AMSOIL ONLINE STORE

DEALER EDITION
JANUARY 2018

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 AMSOIL ONLINE STORE

PERFORMANCE
AND PROTECTION THAT’S
MILES AHEAD OF THE REST.
Signature Series Synthetic Motor Oil XL Synthetic Motor Oil OE Synthetic Motor Oil
(ASM, ALM, AZO, ASL, ATM, AZF, AMR) (XLZ, XLM, XLF, XLT, XLO) (OEZ, OEM, OEF, OET)
The new formulation blows the doors off XL’s boosted formulation delivers 100 percent synthetic engine
the latest industry standards. Say hello to more cleaning power and protection for advanced
the best motor oil we’ve ever made. promotes longer engine life. automotive technology, including
turbochargers and direct injection.
• 75 percent more wear protection1 • Extra protection that lasts up
• Guaranteed protection for up to 25,000 to 12,000 miles or 1 year, • Protects against wear
miles or 1 year, whichever comes first whichever comes first • Fights sludge and deposits
• Achieved 100 percent protection • Achieved 100 percent • Achieved 100 percent protection
against LSPI2 protection against LSPI2 against LSPI2

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

1
Based on independent testing in the ASTM D6891 test using 0W-20 as worst-case representation.
2
Based on zero LSPI events in five consecutive tests of AMSOIL Signature Series, XL & OE 5W-30 motor oil in the LSPI engine test as required for the GM dexos1® Gen 2 specification.
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TA B L E O F C O N T E N T S

DEALER EDITION
JANUARY 2018
M A G A Z I N E

STAFF
Dealers and P.C.s Now Get Free Shipping Editor
| 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
Tim Golden
Rob Stenberg
Editorial Contribution
Eric Brandenburg
Mark Nyholm
Back Issues
Back issues of AMSOIL Magazine are
FEATURES DEPARTMENTS
available for $1 each. Order G17D and
specify the month and year.
8 Dealers and P.C.s Now Get 4 From the Presidents
On the Web
Free Shipping www.amsoil.com
6 Letters to the Editor
Co-President & COO
10 New Year Kicks Off New Alan Amatuzio
Online Initiatives, New 7 Tech Talk
Co-President
Opportunities for Dealers Dean Alexander
16 Monthly Leaders
© 2018, AMSOIL INC.
12 Celebrating You: The AMSOIL
45th Anniversary Convention 20 Centerlines and Updates All rights reserved.
Printed by Service Printers
Duluth, MN USA.
14 Direct Jobber Sets Big Goals 22 Insight on Sales
for Dealership Letters to the Editor
AMSOIL INC.
ADVERTISEMENTS Communications Department
19 How to Use Dealer-Number The AMSOIL Building
Transferring Links 925 Tower Ave.
2 Performance and Protection Superior, WI 54880
21 Become a Certified Dealer That’s Miles Ahead of the Rest.
letters@amsoil.com
5 Got Business Cards?

23 Go Ahead... Dream!
24 Protection and Dependability

THE COVER
In an effort to provide
another boost for your
business, Dealers and
P.C.s now get free shipping
on qualifying orders.

*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 JANUARY 2018 | 3
advertised here are developed by AMSOIL for use in the Buyapplications
AMSOIL shown.
Online M A G A Z I N E

We are kicking off 2018 in a big way,
with free shipping for Dealers and
Preferred Customers in the U.S. and
Canada. We have wanted to do this for
a long time, and you’ve been asking
for it, so we’re really excited that we’re
able to introduce these great new
benefits for you. And we’re doing it
without raising your prices.
We know what you’re thinking – we
did raise P.C. prices – but we didn’t
raise them to cover the cost of free
shipping. In fact, the P.C. price
increase doesn’t cover the costs we
will incur to provide free shipping to
P.C.s. They are truly getting a great
deal. We increased P.C. pricing to
create more separation between
the P.C. Program and the Dealer
and Retail Account Programs, and
to recover some increased costs.
If you’re selling out of your own
inventory, this gets you another 5
percent profit. If you’ve hit roadblocks
4 | JANUARY 2018
M A G A Z I N E
AMSOIL ONLINE STORE
Alan Amatuzio
Co-President & COO Dean Alexander
Co-President
with retail accounts that were upset in more sales and commissions for
that P.C.s paid the same prices they you. Get out and take advantage.
did, you no longer have that problem. And don’t forget to register for the
You still have a great P.C. Program 45th Anniversary Convention, which
to sell, and P.C.s still save up to 25 is happening July 19-21, 2018. We
percent on AMSOIL products. know it’s only January, but summer
schedules fill up fast and this is an
In the Dealer survey conducted in
event you don’t want to miss. Join us
2017, your number-one request was
this July and we’ll celebrate together.
for us to do more to increase brand
recognition across North America.
We’re launching a major initiative to
do just that through digital marketing
and enhancements to amsoil.com.
You’ll read more about some of these Alan Amatuzio
changes in this issue of AMSOIL Co-President & COO
Magazine. The result will be a better
experience for customers, better
conversion rates and more buying
customers assigned to qualified
Dealers.
Dean Alexander
We hope you’re as excited as we are
Co-President
for these changes. We are confident
that all of these actions will result
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GOT BUSINESS CARDS?

If not, now is the perfect time to order.
The customizable business cards ADS • BANNERS • HANDOUTS • LABELS • REFRIGERATOR MAGNETS
available through the AMSOIL Print VEHICLE DECALS • YARD SIGNS • VEHICLE MAGNETS
Center are now printed on thicker, more
durable stock. Plus, we’ve cut shipping
costs on all business card orders nearly Protect your weekend.
TM
MAXIMUM MPG

in half, saving you money.

John D. Doe
Log in to the Dealer Zone at myaccount. INDEPENDENT DEALER

amsoil.com and click the Print Center John D. Doe’s Company

icon to place your order today.
While you’re there, check out the other
great options in the Print Center, all of which
127 East Second St. • Address 2
Duluth, MN 55805
Office: 123-456-7890 • (800) 123-4567
Fax: (123)-456-7890 • Cell: (123)-456-7890
JohnDDoe@mail.com
www.johnddoecompany.com
Whether stalking birds or big game, you depend on your
equipment to get you where you want to go and your

Fridge Magnets firearm when you get there. AMSOIL synthetic lubricants
provide bulletproof wear protection for reliable severe-
service performance for your wheeler and excellent

you can customize for your Dealership.

corrosion resistance and lubrication for your weapon so
you can stay focused on what really matters: the hunt.

www.amsoil.com/hunt

REDUCED SHIPPING COSTS Lube Protection for Your Engines,

John D. Doe’s Company
www.johnddoecompany.com
JohnDDoe@mail.com
and Firearm Cleaner and Oil for Your Guns. Phone: 123-456-7890

200 Business Cards $5.50 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.

400 or 1,000 Business Cards $9.50

John D. Doe
Ads
Applies to business card orders shipped anywhere in the U.S. INDEPENDENT DEALER
Canadian shipping costs are already built into the business 1-800-877-4684
www.johnddoecompany.com
card prices.

THICKER, MORE DURABLE CARD STOCK!

