
AMSOIL products and shows prospects why they
-15° -19.1°F
Gen 2 specication.
Temperatu

passages clean -20°

and promote -40°F

should make the switch to AMSOIL. We’ve also Bike Oil

-35.7°F
oil circulation. -25° -36.8°F

Synthe tic Dirt

It provides -30°

published most test results in our catalogs.

90% better

an ce Te st
Perform
-35
protection The oil pick-up tube °
5 screen is virtually free of
against sludge. . sludge. -40°
heat and minimized
Signature Series controlled on the turbo-bearing

Make sure you’re using our performance tests

performance-robbing deposits vs. AMSOIL OE Motor Oil
4
5W-30 in the ASTM AMSOIL Dies
and shaft surfaces. 5
Based on independent testing
of AMSOIL Signature Series
plugging as required by the
API SN specication. el All-In-One
5W-30 in the GM D6593 engine test for oil screen Dela ware City, Howes Lub
Based on independent testing
of AMSOIL Signature Series
Test Diesel Trea Del. ricator
FEEL.
3
turbo coking test.
Based - indepe t*
simulatedon
during the sales process. ENT CLUTCH
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is it? In extreme
ndent testing . Test
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in July 2017
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clutch protectio
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protection and
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Lubricator Diesel
ides excellent
recommende Treat

superior wear
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for above 0°F. using diesel fuel repres
AMSOIL prov prov ided
entative of the

Per form Motor Oil

U.S. marke
OIL
start testing, AMS
tplace and
Howes’

• Visit the Performance Tests section at amsoil.com looking new.

(www.amsoil.com/performancetests.aspx) to TES
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locate AMSOIL product testing. Provides
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• Share the tests relevant to your prospects’ or protectio
n.*

customers’ needs. Text or email a short message AMSOIL Synthe

Dirt Bike Oil
(32 Starts)
tic Leading OEM
(16 Starts)
Discoloration
Oil

and wear
PEUGEO
T TU3M
WEAR
with a Dealer-number transferring link to ensure
16 Lower
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you receive credit for all registrations and sales.

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equipment manufac
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and a leading original 10

We all know AMSOIL is the best. Make sure your

10W-40 Syntheti oil.
using AMSOIL ional dirt bike
CRF450 dirt bike 10W-40 convent
testing of a Honda
T
Based on dyno 8
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15
prospects know, too. Visit the Performance Tests c Motor Oil
6
Max C

XL S yntheti
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page at amsoil.com today.
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Find all AMSOIL product tests at Performanc
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Provides 64 ecication. Wear Tes

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the GM dexos
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dexos1
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GM OXIDA = Better Visc
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Lower Num
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40% Blockage
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 AMSOIL ONLINE STORE
TA B L E O F C O N T E N T S

DEALER EDITION
SEPTEMBER 2019
M A G A Z I N E

STAFF
More TV Ads Highlight AMSOIL Marketing Editor
Strategy | PAGE 8 Terry Johnsen
Associate Editor
Joel Youngman
Staff Writers
Kathy Anderson
John Baker
Dan McClelland
Jamie Trembath
Joel Youngman
Graphic Design Manager
Jeff Spry
Senior Graphic Designer
Luke Boynton
Content Contribution
Pam Brantley
Dan Gorski
Kevin Kastner
Parnell Thill
Editorial Contribution
Matt Erickson
Jamie Prochnow
FEATURES DEPARTMENTS
Back Issues
Back issues of AMSOIL Magazine are
8 More TV Ads Highlight 4 From the President available for $1 each. Order G17D and
AMSOIL Marketing Strategy specify the month and year.
6 Letters to the Editor On the Web
12 Leads Nurturing Process www.amsoil.com
7 Tech Talk President & CEO
14 Retail Program Updates Alan Amatuzio
Provide New Opportunities 20 Monthly Leaders Board Chair
Dean Alexander
16 New Dealer Policies & 24 Centerlines and Updates
© 2019, AMSOIL INC.
Procedures Strengthen All rights reserved.
Customer Service and Protect 26 Insight on Sales Printed by Arrowhead Printing
the Dealer Opportunity Duluth, MN USA.

ADVERTISEMENTS Letters to the Editor

18 AMSOIL Offers a Unique AMSOIL INC.
Business Opportunity 2 You Asked for More Product Communications Department
The AMSOIL Building
Testing... and Here it is. 925 Tower Ave.
Superior, WI 54880
5 Cleaner. Faster. Easier. letters@amsoil.com

27 AMSOIL Market Catalogs –

Tools to Increase Your Sales

28 AMSOIL Bypass Systems

THE COVER
Investments in TV
advertising, print advertising
and sponsorships are
designed to help you gain
more business.

*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 SEPTEMBER 2019 | 3
advertised here are developed by AMSOIL for use in Buythe applications
AMSOIL shown.
Online M A G A Z I N E

When I flew to Toronto in May I had a
three-hour taxi ride from the airport to
my destination. I visited with the driver
along the way, and we talked about
AMSOIL. He knew very little about
the company or our products. When
it came time to talk about distribution,
it became awkward. The driver went
silent. I figured he had preconceived
notions about multi-level marketing
(MLM). MLM has a bad rap thanks
to numerous companies that have
employed underhanded business
practices. I am sure you have heard
the term “pyramid scheme.” The way
I see it, there are two types of MLM
companies – those that emphasize
making money by bringing new
people into their program, and those
that emphasize making money selling
products and use MLM as a method of
distribution. AMSOIL is all about sell-
ing a great product.
The fact is, AMSOIL is not like any
MLM company and is not really MLM
in the traditional sense. There is no
category that neatly fits the AMSOIL
business. We are a direct-sales
hybrid. There is a network-marketing
aspect to our business, but many
aspects of our company do not align
with traditional MLM businesses.
The Retail, Commercial and Catalog
Programs are prime examples. Those
types of programs don’t exist in typi-
cal MLM businesses, but we found a
4 | SEPTEMBER 2019
M A G A Z I N E
way to make them work. We recently
made some improvements to the
Commercial Program and invested
in additional corporate support staff
for commercial business to help drive
Dealer success in that area. This
month you’re going to read about
some upcoming changes to the Retail
Program that will increase your op-
portunity through that sales channel.
We are working hard to expand your
opportunities everywhere possible.
One major change is the addition of
a minimum advertised price (MAP)
policy. Today no Dealer or account
is allowed to advertise pricing for
AMSOIL products through any national
medium, but Dealers and accounts
can advertise any price in local or
regional fliers. The MAP policy will
restrict all ads to include pricing
no lower than our manufacturer’s
suggested retail price (MSRP). This
will prevent the advertisement of
predatory pricing and keep a level
playing field for all involved.
The MAP policy is a perfect example
of our two main goals in action:
helping Dealers be successful and
ensuring AMSOIL remains strong for
years to come. We need to expand
opportunity in all markets, but we need
to protect Dealers’ interests when we
do so. That’s something we take very
seriously, and it’s something we do
*All trademarked names 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.
Buy AMSOIL Online
AMSOIL ONLINE STORE
every day. We’ve been approached
by just about every national retailer
in existence, and we’ve told them all
“no” to protect Dealers. We said “no”
to Ace Hardware.* We said “no” to
Advance Auto Parts.* We said “no” to
Walmart.* They were astounded that
we would refuse millions of dollars and
thought we were crazy for remaining
true to our principles. We are invested
in you, and allowing our products to
be sold through national chains would
harm that investment.
Our advertising efforts are another
example of something typical MLM
companies don’t do. We invest millions
annually to raise brand awareness
and increase sales opportunities for
Dealers.
By choosing to be an AMSOIL Dealer,
you’ve started a business unlike any
other. You get to sell the best products
in the world, you have no inventory
requirements or sales quotas, you
have low annual fees and you have
the backing of a company that works
tirelessly on your behalf every day.
If you make the most of it, we will
continue growing together.
Alan Amatuzio
President & CEO
 AMSOIL ONLINE STORE

Cleaner. Faster. Easier.

The new easy-pack helps you access tough-to-
reach fill holes. The flexible packaging makes
changing fluid cleaner and faster, and eliminates
the need for a pump.
Winner of a
SEMA Global Stay ahead of the curve with this revolutionary
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Buy AMSOIL Online


