AMSOIL Dealer Sales Learning and Information Page Nine

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LEARNING FROM REJECTION

"No" Moves You Closer to "Yes"

A salesperson who never hears a "no" is not a salesperson at all, but only an order taker. Salespeople who can't handle rejection had best find a new career because rejection is as much a part of the sales process as getting dressed in the morning.

Looking strictly at the numbers, "noes" are really quite valuable. If you know your closing ratio and your average unit of sale, you can actually calculate how many "noes" it will take before you hear a yes. If your average unit of sales is $5,000 and you have a 20 percent closing ratio, every no is worth $1,000. It's like saying your glass is half full instead of half empty.

How does a salesperson stay positive and not let rejection negatively affect them? The most important thing to realize is that customers are not rejecting you, they are just not interested in buying your product just yet.

"The very first thing to remember when handling rejection is that you just can't take it personally," says Gavin McIntyre, senior consulting engineer and account executive for Bryan Research and Engineering of Bryan, TX. "In any business, you can't sell prospects every time you call on them. Chalk it up to experience.

"I put major emphasis on building a relationship, whether they are buying customers or not," says McIntyre. "Once you get that relationship built, more often than not those 'noes' become yeses."

McIntyre believes the complexity of the product or service affects the sales time curve, and the more complex the product, the more rejection a salesperson can expect. "In our case it's a long-term process and it takes me three to six calls before I've spent enough time with customers to show them the benefits," says McIntyre. "It's a lot of rejection, but I keep believing that I'm there for a reason and my product can benefit them. They just haven't realized it yet."

Scott Avey, sales and district manager for Air Components & Systems Ltd. of Charlotte, NC, believes it critical for demoralized salespeople to regain an objective viewpoint. He sits down with salespeople and reviews their opening and presentation styles, refreshing their understanding of customer needs, wants and likes.

"In many instances, it's a case of salespeople simply not communicating correctly with customers," says Avey. "We repackage what they say and how they say it and develop a new presentation."

Avey gets his salespeople to rethink what's happening from a strategic perspective, putting themselves in their customer's shoes and asking themselves why they should invest their time talking to a salesperson. Once salespeople realize what's wrong and have modified their presentations, Avey insists that they practice them.

"The next step is to go out and practice, rehearse and fine tune it with your colleagues, spouse or friends," says Avey. The continuous activity of refining the presentation increases the salesperson's knowledge base and results in more confidence and a better selling attitude. Then I tell them to 'go out and redeploy.'"

McIntyre also believes that hearing "noes" can be positive in that it allows salespeople to think about and reevaluate their sales strategies and how their products fit into a solution. He also points out that a business's needs and personnel change, and every time you're rejected it puts you one step closer to a yes. If you just give up and never call back, you've lost the business.

"A no can be a good thing and provide great information, especially if it's for a specific reason," McIntyre explains. "It gives us the chance to think about our strategies or learn about something that's flawed that we don't see and then fit it." McIntyre advises salespeople who feel rejected to place greater emphasis on preparation and not to succumb to fear if they're not reaching their goals.

"First and foremost, you have to know as much about your product and prospect as you possibly can," he advises. "If we take the time to invest in ourselves, learn and grow and make our best effort, we'll get the business down the road. Salespeople need to feel secure and confident in their company, product knowledge and selling skills and give it their best effort."

Selling Power offers the following skill set to aid salespeople in dealing with rejection:

1. Don't take sales rejection personally. A customer is not saying no to you, only to what you're selling at the moment.

2. Every "no" is not final. If your qualified prospect and your product are a good fit, your prospect may ultimately have a need.

3. Don't give up. Your next call may result in the sale of a lifetime, but if you don't make that call, you'll never know.

4. Learn from rejection. Find out the real reasons why a customer chooses not to buy.

5. Continuously analyze your sales skills to identify those areas in which you can improve. Then go do it.

WORKING WITH YOUR CUSTOMERS

Involving the customer in the selling process increases your chance of a sale.

Sometimes salespeople get so wrapped up in their presentations they don't give their customers a chance to get involved. In order to increase your chances of landing sales, it is crucial to get input from your customers, making them feel like you are working together to solve a problem.

"First and foremost, you have to build rapport and let the customer know you're really interested and want to help the company succeed. The best way to do that is by asking good, powerful questions," advises Baton Rouge Business Report account executive Kelly Dumigan. "If you've done a good job prospecting and qualifying, you're going to have a pretty good idea of how the prospect is going to answer."

Ken English, corporate sales manager for the Tulsa, Oklahoma based Superior Linen Service Inc., agrees that asking good, powerful questions is key to increasing customer involvement in the sales process. "Asking questions is probably the most important means of involving the customer. The more you get the prospect to think about what you're offering and how it can help, the more you become a team," says English.

Dumigan sees asking questions as part of the education process. By getting her customers to participate in the sales process, she can go over the different ways she can help. She also asks to sit next to her customers so they can go through the magazine together.

"Normally, I'm sitting across the desk from the prospect, and I'll ask if I may step from behind the desk so we can go through the publication together. I know if I just hand over a copy the customer will flip through it and not hear a word I say. By sitting next to the customer, I'm breaking down a wall. While we're going through the book I ask, 'Which ads catch your eye? What do you see that you like? What size ad do you think you need to create the type of presence you want? What type of message do you want to send?' By doing this I'm getting the customer actively involved in the process," says Dumigan.

It is important to keep control of the appointment. For example, if you're showing a retail catalog to a potential customer, instead of just letting them go through it alone, you could point out a certain section or product you think they would be especially interested in. By doing this, you're keeping the ball in your court while also working together as a team.