Banners

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

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USED VEHICLES
I have been an AMSOIL Dealer for about
thirty years, and I have two other brothers
who are AMSOIL Dealers also. Whenever
we are looking for another car to purchase
(used) we all hope that we could find a
car that used AMSOIL; at least we would
feel more confident that the vehicle is
operationally good and sound. Would
there be a chance that in your monthly
AMSOIL Magazine there could be a flyer
installed in the center with a listing of
vehicles that are being sold by AMSOIL
Dealers to other Dealers? There could be
a $20 fee to place the ad and then have a
general information sheet with year, make,
model, miles and contact information.
The only thing AMSOIL would do is place
the ad in the insert flyer in the magazine.
All arrangements would be set between
the two parties only, including shipping a
vehicle coast to coast by vehicle hauler. I
am sure all your other Dealers would love
this idea also.
Anthony Fantasia
AMSOIL: Your idea is good, Anthony, but
it would present significant challenges,
including potential liability issues, potential
Dealer interference/policy violation issues
and ensuring the vehicles actually used
the AMSOIL products the owners claim.
Thanks for being with us for three decades.
NEW CHAINSAW
I recently purchased a Husqvarna*
chainsaw after checking out the pros and
cons between them and other brands.
I stopped in to pick it up after the dealer
prep work was complete. I was told not to
run any fuel with ethanol in it, due to the
high heat and low hp from the alcohol.
I then mentioned using AMSOIL for the
premix. I was told NOT to use AMSOIL
products, that they would void the warranty
for my new chainsaw. I asked why and
was told that AMSOIL freezes the piston
rings in the Husqvarna chainsaws and
destroys the cylinder sleeves, something
to do with a higher carbon content that
“sticks” to the rings. I told them I had been
using AMSOIL SABER® in my Husqvarna
blower, and they said that my blower might
not rev as high or under the work load as
the chainsaw.
So I asked what I should be using and
was directed to Opti-2* and was told that
Opti-2 worked with Husqvarna to develop
6 | JANUARY 2018
M A G A Z I N E
their premix oil for optimal performance in
the Husqvarna chainsaws.
I’m concerned that I can use AMSOIL in
every other machine I have, but not in my
new chainsaw, or risk voiding the warranty.
Can you shed any light on this?
Christopher Houser
AMSOIL: Thank you for your letter,
Christopher. The statements from this
dealership are completely false. If you
provide AMSOIL Technical Services
with the name of the business and
employee who made these statements,
we will contact them. We spot-checked
several owner’s manuals for Husqvarna
chainsaws and each one suggested
using Husqvarna two-stroke engine oil.
They also said that as an alternative “you
may use another two-stroke oil of good
quality that is intended for air-cooled
engines.” SABER Professional offers
outstanding protection and performance
in all chainsaws, and you can be confident
that using it will NOT void your warranty. It
is against Federal law for a manufacturer
to deny warranty coverage based solely
on the brand of lubricant used. See www.
amsoil.com/warrantysecure for more
information. Several proof-of-performance
tests revealing SABER’s exceptional
performance in handheld equipment are
available for review at www.amsoil.com/
performancetests.aspx.
RAM* OIL CHANGE
INTERVALS
I have a 2016 Ram 1500 with the 3.0
EcoDiesel* engine that I bought new with
27 km on it. There are now 48,000 km
on the truck. The manual states that oil
changes need to be done every 16,000
km or 10,000 miles. My truck went into
limp home mode with a message on the
dash stating “service electronic throttle
control.” I was able to get to a dealer and
they determined that the MAP sensor
needed to be cleaned because there
was too much soot on it. I am running
AMSOIL Signature Series 5W-40 (DEO).
The dealer is saying that the oil change
interval should be cut in half to 8,000 km,
and not going past 10,000 km under any
circumstances. How do you advise going
forward regarding oil changes?
Regards,
John Klassen
*All trademarked names and images are the property of their respective owners and may be registered marks
in some countries. No affiliation or endorsement claim, express or implied, is made by their use. All products
advertised here
Buy AMSOIL are developed by AMSOIL for use in the applications shown.
Online
AMSOIL ONLINE STORE
AMSOIL: It’s more likely this issue is
related to EGR byproducts feeding back
into the combustion chamber than your oil
change interval, John. The EGR system
takes a portion of the truck’s exhaust
gases, routes them through a cooler, and
back into the intake. These exhaust gases
are known to cause a number of issues,
including MAP sensor failures. In addition,
if the engine is burning a lot of oil, that oil is
cycled through the EGR system, potentially
leading to MAP sensor problems. AMSOIL
engine oils are formulated to reduce con-
sumption, so if you are experiencing an
abnormal amount, there could be a differ-
ent problem at hand. We recommend using
our products up to and beyond the OEM
service interval, but track your oil consump-
tion over the next change interval to see if
there is an issue. If the MAP sensor issue
resurfaces, you will have oil consumption
data to discuss with your dealer.
AEROSOL STRAWS
Would it be possible to purchase aerosol
straw by the foot? There is many a time
when trying to reach an area with MP,
MPHD, Spray Grease, etc. when a two- or
three-foot straw would come in awful handy.
P.S. The G1799 Aerosol Straw Holders are
a big hit with all my customers.
Thanks,
L. Lang
AMSOIL: We’re glad to hear you’re using
our premium aerosol products and we know
what you mean about needing a longer
straw once in a while for precision applica-
tion in hard-to-reach areas. The length of
straw that will effectively work with a product
is dictated by its chemistry and pressure in
the aerosol can, but we will investigate the
possibility of offering longer straws.
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.

T E C H TA L K
Mark Nyholm | TECHNICAL PRODUCT MANAGER, HEAVY DUTY
My wife and I went to the dentist recently. I
said to the dentist, “I’m in a hurry, so don’t
waste time with gas or Novocaine – just
pull the tooth so we can get outta here.”
“I wish all my patients had your bravery
and fortitude, Mark,” the dentist replied.
“Now, which tooth is it?”
I turned to my wife and said, “Open up
and show him the tooth that’s bothering
you, dear.”
OK, that really didn’t happen. But that
old joke reminds me of cavities, which
in turn reminds me of cavitation, a
potentially catastrophic mechanical failure
sometimes seen in diesel engines.
Honestly, the cavities that sometimes
send you to the dentist are similar to the
cylinder liner cavitation that can send your
diesel to the shop. Most diesel engines
are designed with replaceable cast-iron
cylinder liners that are pressed into the
engine block. While this doesn’t apply to
turbodiesel pickups, it affects heavy-duty
over-the-road trucks and other diesels.
The piston moves up and down inside the
liner, while a jacket of coolant surrounds
the outside of the liner to cool the engine.
When the engine is running, the pistons
move vertically inside their liners several
thousand times per minute. Meanwhile,
the rotary motion of the crankshaft applies
a thrust force through the connecting
rods to the piston. These contradictory
movements cause the pistons to hammer
the liners, causing significant vibration,
similar to the effect of ringing a bell. This
vibration can cause air bubbles to form in
the coolant surrounding the liner.
When the bubbles rupture, they direct a
high-pressure stream of coolant at the liner.
Like a rushing river carving away a canyon
wall (or Mountain Dew carving your teeth),
the coolant can erode the liner until cavities
No one likes cavities
Whether they’re in your mouth or your engine.
form. Left unchecked, these cavities can
keeping growing and eventually penetrate
the liner, allowing oil and coolant to mix.
Once that happens, it’s only a matter of
time before the engine fails.
Prevention is the best practice when it
comes to cavities, whether they’re in your
mouth or your engine. That task falls on
the engine coolant, and there are two
ways formulators typically design engine
coolant to fight cavitation.
The old-fashioned way
For years, formulators have added
metallic salts, like nitrites and molybde-
nates, to coolant that attach themselves
to the liner and form a sacrificial layer.
When the coolant bubbles implode, the
metallic salts absorb the pressure and
break off from the liner surface rather
than the metal itself. Metallic salts natu-
rally deplete over time, meaning motor-
ists must replenish them periodically by
adding a supplemental coolant additive
(SCA) to the coolant reservoir, typically
midway through the service interval.
Unfortunately, this is often overlooked.
The better way
The trend in the coolant market – and
the strategy we use at AMSOIL – is to
eliminate adding an SCA by formulating
coolant with organic acid technology
(OAT). The chemistry of OAT coolants
passivates the liner surface, which coats it
in a thin inert layer that provides protection
against cavitation and corrosion. Unlike
old-fashioned metallic salts, the additives
in OAT coolants last much longer,
meaning you don’t have to replenish
the system with an SCA. Modern OAT
coolants also help fight problems
associated with old-fashioned “green”
coolants, like scaling and additive drop-
out (which leads to “slime” in your coolant
system) due to incompatibility issues.
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AMSOIL ONLINE STORE
Aside from using an OAT coolant, it’s
good practice to check your coolant
level periodically. Also, make sure
to check the pH and glycol levels
annually. Glycol is important to the level
of freeze protection and the coolant’s
boiling point. Over time, the water can
evaporate from the system and increase
glycol concentration, throwing off the
coolant’s balance. Perform fluid analysis
once a year for best performance. We
offer that service through Oil Analyzers
Inc. (www.oaitesting.com). We also offer
antifreeze test strips on amsoil.com.
Using AMSOIL Heavy-Duty Antifreeze
& Coolant (ANTHD) and taking care of
your diesel’s cooling system go a long
way toward avoiding the financial pain
of fixing an engine ruined by cylinder
liner cavitation.
As for your teeth, you’re on your own
with that.
How Cylinder Liner Cavitation Occurs
Imploding bubbles direct
high-pressure coolant
toward the cylinder liner,
creating cavities through
which the coolant can
enter and mix with oil,
damaging the engine.
JANUARY 2018 | 7
M A G A Z I N E

