AMSOIL - From the President's Desk

Occasionally I receive letters from Dealers that really get me thinking. I received one a while back that I want to share, in part, with you. It was written by Dealer Dennis Breda from Medina, Ohio. He and his wife Catherine have been dealers since 1996, and he began the letter with this:

"Ever since I attended AMSOIL University in 2005 I have wanted to write to you and tell you how proud I am to be associated with your company, even though it is in a small way at this time. More recently I obtained the video which is, first and foremost, a tribute to your life, your parents and AMSOIL.

"I watched the video several times and related to all of it. But a few points stick out in my mind as I write this letter. First, is the vision. I think today, even with all the support material we have to help sell AMSOIL products, we too often become discouraged because of the negative mind-set of the prospect. Those of us who have studied the literature and used the products know how good they are but become frustrated when others will not study the literature or try the products. Yet you had to go through much, much more in terms of development and bringing the product and opportunity to market. There is a big lesson in viewing your early experience by way of the video."

The video Dennis is referring to, of course, is the video my family had done on the story of my life titled "Albert J. Amatuzio, An American Success Story." First, I couldn't be more pleased that the video, in some way, served as inspiration for Dennis. I hope it does the same for other Dealers. And, yes, in response to Dennis, it is discouraging when people refuse to recognize the extraordinary performance benefits our products provide. But we can't let that stop us. For every potential customer who won't give you the time of day, there is another who will recognize the value of the products and appreciate the service you provide. We all get discouraged. That can't be avoided. But success is a result of perseverance.

According to Dennis he was struck by another section of the video. He mentions my experience as a child watching the cars cross the bridge between Superior, Wisconsin and Duluth, Minnesota, and dreaming of ways I could make a nickle off each. Dennis writes, "As I am out on the highway daily in my medical equipment repair business, I too have had those same thoughts as I count the traffic. If I could only reach a percentage of the owners of those vehicles and present the AMSOIL message to them. Mine is not the job to convince, I tell myself, only to ask the opportunity to present fully and let the prospect accept or reject. This I pledge I will do more often in a systematic way and not let the nay-sayers deter me."

It's true, I did watch the cars cross the bridge between Duluth and Superior and I dreamed of ways to make a nickle off each. I guess even as a child I was a businessman at heart. The point is, there are opportunities everywhere, whether it's to sell product, sponsor Dealers or register accounts. We just have to learn how to recognize those opportunities and not let the "nay-sayers" stand in our way. I did just that in 1973. When I first started this company I had a heck of a time trying to sell the product. I was selling it through conventional channels, but it was more expensive than petroleum oil, and without the opportunity to convey the benefits, it sat on the store shelves collecting dust. It was then that an opportunity presented itself - multi-level marketing. Soon, AMSOIL was off and running.

Dennis closes his letter with this: "I have said many times that the AMSOIL company is honest to the penny, When people are honest with the small things, they can be trusted with the large things."

I appreciate these kind words from Dennis. He speaks the truth. This company was built on honesty and integrity. Throughout the years I have taken great pride in that. I can honestly say, however, that my greatest source of pride has come from watching Dealers embrace the AMSOIL business opportunity and create financial independence for themselves. This really hits home for me as we approach our 35th anniversary, and I can thank our Dealers for each one of those 35 years.

A.J. "Al" Amatuzio
President and CEO, AMSOIL INC.

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"AMSOIL INC. warrants that the use of its lubricants will not cause mechanical damage to any mechanically sound equipment when AMSOIL INC. products are used in full compliance with the company's recommendations and instructions."

FULL WARRANTY

AMSOIL synthetic motor oils are formulated to surpass engine test specifications, offering protection far greater than competing motor oils for extended drain intervals. Most synthetic oil manufacturers make no claim to extended drain intervals, deferring to the maintenance schedule provided by the vehicle manufacturer. With its unparalleled oil and warranty program, AMSOIL offers consumers unprecedented protection and economics.

Another AMSOIL First

More than 20 years ago, AMSOIL began using the NOACK volatility test as a comparison tool and measurement of quality. Back then, nearly every oil tested side-by-side with AMSOIL synthetic motor oils failed, and those that passed barely squeaked by. Other oil companies paid no attention to NOACK results until Ford Motor Company made it a requirement for service fill oils, validating what AMSOIL had said all along.

THE NOACK Volatility Test
The NOACK Volatility Test determines the evaporation loss of lubricants in high temperature service. The more motor oils vaporize, the thicker and heavier they become, contributing to poor circulation, reduced fuel economy and increased oil consumption, wear and emissions. AMSOIL Synthetic Motor Oil resists high temperature volatization better than other motor oils. AMSOIL Synthetic Motor Oil maintains peak fuel efficiency and reduces oil consumption and emissions.

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