English likes to identify his customers' needs and educate them on how his business can address those needs. He identifies needs by initiating a survey. "In some cases, instead of making a regular sales pitch we ask a customer if we can do a survey where we visit the facility, get feedback from the staff and find out what is needed, what the problems are, and so on. We even have gone as far as conducting a demographic survey of the customer's customers and conducting focus groups. We run the numbers, do an overlay and then present the results."

After completing the survey, English can tell the customer what he saw and how his company's product can help. He notes that when customers sees how deeply involved he gets in the process, it draws them into taking part as well. "We're not just some company trying to sell a product or service. We're really an extension of our customers' businesses. Most of them recognize this and actively participate."


The Proper Mind Set

Dave Kahle, president of the sales training and consulting company, DaCo Corporation, offers some expert advice on getting your customers involved in the selling process:

"The starting place is with the mind-set of the salesperson. Your job as a salesperson is to thoroughly understand the customer and to match your product or service to that company's needs. If you begin with that mind-set, it necessarily follows that you will engage the customer in the buying process," says Kahle.

Kahle stresses the importance of building a trusting relationship with the customer, comparing the establishment of trust to "greasing the gears" and failure to establish trust as "throwing sand in the gears."

Kahle notices that salespeople typically ask their potential customers questions about technical specifications. While this is important, it is more important to actively engage the customer in the decision-making process. Ask questions regarding their lubrication needs and what they expect out of their equipment.

Kahle suggests that after speaking with your prospect, take a moment to list what you understand to be the situation and objectives. Give the list to the prospect. If you're wrong, it gives you the opportunity to probe some more and get on track.

According to Kahle, taking this initiative "demonstrates to the customer that you were the only salesperson to take the time to really understand specific needs and puts you on a higher plane of agreement. And it separates you from 90 percent of all the other salespeople out there."


Patience is a bitter plant but it has sweet fruit.
--Old proverb


HANDLING NEW BUYERS

Maintaining accounts when a new buyer enters the picture

Let's say you have a good, established and reliable account. You have a good rapport with the buyer, who values and trusts you, and overall, business is just great. The buyer always returns your calls and contacts you first whenever a question arises. Then, during a routine sales call, you learn your contact left the company, and you are suddenly faced with a whole new person to do business with. Now what?

First, evaluate the situation. If you had such a good rapport and were on the inside track, why wasn't the job change brought to your attention sooner? Have you established relationships with other people in the company? How do you figure out the new buyer's objectives and style?

According to Douglas LaRoy, vice president for Communications Solutions of Colorado Springs, CO, "The biggest thing I emphasize to my salespeople in working with a main buyer is to get into the account vertically. Don't look at an account with blinders on, and always plan on the main buyer leaving. If we've done our work in building our buying relationships, and if the main buyer is our champion, we should be in the loop long before that person leaves."

Ronald Clowney, account executive for Bell & Howell Information in Los Angeles, CA, agrees. "Don't allow yourself to be reliant on any one individual. Develop backup players for just such an emergency. Typically, more than one person influences the buying decision, and at the very least, by having multiple influences you have an entree with the new buyer."

LaRoy also points out that when you establish and maintain relationships with people surrounding the main buyer, you facilitate access to the new buyer. Not only that, but since most companies hire from within, you may find that the new buyer is someone you already know. "Most of the accounts we serve end up hiring from within," explains LaRoy. The salesperson not only has to be on good terms with the actual buyer or decision maker, but also with the people who work with and for that person. You'd better treat them well and with respect, because you never know who's going to step into those shoes.

"We've had situations where the buyer was promoted within the company and that can be tricky because the new person wants to establish authority. But you still have a relationship with the previous buyer, who may be the new buyer's boss. It's a little like juggling. You need to make the new buyer feel in control but also make it known that you have other connections within the company."

Since you're already been doing business with the company, your job is easier. You have background and knowledge about the company, their objectives, goals and how you fit into the organizational mix. Now it's just a matter of establishing rapport with the new buyer by determining his or her needs, objectives and wants, while working in a style that makes him or her feel comfortable.

"Dealing with a new buyer requires doing a needs analysis all over again," says LaRoy. "You already know what the company's needs are. It's a matter of finding out the new buyer's agenda, looking for interests and finding common ground.

"It's also a good time to toot your own horn and reemphasize the areas in which you've helped out this company and all the good things you've done for them. Give a brief recap on what you've done for the organization -- and why it's important in terms of the benefits you offer them to keep the relationship intact."

Clowney recommends gathering as much information as possible about the new buyer before meeting with him or her for the first time. Find out background information and learn about the new buyer's track record and style in relating to vendors. You might even want to get some feedback from the previous buyer, other contacts at the company, your other clients or fellow salespeople.

Clowney advises asking the new buyer open-ended questions and really listening to the answers. "You need to find out what's important to the new buyer, how that person does business, what the hot buttons are and what that buyer's agenda is. Then you have to go a step further and position yourself as a solution provider and try to set the tone and the style of the relationship."

Finally, Clowney adds, "When a new buyer comes in, a lot of salespeople automatically think their business is threatened. There's always a chance that a new buyer will open up the door for additional business. Organizations change and so do we."

Selling Power offers the following suggestions when faced with handling a new buyer:

1) Send a brief note to the new buyer. Explain who you and your company are and state that you will be calling in a few days to set up an appointment.

2) Do your homework. Evaluate what you have done in the past and prepare an outline of the benefits received by the client. Try to get some background information on the new buyer.

3) Write down your questions. Know in advance what you're going to ask the new buyer, and establish your objectives for the first meeting.

4) Ask questions and listen. When meeting with a new buyer don't monopolize the conversation. Analyze the buyer's style and act accordingly.

5) Say what you'll do and do what you say. Your goal is to establish trust and build credibility. Before you say you can deliver something, make sure you can.