MP NOZZLES
I just read the letters page in the March
issue about the MP nozzles, and I am
writing to second the motion to do a fix
on this.
I have had customer complaints, with one
(former) MP user being very upset with
the performance in the new cans.
Wanda Shirk
AMSOIL: Thank you for sharing your
concerns about MP’s spray performance,
Wanda. Upon receiving the previous
letter, we launched a full investigation into
this issue and found the sources of the
problem. In Canada, we are changing
to a better fan actuator that still passes
Canadian flame extension requirements.
In the U.S., the only difference between
the old (pre-2013) and current can is
the propellant. Due to VOC (volatile
organic compounds) regulations, the
entire industry has had to move away
from hydrocarbon propellants. While
MP’s chemistry didn’t change, the CO2
propellant can change pressure with
temperature. As the ambient temperature
and volume within the can change, the
pressure inside the can also changes,
sometimes affecting spray performance,
especially when spraying small amounts.
We’ve compared MP’s spray performance
against high-profile competitors and
determined no competitor offered better
spray performance. To ensure optimal
spray performance, we recommend
storing and using MP in temperatures
between 32°F and 100°F. For precise
application, use the supplied straw while
lightly depressing the actuator.
FIREARM CLEANER AND
PROTECTANT
I have a family member who is all about
AMSOIL products, all of them including
the gun products, but has a concern
about one. It is the oil contents in the
Firearm Cleaner and Protectant. It seems
that he prefers a cleaner with no oil
protectants on the metal components
and to add the oils after the cleaning
procedure. However, on the other hand,
he does like the Firearm Cleaner and
Protectant on the guns that have plastic.
In fact, he says that nobody does it better
than AMSOIL. This is the first that I’ve
heard this. Any thoughts?
6 | SEPTEMBER 2019
M A G A Z I N E
Thanks,
Robert T. Watford
AMSOIL: Thank you for your feedback,
Robert. Our Firearm Cleaner and
Protectant is primarily a cleaner
formulated with the additional benefit
of corrosion protection. It has very little
lubricating qualities (we recommend
Synthetic Firearm Lubricant and
Protectant for outstanding lubricating
protection). Firearm Cleaner and
Protectant ensures firearms are good and
clean, while also protecting them against
corrosion, allowing owners to put them
into storage without applying a film of
lubricant first. Some competing lubricants
can break down over time and turn into a
sticky mess. We have validated Firearm
Cleaner and Protectant’s performance
and have received positive feedback
from countless customers. Your family
member can use our Firearm Cleaner
with confidence on all types of firearm
components.
NISSAN* INFINITI*
Matt Erickson’s article in the May issue
on the variable compression ratio
engine was interesting and informative. I
suspect other eagle-eyed readers have
already reported this, but just in case
not, Nissan’s luxury brand automobile is
spelled Infiniti rather than Infinity.
Dennis Reed
In the May 2019 Tech Talk section, Matt
Erickson refers to a car company called
Infinity. However, the correct name for the
luxury division of Nissan is Infiniti.
Please make a correction.
Andy White
AMSOIL: You are correct, Dennis and
Andy. We apologize for the error. Some-
times “spell check” works against you.
EASY-PACKS
So cleaner, faster, easier comes with a
14% premium. Bah humbug.
Art McLemore
AMSOIL: No one wants to pay more,
Art, and we don’t want to charge more.
Here’s the deal: innovation costs money.
The easy-pack packaging is more
*All trademarked names 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.
Buy AMSOIL Online
AMSOIL ONLINE STORE
expensive than the normal quart bottles.
There are seven partners involved in the
manufacture of our easy-pack products,
and each must be paid for its role. At
the end of the day, it’s a small price
to pay for the added convenience the
easy-pack provides. Plus it eliminates
the need to purchase a pump, making
it a less costly alternative for many
enthusiasts. Most people are happy
to pay for added convenience – think
about how many people pay outrageous
prices for bottled water. They pay for the
convenience. So far, easy-pack sales
indicate our customers find the extra
convenience worth the extra expense.
COOLING SYSTEM CLEANER
I was really just wondering, with all the
many additives and other cleaning
products that AMSOIL offers, why
AMSOIL doesn’t offer a cooling system
cleaner.
Thank you,
Vinny Frittitta
AMSOIL: That’s a good question,
Vinny, and it’s something we’ve recently
looked into. The cooling-system cleaning
process can be complex, hazardous
and require special equipment, so many
do-it-yourself customers are discouraged
from performing the task, limiting potential
sales. For this reason, we have decided
not to pursue this market at this time.
Email letters to:
letters@amsoil.com
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. Unsigned letters will not be published.
 AMSOIL ONLINE STORE

T E C H TA L K

Engine start-stop technology

can increase bearing wear
Yet another reason to upgrade to AMSOIL synthetic
motor oil.

Matt Erickson | DIRECTOR, TECHNICAL PRODUCT MANAGEMENT

Nearly every technology shaping the Maybe you’re aware that
auto industry can be traced to one most engine wear occurs
goal: increased fuel economy. Engine during cold starts. Well,
start-stop technology is one more tool engine wear occurs
automakers have in their arsenals to during warm starts, too,
ensure today’s vehicles meet tomorrow’s like every time an engine
tightening fuel-economy regulations. equipped with start-stop
technology restarts.
In principle, start-stop technology is
simple: the engine automatically shuts We have to get technical Metal-to-metal
off while you’re idling and restarts to understand why.
when you take your foot off the brake.
This reduces fuel wasted while idling. The crankshaft spins
thousands of times per
Automakers introduced different start-
stop systems in the late ‘70s and early minute in a running engine. As it spins,
oil flows through tiny openings in the
‘80s; however, drivers found them
awkward and unworthy of the higher crankshaft journals and fills the spaces
vehicle price. Today’s start-stop systems between the journals and main bearings.
are less obtrusive and are available on The crankshaft literally floats on an oil
vehicle models from most automakers. film and doesn’t contact the bearings.
We call this scenario hydrodynamic
That’s not to say they’re without lubrication. In this regime, the bearings
detractors. In fact, some automakers suffer little wear and last a long time.
have installed off switches that allow
motorists to disable the feature in Stopping the engine, however, reduces
response to negative driver feedback. oil film thickness. The crankshaft settles
But, despite their pitfalls, they’re likely onto the bearing surfaces rather than
not going anywhere. Consider these floats over them. The oil film thickness
statistics: shrinks to about the same thickness
as the surface roughness of the
• According to bearing manufacturer crankshaft. This is called boundary
MAHLE*, U.S. vehicles burned 3.9 lubrication. Starting the engine allows
billion gallons of gasoline while idling the microscopic peaks on the metal
in 2017. surfaces to contact and cause wear until
the oil film has been reestablished and
• Buick* reports that engines with
the crankshaft is once again floating
start-stop technology increase fuel
over the bearings. This is where the oil’s
economy 4-5 percent using the EPA
additives play a huge role in protection.
test cycle.
Granted, only minimal wear may occur
Automakers leap for joy over minuscule
each time the engine is started. It’s not
fuel-economy gains, so you can bet
a big concern in a properly maintained
they’re going to stick with anything that
traditional engine using a good oil. But
may provide a 4-5 percent boost.
what if you greatly increase engine start-
So, what does that have to do with stop cycles?
motor oil?
Consider another statistic from MAHLE:
Crankshaft Crankshaft Crankshaft
Journal at Journal at Journal at
Rest Startup Running Speed
Metal-to-metal No metal-to-
contact contact metal contact
• Start-stop cycles in equipped
engines may triple over the engine’s
lifetime compared to traditional engines.
That means three times more engine
starts, three times more instances of
boundary lubrication and three times more
exposure to increased bearing wear.
Bearing wear can snowball out of control,
too. Metal particles can break off and
populate the oil. The bearing surface
becomes rougher, encouraging adhesive
wear in which peaks on metal surfaces
grab and tear the mating surfaces.
Eventually the crank journal and bearing
can weld together, ruining the bearing.
This all points to a simple directive:
make sure your customers with engines
using start-stop technology are using
AMSOIL synthetic motor oil to guard
against bearing wear. Oil film thickness
shrinks when engines start from a dead
stop, placing even more importance
on oil additives to maintain protection.
Since engines equipped with start-stop
technology spend so much more time
under boundary lubrication, it’s vital to
use an oil with superior film strength and
additive quality. AMSOIL Signature Series
Synthetic Motor Oil delivers. It provides
75% more engine protection against
horsepower loss and wear** to help
protect today’s advanced engines.

**Based on independent testing of AMSOIL Signature Series 0W-20, in ASTM D6891 as required by the API SN specification.

*All trademarked names 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. SEPTEMBER 2019 | 7
Buy AMSOIL Online M A G A Z I N E
 AMSOIL ONLINE STORE

MORE TV ADS HIGHLIGHT

AMSOIL MARKETING STRATEGY
In our 2017 Dealer survey, respondents cited “low brand awareness” as one of the
biggest challenges to growing their businesses. More than 50 percent of Dealers
also listed “mainstream marketing” as the top area where they want us to increase
our investment in growing the brand. We’ve been working hard since then to boost
brand awareness and help you land new customers. In fact, in the next 12 months our
marketing, racing and events efforts will present the AMSOIL brand to Americans and
Canadians hundreds of millions of times. Here’s a rundown of what we’re doing.

Despite the proliferation of entertainment options,

TV advertising is still one of the best mainstream- TELEVISION
marketing options for effectively reaching people. • MotorTrend Network
Last year, we began advertising on MotorTrend • 77 million American subscribers
Network, formerly the Velocity channel. The • Popular with auto enthusiasts
network boasts 77 million subscribers and airs • 150 million impressions
dozens of shows for auto enthusiasts, such as “All
Girls Garage,” “Truck U” and “Garage Squad.”
Dealer feedback has been uniformly positive
and appreciative. This year we’re increasing our
investment, and our passenger-car and diesel
oil commercials should generate an additional
20 million impressions compared to last year.
Each commercial depicts test results comparing
engine parts using AMSOIL synthetic motor oil
and a competitor’s oil, similar to our print ads.
In-show “integration” segments also feature
AMSOIL products, during which the hosts use
AMSOIL products in a project vehicle and spend
several minutes talking about their benefits. Our TV
commercials and in-show segments will generate
more than 150 million impressions this fiscal year.
Our TV ad, which shows test results of AMSOIL Signature Series Synthetic
Motor Oil and a competitor’s oil, will generate 150 million impressions on
MotorTrend Network.

8 | SEPTEMBER 2019
M A G A Z I N E
Buy AMSOIL Online
 AMSOIL ONLINE STORE

SEPTEMBER 2019 | 9
Buy AMSOIL Online M A G A Z I N E
 AMSOIL ONLINE STORE

PRINT & DIGITAL

• 25 different magazines
• Car & Driver, Motor Trend, Diesel Power, Racer X
• 130 million impressions
• Doubling-down on diesel
• Major lead generator

Print advertising includes far more than just

magazines. Almost all publishers maintain
a large social media and online presence,
meaning our investment in this area overflows
into the digital realm.
Our ads will appear in at least 25 different
magazines covering the automotive, diesel and
powersports markets. Our strategy is “deep, not
wide,” meaning we plan to advertise in fewer
magazines, but to target magazines published
solely for enthusiasts and to run more ads in
those publications compared to previous years.
This will place our messaging in front of people
who are most likely to try a premium product
like AMSOIL synthetic motor oil.
You’ve likely seen our “Problem/Solution”
ad in Car & Driver, Motor Trend or another
publication that compares bearings from
engines lubricated with AMSOIL Signature
Series 5W-30 Synthetic Motor Oil (ASL) and a
competitor’s oil. It will continue to run this year,
along with its diesel equivalent. In fact, we’re
spending twice as much on diesel print ads this
year compared to last year. Additional ads will
run in powersports publications, too.
Print advertising continues to be a major lead
generator. Once leads who come to AMSOIL Fast, Free Shipping**
after seeing an ad become buying customers, ** Some exclusions apply.
we assign them to Customer-Certified See www.amsoil.com for details.