DEALERS AND P.C.S NOW
GET FREE SHIPPING
You asked for it, and here it is – Dealers and Preferred Customers now get free shipping on
qualifying orders. This move helps you reduce your costs, simplify business, earn new customers and
retain current customers, ultimately boosting your bottom line. New shipping and discount rates take
effect Jan. 8, 2018. All standard shipping exclusions and fees still apply. See the facing page for details.
Free shipping is no longer a luxury. Many of the biggest
companies offer free shipping, and people not only expect it,
they often increase their order values to qualify for free shipping.
Since we extended free shipping to retail accounts two years
ago, we’ve seen increases in retail sales and new retail
accounts. We think offering free shipping to Dealers and P.C.s
will result in similar growth by achieving a few goals:
• Increase Dealers’ competitiveness
• Reduce costs
• Simplify business
• Grow your opportunities and profits
Less Math, More Savings
To support those goals, we adjusted the discounts we offer on
Dealer orders to help you save. As the tables on the facing page
show, orders less than $350 ($450 Can.) pay a flat shipping rate
of only $11.99 ($13.99 Can.). Historically, you had to calculate
shipping based on product weights. The new flat rate simplifies
your business and helps you more easily provide accurate, fast
quotes for customers. Orders above those thresholds receive
free shipping, further simplifying business. Also, the threshold for
qualifying for a 10 percent product discount has been reduced
to $9,000 ($10,250 Can.) to counterbalance Dealer and P.C.
sales that may shift from you, the sponsoring Dealer, directly to
AMSOIL due to free shipping.
P.C. Pricing Adjustment
In response to feedback from Dealers and retail accounts,
P.C.s no longer purchase at Dealer pricing. In addition, P.C.s
no longer qualify for the 2-10 percent purchase discounts
available to Dealers. It was always meant for Dealers only and
P.C.s only had access to it through a technicality. We have
contacted P.C.s who regularly qualified for purchase discounts
to explain the change and transition them into the appropriate
AMSOIL program to fit their needs.
Effective Jan. 5, P.C.s are subject to a minimal 5 percent price
increase. Even with the price adjustment, P.C.s still save up to
25 percent over retail prices. The rest of the market, including
competitors like Mobil* and Shell*, is issuing 6-9 percent price
increases to all consumers, and none of them offer a wholesale
buying option. The AMSOIL P.C. Program is the best value
out there. We are also adjusting prices on a limited number of
products for all customer types. The new set of P.C. pricing
will be approximately 5 percent higher than other wholesale
customer pricing across the board. This move also helps satisfy
the concerns some retailers have about P.C.s paying the same
prices to buy AMSOIL products as they pay. As an added
bonus, servicing P.C.s from your home warehouse nets a 5
percent increase in profits due to the increase in P.C. pricing.
8 | JANUARY 2018
M A G A Z I N E
Buy AMSOIL Online
AMSOIL ONLINE STORE
FR E E S H IP P IN G FA Qs
Do literature and clothing items qualify for free shipping?
Yes. Everything on a mixed order, including literature,
clothing and membership renewals, counts toward your
minimum order value (MOV). If you order only literature,
however, the current shipping rates still apply: Literature-
only orders of $20 or less pay a $5 flat shipping rate, while
orders of more than $20 are shipped free.
Why do membership renewals count toward the MOV?
To help you and your P.C.s save money. Imagine one of your
P.C.s orders once or twice per year. A case of OE Synthetic
Motor Oil and an Ea® Oil Filter won’t reach the $100 MOV ($130
Can.) to get free shipping. The customer can add a P.C. mem-
bership renewal to his or her order to reach the MOV needed
for free shipping. The same holds for Dealers who order only a
couple times per year. This helps you retain customers.
Doesn’t free shipping encourage my customers to buy
directly from AMSOIL instead of my inventory?
The personalized service you offer is one of the main reasons
your customers buy from you, and many of your loyal customers
will likely continue to buy directly from you. If your customers do
increase their order values to get free shipping, you benefit from
increased commissions. You also spend less time servicing
those customers, which increases the amount of time you have
for prospecting, training and servicing your other customers.
I place large group-ship orders with members of my
downline. Doesn’t free shipping eliminate the value of
group shipments?
It might. But the benefits of free shipping far outweigh any
perceived negatives. When we run free-shipping promos for
P.C.s, their order values increase. The same will likely hold
for your Dealers, increasing your commissions. Plus, free
shipping for your downline Dealers increases their flexibility
and encourages them to buy more product, boosting your
revenue. Free shipping is also a benefit you can promote
to help retain current customers and earn new ones. We
encourage you to evaluate your orders meant for your
home-warehouse customers during the next few months to
avoid carrying too much inventory.
Why don’t commercial accounts get free shipping?
We’re continuing to analyze our Commercial Program
and look for ways to help you establish more commercial
accounts and increase sales to existing accounts.

NEW DEALER SHIPPING & DISCOUNT RATES: Effective Jan. 8, 2018
UNITED STATES
U.S. Dealers: Free shipping on orders of
$350 or more. Orders below $350 pay a
flat shipping rate of $11.99.
CANADA
Canadian Dealers: Free shipping on
orders of $450 or more. Orders below
$450 pay a flat shipping rate of $13.99.
PREFERRED CUSTOMERS
Free shipping on orders of $100 or more ($130 Can.).
Orders below those thresholds pay a flat shipping rate
of $8.99 ($11.99 Can.).
*All trademarked names and images are the property of their respective owners and may be registered marks
in some countries. No affiliation or endorsement claim, express or implied, is made by their use. All products
advertised here are developed by AMSOIL for use in the Buyapplications
AMSOIL ONLINE STORE
Minimum Order Value (MOV) Discount Shipping Rate
$0.00 - $349.99 0% $11.99
$350.00 - $1,249.99 0% $0.00
$1,250.00 - $2,999.99 2% $0.00
$3,000.00 - $5,049.99 4% $0.00
$5,050.00 - $7,199.99 6% $0.00
$7,200.00 - $8,999.99 8% $0.00
$9,000.00+ 10% $0.00
Minimum Order Value (MOV) Discount Shipping Rate
$0.00 - $449.99 0% $13.99
$450.00 - $1,349.99 0% $0.00
$1,350.00 - $3,299.99 2% $0.00
$3,300.00 - $5,749.99 4% $0.00
$5,750.00 - $7,999.99 6% $0.00
$8,000.00 - $10,249.99 8% $0.00
$10,250.00+ 10% $0.00
RETAIL ACCOUNTS
While retail accounts have enjoyed free shipping for
nearly two years, the minimum order value is increasing
to $350 ($450 Can.). The flat shipping rate paid for
orders below those thresholds has also increased to
$11.99 ($13.99 Can.).
JANUARY 2018 | 9
AMSOIL shown.
Online M A G A Z I N E