6) Go into the meeting with a positive attitude. If you expect the best to happen, chances are it will.

WRITE A WINNING PROPOSAL

Win business with a brief and convincing written document

Sometimes when attempting to register a business as an account, you may be asked for a written proposal. If you've never written a proposal, this may seem like a daunting task. However, a written proposal is really only a hard copy of your presentation.

Often, the difference between winning a sale and losing a sale comes down to the written word. It is important to be able to make all your major points in a brief, convincing, written document.

Before attempting to write a proposal for someone, however, it is important to thoroughly qualify the prospect. Ted Massouras, client/business manager at AT&T in Chicago, advises salespeople to do their homework first, making sure that a request for a proposal (RFP) is really a valid one, and not just an excuse to obtain useful information. "You have to make sure your customer is qualified," says Massouras. "Sometimes customers put out an RFP just to make sure that what they have tody is what they should have. You need to determine whether the RFP is just a price exercise or the customer is really interested in making a purchase."

Proposals should be kept simple. Present only what the customer is interested in and avoid cluttering the proposal with unneeded or unwanted information. "Capture background information on the prospect, not only in direct conversation but also by using the Net," advises Massouras. "Make sure you're on target. The applications that you present in your proposal should be exactly what the customer is looking for."

David Kaylor, director of sales for shared services at Host Pro, an Internet services provider in Bellevue, WA, suggests using gathered information on a prospect to create a customer benefit-oriented proposal. "Get to know your client very well and make sure you know exactly what the client needs and wants to accomplish so you can tailor and customize your proposal. Be clear and specific. Don't try to wow them with everything your company can do, and don't include additional fluff.

"Make sure that in the very first paragraph you summarize the content and description of the proposal so the client immediately understand its nature. The first paragraph should be an appropriate, concise recap regarding the customer's needs."

Massouras emphasizes the need for a short, personalized introductory letter describing what you are proposing to accompany the proposal, also stressing that proposals should look sharp and be free of grammatical and spelling errors.

"We put a lot of emphasis on making sure everything is perfect before a proposal goes out, even if I have to ask for an extension. If proposals don't look professional and have misspelled words and grammar errors, you're sending a message to your customers that you're not willing to take the time to care about their business."

Massouras also suggest including graphics, charts, graphs and even color to spruce up a proposal. Dull proposals made up exclusively of verbiage may get shoved to the side of the desk and forgotten about.

However, Kaylor feels that customizing proposals for individual clients is more important than embellishing them. "There's a big difference in how you package a proposal to a Fortune 500 company, a mid-size business or a mom-and-pop customer," he says. "For the smaller business you probably don't need to include a lot of graphs and images.

"In our industry, when it comes to format, a proposal should be noiseless, simple and delivered fast. It's better for us to put together a short and concise proposal because most of our customers prefer to have something back to them quickly instead of waiting for a more comprehensive proposal. They're looking for the bare statistics they need to make a major technical decision within a relatively short time frame," says Kaylor.

Pay attention to the little things. Use plain language and don't assume anything. Although it is important to keep proposals to the point, it is more important to include all pertinent information.

If you're still iffy on proposal writing, software is available to help you complete proposals that you only have to tailor to fit your individual customers' needs.

Selling Power offers this skill set to aid you in writing winning proposals:

1) Qualify your prospects or clients and know what they're really looking for.

2) Design a personalized proposal that identifies customer needs early on and offers clients the biggest return on investment.

3) Create value in your proposal. Focus on what the customer cares about and quantify that value.

4) Differentiate yourself from your competitors. Sell your benefits.

5) Make your proposal clear, compelling and concise. Use simple words, short sentences and graphic devises to highlight key points. Avoid jargon.

6) Keep your corporate history and laundry list of services to a minimum.

7) Write the shortest proposal you can while still getting the job done. "Think thin to win."


WINNING SALES THROUGH EFFECTIVE CLOSES

Use your favorite close to cement the deal

Many Dealers have a favorite and effective close. They use it again and again, and it usually works. However, what happens when it suddenly doesn't do the job? Do you blame the close or the way you deliver it? If you're going to rely on your favorite close to seal your deals, you must know the right time to deliver it.

Jeff Sharpe, sales manager for CK Worldwide, a welding supply manufacturer in Auburn, WA, suggests a straightforward two-part close. "I use the first part of my close to find out each distributor's criteria for selecting a welding supplier. I ask, 'What would it take for me to get your business?' Typical responses might include a better price, easy availability and quick delivery without sacrificing quality.

"Then I use the second part of my close. I ask the customer, 'If I show you some comparisons demonstrating that I can save you money without sacrificing quality, would you commit to our program?' Then I wait for the answer." At this point, you can show the customer how they save money while receiving superior protection and performance.

This two-part close helped Sharpe regain a former customer in Colorado. The company had lost this particular rep, and Sharpe headed to Colorado to sign up a new one. He and the new rep visited the former customer.

"I almost treated it like on-the-job training," said Sharpe. "We asked the customer why another supplier was used. They said, 'Your competitor offered a program with a more competitive pricing structure, good delivery and a local representative we could contact to resolve problems.' My rep responded, 'If we can show you that we have a more competitive program, better prices and a good local representative--me--would you come back to us?' The answer was 'yes.' By the time we left, we had reclaimed a former customer and my new rep had a new client."

Sharpe encourages his reps to focus on listening more than talking and not to be afraid to ask for the customer's business. "I tell a customer, 'Here's what we need to get you started. Would it be OK to put an order together and get a purchase order number?"