Dealers. For more information on the leads

process, see p. 12.

*All trademarked names and images are the property of their respective owners and may be registered marks
10 | SEPTEMBER 2019 in some countries. No affiliation or endorsement claim, express or implied, is made by their use. All products
M A G A Z I N E
Buy advertised
AMSOIL here are developed by AMSOIL for use in the applications shown.
Online

Last year, we analyzed the effectiveness
of our sponsorships and other
opportunities. We found that our brand
was over-saturated in the powersports
market and under-represented in
the automotive space. We began
reallocating money to increase our
involvement in automotive and diesel.
To that end, we’ve picked up several
new sponsorships, including...
• American Rally Association
• Seehorn Rally Team
• Team O’Neil Rally School
• Outlaw Diesel Super Series
• Done Right Diesel Performance
• Ultimate Callout Challenge
This places the brand in front of more
auto and diesel enthusiasts, helping
you more effectively gain a foothold in
these markets.
That doesn’t mean we’re abandoning
powersports. We’re continuing our long-
time sponsorship of Scheuring Speed
Sports, which competes in AMSOIL
Championship Snocross and UTV races.
And we continue to sponsor Brad Lovell
in off-road racing, while we also picked
up Bryce Menzies, one of the biggest
names in off-road racing.
Similar to print and digital advertising,
our philosophy toward racing and events
is to go deeper, not wider. We will con-
tinue to sponsor race series and events
that make financial sense, including Stur-
gis, Daytona Bike Week and Carlisle Car
Shows, and scale back where it doesn’t.
We’re also continuing to focus more on
fan engagement at races and events to
boost brand awareness.
A great example is the “AMSOIL Inside
the Oval” promotion we run at AMSOIL
Sprint Car National Championship races.
Fans can go to the AMSOIL Dealer booth
to enter to win a VIP experience that
provides access to the race from inside
the oval, where they experience the
RACING & EVENTS
• Increased investment in automotive and diesel
• Bigger, more effective presence at fewer events
• Increased fan engagement
• Continue to leverage influencers
onslaught of high-horsepower sprint cars
racing past mere feet away. Winners also
receive other perks, like an interview on
the live stream during the race. It’s proven
to be a big hit with fans and a great way
to boost brand recognition while leaving a
lasting, positive impression on attendees.
Another great example was the appear-
ance of Kenny Hauk, star of History Chan-
nel’s “Road Hauks,” at Ultimate Callout
Challenge last spring, one of the biggest
events for diesel enthusiasts. His pres-
ence drew a ton of attention from fans
and provided great social-media content
to help increase brand awareness.
We plan to have more of our influencers
appear at events, in ads and in other
digital content to build the brand. Award-
winning car builders Randy and Sydney
Weaver, for example, will appear with
us at the SEMA Show in Las Vegas this
fall, and we’re finalizing arrangements
to have other influencers appear at ad-
ditional events and races. Look for us to
continue to leverage our influencers for
more great brand-building content.
Buy AMSOIL Online
AMSOIL ONLINE STORE
We’re amping up
our diesel presence
with sponsorships
of influencers like
Done Right Diesel
Performance owner
Ben Shadday.
WHAT IT MEANS FOR DEALERS
While increasing brand recognition
is critical, gathering testimonials
from influencers and demonstrating
product performance are also vital.
This gives you a great way to start
a conversation with prospects. Ben
Shadday, for example, is a big name
among turbodiesel enthusiasts.
Telling a prospect that Ben Shadday’s
nearly 2,500-hp Cummins*-powered
diesel uses AMSOIL products is a
good way to grab his or her attention.
The same holds for Scheuring Speed
Sports’ professional snocross riders,
Bryce Menzies’ custom trophy truck
and more.
In addition, our marketing efforts
gather tens of thousands of leads per
year. We nurture them corporately
and assign them to Customer-
Certified Dealers once they make
a purchase. This helps build your
business with buying customers. And,
ultimately, that’s what it’s all about –
helping you make more money.
SEPTEMBER 2019 | 11
M A G A Z I N E

LEADS NURTURING PROCESS
People contact AMSOIL every day in search of more information about
the company and its products. These people are great prospective new
Dealers, customers or accounts as they’ve demonstrated some interest in
AMSOIL by requesting information. We do everything we can to capitalize
on that, turn these leads into customers and connect them with Dealers.
Where do they come from?
Leads come to AMSOIL online, by
phone or from events.
What does AMSOIL do with leads?
Leads are placed into an email nurturing
process designed to encourage further
interaction and purchase of AMSOIL
products. We send a series of emails
based on the information the lead
requested or which event the lead
attended. Some leads also request a
catalog. Some download a PDF version
from amsoil.com, while others provide
their mailing address and we mail them
a catalog according to their selected
interests. Those leads also enter our
email nurturing process.
What happens after the email
nurturing process is complete?
Leads that don’t purchase anything are
added to our blog subscription list. Leads
that make a purchase are assigned to
a Customer-Certified AMSOIL Dealer
and commissions are paid to that Dealer
based on the lead’s initial purchase and
all subsequent purchases.
What if a lead has been working with
a Dealer?
We ask everyone who calls or contacts
us online if they’ve been working with a
Dealer. Anyone who provides a referral
number or Dealer name is tied to that
Dealer from then on and becomes that
12 | SEPTEMBER 2019
M A G A Z I N E
AMSOIL ONLINE STORE
W H AT ’ S CUSTO M E R C E RTIFIE D ?
Visit the Dealer Certification area
of the Learning Center in the
Dealer Zone at my.amsoil.com.
E M AIL E X A M PLE
ENGINE OPERATION
Dealer’s customer when he or she makes
a purchase. We provide the referring
Dealer’s contact information at the bottom
of every nurturing email we send to leads
who provide a referral number so they can
reach out to their Dealers if they choose.
How will Dealers know if they have a
lead in the system?
We use the Message Center to notify
Dealers of any leads that provide their
referral number. Dealers are free to
contact leads that provide a physical
address or phone number.
Why don’t you provide the email address?
Since we are already emailing leads,
we withold the email address to prevent
emails from AMSOIL INC. or AMSOIL
Dealers from being marked as spam.
Only .1 percent of emails need to be
marked as spam in order for a sender
to face serious consequences. Leads
may not recognize the difference
between AMSOIL INC. and an AMSOIL
Dealer. Therefore, a lead who opts out
of emails from AMSOIL will be upset if
he or she continues receiving emails
from an AMSOIL Dealer, creating a
negative experience and reducing the
likelihood of that person ever becoming
a customer.
Are leads handled differently
according to their source?
No. Leads gathered online, by phone
or at events are all treated the same; we
enter them into a lead-nurturing email
program and assign them to Dealers
when they make a purchase.
Buy AMSOIL Online
 AMSOIL ONLINE STORE

LEADS PROCESS

ONLINE LEAD PHONE LEAD EVENT LEAD

EMAIL NURTURING PROGRAM

Dealer is
Referred by a Dealer Not Referred by a Dealer
Notified

Emails or Catalogs Sent Based

on Information Lead Requested

Retail Dealer Commercial

Automotive Powersports Diesel
Business Business Business
Content Content Content
Content Content Content

Lead Action

Makes a Purchase Does Not Make a Purchase

Referring Added to AMSOIL Blog

Assigned to Customer-
Dealer Subscription for Continued
Certified Dealer & Dealer
is Paid Attempts to Convert
is Paid Commission
Commission into Buying Customer

SEPTEMBER 2019 | 13
Buy AMSOIL Online M A G A Z I N E
 AMSOIL ONLINE STORE

RETAIL PROGRAM UPDATES

PROVIDE NEW OPPORTUNITIES
We recently announced updates to the Retail Program, including new merchandising kits, a
new Retail Co-op Program and the Repair-Shop Website Program. These improvements are
designed to help increase business for you and your retail accounts. See the July AMSOIL
Magazine for details. We’re excited to announce additional changes to the Retail Program
to further strengthen the Dealer opportunity by helping you establish more retail accounts.
Highlights are included here; refer to the new AMSOIL Independent Dealer Policies &
Procedures (G4000) for complete policy details.