New Year Kicks off New O
New Opportunities for Dea
Increased brand recognition and improved experiences for customers are the major goals
for the changes to AMSOIL INC. online advertising and T1 requirements for Dealers.
In a recent survey of AMSOIL Dealers,
the number-one request was for
AMSOIL INC. to do more to increase
brand recognition across the U.S. and
Canada. AMSOIL corporate has taken
the lead in national advertising online,
in magazines, on radio and television
and at major events and trade shows for
the benefit of all Dealers. In the digital
age, a strong online presence is more
important than ever for building and
maintaining a brand. That’s why in 2018,
we are implementing new strategies
to improve the online experience for
customers and for Dealers looking to
build their businesses.
The Keyword “AMSOIL”
AMSOIL has engaged in online
advertising using banners, remarketing
and other paid advertisements, but has
refrained from engaging in paid Adword
advertising using the keyword “AMSOIL.”
This has allowed Dealers who participate
in keyword advertising to attract new
customers to their websites. It also
severely hindered AMSOIL corporate’s
ability to effectively market the Dealer
opportunity, our racing sponsorships,
the videos and other rich content we
create online on behalf of all Dealers.
To improve the effectiveness of our
corporate marketing and brand-building
efforts for Dealers, this is changing.
Starting in 2018, AMSOIL will participate
in Adword advertising using the keyword
“AMSOIL” to market our digital resources
and build the brand on a national level.
This will likely result in amsoil.com
10 | JANUARY 2018
M A G A Z I N E
appearing in the top paid spots in
search results when someone searches
using the word “AMSOIL.” Dealers can
continue to vie for these paid spaces
and appear alongside AMSOIL INC.
advertisements.
Increasing Brand Recognition
We will be significantly increasing
our investment in all forms of online
advertising. Follow-up with individuals
and businesses who request information
or create accounts without making
purchases will be improved to help
convert them into buying customers and
accounts. Additional communications,
enhanced promotions, new products
and program improvements are also
going to help attract new customers,
increase sales and help improve
retention of existing customers. Overall,
we will be appearing in more places
with consistent messaging to help build
the AMSOIL brand in the U.S. and
Canada to improve the opportunity for
Dealers across North America.
What Should Dealers Do?
Focus on local advertising (Google my
business, etc.) and advertise in niche
locations. Anyone can do pay-per-
click advertising on Google, but with a
network of Dealers we should be able to
penetrate forums, social media and other
online niches far better than competitors.
Improved Customer Experience
These efforts will also improve the
experience for prospective customers.
*Excluding assigned customers **Includes Dealers, P.C.s and accounts.
Buy AMSOIL Online
AMSOIL ONLINE STORE
Knowing what prospective customers are
searching for allows us to connect them
directly with the information they want.
Giving them what they want in a controlled
and easy-to-use environment should drive
more customer conversions at amsoil.com,
leading to more buying customers who
are assigned to qualified Dealers.
New Certification Requirements
For ultimate success, it’s crucial for
customers to receive proper service
and support from Dealers. To ensure
customers are assigned to Dealers who
are willing, available and knowledgeable,
the minimum qualifications for Dealers
to receive customers from AMSOIL INC.
have been modified.
To be eligible to receive new, buying
customers from AMSOIL, Dealers
must meet the basic qualifications for
Certification and at least one of the
following business activity markers:
NEW DEALERS (<1 YEAR)
• 2 or more new qualified customers*
EXISTING DEALERS (>1 YEAR)
• 4 or more new qualified customers within
the past 12 months*
• 24 or more active, buying customers and
2 or more new qualified customers in the
past 12 months**
• More than $10,000 in personal product
purchases plus 5 or more buying
customers and 2 or more new qualified
customers in the past 12 months**
 AMSOIL ONLINE STORE

Online Initiatives,
alers

Dealers who meet any one of these
requirements will be eligible to
receive new buying customers from
AMSOIL INC. for six months. Eligibility
requirements will be evaluated monthly
after commissions are paid and new
qualified customers are updated.
Commissions will be paid for all
orders placed by assigned customers.
Even if they meet minimum buying
requirements, new customers assigned
from AMSOIL will not count toward the
business activity markers listed at the
left, nor will they generate Qualification,
Duplication or other Bonuses.
Multiple Ways to Qualify
As you can see, there are multiple
ways to qualify. When devising these
business activity markers, we had two
goals in mind: make sure customers
are assigned Dealers who are active,
knowledgeable and will provide good
customer service; and reward as many
Dealers as possible who are meeting
those criteria.
To encourage new Dealers and help
them grow, we created a special
category just for them with the lowest
threshold of all. Knowing that different
Dealers operate their businesses in
different ways, we created the three
methods of qualification for existing
Dealers with three distinct Dealer types
in mind: those who are still relatively
new and focused on attracting new
customers, those who split time serving
established customers and selling to
new customers and those who use the
home-warehouse model to sell direct to
customers and sell to new customers.
More Customers for Qualified Dealers
These changes mean there will be more
assigned customers and commissions
than ever before. As always, the best
ways to build your business and meet
the business activity markers to receive
new customers are to sell the benefits
of AMSOIL products, register new
buying customers and service existing
customers.
Clarification on Certification Program
The T1 Program has evolved through the
years from an open-book test Dealers
mailed in and received full access to all
benefits with a passing score, to today’s
online version with business activity
markers and three levels of benefits. It’s
easy to see how there might be some
confusion about what to do, what you
receive and how to ensure you continue
reaping the benefits of Certification. For
full details, check out the breakdown on
page 21 of this issue.

KEY TAKEAWAYS
• AMSOIL will be bidding on the keyterm “AMSOIL” through Google Adwords.
• Focusing on local search and other tactics, like Google My Business, will help Dealers get ahead online.
• Certification requirements for receiving assigned customers from AMSOIL have changed (see pg. 21).
• Certification requirements for appearing on the Online Locator at amsoil.com have not changed.
• Dealers who meet the business activity markers for assigned customers will receive more customers than ever before.
• Dealers who want to continue bidding on the keyterm “AMSOIL” are free to do so.

JANUARY 2018 | 11
Buy AMSOIL Online M A G A Z I N E
 AMSOIL ONLINE STORE

CELEBRATING YOU:
THE AMSOIL 45TH ANNIVERSARY CONVENTION
The AMSOIL 45th Anniversary Convention is on
the horizon and now is the time to register for this
exciting event. Act before March 31, 2018 to receive
discounted registration and join other AMSOIL Dealers
for a unique blend of training, fellowship and fun. Make
your way to Duluth, Minn. July 19-21 to learn from 2018

Go ahead…
our corporate staff, network with other Dealers and
celebrate 45 years of the AMSOIL Dealer Network.
Dealers visiting the Twin Ports of Duluth and Superior
next summer will attend engaging presentations by our
corporate staff, hear unique guest speakers expand
on the most pressing industry issues, take tours of
the AMSOIL Center and much more. This year we’re
also pleased to offer the option of attending the AU
Business Summit to the list of Convention activities.
Business-Building Summit
This optional day-and-a-half of training (July 18-19)
is a great primer on sales strategies that don’t just
look good on paper, but actually lead to results in the
field. Revisit the fundamentals of sales and marketing,
learn to match the right AMSOIL products with each JULY 19 - 21, 2018
respective market and boost your business’s presence
in your community and beyond. It’s just $25 to attend
the Business-Building Summit and you can add this
ticket to your order when registering for the Convention
at amsoil45.eventbrite.com.