Elena Castor, account executive for Teamshare, a manufacturer and marketer of "issue-tracking system" software packages in Colorado Springs, CO, combines implementation and partnership in her closes. In order to compete with larger competitors, she helps her customers focus on the real problems and positions herself as a partner in the problem-solving process.

When first meeting with a prospect, she first asks what the problem is and when it must be solved. She then moves to her close. "I tell the customer, 'In order to meet...[the customer's goal or the customer's deadline], here's what you need. Let's sit down together and write a plan.'

"I've used this close successfully for a long time," Castor says. "It works because it is built on real facts the customer gave me, not tricks. I like this close because it creates urgency and an instant partnership while giving me control. I become a consultant helping the customer solve a problem. Sitting down with my customer helps me uncover all problems and potential obstacles to the sale. Later, when I submit the proposal, I include the implementation schedule my prospect and I developed together. We are no longer adversaries, but partners working together to solve a problem."

Finally, Castor advises, "Get prospects thinking about the implementation date and visualize what success will mean. Show them how your product gives them a personal win. Be trustworthy and do what you promise. Honesty and helping your customer achieve personal success go a long way."

Complimenting and Asking Questions

Dr. David J. Moine, sales psychologist and president of the Association for Human Achievement, uses a close based on customer habit. He starts by building rapport and trust with a customer, compliments them on something they own and asks them why they bought it. He then uses that information to identify other products or services that would meet those same criteria.

Moine remembers when this particular close was used on him by a real estate agent to sell him a house when he wasn't even shopping for one. "She found out my most important criterion was a house with a view. My second preference was lots of land so I could garden. Third was clean air, and fourth was quiet.

"This agent found a house with twice as much land and a much better view than my present home. I told her I wasn't interested. She replied, 'Let's just see the house.' When I saw the ocean view on the left and lots of land for gardening, I didn't care that the house needed work. I went home and told my wife I had just made an offer on the house."

Selling Power offers the following skill set on closes:

1. Compliment the customer. Admire a possession or product and ask how the purchase decision was made. Then present your product or service in a way that meets those criteria.

2. Offer to do a comparison. Compare a current supplier's benefits with those your company offers. Ask the customers if they will switch to you if you can demonstrate that you can better satisfy their needs.

3. Become the customer's partner. Help identify and solve problems. Learn your customer's most important problems and any time deadlines. Offer to sit down with the client and prepare a plan to solve those problems.

4. Be reliable and trustworthy. Once you have offered to help, do what you promise on time.


DRESSING FOR SUCCESS

Evaluate your prospects and dress accordingly

You have an important meeting with a corporate vice president, a very large account if you can secure it. It took months to get this appointment, and you confidently wear your best power suit to the meeting. Upon entering the building, you notice something: everyone is wearing khakis, loafers and golf shirts, including your appointment. Oops, it's Friday and this particular company has a corporate dress-down day.

Business dress standards have been slowly relaxing over the years. Casual is in, and many companies have followed the lead set by dot-coms and other high-tech Silicon Valley companies by adopting a dress-down day.

So, what's a salesperson to do? You want to appear professional, but you also have to relate to today's business casual environment. Denise Ronning, director of marketing and sales for the Michigan State University Union, and T. Glenn Blakney, director of AudienceNet Sales, a division of Engage Technologies Inc., offer their advice.

"Whether it's right or wrong, people do judge a book by its cover, and they form a first impression about you in seven seconds, largely based on how you're dressed," says Ronning. "We're in the hospitality business and the rule of thumb is more formal attire, but there are times when we dress in the more casual mode."

While Ronning goes with a more formal look most of the time, Blakney, who sells Internet advertising, goes with a more casual look. "We're 'Internet casual,' which is typically a button-down dress shirt, dress slacks, reasonable shoes - nothing too outrageous," he explains. "All the people I call on are in the advertising industry, and I have yet to go into a place and see a lot of people wearing suits and ties.

"I call on a lot of dot-coms and some consumer package goods companies, and they're a bit more progressive than financial services firms like banks or insurance companies. Their dress reflects that."

He adds, "If I'm going to a trade show, I might wear a denim-style shirt with the company logo on it. If I'm in the office and don't have any clients coming around, I might wear a pair of chinos. But I wouldn't wear something like that out to a client site."

Blakney emphasizes matching your clients' manner of dress. If you're calling on a company which sticks to a formal manner of dress, you should also dress formally. But how do you know how to dress when meeting your client for the first time? Try to get a feel for the tone of the office when talking with the receptionist and the prospect. If you're still unsure, you might want to drop off some literature sometime before the meeting, paying close attention to what everyone is wearing.

"You need to know your prospects," Ronning emphasizes. "When you're calling for an appointment, do a little research with the receptionist or secretary. Banter around and ask if the company has a casual day or how formal of an atmosphere they have. Most of the time they'll just come out and tell you what you need to know."

An advantage to dressing more formally on a sales call is the confidence that often comes with it. With the combination of a professional wardrobe, a superior product and both product and customer knowledge, your confidence should be high and your sales strong.

Expert Advice

According to consultant and author Sherry Maysonave, casual attire replaces traditional business dress at least once a week for 90 percent of American office workers, with 55 percent dressing down daily. This creates two main questions for salespeople: "How dressed down is too casual?" and "How dressed up is not casual enough?"

According to Maysonave, "To be successful today, a person must be able to dress casually and still exude as much power, credibility and authority as when wearing a traditional business suit." She offers the following suggestions for a core wardrobe for those wanting to dress for both casual days and more formal business occasions:

"A man should buy a solid dark suit in either navy or black, so he can wear the jacket as a sport coat," she says. "By adding another sport coat, pair of pants and some different types of shirts, he has the basis for a capsule wardrobe. He also needs a snappy pair of slip-on, hard-toe shoes that can be worn with a full business suit or an alternate pair of pants.

