the President's Desk
has been a brutal winter here in the Northland. Sub-zero
temperatures have been the norm almost every night,
and daytime temps don't warm up much past the single digits.
In weather like this, it's not difficult to sell people on the
cold-temperature benefits of using AMSOIL Synthetic
Lubricants. The alternative can be equipment
that won't start, tow truck costs, frustration
A business associate of mine was discussing the miserable weather
with a couple of friends over lunch recently and mentioned that
he was not concerned about his car starting in these cold temperatures
because he used AMSOIL Synthetic Motor Oil. Interestingly enough,
one of the two friends at the table chimed right in and started
giving the other lunchmate an unsolicited commercial about AMSOIL
He explained that he started using AMSOIL Motor Oil because,
as a salesman on the road all the time, he put tens of thousands
of miles on his car every year. He was changing oil every
three thousand miles and it was not only expensive,
but very time consuming. With AMSOIL,
he changed oil just once a year
and didn't worry about it. It was
definitely the convenience of AMSOIL that originally
But then he related that he and his wife had driven down to
Minneapolis for the weekend a couple of winters ago during what
turned out to be an extremely cold arctic blast. When he looked
out his motel window the next morning, he thought he might be
in trouble. It was obviously very, very cold and the parking
lot was full of cars with the hoods up waiting to be jump-started.
He had never had trouble starting his car
since switching to AMSOIL, but it had never sat out all
night in such cold temperatures and high winds.
When he finally got out to his car, he climbed in, turned the
key, and it started right up. He said besides
all the other benefits of using AMSOIL, that experience alone
made using it worthwhile. He also liked the fact that he knew
his car was delivering the best fuel economy possible
with AMSOIL in the crankcase. The long and short of this lunch
was that by the time it was over, the guy who wasn't using AMSOIL
was asking where he might get some.
So even though it's cold up here in the Northland, I don't
complain. Like all temperature extremes a motorist might experience,
cold weather sells our oil!
Isn't it wonderful when people have such good experiences with
our products that they actually sell them for us? There truly
is no better advertisement than a good testimonial.
Our company has been built on just that kind of word-of-mouth
advertising from satisfied customers. It's a real tribute
to the quality of the products
we make and sell.
Despite the cold temperatures we're experiencing here now,
I am beginning to think about this coming summer and our 30th
Anniversary Convention to be held here in July. Registrations
are coming in daily, and we are already busy here at the home
office planning what is certain to be an exciting, fun, and
educational event for every Dealer who attends.
This and past issues of Action News have highlighted
some of our plans for our coming celebration of thirty years
in business. I won't get into details here. We have had some
wonderful conventions in past years, and I know that this one
will surpass them all in quality and content. As always, it
will be a first-class event.
Being in this business together is like being in a big family.
The AMSOIL family. We all have things in common. We all have
experienced similar concerns, similar challenges, similar successes.
Being able to share and network with friends and fellow members
of our AMSOIL family at an international convention like our
30th is worth the price of admission alone. The ideas and insights
we get from fellow Dealers can prove priceless!
On a personal note, your being here on convention weekend is
most important to me. This is my chance to meet and greet Dealers
and Direct Jobbers I don't see all that often. I also appreciate
the opportunity to get introduced to our new Dealers. You are
the future of our busines, and I look forward to getting to
know you. So, having you all here with us is what this convention
is really about. That's what is going to make this event a success!
So yes, right now it's cold outside my office window. Very
cold. But even though our winters might seem a bit inhospitable,
summers in northern Minnesota are very, very pleasant. Tens
of thousands of tourists visit us every summer for that very
reason. Many of our Dealers plan their vacations around our
convention. There are plenty of attractions for you to enjoy
in and around Duluth/Superior before and after the convention,
and we guarantee you a top-notch convention weekend experience!
||A.J. "Al" Amatuzio
President and CEO, AMSOIL, INC.