12 | JANUARY 2018
M A G A Z I N E
Buy AMSOIL Online
 AMSOIL ONLINE STORE

FEATURED SPEAKERS
Network Marketing
Fundamentals
with Todd Falcone
High-energy
speaker, author
and trainer Todd
Falcone will share
his struggles and
victories in the
network marketing
world and provide
specific business-
building strategies.
Falcone has over 25
years of experience
in the training
and development
arena of network
Sharing the Wealth marketing.
“This year, our two speakers have really compelling He’s captured
stories and are now giants in their respective fields,” the attention
said Director, Dealer Development Rob Stenberg. of distributors
“We’re excited to welcome President of Afton worldwide with
Chemical, Rob Shama, and network marketing guru, his comedic, yet
Todd Falcone. There’s already been a lot of buzz direct, approach to
around Falcone’s participation in the Convention – teaching success.
both here at corporate and throughout the Dealer
network. His years of experience in the field as a
distributor make him the perfect resource to share
successful network marketing strategies with
AMSOIL Dealers.
Gain Industry
“The 45th Anniversary Convention will be different Insights with
from all our past AMSOIL events,” said Stenberg. Rob Shama
“Stay tuned for some surprises.”
Rob Shama,
REGISTRATION President of Afton
Through March 31, 2018: $139 Chemical, will
expand on the
April 1, 2018 until the Convention: $149 latest trends in the
AU Business Summit: $25 automotive industry,
electric cars and
To register or review lodging information, go to the
the demand for
Dealer Zone homepage and click on the “Go Ahead...
high-performance
Dream!” banner at the center of the page or simply
lubricants. Shama
visit amsoil45.eventbrite.com. Space is limited for the
has worked in the
AU Business Summit, so register early.
chemical industry for
Rebates over three decades
Attending Dealers earn a 10 percent rebate on orders and has extensive
up to $50,000 during the Convention, enough to more experience in
than offset the costs of attending. Dealers have the sales, marketing,
option to either haul the products back from Superior manufacturing
or pick them up at, or have them shipped from, the and product
distribution center of their choice. development.

Watch for more exciting updates on the 45th

Anniversary Convention in the Dealer Zone and in
future issues of AMSOIL Magazine.

JANUARY 2018 | 13
Buy AMSOIL Online M A G A Z I N E

Direct Jobber Sets Big Goa
Ken George of Eighty
Four, Pa. started his
AMSOIL Dealership in
2008.
“I was parting out
quads and dirt bikes on
eBay to make money,”
Ken George George said. “I didn’t
Pennsylvania have a full-time job
DIRECT JOBBER and saw that my parts
sales were dropping
from the crash in the economy. I needed
something else to do to make money.”
George was in competition with local
motorcycle shops, who were also selling
parts online. “We were competing for
customers online, but I started selling
AMSOIL to them, therefore turning my
competition into my partners,” he said.
He secured a full-time job shortly after
he began building his AMSOIL business.
“That started the snowball to keep it
growing,” George said.
George is motivated by his family and
his love of cars. “I am 100 percent a car
guy,” George said. “I love to see the one-
off customs and amazing rebuilds, even
the creations that don’t look that great
but have some new function to them. I
set some crazy goals and try to go after
them. I think that keeps me going on the
right path daily.”
What are those goals? “I set a bring-
home goal of $5,000 a month from my
commission check,” George said. “Right
now I am between $1,000-$2,000 most
of the time. My two-year goal is to be at
$5,000 bring-home and hope to be at
$10,000 a month in 5-10 years. I then want
to get a nice new car of some sort, but I
love so many I can’t pick
which one.”
His job evaporated last December,
which meant he started working his
AMSOIL business full time a year
ahead of his plan. George and his wife,
Carmina, have visions of lots of travel
when their two sons leave home and
they’re making their goal of $10,000 a
month selling AMSOIL products, George
said.
George works to his strengths in the
types of accounts he approaches. “I
like to focus on retail accounts,” George
said. “I wanted to have my own garage
as a kid. I built Legos* of my town, and I
owned the towing, collision and auto-
repair business. One day I might go
that route, but for now AMSOIL is taking
great care of me. (Retail) customers
resonate with me and I really want to
know everything about them and the
business. It definitely helps being 100
percent focused on the customer.”
He’s growing his Dealer network and
spends extra time supporting those
Dealers. “My phone is on all the time,”
George said. “If any of my Dealers or
customers need me, they know I am a
phone call or text away.”
George stays in touch with his customers
with monthly visits. “Some of them I can’t
make it to, but I try to call or send a card,”
he said. “I send a Thanksgiving card to
all my customers. It is different than a
Christmas card, and they don’t expect it.
I try to send emails or make videos for my
customers and accounts. That way I stay
in touch with them when they want to see
or read from me about AMSOIL products,
events that I am at or something they
would find interesting.”
Buy AMSOIL Online
AMSOIL ONLINE STORE
George has some registered
accounts that have not become
buying customers. “I don’t want
to give away products, but I
want to help them see that I
will bring them customers and/
or provide them with the best
products and service to win
them over as loyal customers.
I focus on just doing those
two things, and it seems to be
working great for me.”
George limits his advertising
because he thinks it’s not the best
return for his money. “I do advertise
some on Facebook, but nothing too
crazy,” he said. “My business has been
built mostly on face-to-face interactions.
I let AMSOIL do the large advertising
and just go after the customers in those
markets.
“I hit the road for a lot of accounts to
prove to them over time that we offer
quality and I offer service like no one
else can. I like to go for the long game,
building relationships and customers
that only use AMSOIL with no questions
asked about other brands. It is more
work, but worth it. I have one motorcycle
shop that only sells AMSOIL. If you want
anything else you have to bring it in.
Those customers are the best.”
When he’s not working on his AMSOIL
business, George is an active person
with a lot on his plate. “I have some
rental properties and just completely
rehabbed our new home for my family on
two acres in the sticks of Pennsylvania,”
he said. “I am pretty hands-on so I

als for Dealership
am always working on
something.”
In addition to putting up
fence, gutting a kitchen
in a rental property,
registering new accounts
and planning for his
next trade show, George
spends time increasing
his knowledge through
reading and watching TED
talks and YouTube videos on
business, selling or any other
life tips he finds interesting.
His advice for other Dealers
comes from entrepreneur and
motivational speaker Jim Rohn. “Jim
Rohn was a great master at talking to
people,” George said. “He (Rohn) said
three things that changed my idea on
anything we do that matters to us. So
if you are going to build a successful
AMSOIL business, or any business, just
do three things: study, practice, teach.
Study all about AMSOIL, the market,
the competition, all sales tactics, your
elevator pitch, how to talk to people, to
groups and to learn more about what you
do and why.
“Practice asking for the sale or talking to
a large buyer in the mirror or while you
drive. Say what you want to say out loud,
hear yourself saying it and make sure it
fits what actually answers the customer’s
question and nothing extra. You can
lose by saying too much. Practice
listening and handling your temper when
you hit rejection.
AMSOIL ONLINE STORE
“Teach your Dealers, accounts and
customers about the products, your
history, why they should work with you
and how to order or get in touch with you.
Teach them with video or face-to-face.
Just make sure you know what you are
talking about, can guarantee what you
say and move the needle toward your
growth.”
George said he has Attention Deficit
Hyperactivity Disorder (ADHD), which
increases the challenges he faces in
building his business.
“I talked about it in Duluth a few years
ago and in Lancaster a few months ago.
The AMSOIL Dealers there all walked
up to me and said keep up the good
work, or don’t worry about it; you’re doing
great.
“The thing is my ADHD is killing my
mojo; I don’t want to do the scary or hard
things like walking into a business and
asking for a sale. I often forget about
what I talked about to customers and
find myself looking for answers if this
will ever work out for me to reach my
income goals. The truth is AMSOIL is a
brand that I love. Facing my fears always
brings out more sales, and being honest
with my customers always makes for a
better relationship. So no matter what
comes up, and things always do, keep
on trucking. The business is designed
for growth. If you keep working hard it
will always keep growing. You guys are
the best set of folks and I am thankful to
know a few of you.”
Buy AMSOIL Online
 AMSOIL ONLINE STORE