"Women should also own a dark suit, with matching pants, skirt and jacket; then add different tops and an additional pair of pants, a skirt and another jacket. Women should have a pair of hard-toed shoes, with a bit of a heel. Flats contribute nothing to building a woman's stature."

Maysonave emphasizes that if you have any doubt, you should dress up. It's always better to be overdressed than underdressed, and you want to look like an authority on your subject.

Finally, Maysonave points out, "Regardless of how you dress, you need to be impeccably groomed, wear clothing of high quality and look well-put-together and coordinated."

I highly recommend wearing AMSOIL clothing when making sales calls. I get many compliments on my AMSOIL shirts, jackets and hats and once I register an account I set sales goals for them and based on their success in achieving sales goals I will provide hats, shirts, jackets and other AMSOIL promotional products to my accounts. Plus it makes them look very professional when customers walk into their stores and the parts counter people and employees are wearing AMSOIL shirts, hats and coats and drinking from AMSOIL mugs.

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We possess the skills, desire and knowledge to answer questions, solve problems, improve efficiency, reduce downtime, maintenance costs and increase the durability and life of all of your vehicles and equipment.

Read what our satisfied customers have to say about us. Read through our website. Contact us with any questions.  If you decide to become an AMSOIL Dealer or Preferred Customer you will be joining, in our opinion, the most skilled AMSOIL group there is. We will help you get started and provide you with the tools and information in order to be successful in this business or with technical and product assistance to use AMSOIL products in your own vehicles.

If you would like a FREE comprehensive packet of technical, information, catalogs, specifications, retail and wholesale prices, dealer application and other crucial information regarding AMSOIL Ultra Premium Synthetic Motor Oils and Filtration Products plus much, much more please e-mail us at dave@performanceoiltechnology.com with your postal mailing address and your packet will be shipped promptly. Your name and address will be held strictly confidential.

Also, please inform us of any special interests you have (diesel, motorcycle, racing, etc.) so that we can include additional material pertaining to your special interests and vehicles.

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Customer Sold on AMSOIL Quality and Value.

That's what today's savvy consumers want.

According to marketing analysts, the average consumer no longer accepts general sales pitches full of empty promises. The Internet gives consumers instant access to nearly every possible product or service. They look for quality information, conduct price comparisons and then make buying decisions.

The bottom line: more bang for their buck. And when that consumer is raising seven children, top quality products and savings are an even greater priority.

Scott Boring, Oakfield, N.Y., has seven children with his wife Teri. He's looking for quality and savings to keep his 1997 GMC Yukon, with a 5.7 litre V-8 engine that "isn't noted for gas mileage," running down the road carrying his large family as efficiently as possible.

A friend told Boring about AMSOIL products. He promised better gas mileage - an important selling point with today's high gasoline prices - more efficient performance and longer life.

The vehicle had 40,000 miles on it when Boring installed AMSOIL products bumper to bumper.

"I did it all at one time, just to see the difference," Boring said. He installed AMSOIL Severe Gear 75W-140 Synthetic Gear Oil, used AMSOIL Engine Flush and then installed AMSOIL 10W-40 Synthetic High Performance Motor Oil and AMSOIL Universal Automatic Transmission Fluid.

"I especially like the ATF," Boring said. "The truck shifts smoother and the transmission is quiet. All you hear is the tires on the ground. I've tried other synthetics, lots of them. I just never saw any difference. But, with AMSOIL, I saw a difference right away."

The first tankful of gasoline increased his mileage from 15 mpg to 20.5 mpg. "I swear I didn't believe it," he said. "I'm averaging between 19 and 21 mpg all the time.

"This stuff is awesome and I'm letting all my friends know about it."

 

 

AMSOIL Customers Appreciate Greater MPG

Although results vary because of a variety of factors, a common denominator among AMSOIL motor oil users is an improvement in fuel economy.

Independent testing reveals that AMSOIL Signature Series 0W-30 motor oil passes the API Energy Conservation Sequence VI test with a rating 38 percent higher than the API minimum specifications.

"The test results show that AMSOIL has the potential to save energy by conserving fuel," said Technical Services Manager Ed Kellerman. "In most cases it can increase mileage, but at the very least you're getting superior engine protection."

Ralph Sites, a police officer in Rustburg, VA, said he put AMSOIL 10W-40 Synthetic Motorcycle Oil in his 2002 GL 1800 Honda Gold Wing when it had 4,550 miles on the engine. "I had been getting 30 miles per gallon," Sites said. "I was supposed to be getting 40 to 45 miles per gallon."

His first oil change to AMSOIL improved his mileage to 38 miles per gallon. At 6,500 miles on the engine, after replacing the final drive oil with AMSOIL Severe Gear 75W-90 Gear Lube, he improved to 40 miles per gallon.

"I switched to AMSOIL for the long-term gain. The improved gas mileage was just a bonus. AMSOIL is less expensive than Honda's synthetic and I don't have to change it as often. It's a win-win situation."

He bought the bike new in January 2002 and had put 12,000 miles on it in August. He said the improved mileage he's gotten since switching to AMSOIL has saved him $102 just in gasoline.


Jeff Bailey in Fulton, Mo., said his 1996 Lexus GS300 with 81,000 miles on it also gained fuel efficiency when he switched to AMSOIL motor oil.

"The car wants premium gasoline," he said. "I drive about 18,000 miles a year. I ordered your synthetic product and absolutely astounded.

"I was used to getting about 20 mpg overall and having a little low-rev torque."

Since switching to AMSOIL motor oil, Bailey gets 24 mpg and uses regular gasoline.