New Minimum Advertised Price policy
To protect the Dealer opportunity and
ensure its long-term viability, we’re
instituting a unilateral minimum advertised
price (MAP) policy effective Oct. 1, 2019.
The MAP policy will apply to all AMSOIL
Dealers, retail accounts and resellers
serviced directly from a Dealer’s personal
inventory. The MAP policy...
• Prohibits Dealers or retailers from
advertising discounted pricing on
AMSOIL products, whether sold
alone, bundled with other products
or sold as part of an installed service
(e.g. oil changes).
• Applies to advertisements such as
fliers, TV ads, coupons, email, web
pages and more.
• Stipulates that advertised pricing
cannot be lower than the current
MSRP published in the Wholesale
Price List (G3500, G8500 Canada) and
any current addendums published in
the Dealer Zone (Product and Program
Lit>Price Lists & Catalogs).
Applies to all AMSOIL products
The MAP policy doesn’t replace our
prohibition against advertising product
pricing online – the AMSOIL Online Store
remains the sole online platform for
AMSOIL product pricing. The MAP policy
applies only to advertised prices and
does not apply to the prices at which
the products are actually sold or offered
for sale to an individual consumer within
the Dealer’s or retailer’s location, over
the phone or through a request-for-price
process. Dealers and retail accounts
are free to sell AMSOIL products at any
prices they choose. Although we’ll notify
all retail accounts that this policy takes
effect Oct. 1, please reach out to your
accounts and tell them yourself. Give
them a copy of the AMSOIL Unilateral
Minimum Advertised Price (MAP) Policy
(G3656), available in the Dealer Zone
(Product and Program Lit>Forms). MAP
policy details are also available in the
new Policies & Procedures (G4000)
(Dealer Zone>Rules of the Road). Policy
enforcement will take into consideration
certain print ads that may have been
finalized prior to announcement of the
MAP policy.
How it helps you
Dealers or retailers who advertise
discounted pricing negatively affect the
value of our products and hamper the
efforts of other Dealers or retailers. For
example, a retail chain might advertise
AMSOIL products in a regional flier or
KEY TAKEAWAYS
• New 24-store policy
• Qualifying businesses with up to
24 locations may apply for a single
AMSOIL retail account to service all
locations
• Eases business complexity and
opens new opportunities
• New unilateral minimum advertised
price (MAP) policy
• Dealers and retailers cannot
advertise discounted pricing on
AMSOIL products
other advertisement that shows pricing
barely over wholesale. This provides
an unfair advantage over independent
Dealers or smaller retailers in the area. The
MAP policy prohibits such activity, helping
ensure the viability of selling AMSOIL
products for all Dealers and retailers.
New 24-store policy
The introduction of the MAP policy, free
shipping and industry changes allows us
to expand our definition of the businesses
that may qualify for an AMSOIL retail
account, opening new opportunities for
Dealers. Previously, we only allowed
businesses with 12 or fewer stores to
qualify for a single AMSOIL retail account
that served all locations. Businesses
with more than 12 stores had to register
individually. This helped prevent chain
stores from gaining a competitive
advantage over independent Dealers
and smaller retailers by using centralized
distribution and billing to reduce costs.
• Prevents larger retailers from
gaining an advantage over
independent Dealers and smaller
retailers
• General merchandise/big-box
retailers may no longer qualify as
AMSOIL retail accounts to protect
the premium nature of the brand
• See the new AMSOIL Independent
Dealer Policies & Procedures
(G4000) for details

*All trademarked names are the property of their respective owners and may be registered marks in some
14 | SEPTEMBER 2019 countries. No affiliation or endorsement claim, express or implied, is made by their use.
M A G A Z I N E
Buy AMSOIL Online
 AMSOIL ONLINE STORE

AMSOIL has always supported Dealers

as the primary method through which we
distribute our products, and the policy
helped ensure the viability of independent
Dealers and all retail accounts.
Introduction of free shipping for retail
accounts, however, helped even the
playing field, while the new MAP policy
further protects independent Dealers
to a larger number of retailers. Previously,
a business with more than 12 locations RETAIL STORE
COUNT POLICY
had to complete extra paperwork, submit
additional orders and do more busywork.
Expanding to a 24-store policy makes
doing business with AMSOIL easier,
helping you gain more retail accounts.
New policies to protect our brand
Another key policy update affects
AUTO PARTS

and smaller retailers. As such, we’ve general-merchandise/big-box stores.

updated the policy to allow a business
with up to 24 stores to qualify for a single
retail account to service all outlets. The
account may use centralized billing
and distribution. You may either apply
for one retail account to service all the
locations, or register each individual
location as its own retail account.
You may still register businesses with
more than 24 stores provided each
individual location is registered as its
own retail account. Dealers may register
up to 24 accounts per chain (i.e. 24
Advance Auto Parts*, 24 Jiffy Lube*
facilities, etc.).
Exceptions apply
Some exclusions to the 24-store policy
apply. For example, while industrial-
Previously, Dealers could try to establish
such retailers as accounts provided
they met our restrictions. Dealers found
it nearly impossible to register such
Retail Stores
businesses, so we’re removing that Specialized stores with departments
provision. It makes sense – the AMSOIL in alignment with the AMSOIL product
brand doesn’t align with the cut-prices- line (e.g. auto, truck, marine, ATV,
at-all-costs philosophy of general firearm, powersports, tire, farm, fleet,
merchandise/big-box retailers. We value etc.). Examples include auto parts
knowledgable staff and excellent service stores, hardware stores, powersports
dealerships, quick lubes, and farm and
after the sale – attributes not readily
ranch stores.
available at large general-merchandise
stores. To protect the Dealer opportunity Max. Outlets per Account: 24
for everyone and maintain the premium
nature of the AMSOIL brand, the
following types of businesses do not
qualify as new AMSOIL retail accounts:
• General-merchandise/big-box retailers SUPPLY

supply businesses (e.g. Fastenal*, (e.g. Walmart*, Target*, Home Depot*,

Grainger*) may qualify as retail
accounts, they must have a separate
account for each store, even if the
business owns fewer than 24 outlets.
While there is limited opportunity, we
will consider approval of convenience
stores with up to 350 locations as retail
accounts. However, to ensure the
Dealer opportunity remains viable for
everyone, such businesses may only
offer a limited selection of AMSOIL
products. Convenience stores with up
to 24 locations may register according
to the new 24-store policy. Registering
a business with 25 to 350 locations,
Menards*, Fred Meyer*)
• Businesses that sell AMSOIL products
online or through catalogs
• Businesses that are primarily engaged
Industrial Supply
in the distribution of oil or fuel
Primarily distributes auto, truck and
• Businesses that distribute auto/truck/ equipment supplies to retail and
equipment supplies to retailers commercial customers (e.g. Fastenal,
• Vendors who operate on a temporary Grainger, Motion*, Mars*).
basis at events Max. Outlets per Account: 1
• Home-based businesses
How it helps you
We all know that AMSOIL makes
premium products. Just as you don’t
expect to buy a new BMW* at a cut-rate
used-car lot, people shouldn’t expect BIG-BOX

however, requires pre-approval and to buy AMSOIL synthetic lubricants

working with the AMSOIL Retail Program
Manager to coordinate account
registration, product selection and other
special requirements.
How it helps you
The new 24-store policy eases business
complexity for Dealers and retailers alike,
helping you grow your business. Allowing
businesses with up to 24 locations to
qualify for a single retail account and use
centralized distribution and billing makes
carrying AMSOIL products more attractive
at Walmart, Target or other general-
merchandise/big-box stores. Such
businesses appeal to anyone and
General-Merchandise/Big-Box
everyone looking to buy products at the
lowest prices possible. Our customers
seek products that deliver superior
performance and long-term value, not
the cheapest oil in town. Allowing only
businesses that align with our brand
attributes to qualify for an AMSOIL retail
account protects the premium nature of
our brand and increases the value of the
services you provide.
General-merchandise/big-box
department stores with a majority
of departments that do not align
with the AMSOIL product line (e.g.
cosmetics, housewares, medicine,
groceries, toys, etc.). Examples
include Walmart, Target, Home
Depot, Menards, Fred Meyer.
Max. Outlets per Account: 0

SEPTEMBER 2019 | 15
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M A G A Z I N E

NEW DEALER POLICIES &
PROCEDURES STRENGTHEN
CUSTOMER SERVICE AND PROTECT
THE DEALER OPPORTUNITY
In our 2017 Dealer survey, you asked us to make it easier to run your Dealership. Steps
we’ve taken since then to meet your request include introduction of the Dealer Starter Kit,
revised Retail Program and Commercial Program kits and free shipping for Dealers and
customers. These enhancements have reduced business complexity and helped Dealers
earn more money with less busywork.
New Dealer Policies & Procedures
The new Independent AMSOIL Dealer
Policies & Procedures (G4000) is our
latest development to help reach that
goal. It gathers all policies that govern
your Dealership into a single source to
make it easier for you to find answers
to your questions. Previously, you had
to consult multiple documents, which
added frustration and wasted time.
Why More Policies?
This project marked the perfect time
to scrutinize our existing policies for
areas of improvement. We identified
an opportunity to add policies common
to network-marketing companies to
ensure the long-term viability of the
Dealer opportunity. We also identified
a need to add policies that strengthen
our commitment to customer service.
Superior customer service distinguishes
us from other oil companies, and we
need to leverage that advantage to
remain out front.
Customer Bill of Rights
For example, while we’ve always had a
Customer Bill of Rights that prescribes
the level of service required of Dealers, it
was buried within another document and
rarely mentioned. The new policies and
procedures includes a section devoted
to our Customer Bill of Rights.
16 | SEPTEMBER 2019
M A G A Z I N E
In the previously mentioned Dealer
survey, you told us that unprofessional
Dealers hamper your ability to earn
new business and grow sales. The
Customer Bill of Rights helps solve that
problem. In essence, it requires Dealers
to provide their customers updated
contact information while responding
to reasonable requests for service
in a timely manner. It also requires
Dealers to maintain regular contact
with their customers according to their
expectations. The Customer Bill of Rights
puts in writing basic customer-service
principles Dealers should practice to
grow their businesses. It should help
reduce instances of under-performing
Dealers who reflect poorly upon you and
the AMSOIL brand.
Personal Information Protection
Taking steps to protect customers’
credit-card information, Social Security/
insurance numbers and other personal
information from identity theft is a key
part of running any business.
With that in mind, we’ve created polices
that require Dealers to take reasonable
steps to protect their customers’
personal information. They include
encrypting data prior to electronic
transmission, storing physical documents
in a secure location and password-
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AMSOIL ONLINE STORE
protecting computer files. The policies
also prevent Dealers from sharing their
customers’ personal information with
anyone without a legitimate business
need for such information.
Again, these policies simply put in
writing common-sense principles
Dealers should already be following to
run a strong business.
Assigned Customers
With more customer leads coming
in to AMSOIL each year, we’re
assigning more buying customers
to Customer-Certified Dealers than
ever. This means we need to define
the polices surrounding how assigned
customers are handled. For example,
assigned customers may request a
change of sponsoring Dealer within
30 days. Since many new customers
may not understand the importance
or procedures for identifying their
preferred Dealer when they submit their
information, this allows ample time for
them to be assigned to the Dealer most
responsible for their interest in AMSOIL.
It’s also fair for the Dealer to reward him
or her for the hard work in generating the
new customer.
 AMSOIL ONLINE STORE