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

Dave M. Mann Carol H. Bell

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

Ches & Natasha Cain

Robert L. Ayr South Dakota
Massachusetts Sherree E. Schell 3-STAR REGENCY PLATINUM
Idaho DIRECT JOBBERS
REGENCY DIRECT JOBBER
4-STAR REGENCY PLATINUM TENTH
EIGHTH DIRECT JOBBER Total Organization
Total Organization
NINTH FIFTH
EIGHTH Total Organization Personal Group Sales
Personal Group Sales
EIGHTH
New Qualified Customers

Thomas R. Weiss
North Dakota
James J. Allen David & Linda Trekell
REGENCY PLATINUM DIRECT
JOBBER Ohio Texas
REGENCY GOLD DIRECT
SECOND JOBBER PREMIER DIRECT JOBBERS
Commercial Account Sales FIFTH
THIRD
THIRD Commercial Account Sales Commercial Account Sales
Retail Account Sales
FOURTH
New Customer Sales

John & Dianne Daniel & Judy

Moldowan Greg & Joan Watson
Desrosiers Florida
Alberta
Alberta
REGENCY GOLD DIRECT 2-STAR REGENCY PLATINUM
JOBBERS 3-STAR REGENCY PLATINUM DIRECT JOBBERS
DIRECT JOBBERS
SECOND FIFTH
Retail Account Sales FOURTH Retail Account Sales
Retail Account Sales

Michael J. Mathe Vijay Parany

Douglas Bottamiller Tennessee Ontario
Maryland REGENCY SILVER DIRECT 1-STAR REGENCY PLATINUM
JOBBER DIRECT JOBBER
EXECUTIVE DIRECT JOBBER
FIRST FOURTH
TENTH New Qualified Customers New Qualified Customers
Retail Account Sales
THIRD FIFTH
New Customer Sales New Customer Sales

16 | JANUARY 2018
M A G A Z I N E
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 AMSOIL ONLINE STORE

OCTOBER 2017

Tom & Sheila Shalin

Georgia George & Shirley
4-STAR REGENCY PLATINUM Douglas Leonard & Marcie
DIRECT JOBBERS
Tennessee Pearson
FOURTH 4-STAR REGENCY PLATINUM Washington
Total Organization DIRECT JOBBERS
5-STAR REGENCY PLATINUM
FOURTH FIFTH DIRECT JOBBERS
Personal Group Sales Total Organization SIXTH
SEVENTH TENTH Total Organization
New Qualified Customers Personal Group Sales
EIGHTH
New Customer Sales

Kent & Trudy

Whiteman Ray & Kathy Yaeger
Utah Wisconsin David B. Richardson
7-STAR REGENCY PLATINUM
5-STAR REGENCY PLATINUM
Ohio
DIRECT JOBBERS
DIRECT JOBBERS MASTER DIRECT JOBBER
SIXTH NINTH FIRST
Personal Group Sales Personal Group Sales Commercial Account Sales
SECOND FIRST
New Qualified Customers Retail Account Sales
SECOND
New Customer Sales

Valon Sapp Michael H. Ellis

Steven A. Bendror Michigan
Texas
New York 5-STAR REGENCY PLATINUM
DIRECT DEALER DIRECT JOBBER
DIRECT DEALER
NINTH TENTH
EIGHTH Commercial Account Sales
Commercial Account Sales Commercial Account Sales

Douglas Huculak Ted Pickul Debra McKenzie

Saskatchewan Florida Alberta
REGENCY GOLD DIRECT REGENCY GOLD DIRECT
PREMIER DIRECT JOBBER
JOBBER JOBBER
SIXTH SEVENTH EIGHTH
Retail Account Sales Retail Account Sales Retail Account Sales

Mylo & Patty

Twingstrom Will Mangan Alan Smith
Minnesota Pennsylvania California
1-STAR REGENCY PLATINUM PREMIER DIRECT JOBBER DIRECT JOBBER
DIRECT JOBBERS
NINTH TENTH
FIFTH New Qualified Customers New Qualified Customers
New Qualified Customers

JANUARY 2018 | 17
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 AMSOIL ONLINE STORE

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

Alan Cook Peter & Diana Lotito

Wisconsin North Carolina
REGENCY GOLD DIRECT
DIRECT JOBBER JOBBERS
SEVENTH NINTH
New Customer Sales New Customer Sales

HIGHER LEVELS OF RECOGNITION

Alan Smith Dwight S. Smith

California Michigan
DIRECT JOBBER DIRECT JOBBER
Alex Novosad
Ontario Sponsor: Sponsor:
EXECUTIVE DIRECT JOBBER
John A. Cameron Andrew Lindland
Direct Jobber: Direct Jobber:
John A. Cameron Andrew Lindland

EXECUTIVE

Michael Hammond Scott Merrick Mike Foster

Hawaii Pennsylvania Texas
DIRECT DEALER DIRECT DEALER ACCOUNT DIRECT
Sponsor: Sponsors: Sponsor:
James K. Johnstone Herbert & Barbara Mc Crobie Randy Elms

Direct Jobbers: Direct Jobbers: Direct Jobber:

Tom & Sheila Shalin Herbert & Barbara Mc Crobie Randy Elms

Donald Jackson
Illinois
ACCOUNT DIRECT
Sponsors:
Kay & Jerry Morton

Direct Jobber:
Carol Cerny

18 | JANUARY 2018
M A G A Z I N E
Buy AMSOIL Online

HOW TO USE DEALER-NUMBER
TRANSFERRING LINKS
Dealer-number transferring links make it easier than ever for Dealers to point prospective
AMSOIL customers exactly where they need to go.
Dealer-number transferring links are
URLs to corporate AMSOIL webpages
with your Dealer number attached.
These links allow you to direct
prospective customers and Dealers to
the information they need on AMSOIL,
while also keeping them connected to
you as a Dealer.
To create a Dealer-number transferring
link, simply copy the standard URL for
the AMSOIL webpage you need, then
type ?zo= and your Dealer number at
the end of the link.
For example, let’s say your Dealer
number is 1234567 and you encounter
someone interested in receiving an
AMSOIL product catalog. The standard
URL for getting a product catalog on the
AMSOIL website is:
www.amsoil.com/free-catalog.aspx
To ensure you receive credit for any
purchases the prospect makes, you
would give them your Dealer-number
transferring link, which would be:
www.amsoil.com/free-catalog.aspx
?zo=1234567
Turn any page on the AMSOIL site
into a Dealer-number transferring
link by copying the URL and adding
?zo=1234567 (insert your own Dealer
number in place of 1234567). When you
get a prospective customer or Dealer’s
mobile phone number or email, follow
up as soon as possible with the Dealer-
number transferring link relevant to what
they’re looking for.
This is especially useful when you’re
at places or events with limited or no
Wi-Fi or cell phone service. Fortunately,
all you need to do is get a prospect’s
mobile phone number or email address.
With that information, you’ll be able to
send Dealer-number transferring links
directly to prospective customers or
Dealers as a follow-up. The prospects
will be directed to where they need
AMSOIL ONLINE STORE
to go online, and you’ll get credit by Below are standard URLs to some of
having your Dealer number attached. the most popular pages on the AMSOIL
website. To make these links your own
Dealer-number transferring links are a personal Dealer-number transferring
powerful tool for AMSOIL Dealers. By links, add your Dealer number to the end
sending these messages, prospects of the URL:
now have your name and contact
information on their devices. In addition, DEALER APPLICATIONS:
they’ve been directed exactly where www.amsoil.com/beadealer?zo=
they need to go on the AMSOIL website
for the information they need. Finally, REQUEST A FREE CATALOG:
by sending these links with your www.amsoil.com/free-catalog.aspx?zo=
Dealer number attached, your referral PREFERRED CUSTOMER INFORMATION:
information will automatically transfer www.amsoil.com/offers/pc.aspx?zo=
along with it. That means you’ll receive
credit if they follow your link to make COMMERCIAL ACCOUNT APPLICATION:
purchases, request catalogs or submit www.amsoil.com/account-application/
an application. Your referral number commercial?zo=
will be linked to their device for up to
RETAIL ACCOUNT APPLICATION:
30 days, so any time they return to the www.amsoil.com/account-application/
corporate site, you’ll still receive credit retail?zo=
for their transactions.
For more information about creating
SCENARIO: Dealer-number transferring links, search
You’re working a car show without Wi-Fi “How do I create a Dealer number
service. Bill, the owner of a lawn main- transferring link to another page on
tenance company, comes up and asks amsoil.com?” in the Knowledgebase in
about AMSOIL products. He becomes the Dealer Zone.
interested in signing up as a commercial
account. You ask for an email address
or mobile number so you can send him a
commercial account application.
TEXT OR EMAIL MESSAGE:
Bill, I enjoyed speaking with you today.
Here is what you need to get registered
as a commercial account with AMSOIL.
Follow the link below to apply. Let me
know if I can help in any way. Thanks.
www.amsoil.com/account-application/
commercial?zo=1234567
John Doe
Independent AMSOIL Dealer
999.888.7777
jdoe@test.com
jdoilsite.com
Buy AMSOIL Online