"The engine feels even more flexible," he said. "I've used AMSOIL now for my wife's anemic Camry 2.2 litre and have calculated that I have saved about $120," he said. "Thanks AMSOIL for an awesome product. You have a customer for life."

Likewise, Lance Okeson of St. Paul, Minn., gained miles per gallon after switching to AMSOIL motor oil in his 1995 Cutlass Supreme.

Okeson made the switch after learning about AMSOIL from a customer of his at a quick lube where he works. His customer was so enthusiastic about AMSOIL, Okeson did some research on the AMSOIL Website and decided to try the products. A trip from the Twin Cities to Fargo, N.D., in a steady 17 mile-per-hour wind, and back showed him an increase from 24 mpg to 30.5 mpg.

"I have never gotten 30 plus mpg with that car," Okeson said. "I have two other vehicles that I switched over to AMSOIL motor oil. One is a 4x4 and the other is an old muscle car. I switched the transmissions and the differentials in those vehicles as well."
 

ASE Master Technician Sold on AMSOIL

Mark Deschner, Friendswood, Texas, is an ASE Master Technician and Manager of the West Pear Land Tire & Auto Store.

He recently was able to demonstrate the superior quality of AMSOIL Synthetic Lubricants when he had to change out a leaking intake manifold on his 1991 Chevrolet 1/2 ton pickup truck, with more than 183,000 miles on the original engine.

"When my lead technician took the intake manifold off, for the first time ever, he couldn't believe how clean the lifter valley and the top of the cylinder heads were on my truck," Deschner said.

The technician thought Deschner may have changed it before. But Deschner assured him he had never had the intake off before.

"He always made fun of me for only changing the oil once a year and the filter twice a year," Deschner said. "I think that seeing how clean the intake and cylinder heads are in my truck has changed his mind about AMSOIL products. I've always believed in them and my truck runs AMSOIL for all lubricant needs."

He uses AMSOIL 10W-40 Synthetic Motor Oil, EAO24 Absolute Efficiency Oil Filter, TS31 2-Stage Air Filter, GF111 Fuel Filter, 80W-90 Synthetic Gear Lube, Universal Automatic Transmission Fluid, Synthetic Multi-purpose Grease, P.I. Performance Gas Additive, Rain Clear Windshield Protectant and Bosch windshield wiper blades.

"As you can see, I have pretty much converted the entire truck over to AMSOIL products," Deschner said.

 

Preferred Customer Sold on AMSOIL Quality

Peter Virgona of Merrick, N.Y. is a self-proclaimed oil enthusiast. “I do a great deal of reading and research, always looking for the best oil,” Virgona said. “The more I read the more I realized AMSOIL was the best ‘true’ synthetic I could buy. After using Mobil 1 since 1986, I made the switch to AMSOIL.”

Virgona is a warehouse worker, but he has many years of experience working on cars.

He drives a 1999 Ford Crown Victoria that has nearly 98,000 miles on the engine. He switched from Mobil 1 to AMSOIL 5W-30 Synthetic Motor Oil (ASL).

“The difference was immediate and significant,” Virgona said. “The idle became much smoother. There are times I can’t tell if the car is running. It also became much more responsive to the gas pedal, so much more responsive my wife asked me what I did to the car.”

Virgona has owned the car for almost nine years. “Not surprisingly, the gas mileage improved significantly,” he said. “This car always averaged 15 miles per gallon going back and forth from work. It now averages 16.5 mpg. That’s a 10 percent increase. I truly didn’t expect such a big change.”

He waited to report his findings until after he had driven the car at least 5,000 miles “to confirm that the numbers are average and not just a fluke.”

Virgona also has installed Ea Air and Oil Filters in his vehicles.

He told his sister-in-law about AMSOIL and then changed her oil over to AMSOIL 5W-30. She drives a 1996 Dodge Caravan with a 3.0 litre V6 engine. According to Virgona, she had always used conventional motor oil with regular oil changes every 3,000 miles.

“Nonetheless, she had a significant amount of sludge that was obvious under the oil fill cap,” he said. “She also experienced a very loud lifter noise that would come and go. Presumably, the sludge was affecting the oil circulation to the lifters.”

Oil consumption in the van was also increasing, using about one quart every 1,500 to 2,000 miles.

“I switched the van to AMSOIL and put in a new filter,” Virgona said. “Within 1,000 miles the lifter noise was all but gone. By 3,000 miles, virtually all the sludge was gone. I drained and refilled the oil a second time with AMSOIL 5W-30. The oil consumption is now down to one quart every 3,000 miles, with no more lifter noise.

“I am very happy with AMSOIL and plan to use it from now on. I recommend it to anyone who wants a great synthetic oil.”

Virgona buys his products through the AMSOIL website. “I always get my product within 48 hours,” he said. In fact, he just had a case shipped to his father in-law in Florida because he believes in AMSOIL products and wants others to experience their benefits. In fact, he’s considering becoming a Dealer.

Virgona respects that he can get detailed technical information about AMSOIL just by checking the website. “AMSOIL puts out performance test results for everyone to see. I definitely appreciate that.

“People are usually very, very loyal to AMSOIL. They know it’s the best.”

 

AMSOIL Gives Life to a Sweet Old Cadillac. Making a skeptic into a believer again.

Dear AMSOIL,

 

I thought you might appreciate hearing my AMSOIL story. When the opportunity arose last year to purchase my mother-in-law's 1987 Cadillac DeVille, I jumped at the chance. A true low mileage survivor, it was in near pristine condition. I was proudly showing it off to a mechanic friend when he said, "Uh-oh, you bought an HT-4100? Good luck buddy."