COMMERCIAL & RETAIL

MARKETING GUIDELINES
CONFIDENTIAL: For
As an AMSOIL Dealer, you AMSOIL DEALER S ONLY
can earn commissions and
purchases made by registered commission credits from
retail and commercial accounts. Initial Contact Policies and
sions and commission credits Cash commis- Guidelines (G2194); and this
are detailed in the Dealer Profit document.
in the Online Profit Lookup List (G3501) and 4. Assist your account in completing the Account Application
System in the Dealer Zone. Form and, to avoid
conditions of your Dealership, As with all terms and delays in processing the application, complete
it is subject to modification, and return the profile sheet.
change by AMSOIL upon
30 days written notice. amendment and some cases, such as home-based commercial or In
it may be necessary to supply relatively new businesses,
A Commercial Account is additional information to
of a qualified account, such support
product for company vehicles,
a commercial or industrial
end-user that purchases ment, as a business license, Facebook the existence
machinery, equipment, etc., company brochure or any page, advertise-
performance of the business to be used in the a qualifying other documents that support the
and not for resale. business. existence of
The approval of a commercial 5. Once registered
account requires a business and before an initial order
business address. The only telephone and a properly trained and is placed, ensure the account
exceptions include a farm informed of all the terms, is
trucking business. Registering or an owner/operator Commercial policies and procedures of
either of these types of or Retail Programs as outlined the
completed Profile Sheet outlining accounts requires a this document in the Marketing Plan; price
the specific type of equipment and all other pertinent AMSOIL lists;
business. used by the 6. Continuously publications.
work on behalf of accounts
If you feel that some other This includes, but is not limited to ensure satisfaction and
type of home-based business to, the following: success.
cial account, please submit qualifies as a commer-
a completed Profile Sheet · Maintain regular contact
the existence of the business and evidence supporting as scheduled or expected
to the Review Committee. by the account.
examine this information and The committee will · Ensure accounts have current
notify you of its decision. price lists and are informed

siness:
developments. about new product
A Retail Account is a business

Building Your Bu licies &

that operates out of a storefront · Assist accounts in finding
there is public access for or outlet where the best possible order placement,
customers. This business livery and payment options shipping, de-
merchandise at retail prices must also sell associated to meet specific needs.

CONFIDENTIAL
or provide product as part · Ensure AMSOIL has current
ness must not sell AMSOIL of a service. This busi-
products through the Internet contact information for all

Marketing
must not operate or be located or retail catalogs and · Ensure co-op advertising active accounts.

Marketing
at a residence, and AMSOIL credits are managed and used

Po
should not be the

t
primary business. to achieve results.

ac
· Ensure profile information

nt
is complete and kept up-to-date

Co
Businesses that own more

al
counts that qualify for the for retail ac-

Initi
than 12 Online Locator.
outlets as separate retail accounts. retail outlets may only register individual 7. Inform
Each outlet/account must AMSOIL INC. of any change
to establish an account and have the authority cedures of of ownership, address or
place individual orders for your commercial/retail account business pro-

Guidelines
co-op advertising credit and its own store. Invoices, submit within 30 days of such a change
other documents will be sent a new application if requested. and
count. Individual outlets/account to the individual ac-
s may not use centralized Failing to comply with the

Plan
shipments, transfer inventory distribution, group above responsibilities and

INDEPENDENT AMSOIL DEALER

between outlets or combine rights to participate in the policies will jeopardize all

Plan
credits. Exceptions to this co-op advertising commercial and retail programs.
will be considered for certain
not in direct conflict with retail segments that are
the best interests of the Dealer
must work in conjunction opportunity. Dealers POLICIES

POLICIES AND PROCEDURES

with the Dealer Sales Department In order to comply with the
nesses to be considered for in order for busi- AMSOIL Marketing Plan,
an exception. An AMSOIL the following regulations
or sell to a maximum of 24 Dealer may register and/ must be adhered to:
individual retail outlets that
business. are owned by the same 1. An AMSOIL Dealer cannot be
the servicing Dealer for a commercial/ret
count if the AMSOIL Dealer ail ac-
Businesses that own up to is an employee or any member
12 retail family has a financial interest of his/her immediate
may apply for one retail account outlets have two registration options. They in, or is
to service all outlets. Invoices, count. There must be an arms-length an employee of, the commercial/retail ac-
ing credits and other documents co-op advertis- and relationship between the servicing
are not granted will be sent to one central the com
billing address. Committee mercial/retail account. If special circumstances exist,
Dealer
L Dealerships considered
The second option is to apply

POLICIES
Though AMSOI s customers are
for separate retail accounts will make the final determination. the Review
of possib ility Dealer. es, a Dealer’ other Dealers . outlet must have the authority
to establish its own
for each outlet. Each
2. An AMSOIL
ts a world exclusive territori not be pursue
d by its own store. account and place orders for Dealer may not have his/her
Dealership presento share premium AMSOIL ed and should tly results name of a business that could commission checks written
An AMSOIL ence frequen in the

Compensatio
nities le protect interfer . AMSOIL reserves be, or is registered as, an AMSOIL
d opportu a profitab tional and lost Dealers the right to accept or reject account retail account.
through unlimite while building Intentional or
uninten
lost customers minate accounts that do not applications and to ter- 3. Owners of a registered AMSOIL commercial/ret
new customers programs to help Dealers relationships, reputation meet account qualifications
or are considered not AMSOIL Dealers or Preferred Customers only
ail account may become
products with the image and

n
Dealer, in harmed
in the best interest of AMSOIL
L offers several including the adversely affect . They also INC. and the Dealer opportunity. current servicing Dealer. under the sponsorship of
business. AMSOI These actions AMSOIL Dealers grow the the laws of the State
the
earn commissions, Programs. as those of
L, as well AMSOIL referred to as AMSOIL, is a corporation existing and operating underRESPONS
make profits and er, Commercial and Retail t sales of AMSOI
s and
INC., hereinafter
to build your busines 925 Tower Ave., Superior, IBILITIES
Wiscon-
4. AMSOIL Dealers or Preferred
Customers who are owners
Building,
Preferred Custom profit from catalog and Interne them make it more difficult of Delaware with its principal place of business located at the AMSOIL To participate in the commercial and retail that you must be
AMSOIL business may have
their business become a commercial/ret
of a separate non-
also then sell engaged
is AMSOI fulfilldistribution
L in the formulation, manufacturing and of numerous products programs, willing to with their sponsor as the servicing Dealer. ail account
Dealers can AMSOIL and use AMSOI
L brand. sin 54880. This corporation the the following responsibilities
:
products from Most Dealers level and ensure limitles sPlan.
or purchase ers for retail profits. build To keep the playingarefield
marketedsthrough
a source Marketing
this of 1. Be currently registered
with AMSOIL INC. as an AMSOIL
5. An AMSOIL servicing Dealer
cannot purchase products
sfully unity remain Dealer. through
directly to custom these programs to succes
cial/retail account for either
policies and 2. Provide
are distributed throughout the United a commer-
busine ss opport The following
your current contact their own use, resale, to
of AMSOIL establispages
hed these the Marketing Plan by which AMSOIL products
outlinement. information (phone number, email address, or qualify an account. To do extend protected status
a combination al for all, ork for enforce website URL, etc.) to your
account and so circumvents the AMSOIL
a potenti wellStates and Canada. ensure requests for assistance jeopardizes all AMSOIL Dealer Marketing Plan and
their businesses. unity to build guidelines, as
as a framew fulfilled promptly and professionally. are and servicing Dealer rights.
is an opport “AMSOIL logos” is
placed and authorized by All orders must be
L Dealership ers, Dealer s, “AMSOIL sales in anand
aids” the account.
The use of the terminology “AMSOIL products,” “AMSOIL literature,”
3. Conduct business
Your AMSOI new custom ers are
honest, ethical and professional
and sales aids manner and in com- 6. A servicing Dealer may not take action of any kind
establi shing pliance
logos,with the AMSOILliterature
products,
busine ss by ers and accoun
ts. New custom
r AMSOIL all encompassing and includes all AMSOIL divisions and their individual INC. Marketing Plan (G47A); Building Your
Business: mercial/retail establishment receiving a lower price
that would result in a com-
Preferred Custom already working with anothe distributed by AMSOIL. than any other participating
not AMSOIL INC., 925 Tower
those that are and enforcement of all policies contained
Ave., Superior, WI 54880 •
AMSOIL retains the right to decide all matters regarding interpretation of FREE ORDERING
(715) 392-7101 • Fax: (715)
392-5225 • www.amsoil.co
regarding special exceptions, enforcement
in this Marketing Plan and other AMSOIL publications. Any requests
TOLL m
LINE 1-800-777-7094
Review Committee.
policies or Dealer disputes should be submitted in writing to the AMSOIL
by the laws of the State of Minnesota. In the
This Agreement and disputes arising hereunder shall be governed
the parties to this Plan and Agreement
event of any litigation involving the interpretation of this Plan or Agreement,
Court, State of Minnesota or United States Dis-
agree to submit to the jurisdiction of the St. Louis County District Effective Oct. 1, 2019
for purposes of said litigation. Each Party to this
trict Court, District of Minnesota, Fifth Division, Duluth, Minnesota
State of Minnesota as his Agent for the purpose
Agreement hereby appoints the Office of Secretary of State of the
Participants residing in Louisiana may
of accepting service of process in any litigation arising out of this Agreement.
choose Louisiana law, jurisdiction and venue.

