Amsoil Continued Product Delevopment Increases Sales Opportunities for Amsoil Dealers

Amsoil Executives - Al + Alan Amatuzio and Dean Alexander

Al + Alan Amatuzio and Dean Alexander

We have another year behind us now and can look back at 2013 with a major sense of accomplishment. The highlight, of course, was the celebration of our 40 years as a multi-level-marketing company. It is hard to believe it has been that long since our very first AMSOIL Dealers came on board and began what would become a wonderful journey of opportunity and success. I cannot possibly express how gratifying it has been to witness the efforts of the countless Dealers who have realized their dreams through the AMSOIL business opportunity. It is equally gratifying to know that countless more will follow.

Our job now is to build on the many accomplishments we saw this past year. We can all look forward with optimism.

First, Dealers can be assured that our efforts in product development will continue to provide sales opportunities across the full spectrum of markets. This past year alone saw the introduction of several new products and the repackaging and repositioning of others. We expanded our Signature Series family to include Multi-Vehicle Synthetic Automatic Transmission Fluid and Fuel Efficient Synthetic Automatic Transmission Fluid. These oils excel in demanding conditions, and we have heard from Dealers who are already finding great success in those markets where towing, severe-service and other high-heat applications are common.

The addition of OE Automatic Transmission Fluid opens doors of opportunity, as well. These products deliver the performance of advanced synthetic technology at a cost attractive to virtually all consumers. Like our OE Motor Oil, they are priced right for installers, and all Dealers should remain aggressive in expanding their penetration in this market.

Opportunities in the diesel market have also expanded with the reformulation of our Diesel Injector Clean and Diesel Injector Clean + Cold Flow. These products do an outstanding job of cleaning traditional injector deposits and now, with reformulations, the tough-to-remove deposits we are seeing in modern high-pressure common-rail diesel engines. Plus, the bold new packaging catches eyes from the retail shelf. Our aerosols were also repackaged with a clean, consistent look. AMSOIL Synthetic 2-Stroke Injector Oil was introduced, appealing to cost-conscious consumers, and our grease line was expanded to reach additional markets. I could go on. The point is, more opportunities in more markets mean more sales.

Dealers can be assured that our efforts in product development will continue to provide sales opportunities across the full spectrum of markets.

Dealers can also be assured we will remain firmly committed to reinvesting in the company. Significant investments were made this past year in a full range of projects. Most notable was our new mechanical lab. This facility features three 480-square foot dynamometer cells capable of housing a minimum of two dynos each. It is truly state-of-the-art and is rivaled only by facilities owned by major equipment manufacturers and additive companies. We now have the ability to conduct virtually all of our performance testing on-site, allowing quicker turn-around and more thorough test results. We can also modify test conditions to measure variables we were unable to measure at outside facilities. All of this will allow us to create marketing materials that Dealers can use to generate sales.

Substantial investment was also made in field testing. Our Las Vegas Taxi Cab Field Study reveals the results of a grueling 18-vehicle, 1.2-million-mile marathon test. It demonstrates conclusively that AMSOIL Signature Series Motor Oil and AMSOIL Signature Series Multi-Vehicle Synthetic Automatic Transmission Fluid provide superior protection against sludge and wear for extended drain intervals in the most demanding operating conditions.

You can be sure, also, that AMSOIL will continue our investments in strengthening brand awareness. We will again have significant presence in both niche and mainstream publications, including Motor Trend, Car and Driver and Popular Mechanics. A full stable of racers will be wearing the AMSOIL colors, and we’ll gain considerable television exposure through the racing series we sponsor. Those people who attend the major motorcycle rallies will again see Amsoil as the official oil and our presence in social media will continue to gain momentum.

Bottom line, the company is doing all it can to support our Dealers’ efforts. It’s now up to Dealers to do all they can to cash in on the opportunities.

Alan Amatuzio
President and CEO, Amsoil Inc.

Amsoil Monthly Sales Leaders

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

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

I am certain you found that last month's problem of Amsoil Magazine featured a new layout for the Monthly Leaders part. The principal goal of the redesign was supposed to extend the scope and provide recognition for a larger range of Dealers. We also transferred our Hall of Fame Dealers to the Amsoil web site as a way to supply additional space to contain their biographies. Their stories are worth telling, and limiting their recognition to photos within the Magazine was selling them short. These are the folks who helped lay the foundation for your Amsoil income opportunity. They are the pioneers, and every Seller can gain inspiration from them.

What strikes me most significantly is the variety of their backgrounds and skills. As an Amsoil Dealer Achievement is not reserved for automotive mechanics or chemical engineers. Harold and Marcile Hartman, for example, had no such instruction. They were farming in Nebraska when they lost their crops to a hail storm. Harold then studied electronics and went to work with Boeing Aircraft at a salary of $77.50 weekly. In 1973 they became Amsoil Dealers and within only a couple of months were making more money with their part-time Amsoil company than Harold was making with his full-time career. Harold quickly left Boeing, and Marcile and he went all-in on building their Amsoil business. In The End, their income was considerable enough to spend annual three month holidays in Florida, send their kids and grandchildren to private schools and reach sustained success by investing a portion of their Amsoil income in real-estate.