After much research I understood what he meant. The HT-4100 was rumored to be one of the most troublesome engines Cadillac ever built. The problems are numerous: an aluminum block with cast iron heads that expand and contract at different rates causing premature head and intake gasket failure, coolant loss into the oil, and finally main and rod bearing failure. They also have a heavily loaded distributor gear, weak timing gears, and sludging issues.

My first thought was, if ever an engine needed AMSOIL, it's this one. I first heard about AMSOIL at the old Brohman Dragway in the late 1970s from a fellow racer who swore by it. For the past 10 years, I've used various synthetic oils with favorable results, but never AMSOIL. Then I talked with Dave Mann, the AMSOIL Dealer in my home town, and told him my story. Having spent 19 years as a lubrication specialist with Ford, Dave knows his stuff. He made several recommendations, and shared with me his excellent e-book on motor oils.

I also asked around at the Cadillac owners group I belong to, and almost every one of them said, "Don't buy AMSOIL! It's too expensive and won't do you any good. You need this or that oil with this or that additive," and so on. So who was I to believe?

Having spent over 25 years in advertising and marketing, I have a strong skepticism for extravagant claims made by manufacturers. Usually, when you hear impressive adjectives like "advanced" and "superior," someone just wants your money or your vote (or both). So I read the science; from AMSOIL and from several independent studies. I came to the conclusion that it really is an excellent product. It also intrigued me that one of the primary sales points made by AMSOIL is to convince you to buy LESS of their product. That kind of marketing is contrary to anything I've experienced, and elevates AMSOIL's credibility level exponentially.

I switched the Cadillac over to AMSOIL 5W-30 (ASL) last fall, then put in AMSOIL 10W-30 (ATM) this spring (even though it's not a turbo, I like the extra wear protection offered by this formula). Rather than letting the oil go a full year, I change it every six months, during which time it accumulates about 6,000 miles. My dad was an auto mechanic and taught the 3,000-mile oil change rule like it was the 11th commandment - that kind of conditioning is hard to overcome. With this frequency, I still spend less money than if I changed the oil on a three-month/3,000-mile schedule. I use the money I save to have drain samples tested by an independent lab each time.

The Deville now has 50,000 miles and runs like a fine Swiss watch. I have not had a single problem with the 'troublesome' HT-4100 engine. It runs roughly 10 degrees cooler than with regular oil, and my gas mileage has increased by 10%. It has become my mission to get 200,000 miles from this car. With AMSOIL, I might just make it.

As an addendum, I also recently switched my wife's 2003 Oldsmobile Silhouette minivan to AMSOIL. Since we've owned it, this car has had a lifter clatter for the first 10 seconds on cold starts. Literally, on the first start after putting in AMSOIL, the clatter was gone.

Thanks AMSOIL. By making a superb product that truly does what you say it will do, you've given new life to a sweet old Cadillac, and made a believer out of this devout skeptic. (see photos of car and engine)

Steve Cook
Traverse City, Michigan

 

HDT Sets AMA Land Speed Record with AMSOIL

Hayes Diversified Technologies (HDT), located in Hesperia, California, produces diesel powered tactical military motorcycles for the U.S. armed services as well as the UK and EU NATO countries. Founded in 1961, the company originally manufactured electro-mechanical switches and relays to the military & aerospace industries.

The new HDT motorcycles are diesel machines combining both power and environmentally friendly performance efficiency. We are talking about a bike that gets 100 miles to the gallon AND can do 100 mph.

The HDT team was out on the Bonneville Salt Flats earlier this month, striving to establish new national and world records. Displaying the AMSOIL colors while going through the paces at Bonneville, they offered up quite a number of very strong endorsements with virtually no prompting. We noticed an increase in horsepower right away when compared to Delvac 1,¯ said Fred Hayes, founder/CEO of HDT. What was quite surprising was the condition of the engine after a 50-mile run-in and over 120 full-throttle dyno runs. The camshaft bearings, the small and large end rod bearings, didn't even look like they had been run. During that series of dyno runs, we registered the highest horse-power and torque readings ever.¯

Dave Anderson, AMSOIL Technical Product Manager, had flown to Bonneville to witness and participate in the pursuit of new land speed records. Hayes said to Anderson, "Our testing proved that AMSOIL Series 3000 5W-30 Heavy Duty Diesel Oil provided better cam bearing lubrication, better transmission operation and less blow-by than our previous oil. We picked up just over one horse power at the rear well." This is a 3.7% increase and worth a 1 tooth higher gear ratio. In addition, it appears that overall coolant temperature was down about five degrees. That is roughly a 2.5% decrease in operating temperatures.

Very few bikers would be opposed to increased horsepower with lower operating temps, simply by switching over the lubricants.

With over a year of testing, we have found that AMSOIL products continually outperform all other lubricants. AMSOIL provides improved performance, increased fuel economy, lower oil consumption, and significantly reduced engine wear in all operating conditions.

AMSOIL Boosts Bottom Line for Grain Hauler

Burnell Keller of Castroville, Texas hauls a lot of corn. Saving downtime and maintenance costs boost his bottom line.

Since the 1960s, Keller Grain, Inc., at Castroville has bought high quality white and yellow corn from local farmers and trucked it to processing plants across the state of Texas. "These trucks put on about 12,000 miles a month," said Keller, the company's owner.

He was running Exxon XD3-30 motor oil in his Freightliner and changing it every 10,000 miles. He heard AMSOIL products could cut his operating and maintenance costs in half, provide better fuel economy, easier starts and extended oil drains at least three times longer than he was getting.

"We were fixing to extend the drain to 15,000 miles," Keller said. "But a sample of the Exxon motor oil analyzed at 10,000 miles came back saying the oil needed to be changed. I said, let's give AMSOIL a whirl."

After an engine flush, Keller installed AMSOIL 15W-40 Heavy Duty Diesel and Marine Oil in his Freightliner, with more than 400,000 miles on the engine.