Effective May
Effective November 1, 2013 1, 2009

AMSOIL Independent Dealer Policies & Procedures (G4000)

• Gathers all Dealer policies and procedures in one place
• Available in the Dealer Zone (Rules of the Road)
• New succession-planning policies, Customer Bill of Rights, Retail Program policies and more
• Please read and understand
• Engaging in normal business (e.g. placing orders, registering customers) indicates your agreement and acceptance
• Effective immediately

Succession-Planning Policies and ensure customers continue to of the Road). Make sure to read and
Eventually, you’ll need to wind down receive superior service. Additionally, understand its contents. Engaging in
your Dealership and either transfer it to this ensures your heir or replacement normal business activities, such as
an heir or sell it outright. When that time acquires a healthy business that he or placing orders or registering customers,
comes, your customers should continue she will be proud to continue. indicates that you’ve accepted and
to receive the same excellent service on agree to abide by the new policies and
New Retail Program Policies procedures, so make sure to read them
which you built your business. If you can’t
work your Dealership, you don’t want We’ve also changed some of our Retail first. In addition, all Dealers who’ve
years of hard work to go up in smoke Account Program policies to reduce registered before Sept. 1, 2019 will
in the form of unsatisfied customers business complexity and open new sales soon need to review the updated Dealer
switching to another lubricant brand. opportunities, while adding a unilateral Agreement appended to the online
minimum advertised price (MAP) policy. Dealer application at www.amsoil.com
In fact, our data shows that sales drop For details, see pages 14-15. and indicate acceptance. Look for more
considerably within three months of a details on that in the Dealer Zone and
Dealer’s death. This scenario leaves The new AMSOIL Independent Dealer
Policies & Procedures also includes AMSOIL publications soon. With the
the Dealer’s heir or successor with a introduction of G4000, the following items
declining business that discourages several legal protections lacking in
our previous marketing plan, such as are discontinued:
active participation while tarnishing the
Dealer’s legacy. rules for removing a former spouse • Marketing Plan – Policies (G47A)
from a Dealership and prohibitions • Marketing Plan – Compensation
For that reason, we’ve instituted policies against cross-line sponsorship. Such (G47B)
to encourage Dealers to prepare for legal provisions are common and • Commercial & Retail Marketing
a speedy, seamless transition once help protect the viability of the Dealer Guidelines (G1097)
they’re unable to work their business. opportunity for the long term. • Building Your Business: Initial Contact
The policies require a Dealer’s heir or Policies & Guidelines (G2194)
successor to be Customer-Certified to Read and Understand the New Policies
ensure he or she is prepared to carry All updated policies and procedures are As always, we’re here to help; contact
on the business. These changes will included in the new AMSOIL Independent AMSOIL Customer Service at 1-800-777-7094
mitigate sales declines, protect the Dealer Policies & Procedures (G4000), (customerservice@amsoil.com) with
long-term stability of the Dealer network available in the Dealer Zone (Rules any questions.

SEPTEMBER 2019 | 17
Buy AMSOIL Online M A G A Z I N E

AMSOIL OFFERS A UNIQUE
BUSINESS OPPORTUNITY
AMSOIL INC. was founded on the American ideals of independence and entrepreneurship. From a
one-person operation based in a small garage, our founder, Al Amatuzio, worked tirelessly to build a
company devoted to helping our customers maximize the protection and performance of their vehicles.
When AMSOIL founder Al Amatuzio
began commercially selling AMSOIL
synthetic motor oil in 1968, it languished
on store shelves next to its much
cheaper conventional-oil counterparts.
Consumers hadn’t heard of synthetic oil
and didn’t understand its benefits.
That all changed with the founding
of the Dealer network in 1973. Our
Dealers were able to convey the
benefits of synthetic lubricants much
better than simple product labels, and
the company grew exponentially. The
marketing plan at the time of the Dealer
network’s founding was pure multi-
level marketing (MLM), but things have
evolved since then.
What is MLM?
At its foundation, multi-level marketing
is selling products through independent
distributors and allowing the distributors
to build and manage their own sales
force by recruiting, motivating and
training others to sell products. The
distributors’ compensation includes
their own sales and a percentage of the
sales of their sales group (downline).
In essence, the distributor becomes
the CEO of his or her own distribution
network, and the network grows
according to the effort put in by the
distributor. A true MLM distributor’s
income is entirely dependent on the
amount of effort expended, and the
possibility for success is unlimited.
History of Multilevel Marketing
MLM began in the 1940s with a vitamin
company in California. Two dealers
from the company took the ideas from it
and formed Amway*, now a multi-billion
dollar business.
18 | SEPTEMBER 2019
M A G A Z I N E
Throughout the next few decades, the
MLM industry progressed steadily until
the great boom of the 1970s. Many new
MLM businesses, including AMSOIL
INC., started then, and MLM saw
unprecedented growth.
Direct sales companies are much the
same as legitimate MLM companies
— they focus on selling products.
This business model also includes
independent contractors that sell
the company’s products directly to
consumers. The buy-in is small for
new distributors, they don’t need any
particular level of education or training
and they can set their own hours. Many
direct sales companies also are MLM
companies.
The AMSOIL opportunity
is unique. Compensation
is based on product sales,
the cost of becoming a
Dealer is minimal and
training is free.
Although AMSOIL started out as an
MLM company, it has evolved into a
unique hybrid direct-sales/network-
marketing company. Here’s what sets
AMSOIL apart and makes it a solid
opportunity.
Advertising and Sponsorships
Typical MLM companies spend little
to no money on advertising and
sponsorships. Instead they depend
on person-to-person interactions to
*All trademarked names 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.
Buy AMSOIL Online
AMSOIL ONLINE STORE
get the word out about their products.
While AMSOIL does count on Dealers
to personally share the benefits of our
synthetic lubricants, we also invest in
national advertising campaigns online,
on television and in print. You can find
AMSOIL ads anywhere from niche
magazines such as Diesel Power, to
mainstream publications reaching
millions, such as Motor Trend and Car
& Driver.
In addition, we have several
partnerships as the Official Oil of
some of the country’s biggest events,
including Daytona Bike Week and
The Sturgis Motorcycle Rally. We
also sponsor several high-profile
personalities, including Jerry “Monza”
Johnston from the popular TV series
“Street Outlaws,” and off-road superstar
Bryce Menzies.
Our advertising, partnerships and
sponsorships further heighten brand
awareness, generating more interest in
AMSOIL products and bringing in more
potential customers for you.
Opportunity to Excel
The flexibility of our Dealer program
allows you to move up and even
surpass your sponsoring Dealer in sales
and commissions. As independents,
your success isn’t hindered by a
corporate structure; it’s tied directly to
how hard you work and how well you
serve your customers. Anyone can
achieve top-Dealer status at any time.
Commercial and Retail Programs
Our Commercial and Retail Programs
also set us apart.
AMSOIL Dealers can register
commercial accounts that buy AMSOIL

products at wholesale prices for
their use, and retail accounts
that buy AMSOIL products
at wholesale prices and re-
sell them to retail customers.
Dealers are free to pursue
whichever programs appeal
to them in building their
businesses.
To our knowledge, no other
MLM company offers a similar
mix of programs. Typically,
MLMs rely exclusively on their
distributors conducting person-
to-person sales and sponsoring.
By offering Commercial and
Retail Programs, AMSOIL gives
Dealers more opportunity to
conduct business and sell
larger volumes of products to
accounts.
Training and Support
Keeping Dealers up-to-date on
the latest industry news is one
of our top priorities. AMSOIL provides
a vast array of resources and training
materials to educate our Dealers,
including the Dealer Zone, AU Online
and a wide selection of literature items
and publications.
We also provide technical assistance
and opportunities to learn directly from
AMSOIL corporate staff at regional
sales meetings and conventions,
as well as through phone and email
correspondence.
More than that, AMSOIL provides
accounting services, sales tracking,
payment of commissions, order
fulfillment and extends credit to
established accounts.
Technical expertise is available with
a telephone call or email to technical
experts at the company.
Quality and Legitimacy
AMSOIL has always committed to the
highest standards of quality. We publish
verifiable test results and performance
data on all our synthetic lubricants.
We also have never relied on phony
“get-rich-quick” claims to lure in new
Dealers.
We have always maintained that
achieving prosperity as an AMSOIL
Dealer requires hard work and
dedication. The AMSOIL business
opportunity is not based on a fabricated
promise of instant riches; it’s based on
the driving force of persistence and
self-reliance to achieve success.
AMSOIL has built a solid reputation as
a company and independent business
opportunity for more than 45 years. We
developed the world’s first API-qualified
synthetic motor oil and continue to work
hard to provide the best lubricants on
the market and a premium business
opportunity for our Dealers.
Watch Out for Pyramid Schemes
The same factors that made the climate
favorable for legitimate MLM companies
also encouraged development of
unethical companies disguised as MLM.
Their get-rich-quick marketing plans
became known as pyramid schemes.
Pyramid schemes make money by
charging large registration fees.
Distributors make more money
recruiting other sellers than they do
selling the products themselves. In this
type of organization, only the people at
the top make big money.
These unethical practices prompted the
Federal Trade Commission to step in
and clean up the industry.
Buy AMSOIL Online
AMSOIL ONLINE STORE
Along with exorbitant registration and
training fees, pyramid schemes usually
do not have a legitimate or marketable
product or service to sell. Their profit
comes from taking advantage of
unsuspecting new recruits.
Almost all pyramid schemes have been
eliminated; however, some residual
confusion and mistrust still exists
among potential customers of multilevel
marketing businesses.
The AMSOIL Business
Opportunity
The AMSOIL opportunity is unique.
Compensation is based on product
sales, the cost of becoming a Dealer is
minimal and most training is free.
Most Dealers rise to higher levels
through a combination of accomplish-
ments — personal sales, group sales
and registration of other Dealers and
customers.
Best of all, with hard work and a little
luck, any Dealer can surpass any other
in earnings and title, and it can be
done based on product sales to regular
customers.
SEPTEMBER 2019 | 19
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 under the Recognition menu in the Dealer Zone.