Bill and Donna Durand had no experience in the automotive world and surely none in lubrication. Bill was an officer in the Air Force, and Donna's expertise was in advertising. But it didn't stop them. They recognized the potential in Amsoil and, through work and perseverance, developed an extremely successful Amsoil business.

Dave Lingwall had absolutely no experience in lubrication. He was raised in farming, but his uneasy entrepreneurial drive led him down many streets. After his dismissal in the Navy he began a sawmill, developed a landscape business and even raised chinchillas. Ultimately, he landed on Amsoil and never looked back. The company he assembled provided more protection than he ever dreamed possible.

Lee Hansen was a surveyor for the Air Force Academy, and wife Dorothy was a beautician. Lee retired at 51, and he and Dorothy devoted all their power to their own Amsoil business. Again, very successful. Shirley Green had no experience, but paved the way for all female Dealers in a market dominated by males. And she did it.

Times haven't changed. Sellers continue to demonstrate that the Amsoil income opportunity does not have any restrictions. Regardless of experience a Dealer can triumph. Anyone, in fact, equipped with determination can literally create the sort of liberty and fiscal security that very few professions offer.

And Sellers could be assured that this business will stand behind them every step of the means. Beyond our neverending mission to supply the absolute best products on earth, Amsoil will continue to support our Dealers in every way possible. We made a commitment to our Dealers in 1973, and we have not, and will never, waver from that commitment. This company was constructed on a Supplier foundation, plus it's on that basis we'll continue to develop.

May - 2013 - Amsoil Magazine Redesign

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

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

I'm sure you discovered that last month's problem of Amsoil Magazine featured a fresh layout for the Monthly Leaders area. The main aim of the redesign was supposed to expand the scope and supply recognition for a broader variety of Sellers. In addition, we transferred our Hall of Fame Sellers to the site as a means to supply added space to contain their biographies. Their stories are worth telling, and restricting their acknowledgement to photographs within the Journal was selling them short. These really are the folks who helped lay the basis for your Amsoil income opportunity. They're the leaders, and every Seller can get motivation from them.

What strikes me most significantly is the variety of the qualifications and abilities. Harold and Marcile Hartman, for instance, had no such instruction. When they lost their crops into a hail storm they were farming in Nebraska. Harold then analyzed electronics and went to work with Boeing Aircraft in a salary of $77.50 weekly. Harold quickly left Boeing, and Marcile and he went all-in on developing their Amsoil business. Ultimately, their income was considerable enough to spend annual three month holidays in Florida, send their kids and grandchildren to private universities and attain sustained achievement by investing a part of these Amsoil income in property.

Donna Durand and Bill had no expertise within the world and definitely none in lubrication. Bill was an officer within the Air Pressure, and Donna's expertise was in advertisements. But this didn't stop them. They acknowledged the possibility in Amsoil and, through work and dedication, developed an extremely successful AMSO L company.

Dave Lingwall had zero expertise in lubrication. He grew up in farming, but he was led by his restless entrepreneurial drive down several streets. After his dismissal in the Navy he developed a landscape company, began a sawmill and even raised chinchillas. Ultimately, he never looked back and landed on Amsoil. The company he assembled provided more protection than he ever dreamed possible.

Lee retired at 51, and he and Dorothy dedicated all their power for their Amsoil business. Again, amazingly effective.

Instances haven't changed. Merchants continue to demonstrate the Amsoil income opportunity does not have any constraints. Regardless of expertise a Dealer can triumph. Anyone, in fact, equipped with determination can actually create the sort of independence and fiscal security that not many professions offer.

And Sellers could be assured this business will stand behind them every step along the means. Beyond our neverending mission to supply the absolute best goods on the planet, Amsoil will continue to help our Dealers in every manner possible. This business was constructed on a Seller foundation, also it's on that basis we'll continue to develop.

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

Director of Amsoil Dealer Sales Rob Stenberg

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

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

Director of Amsoil Dealer Sales Rob Stenberg lately coordinated a sales training seminar for about 25 Amsoil workers that are in one manner or another involved in marketing and sales. He introduced in a nationally celebrated sales training professional who focuses on storytelling as a crucial element of the sales process. I'm not going to go into details on this, other than to state that the Amsoil narrative is tailormade for this strategy. You'll be learning more about this.

In preparation for the seminar, Rob had all attendees see a short movie featuring Simon Sinek. Sinek composed a book titled Start with why and comes from an advertising history. The movie is a summary of his novel.

Sinek contends that inspirational companies in the world and all great leaders act, believe and convey in exactly the same manner. It's the entire opposite to the majority of firms. In his words, it's possibly the world's simplest notion. It's based on why, how and what.