C E N T E R L I N E S A N D U P D AT E S
January Close-Out
The last day to process January orders in the
U.S. and Canada is the close of business on
Wednesday, Jan. 31. 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 January business will
be accepted until 3 p.m. Central Time on
Tuesday, Feb. 6. All transfers received after
this time will be returned.
Canadian Product Code Change for
DOMINATOR® Synthetic 2-Stroke
Racing Oil
DOMINATOR Synthetic 2-Stroke Racing
Oil now features a bilingual label for use
in Canada. The formulation and price
remain unchanged. Canadian Dealers
should add a “C” to the product code when
ordering. For example, order “TDRQTC” or
“TDR1GC.” Please instruct your Canadian
customers to do the same.
New Dealer Zone
The AMSOIL Dealer Zone is undergoing
major renovations this year. The new Dealer
Zone features updated content and improved
navigation so you can more easily find the
tools you need to run your business. The
existing version of the Dealer Zone will still be
accessible for 90 days during the transition.
Ea15K20 Oil Filter Changes
The Ea15K20 Oil Filter will soon incorporate
minor changes to its flute design and
baseplate. Moving forward, the GA264 Filter
Wrench will no longer fit the Ea15K20. The
GA251 Filter Wrench is recommended in its
place. The performance and applications for
the Ea15K20 remain unchanged.
New Business-Building Resource for Dealers
Over the past several months, we’ve committed to simplifying
the Dealer opportunity for new Dealers and helping them
hit the ground running. For example, we recently introduced
changes to Dealer memberships, including the new Dealer
Kit. The Dealer Quick-Start Guide (G3472) that comes with
the kit answers new Dealers’ basic questions and provides
guidance during the early stages of their business.
To provide additional support, we’ve created the Dealer Game
Plan. It’s a 30-page PDF document housed in the Dealer Zone
that builds upon the foundation established in the Quick-Start
Guide. The Dealer Game Plan provides instructions on setting
business goals, the AMSOIL Buy-Sell Process, building a
prospect list, using social media and other important steps
in starting an AMSOIL business. It includes a list of activities
new Dealers should complete at their own pace and on their
*All trademarked names and images are the property of their respective owners and may be registered marks
20 | JANUARY 2018 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
AMSOIL ONLINE STORE
FXR Jacket
Constructed with a durable nylon shell, mesh/fleece lining, flotation-assistant
closed-cell foam insulation, snowproof and moisture-resistant chest, side
body vent system, adjustable windskirt, reflective inserts, adjustable collar
and bottom hem, cold-stop front placket with magnetic/snap closure system
and adjustable cuffs with lycra inner cuff extensions.
Gray/Black FXR Jacket
Stock # Size U.S. Can.
G3514S S 249.00 328.75
G3514M M 249.00 328.75
G3514L L 249.00 328.75
G3514XL XL 249.00 328.75
G3514XXL 2X 249.00 328.75
G3514XXX 3X 249.00 328.75
Red/Black FXR Jacket
Stock # Size U.S. Can.
G3513S S 249.00 328.75
G3513M M 249.00 328.75
G3513L L 249.00 328.75
G3513XL XL 249.00 328.75
G3513XXL 2X 249.00 328.75
G3513XXX 3X 249.00 328.75
FXR Gloves
Constructed with a durable nylon shell,
Thinsulate® insulation, reinforced full-grain
leather palm and thumb, waterproof/
breathable membrane liner, polar
fleece lining, wrist strap adjuster with
shockcord adjustable storm cuff, soft-
gauge index-finger goggle wipe, suede-
thumb goggle wipe, aggressive pre-
curved finger design for precision fit and
dexterity and corded reflective material.
Stock # Size U.S. Can.
G3524S S 89.00 117.55
G3524M M 89.00 117.55
G3524L L 89.00 117.55
G3524XL XL 89.00 117.55
G3524XXL 2X 89.00 117.55
own schedule. Links to important resources The AMSOIL Game Plan
in the Dealer Zone and on amsoil.com
are included throughout for maximum Your Path to
Success
convenience. We designed the Dealer
Game Plan not only to provide Dealers
direction for building their business, but “Go ahead and be a dreamer. But do something about
your dreams. Don’t just let them flit away.”
to inspire them to realize the success they
– AMSOIL Founder Al Amatuzio
envisioned when they signed up.
Game Plan
Spend some time reviewing the Dealer Game Plan to
familiarize yourself with its contents. Though designed for new
Dealers, long-time Dealers may find it helpful for jump-starting
their businesses, too. Use it in your recruiting efforts and
share it with new Dealers in your personal group. If they have
questions, work through it with them. Click the Dealer Game
Plan icon on the Dealer Zone homepage at myaccount.amsoil.
com to download copies.
advertised here
Buy AMSOIL are developed by AMSOIL for use in the applications shown.
Online

