It’s True that Synthetic Motor Oils are not for Everyone

It’s true that synthetic motor oils are not for everyone. You can see when they pull in the lube bay a person with a leaking rust-bucket is best off using a cheap petroleum product. However, everyone with a mechanically sound engine should be offered synthetics. Likewise everyone concerned about preserving the earth and reducing waste oil.

Is Your Message Getting Through?

by Ed Newman
AMSOIL Director of Advertising
This article appeared in National Oil & Lube News, March 2007

Not every quick lube operator is actively promoting synthetic motor oils. But for those who are, who believe in the benefits of premium synthetic oils properly priced, this article is addressed to you. You understand the value of synthetics and their benefit to motorists. You want to promote synthetic oils to your customers. Is your message getting through?

The 21st century world we live in is filled with noise. Nearly every hour of every day we are bombarded with messages. Emails, snail mail, phone calls, radio, TV, newspapers, magazines, highway billboards all contain messages demanding our attention. Paul Simon once wrote, “My mind’s distracted and diffused…” and this was four decades ago, long before the tech revolution and its tsunami of spam, banner ads, pop-ups, satellite radio, and cable TV options.

Your customers are no different. In fact, many have their young children with them leaving them perplexed, diverted, bewildered and occasionally disoriented when you are striving to communicate with them. Even when the children are not there in the car, their minds can be preoccupied with concerns about dinner or daycare or office deadlines and other responsibilities that are looming.

Repetition
I remember seeing an ad in Advertising Age that had nine photos of a dog. Below each picture was printed the word “Sit.” The first eight showed this happy black retriever with tongue hanging out, standing there looking at the camera. The ninth photo showed this happy dog sitting. The ad agency that assembled this ad was saying that you need to repeat your message if you want it to get through. But what is the message?

The message for Rover was a simple one-syllable command, clearly presented. Sit.

For those of you interested in promoting synthetic motor oil, your aim should likewise be to simplify as much as possible. And to repeat it often. Although it’s not as simple as “sit”, there are things we can do to present our message clearly and concisely.

Is there a right time to promote the synthetic lubricants message? Yes. Every opportunity you can, frequently and consistently. Obviously we do not want to become obnoxious about it, but in a world of distractions you need to tell and re-tell. Little by little the message gets through.

In addition to asking if your customer would like to upgrade to synthetic motor oil, you can benefit from signage, posters and literature that answers key questions about synthetic motor oil. I used to believe that logical, rational arguments were the key to sales success. More recently I have been learning that people often, and maybe even usually, make their decisions as a result of emotions or feelings (confidence, fear, etc.) The literature is used not to persuade, but to help them affirm their decision to switch to synthetic oils. They feel like it is a good choice and by being well informed and offering supporting documentation, they can be re-assured.

At the end of the day, however, your most important tool is a good point of sale greeting.

Who is the message for?
It’s true that synthetic motor oils are not for everyone. You can see when they pull in that a person with a leaking rust-bucket is best off using a cheap petroleum product.
On the other hand, everyone with a mechanically sound engine should be offered synthetics. Likewise everyone concerned about preserving the earth and reducing waste oil. Performance minded customers who want their vehicles to continue operating in an optimal manner will also be better off with synthetics as well as those who are concerned about improving fuel economy.

In Closing
During the Cold War, one of the ongoing activities of spies was trying to intercept messages from the enemy. Efforts to conceal communications were many. For example, two agents might hold a verbal meeting near a jet engine in an airport. If the conversation were being recorded, the noise of the jet would drown out the voices.

Today we live in a world where consumers are being bombarded with message noise, much like the jet engine. How do we get our own message across in a world of constant noise?

Concise, clear communication does not come easily. Just because we have been talking in sentences since we were two years old does not mean we communicate well. And when there is a jet engine roaring in the background, we’d best not assume our customers either hear or understand what we’re saying.

The right way is the way that works. Be patient, persistent and do the right thing. Ask your customers if they’d like to upgrade to synthetics.