Amsoil Forty Years in the Making - "Beyond Conventional"

Amsoil Forty Years in the Making - "Beyond Conventional"

According to Sinek, every business is 100 percent certain of what they are doing. They make an item or give a service. Businesses also understand how they get it done. By why, he means, what's the firm's function, the trigger, the perception? why does the business exist and why should anybody care? Companies which contain the why within their advertising messages are the businesses individuals most strongly identify with.

An automobile business, for example, generally starts with what: "Here's our amazing new car." Wish to purchase one?" Again, like the majority of companies, they proceed to how and begin with what. They're missing the why.

But in fact, says Sinek, the most inspirational companies begin with why. Sinek uses Apple as an instance. We believe in thinking otherwise." Apple moves on to how: "We challenge the status quo by designing cuttingedge computers that are simple to use." Wish to purchase one?"

Sinek could have used as the case Amsoil. The Amsoil message comprises the why. It has from the start. Other oil makers wanted nothing to do with synthetic oil. We challenge it with our lengthy drain intervals. Other oil companies dragged their feet for close to 40 years before introducing expanded - drain oils and doing the best thing. We challenge it with our supply process. Synthetic motor oil was brought by the Amsoil Dealer network to market, with no one has more experience selling synthetic oil than our Dealers. We challenge it by developing products that exceed the minimal specifications. You have the point.

At Amsoil, we think differently than other businesses, and that describes the great brand loyalty we've developed. People identify with Amsoil. Individuals who conduct business with Amsoil believe what we believe. They realize that the value Amsoil brings consumers isn't sacrificed for gain.

That is another way of saying all this. While Simon Sinek identifies the world's most inspirational companies as the ones that challenge the status quo, we could just as readily define it as the ones that strive to be "Beyond Conventional."

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

Synthetic Motor Oil Skepticism

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

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

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

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

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

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

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

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

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

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

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

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

Amsoil World Championship Snowmobile Derby

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

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

A contingent of Amsoil employees, including Race Program Manager Jeremy Meyer, returned recently from the Amsoil World Championship Snowmobile Derby in Eagle River, Wisconsin. This could be the greatest and most prestigious snowmobile competition in the whole world. It is billed as the "Indianapolis 500 of Snowmobile Racing," which is fitting because my long time friend and racing legend Bobby Unser attended. Bobby, for those who don't know, is a three-time winner at Indy. In fact, he's the sole driver to win the contest in three separate decades. I told him that Jeremy was looking ahead to meeting with him and spoke to Bobby before the Eagle River event.

I've told this story before, but it bears repeating. He was at the peak of his own domination of the Pikes Peak Hill-climb but was having problems with his gear. His open-wheel race car would just make it through a couple of runs up the mountain before the butt would break. This is a huge issue at the time since the sole gear box that works right in his automobile was the classic 1940s version he was using, and components weren't accessible. Bobby's crew was always pushed to re-machine the gears. You don't win races when components keep breaking.

He found one that helped a small, but the parts kept breaking. Finally, he learned about a company in the upper Midwest which was developing some new kind of technology. Bobby had never heard of synthetic lubrication, however he gave a call to me. He described his difficulty, and I sent some oil to him that I was confident would work. Available on the market in the time that oil had more movie strength than just about any other oil.

Sure enough, it did operate. Bobby went from fixing his equipment after practically every run to zero care whatsoever. He now made it through all his training runs, qualifying race day and runs with similar group of equipment. In Addition, it was made by that same rear end through the whole next year. Bobby had seen first hand how a lube could make a difference between winning and losing.

The point is, Bobby became a true believer in Amsoil products and never looked back. To this day, he wears Amsoil gear, and whenever conversation turns to lubrication he speaks from experience. That early association with Bobby Unser established a loyalty that remains firm today. It also set a pattern that we maintain in all of our racing relationships. The sponsorships we provide are based on more than just handing over cash and hoping for the best. We become involved with our teams in all aspects and work hard to build relationships based on trust and loyalty.

That's abundantly clear with all the racers featured within this matter. Each is a strong believer in products. But over that, they've acquired a respect beyond the merchandise - respect that cash only can't purchase. Each speaks in enthusiastic terms about the technical help our specialists offer. Amsoil is considering options; passionate about producing the finest lubricants and passionate about what they needed to-do. Amsoil is ready to accept listen, master and believe - no solutions. Everything is all about 'what is happening? You wish to understand it, we wish to consider it, we wish to view it, we wish to consider it.' Amsoil became entirely engaged with us for a development associate."

It's the relationships that we've constructed with Scott Douglas, Erik Buell, Steve Scheuring and all of the others that define what Amsoil is. We support our racers through poor and good times, and they understand the notion of devotion isn't lost on us. That pays dividends for many, many years, and our friend Bobby Unser is evidence of that.

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

Multi Level Marketing

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

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


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

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

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

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

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

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

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

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

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

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