Many Dealers begin their AMSOIL businesses by focusing on a particular product or application. For some, it’s motorcycles or diesel applications. For others, it’s snowmobiles or passenger cars. Beginning with what you know is a proven way to start a successful Dealership.
Unfortunately, some Dealers stop there. They fixate on the products or applications with which they’re most comfortable. The truth is, AMSOIL boasts one of the largest and most diverse product lines in the industry. A great strategy for growing your business is to leverage the entire AMSOIL product line by expanding sales to existing customers and branching out into new markets.
While most oil manufacturers have fewer than 300 SKUs available to customers, AMSOIL has more than 1,000. Our commitment to developing innovative synthetic lubricants for practically any application means we invest time and money in markets other companies may deem too small or unprofitable. Excellent examples include the dirt bike and snowmobile markets. We recently introduced AMSOIL Synthetic Dirt Bike Oil (DB40, DB50, DB60) following several months of laboratory and on-track testing. Racers and casual riders indicated a need for a dirt bike oil specifically formulated to deliver confidence in clutch feel, and we delivered. Similarly, years of testing and fine-tuning have gone into AMSOIL INTERCEPTOR® Synthetic 2-Stroke Oil (AIT), resulting in a respected, high-performance alternative to snowmobile manufacturer-branded oils.
It’s not just the power-sports market, either. Signature Series 5W-50 and 0W-40 Synthetic Motor Oil (AMR, AZF) allow you access to owners of high performance Ford* Mustangs* and Dodge* muscle cars, including the Challenger* and Charger*. This level of commitment allows you to approach nearly any market with high-quality products that help you gain new customers and earn more money.
As a Dealer, it makes sense to take advantage. Invest time learning the entire product line to expand your scope and leave your comfort zone. One of the AMSOIL advantages is that as a Dealer, you have, or will have, many great resources to learn. All those resources start in the Dealer Zone where you have all the services and resources to succeed in your AMSOIL business. A great place to start is the Dealer Sales Briefs in the Dealer Zone (Training>Training Materials>Dealer Sales Briefs). They cover the features, benefits and target markets of products recently introduced. Product data bulletins (Business Tools>Literature>Data Bulletins) are another excellent training resource.
Consolidation Increases Efficiency
An auto service center, for example, may buy AMSOIL OE Synthetic Motor Oil from you, but fuel additives or a chemical engine flush from other sources. A delivery fleet may buy diesel oil from you, but grease from another vendor. Make sure accounts know you offer a full range of products. The Product Catalog (G290) offers a great way to present the AMSOIL product line. Ensure they understand the savings of time and money associated with consolidating vendors. Even if AMSOIL synthetic lubricants cost slightly more up front, they save due to consolidation, as well as improved vehicle protection and performance.
Reduce Inventory
AMSOIL products can also help accounts reduce inventory. An auto service center or independent garage may carry multiple automatic transmission fluids to satisfy the needs of all their customers. AMSOIL OE Synthetic Automatic Transmission Fluid (OTF, OTL) allows them to eliminate carrying several transmission fluids, saving time and money, while reducing confusion. AMSOIL European Car Formula Synthetic Motor Oil (AEL, AFL, EFM, EFO) offers another example; the family covers most European vehicle specifications, allowing shops to simplify their product offerings.
Expand Sales to Existing Customers
Another effective strategy is to expand your sales to existing customers. Developing new customers is a great way to grow your business, and in no way do we recommend you stop those efforts. But consider that it costs at least three times more to gain a new customer compared to marketing to current customers. Don’t fall into the trap of taking an order for motor oil and a filter every six months or so and not following up. Introduce customers to AMSOIL transmission fluid, gear lube, P.i. (API) and other products. Ask your customers why they purchase what they do. They may not be familiar with the entire AMSOIL product line. Be proactive and challenge yourself to go outside your comfort zone. By understanding the entire AMSOIL product line and presenting the opportunities to prospects and customers, you can grow your business and increase sales.
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No affiliation or endorsement claim, express or implied, is made by their use.