"We did this procedure three times at a 15,000-mile analysis and filter change only," Keller said. "Each time the oil sample report came back saying the oil was good for continued use."

After the third round of analysis, the oil was changed. Keller plans to continue with 15,000-mile analysis and filter changes and to continue to use the same oil for an interval of 50,000 miles.

"That's about five times longer than before," Keller said. "It's very good. Keller Grain is now convinced that AMSOIL is a superior product and that anybody can save money using AMSOIL products."

 

 

New Life for Dodge Ram

Preferred Customer Lyle Reinier from Mesa, Ariz. has been using AMSOIL products for four years with complete satisfaction. He said that when he started using them in his 2001 Dodge Ram they “changed the way it ran.”

Now Reinier drives a 2004 Dodge Ram. He uses AMSOIL Synthetic 5W-30 in the engine, AMSOIL Synthetic Universal Automatic Transmission Fluid in the transmission and 80W-140 Long Life Gear Lube.

“AMSOIL has given this truck life that it was hiding before,” said Reinier. Reinier said the Ram now pulls stronger and runs smoother than it did before. He made the switch to AMSOIL when the truck hit the 3,000-mile mark. “What comes as a surprise to me is that my Dodge dealer had no problem doing a complete drain and fill with AMSOIL,” said Reinier.

Reinier said the dealer removed all the Dodge transmission fluid and refilled the truck with AMSOIL ATF. “Within a mile or two I could feel the transmission was smoother and showed a difference in how it performed,” said Reinier.

Reinier also uses AMSOIL in his dirt bikes. He and his wife have been using AMSOIL 0W-40 Formula 4-Stroke since it was introduced. Within the last year, Reinier performed a big bore and a valve job on their bikes in search of more power.

“The insides of the cases, transmission gears and crank shafts were all like brand-new,” said Reinier.

Reinier said the cylinder walls of each bike still showed some cross hatching from the original bore. He also said the bikes run quieter, smoother and cooler than they did before the switch to AMSOIL. Both bikes have their original clutches and have logged over 4,000 trail miles.

 

 

Customer Discovers a Burning Desire For AMSOIL

Dealer Mark Licht of Andover, N.J., was on a follow-up visit at Jimmy's Service, Inc., of Hackettstown, N.J., when the integrity of AMSOIL ATF was put to a new, on-the-spot test.

Licht showed shop owner Jimmy Naranjo several pieces of literature on oil and ATF testing results. After listening to Licht talk about the benefits of AMSOIL ATF, Naranjo turned to him and said, "You're full of it."

Licht continued to explain all the features and benefits that AMSOIL ATF has to offer, but Naranjo interrupted and told him, "There is only one way to prove this ATF is any good."

Naranjo went to his shelf and opened two brands of transmission fluid he uses and poured some of each onto his metal workbench. The shop owner than poured some AMSOIL ATF next to the other two brands. "I had no idea what this guy was about to do," said Licht.

Naranjo then took out his torch and put the flame directly on the first brand of transmission fluid he commonly used. After about 30 seconds the little puddle of transmission fluid started smoking. Naranjo proceeded to the second brand he stocked in his service shop and repeated the process. After another 30 seconds, that brand of transmission fluid began smoking badly.

"Now it's AMSOIL's turn and I must admit I thought my fluid was going to smoke out just like the others with that direct flame," said Licht.

Naranjo held the flame on the AMSOIL ATF for over two and a half minutes and there was absolutely no smoke.

"He quickly turned to me and said he'd take a 30-gallon and a 55-gallon drum of the ATF," said Licht. "We couldn't believe our eyes!"

Now Jimmy's Service stocks the entire XL line of oils, all of the AMSOIL 25,000-mile oils, AMSOIL diesel oils and all of the AMSOIL diesel additives. The shop also carries AMSOIL filters, 2-cycle oils, Power Foam Engine Cleaner and Home Heating Fuel Extender.

 

CROSS COUNTRY TRIP PROVES AMSOIL PERFORMS

Owners of motorhomes, who often travel long distances, are particularly concerned with finding ways to save on fuel costs.

A Texas man discovered AMSOIL motor oils and lubricants lived up to all of his expectations in a journey from Texas to Alaska and back in 2004.

"I have a 1998 Dutch Star by Newmar 38-foot motorhome with a 300 horse power Cat engine," said Shelby Rash, Richardson, Texas. "I also tow a car behind." Throughout 2003, Rash averaged 7.1 miles per gallon. "I use AMSOIL products and believe in them," Rash said.

He took AMSOIL 15W-40 Heavy Duty Diesel and Marine Oil, an AMSOIL oil filter, Torque-Drive Synthetic Automatic Transmission Fluid, AMSOIL 75W-90 Synthetic Gear Lube, AMSOIL Universal Automatic Transmission Fluid, for power steering/hydraulics, and the AMSOIL Synthetic Multi-Purpose Grease to a shop in Dallas in January 2004.

"They installed AMSOIL in everything, including the grease fittings," Rash said. "I installed a new AMSOIL air filter and oiled the front wet axles myself. I filled up with diesel and added AMSOIL Cetane Boost and Diesel Fuel Additive to the tank, as well." Then Rash took his four-month, 11,000-mile trip.

"I used the two additives each time I filled," he said. "I also attended two RV rallies where I 'dry-camped with a generator' for a total of 10 days during this time." The only thing he did was change the oil filter during that time.

"I averaged 8.6 mpg since January 2004 for these 11,000 miles," Rash said. "This sure helped with the high fuel prices. Just by changing to AMSOIL I averaged 1.5 mpg better.

"Is AMSOIL worth a try? I think so."

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