Dave M. Mann Carol H. Bell

Michigan Texas
Bill & Donna Durand 7-STAR REGENCY PLATINUM
5-STAR REGENCY PLATINUM
Wisconsin DIRECT JOBBER
DIRECT JOBBER
7-STAR REGENCY PLATINUM SECOND THIRD
DIRECT JOBBERS Total Organization Total Organization
FIRST FIRST SIXTH
Total Organization Personal Group Sales Personal Group Sales
SECOND TENTH TENTH
Personal Group Sales New Qualified Customers Commercial Account Sales
HALL OF FAME SEVENTH
New Customer Sales

Tom & Sheila Shalin

Georgia Mylo & Patty
4-STAR REGENCY PLATINUM Twingstrom
DIRECT JOBBERS Sherree E. Schell Minnesota
SEVENTH Idaho 2-STAR REGENCY PLATINUM
Total Organization 4-STAR REGENCY PLATINUM DIRECT JOBBERS
DIRECT JOBBER
FOURTH NINTH
Personal Group Sales EIGHTH Total Organization
Total Organization
THIRD NINTH
New Qualified Customers Personal Group Sales
THIRD
New Customer Sales

Daniel & Judy

Watson Michael H. Ellis Thomas Weiss
Florida Michigan North Dakota
REGENCY PLATINUM DIRECT
2-STAR REGENCY PLATINUM 5-STAR REGENCY PLATINUM JOBBER
DIRECT JOBBERS DIRECT JOBBER
TENTH SECOND THIRD
Personal Group Sales Commercial Account Sales Commercial Account Sales

SIXTH FIRST
Retail Account Sales Retail Account Sales

Merv Nolt James Ackney John & Dianne

Ohio Alberta Moldowan
DIRECT JOBBER MASTER DIRECT JOBBER Alberta
REGENCY GOLD DIRECT
EIGHTH NINTH JOBBERS
Commercial Account Sales Commercial Account Sales
SECOND
Retail Account Sales

Michael P. Scott Doug & Penny Victor & Linda Sorlie

Murphy Texas
Minnesota
District of Columbia EXECUTIVE DIRECT
REGENCY DIRECT JOBBER
PREMIER DIRECT JOBBERS JOBBERS
SEVENTH NINTH
Retail Account Sales EIGHTH
Retail Account Sales Retail Account Sales

20 | SEPTEMBER 2019
M A G A Z I N E
Buy AMSOIL Online
 AMSOIL ONLINE STORE

JUNE 2019

Ches & Natasha Cain

South Dakota
Leonard & Marcie 3-STAR REGENCY PLATINUM
Pearson DIRECT JOBBERS George & Shirley
Washington Douglas
FIFTH
5-STAR REGENCY PLATINUM Total Organization Tennessee
DIRECT JOBBERS 4-STAR REGENCY PLATINUM
THIRD DIRECT JOBBERS
FOURTH Personal Group Sales
Total Organization SIXTH
FIFTH Total Organization
FIFTH New Qualified Customers
Personal Group Sales
NINTH HALL OF FAME
New Customer Sales

Kent & Trudy

David B. Richardson Whiteman
Keith & Betty Ohio Utah
Hartman EXECUTIVE DIRECT JOBBER 7-STAR REGENCY PLATINUM
DIRECT JOBBERS
Kansas
SEVENTH EIGHTH
2-STAR REGENCY PLATINUM Personal Group Sales
DIRECT JOBBERS Personal Group Sales
FIRST FOURTH
TENTH Commercial Account Sales
Total Organization New Qualified Customers
SECOND
New Customer Sales

David & Linda Trekell Eric C. Rychener Greg & Joan

Ohio Desrosiers
Texas
DIRECT DEALER Alberta
EXECUTIVE DIRECT
JOBBERS 3-STAR REGENCY PLATINUM
SIXTH DIRECT JOBBERS
FIFTH Commercial Account Sales
Commercial Account Sales SEVENTH
Commercial Account Sales

Walter & Sineva

Victor Usas David G. Douglas Perera
Ontario Michigan Ontario
EXECUTIVE DIRECT JOBBER EXECUTIVE DIRECT JOBBER REGENCY SILVER DIRECT
JOBBERS
THIRD FOURTH
Retail Account Sales Retail Account Sales FIFTH
Retail Account Sales

David & Robin Huff Eben Rockmaker

Thomas H. Kirby North Carolina Nevada
Michigan REGENCY SILVER DIRECT PREMIER DIRECT JOBBER
JOBBERS
2-STAR REGENCY PLATINUM
DIRECT JOBBER FIRST SECOND
New Qualified Customers New Qualified Customers
TENTH
Retail Account Sales EIGHTH SIXTH
New Customer Sales New Customer Sales

SEPTEMBER 2019 | 21
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 under the Recognition menu in the Dealer Zone.

Ashley Carte Michael J. Mathe

Justin Peszko Ohio Tennessee
REGENCY GOLD DIRECT
Virginia DIRECT JOBBER JOBBER
MASTER DIRECT JOBBER SEVENTH EIGHTH
SIXTH New Qualified Customers New Qualified Customers
New Qualified Customers FOURTH FIFTH
New Customer Sales New Customer Sales

Joshua Childers
Ohio Mark A. Froling
MASTER DIRECT JOBBER California
DIRECT JOBBER
NINTH
New Qualified Customers FIRST
New Customer Sales
TENTH
New Customer Sales

THREE POWERFUL
AEROSOLS
AMSOIL Mudslinger, Engine Degreaser and Glass Cleaner deliver
performance you can see immediately.

MUDSLINGER (AMS) ENGINE DEGREASER (AED) GLASS CLEANER (AGC)

• Provides a protective layer
of armor against mud, dirt
and snow
• Eases clean-up after riding
• Restores, cleans and
shines plastic, fiberglass
and painted surfaces
• Provides a protective layer
to counteract the damaging
effects of UV rays
• Pleasant cherry scent
• Removes the toughest
grease, dirt and grime
• Leaves no residue
• Easy to use
• Powerful stream
• Safe on all engine
components
• Quickly cuts through
grease and grime
• Does not drip or run;
stays where you spray it
• Leaves no streaks or haze
• Ammonia-free and safe
on all glass, including
tinted windows
• Works great on
countertops, glass,
mirrors and appliances

Mudslinger, Engine Degreaser and Glass Cleaner are not available in Canada.

B E F O R E E N G IN E DEG REASER AFTER E NGINE DE GRE AS E R

*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.

22 | SEPTEMBER 2019
M A G A Z I N E
Buy AMSOIL Online
 AMSOIL ONLINE STORE

HIGHER LEVELS OF RECOGNITION

Mylo & Patty Michael & Alecia

Twingstrom Sparks David & Robin Huff
Minnesota Tennessee North Carolina
2-STAR REGENCY REGENCY PLATINUM REGENCY SILVER DIRECT
PLATINUM DIRECT DIRECT JOBBERS JOBBERS
JOBBERS

REGENCY PLATINUM REGENCY SILVER

Victor Usas Kenneth George

Rich Lentes
Ontario Pennsylvania
Washington
EXECUTIVE DIRECT EXECUTIVE DIRECT
MASTER DIRECT JOBBER JOBBER JOBBER

MASTER EXECUTIVE EXECUTIVE

Mark A. Hinson John Schlimmer

North Carolina Arizona
DIRECT JOBBER DIRECT JOBBER
Wayne Broyles
Washington
Sponsor: Sponsors:
Hardy Brian Lee Elmer & Deborah Schaeffer
PREMIER DIRECT JOBBER
Direct Jobber: Direct Jobbers:
Hardy Brian Lee Elmer & Deborah Schaeffer

PREMIER

Michael N. Towle, Sr. Ryan Soule

New Jersey Massachusetts
DIRECT DEALER DIRECT DEALER
Sponsor: Sponsors:
Linda Ertle Donald & Patricia Soule

Direct Jobber: Direct Jobbers:

Jim Russo Donald & Patricia Soule

SEPTEMBER 2019 | 23
Buy AMSOIL Online M A G A Z I N E
 AMSOIL ONLINE STORE
C E N T E R L I N E S A N D U P D AT E S

September Close-Out
The last day to process September orders in the U.S. and
Canada is the close of business on Monday, Sept. 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 September business will
be accepted until 3 p.m. Central Time on Friday, Oct. 4. All
transfers received after this time will be returned. Camo T-Shirt
Constructed of 50/38/12
Holiday Closings polyester/cotton/rayon
The Edmonton and Toronto distribution centers will be blend. Slim fit.
closed Monday, Oct. 14 for Thanksgiving Day.
Stock# G3619
New 5W-30 Synthetic Small- U.S. Price: 20.00
Engine Oil Available Oct. 1 CAN Price: 27.00
Coming Oct. 1, new 5W-30 Synthetic
Small-Engine Oil rounds out the
Synthetic Small-Engine Oil family.
It’s recommended primarily for
snowblowers and generators,
bringing the excellent benefits of
AMSOIL Synthetic Small-Engine Oil
to applications that call for a 5W-30
viscosity oil. Watch the October edition
of AMSOIL Magazine for details. 3/4-Zip Pullover
94/6 polyester/spandex
Price Adjustment Effective Oct. 1 3/4-zip pullover with
We are implementing a minimal price adjustment on select moisture-management
products in the U.S. and Canada effective Oct. 1, 2019. and self-fabric collar.
Many products are unaffected. Those that are will increase
an average of 1 percent. Cash commissions will increase. Stock# G3597
Commission credits will remain unchanged.
U.S. Price: 42.00
Why are We Adjusting Prices? CAN Price: 56.00
Raw materials, shipping, packaging and labor costs have
all risen substantially. While we have tried to limit the
increase through increased efficiencies, we are forced to
adjust prices to keep up with rising costs. As always, these
adjustments are made as minimal as possible and with a
sharp eye on our position within the market.
Accessing Updated Pricing
Updated pricing information is available in the Pricing
Lookup in the Dealer and Account Zones. To access
pricing effective Oct. 1, select a product type in the menu, New Synthetic Firearm
then select “Future Pricing.” The AMSOIL Wholesale
Lubricant Packaging
Price List (G3500, G8500) has been updated and is now The Synthetic Firearm
available. All catalogs (Factory-Direct [G100, G300], Lubricant and Protectant
Automotive [G3549, G3550], Powersports & Racing (FLPBA, FLPBAC) non-
[G3511, G3512], Commercial Program [G3469, G3474], aerosol 4-oz. package
Retail Program [G3520, G3521]) will be available with size now features new
updated pricing in September. Watch the Dealer Zone for bottles and childproof
announcements of availability. We will notify your retail and caps. Expect to see the
commercial accounts of the price adjustment in the printed new bottles and caps in
and email versions of the September Service Line, and distribution centers as
we’ll include a Wholesale Price List with the printed copy. current stocks are depleted.
We encourage you to follow up with them in person as well. The formulation and pricing
remain unchanged.