Become a Certified Dealer
The Certification Program (formerly
known as “T1 Certification”) benefits
AMSOIL customers by ensuring they
encounter active, knowledgeable
Dealers who provide a satisfying
experience. It benefits Dealers by
providing powerful support from
AMSOIL to help you build your
business. There are three separate
levels at which you can qualify, each of
which unlocks a new set of benefits.
CO-OP CERTIFIED
• Eligible to participate in AMSOIL
co-op programs
LOCATOR CERTIFIED
• Eligible to participate in AMSOIL
co-op programs
• Show up on the AMSOIL Locator at
www.amsoil.com
CUSTOMER CERTIFIED
• Eligible to participate in AMSOIL
co-op programs
• Show up on the AMSOIL Locator at
www.amsoil.com
• Receive new customers from AMSOIL
CO-OP CERTIFIED
As a Co-op Certified Dealer you are
eligible to participate in the AMSOIL co-
op programs. These programs provide
financial or product assistance to aid
in your sponsorship of race teams,
provide oil analysis for commercial
accounts, assist with trade show fees
and the purchase or rental of trade show
displays, help you purchase AMSOIL
vehicle graphics kits to advertise your
business and more. To become Co-op
Certified, complete the necessary
coursework and pass the exam in AU
Online at myaccount.amsoil.com.
LOCATOR CERTIFIED
Thousands of people visit amsoil.com
every day, many of whom are searching
for local places to buy AMSOIL
products. The AMSOIL Locator allows
them to search for retail stores, service
centers and independent Dealers like
you. To become Locator Certified, you
must meet the following qualifications:
• Be Co-op Certified
• Have Internet access and an active
email account.
• Log into the Dealer Zone at least
once weekly.
• Earn a minimum of $10 in
commissions in the last six months
and have at least one new, personally
sponsored customer (Dealer, P.C.,
retail or commercial account) in the
last six months or earn a minimum
of $10 in commissions in the last six
months and have at least five current,
personally sponsored customers
(active Dealer/P.C., protected retail or
commercial account).
CUSTOMER CERTIFIED
While many people come to amsoil.
com to find out where they can buy
AMSOIL products locally, many others
show up ready to buy, and many
Buy AMSOIL Online
AMSOIL ONLINE STORE
of them have never worked with an
independent AMSOIL Dealer. In those
cases, we complete the transaction
at amsoil.com and assign the new
customer a servicing Dealer and
pay that Dealer the commissions
that customer generates. To become
Customer Certified, you must be
Locator Certified and meet one of the
following sets of qualifications:
NEW DEALERS (<1 YEAR)
• 2 or more new qualified customers*
EXISTING DEALERS (>1 YEAR)
• 4 or more new qualified customers
within the past 12 months*
• 24 or more active, buying
customers and 2 or more new
qualified customers in the past
12 months**
• More than $10,000 in personal
product purchases plus 5 or
more buying customers and 2 or
more new qualified customers in
the past 12 months**
*Excluding assigned customers
**Includes Dealers, P.C.s and accounts.
Certification is the first step toward
accessing all of the support benefits
AMSOIL provides. If you’re not Certified,
why not? If you meet the requirements,
we’re going to assign you customers
and pay you commissions.
Get started in AU Online in the Dealer
Zone today.

I N S I G H T O N S A L E S
Eric Brandenburg | REGIONAL SALES MANAGER
Being a good listener is one of the
most important qualities an effective
salesperson can have. As an AMSOIL
Dealer, you are selling many things.
The most obvious is AMSOIL products.
But you are also selling the AMSOIL
Dealer opportunity, the different
programs through which someone can
buy AMSOIL products and the value
you offer as a servicing Dealer.
With so many good products to sell,
it’s easy to overlook the things you
have to offer. Unfortunately, that often
ends up with Dealers diving into a
discussion about the features and
benefits of AMSOIL products, which
typically turns into a conversation
focused on price. When that happens,
you have likely lost the sale.
The same holds true when you are
pursuing a prospective Dealer. If the
conversation centers on AMSOIL
products and how much a new
Dealer can earn in commissions the
first month, you likely won’t find a
motivated person to add to your team.
Effectively listening to your customers
and prospects, on the other hand,
reveals opportunities that would have
gone unnoticed. The art of listening
doesn’t only involve hearing what
the other person is saying, it means
encouraging them to share information
that will help you determine how
AMSOIL products or the services and
opportunities you offer can help them.
That requires you to ask open-
ended questions. In simplest terms,
questions that require an answer
beyond simply “Yes” or “No” qualify as
open-ended. The art of asking open-
ended questions can be difficult to
22 | JANUARY 2018
M A G A Z I N E
In sales, listen more than you speak
People want you to listen to them, not “sell” to them.
master. You may need to practice with
another person or in front of a mirror.
Ask yourself, “How would I answer
that question?” Does it encourage
you to talk and share information? If
necessary, plan questions ahead of
time to keep you on track during a
meeting.
What you do with the information
you gather is just as important
as encouraging people to talk. I
encourage Dealers to have a note-
taking system. You can write on
old-fashioned paper or use a tablet.
Taking notes ensures you don’t miss
or forget important information. Simply
repeating to someone what you heard
is a great way to make sure you are
both on the same page. Doing so
shows people you are engaged with
them and value the information they
share. It also shows that you are not
just trying to sell something – you’re
trying to determine how you can help
their business grow or help them
reach their goals. Most people don’t
like to be “sold to,” but they do like to
find ways to solve problems and reach
their goals.
Effectively listening also ensures other
people actively listen to you, too. This is
because what you are communicating
back is of more importance to them.
You are able to take the information
you learned and craft a message that
resonates with each person. Your
message changes from the superiority
of AMSOIL products to how AMSOIL
products and you as their Dealer can
help them: “I know that helping you
reach this goal is important to you
because that’s what you shared with
me in our last visit.”
Buy AMSOIL Online
AMSOIL ONLINE STORE
Effectively listening is just as important
in the digital realm as it is during face-
to-face meetings. A Dealer recently
sent me a string of email messages
between him and a prospective
retail account. A store manager had
expressed interest in carrying AMSOIL
products, but had told the Dealer he
would need to establish the account
with someone at the company’s home
office who had the final say. Every
reply from the contact at the home
office indicated no interest in carrying
AMSOIL products. Every reply from
the AMSOIL Dealer focused on how
great AMSOIL products were and how
the manager at this particular location
requested AMSOIL products. The final
communication from the home office
was two words: NOT INTERESTED.
This Dealer failed to ask questions,
learn about the business and actively
listen. I advised the Dealer to begin
doing those three important things
with the store manager and the
decision-maker at the home office.
Doing so will make his message about
them, not AMSOIL, and hopefully
resonate with them and earn the
Dealer a new account.
Don’t wait for your next prospect
to claim he or she is not interested
in AMSOIL products. Start asking
open-ended questions, listening
attentively and making your business
conversations about how you can help
your prospects.
 AMSOIL ONLINE STORE

2018

Go ahead…

JULY 19 - 21, 2018

The AMSOIL 45th Anniversary Convention is on

the horizon and now is the time to register for
this exciting event. This year we’re pleased to
offer the AU Business Summit (July 18-19), an
optional day-and-a-half of innovative sales and
marketing training. Make your way to Duluth,
Minn. this summer to learn from our corporate
staff, network with other Dealers and celebrate
45 years of the AMSOIL Dealer Network.
Act before March 31, 2018 to receive discounted
tickets and join other AMSOIL Dealers for a
unique blend of training, fellowship and fun.
REGISTRATION
Through March 31, 2018: $139
April 1, 2018 until the Convention: $149
AU Business Summit: $25
To register or review lodging information, go to
the Dealer Zone homepage and click on the
“Go Ahead... Dream!” banner at the center of the
page or simply visit amsoil45.eventbrite.com.
Space is limited for the AU Business Summit, so
register early.

NETWORK MARKETING
FUNDAMENTALS WITH
TODD FALCONE
High-energy speaker, author and
trainer Todd Falcone will share
network marketing tips through his
comedic, yet direct approach.

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 AMSOIL ONLINE STORE

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PAID
Published 12 times annually
AMSOIL

ISO 9001/ISO 14001 REGISTERED

Filtration Solutions

WE HONOR

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

AMSOIL INC., 925 Tower Ave., Superior, WI 54880 • 715-392-7101 • Printed in the USA
© 2018, AMSOIL INC. All rights reserved. The AMSOIL logo is a registered trademark of AMSOIL INC. www.amsoil.com January 2018

PROTECTION AND
DEPENDABILITY
Keep your firearms in top working condition with AMSOIL
Synthetic Firearm Lubricant and AMSOIL Firearm Cleaner.

AMSOIL SYNTHETIC AMSOIL FIREARM CLEANER

FIREARM LUBRICANT • Effectively cleans fouling
• H elps extend firearm life and powder residue
• H elps prevent blockage, • H elps reduce misfires and
jams and wear increase reliability
• Outstanding protection in • Protects against corrosion
hot and cold climates

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

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