*All trademarked names and images are the property of their respective owners and may be registered marks
24 | SEPTEMBER 2019 in some countries. No affiliation or endorsement claim, express or implied, is made by their use. All products
M A G A Z I N E
Buy advertised
AMSOIL here are developed by AMSOIL for use in the applications shown.
Online
 AMSOIL ONLINE STORE

AMSOIL PRINT CENTER: FREE SHIPPING AND LOWER PRICING

We’ve negotiated lower pricing on AMSOIL Print Center items across the board. And orders now ship FREE
(excludes Alaska, Hawaii and Canada). The AMSOIL Print Center is your source for customizable promotional items:
• BUSINESS CARDS • ADS • VEHICLE DECALS • REFRIGERATOR MAGNETS • BANNERS • MORE
Get the word out about your Dealership with professionally designed items from the AMSOIL Print Center. They’re now more
affordable than ever. Log in to the Dealer Zone (my.amsoil.com) and go to Marketing Your Business>AMSOIL Print Center.

Name
Name TITLE
TITLE • Referral # 1234
Company Name Company Name
Address 1 Address 1
Address 2 • Address 3 Address 2 • Address 3
City, State Zip City, State Zip
Phone 1 • Phone 2
Phone 1 • Phone 2
Phone 3 • Phone 4
Phone 3 • Phone 4 Email
Email Website
Website

Name
TITLE

Company Name
Address 1
Address 2 • Address 3 Name
City, State Zip TITLE
Phone 1 • Phone 2
Phone 3 • Phone 4 Company Name
Address 1
Email Address 2 • Address 3
Website City, State Zip
Phone 1 • Phone 2
Phone 3 • Phone 4
Email
Website

PROBLEM. SOLUTION.
Christian Craig is known for nailing the
holeshot, which requires optimal clutch
performance and consistent clutch feel.
As always, AMSOIL delivers.

THEIR OIL AMSOIL “With AMSOIL in my bike,

my confidence in getting the
holeshot is always there.”

Based on dyno testing of a Honda* CRF450 dirt bike using AMSOIL

10W-40 Synthetic Dirt Bike Oil and a leading original equipment
manufacturer’s 10W-40 dirt bike oil.

CHRISTIAN CRAIG
Geico/AMSOIL/Honda Team

John D. Doe John D. Doe’s Company

www.johnddoecompany.com
INDEPENDENT DEALER JohnDDoe@mail.com
Phone: 123-456-7890
1-800-877-4684
www.johnddoecompany.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.

INTRODUCING THE AMSOIL PERSONALIZED MERCHANDISING CENTER

Dealers often ask if we have customizable clothing and promotional items to help spread the word about their Dealerships.
We now do thanks to the AMSOIL Personalized Merchandizing Center. It features clothing and other items you can customize
with your name and business information. To order, simply log in to the Dealer Zone (my.amsoil.com) and navigate to
Marketing Your Business>Personalized Merchandising Center.
• POLO SHIRTS • BUTTON-DOWN SHIRTS • BOTTLE OPENERS • LIP BALM • PENS • KEY CHAINS

SEPTEMBER 2019 | 25
Buy AMSOIL Online M A G A Z I N E
 AMSOIL ONLINE STORE
I N S I G H T O N S A L E S

Chances are you already know

your next big customer
Here’s the key to finding that person and converting
him or her to AMSOIL.

Jamie Prochnow | PROGRAM MANAGER

AMSOIL is growing. Odds are, if
you’ve called corporate headquarters
or attended a live event recently,
you’ve met a new AMSOIL employee.
To generate even more growth, we’re
taking a hard look at our largest
accounts and most successful
Dealers. We want to know what
convinces prospects to switch to
AMSOIL. What’s the key to attracting
more and larger customers?
The answer shouldn’t be a surprise:
It’s you. Independent AMSOIL
Dealers have been the secret to
the growth of AMSOIL since the
company’s founding. But how?
We talk a lot about sales techniques
in this column, and they’re important.
But what we’ve found is success
boils down to one important action:
networking. Everyone’s heard the
saying, “It’s not what you know, it’s
who you know.” There’s a reason
everyone knows that saying –
because it’s true.
Not only have we spent a lot of time
talking to successful Dealers, we’ve
also talked to your largest accounts,
with your permission. We wanted
to find out how you landed that big
account and why they continue to
buy AMSOIL products. While they all
mentioned our quality products, by
far the number-one reason for their
loyalty was their relationship with their
Dealer.
All large accounts we surveyed cited
the importance of good customer
service. More importantly, however,
most had a previous relationship with
their Dealer prior to buying AMSOIL
products. It may have been through
a church or local club. Or the Dealer
may have worked for the business
as the safety trainer, maintenance
technician or in a similar role.
So, what does this mean to you? It
means you likely already know your
next big customer. Whether it’s a
commercial account, retail account,
Preferred Customer (P.C.) or Dealer,
you’ve probably already crossed
paths. This should be exciting news.
To find that next customer, think
about your existing network of
family, friends, co-workers and
acquaintances and make a plan.
Where might they fit into your
business? Think about these
questions when evaluating people in
your network:
• Where do they work?
• Whom do they know?
• How can AMSOIL benefit them?
• Are they looking for a supplemental
income?
The answers to these questions will
help sort people in your network into
the appropriate area of your business.
It’s fine if they fit more than one
category, such as a P.C. or a Dealer.
Just make sure you guide them into
the program that best meets their
needs. Remember that a P.C. can
upgrade to a Dealer at any time.
Your network is also a great way to
gain access to decision-makers in
other companies. Your brother-in-law
might be a mechanic for a company
with lubricant needs. Your neighbor
may be on a bowling team with the
purchaser at a local company. When
someone in your network provides a
referral, you automatically gain trust,
which creates what we call a “warm
lead.” Don’t be afraid to ask for these
referrals and talk about AMSOIL
products.
In some ways, it can be more
challenging to reach out to warm
leads than to cold-call someone
you don’t know. There is a fear you’ll
damage the relationship or come
off as “that person” always pushing
product on friends. The reality is,
your passion about AMSOIL can
be contagious. Share your AMSOIL
story and how and why AMSOIL
has benefited you. Then, explain
how AMSOIL can benefit them. If
the prospect doesn’t show interest,
simply end the discussion and move
on.
We like to say, “Sell for today, grow
your personal group for tomorrow.”
You need a diverse portfolio to be
successful. The more you network,
the more your business will grow.
AMSOIL Dealers have a huge
advantage over other oil brands.
You’re part of the local community.
Many of your future customers
already know and trust you. That can’t
be said for the itinerant salesman.
Think about ways to grow your
network. Join local clubs, attend
networking events and talk to
everyone you know. Your next big
customer is someone you already
know. As always, happy selling!

*All trademarked names are the property of their respective owners and may be registered marks in some
26 | SEPTEMBER 2019 countries. No affiliation or endorsement claim, express or implied, is made by their use.
M A G A Z I N E
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 AMSOIL ONLINE STORE

AMSOIL MARKET CATALOGS – TOOLS TO INCREASE YOUR SALES

Full-sized product brochures are expensive, and you need multiple versions to cover multiple product lines. That’s why we replaced them with
AMSOIL market catalogs. They reduce your costs, allow you to show prospects and customers more products and include pricing. Plus,
they showcase the benefits of becoming a Preferred Customer or account – and P.C.s and accounts typically provide a bigger boost to your
income over time. Get your market catalogs today. All catalogs will be updated with the latest products and pricing in September.
Online Store: www.amsoil.com | Telephone: 1-800-777-7094 | EZ Online Order Form: my.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.

Commercial Program Retail Program Catalog

Catalog (G3520 U.S., G3521 Can.)
(G3469 U.S., G3474 Can.)
WHO’S IT FOR?
WHO’S IT FOR? Current and prospective
Current and prospective retail accounts.
commerical accounts.
• Independent mechanics
• Contractors • Quick lubes
• Fleets • Transmission shops
• Over-the-road truckers • Tire shops
• Heavy-duty off-road • Hardware stores
equipment operators • Auto parts stores
• Farmers/ranchers • Powersports dealerships
• Landscapers
WHAT PRICING
WHAT PRICING DOES IT SHOW?
DOES IT SHOW? Wholesale cost and MSRP
Wholesale cost

Automotive Catalog
(G3549 U.S. G3550 Can.)
WHO’S IT FOR?
Current and prospective
P.C.s and online/catalog
customers.
• Auto enthusiasts
• Turbodiesel enthusiasts
• DIYers
• Classic car lovers
• European car owners
WHAT PRICING
DOES IT SHOW?
Online/catalog and
P.C. pricing

Powersports
& Racing Catalog
(G3511 U.S., G3512 Can.)
WHO’S IT FOR?
Current and prospective P.C.s
and online/catalog customers.
• Motorcycle owners
• ATV/UTV enthusiasts
• Anglers
• Snowmobilers
• Dirt bike riders
• Racers
WHAT PRICING
DOES IT SHOW?
Online/catalog and
P.C. pricing

Buy AMSOIL Online

 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

Have you introduced your customers and accounts to the

AMSOIL easy-pack? It’s now available with nine premium
AMSOIL products, presenting customers with a cleaner,
faster and easier option for challenging lubricant installations.
www.amsoil.com/easypack

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
© 2019, AMSOIL INC. All rights reserved. The AMSOIL logo is a registered trademark of AMSOIL INC. www.amsoil.com September 2019

AMSOIL BYPASS SYSTEMS

• Outstanding sales opportunity – excellent pricing, limited competition
• Get your foot in the door with new customers and accounts
• Earn sales even if you can’t get past objections to buying lubricants
• Repeat filter sales
• Earn great commissions

AMSOIL BYPASS FILTRATION BENEFITS

• Significantly extended engine life
• Efficient small-particle and soot removal
• Reduced maintenance costs
• Improved oil cooling
• Extended drain intervals

*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