How to use oil analysis to boost sales

Hard data can help turn a prospect into a customer.

Allen Bender | OIL ANALYZERS INC. MANAGER

AMSOIL Dealers often ask me how oil analysis can help their businesses. My frequent conversations with a range of customers have yielded a few insights I’d like to share with you.

First, I should offer a primer on oil analysis. Oil analysis – fluid analysis, really, since we can test much more than just motor oil – involves chemically analyzing lubricant samples to help determine engine, component or lubricant condition. It’s far more cost effective than tearing down an engine to ascertain condition. Oil analysis also maximizes drain intervals, saving even more money.

Use data from your own vehicle

Many AMSOIL Dealers use data generated from their personal vehicles to satisfy customers who simply want proof that AMSOIL synthetic motor oil guards against wear and is capable of extending drain intervals. The Dealer takes an oil sample at the original equipment manufacturer (OEM)-recommended drain interval to establish a baseline. Then, assuming all is well with the vehicle, the Dealer continues using the oil and taking periodic samples as the miles accumulate in order to show the customer how well the oil is performing. This can work very well if your vehicle is free of mechanical defects. If a defect surfaces and allows, for example, fuel or dirt to contaminate the oil, the report can still be used as a sales tool by showing how oil analysis uncovered an issue that could have become a serious problem if it had not been caught.

Support our oil-change recommendations

Other customers may be unaware of how or why oil degrades with time. This is especially true with RV owners. An oil analysis report can be a handy tool when explaining to a person who drives his RV 2,000 miles per year why AMSOIL synthetic motor oil should not be left in the engine for six or seven years – which is only 12,000-14,000 miles in this case. The oil analysis report reveals water contamination, fuel dilution and base number, all of which can change, even when the vehicle sits idle. That’s why Signature Series Synthetic Motor Oil includes a one-year service-interval limitation, regardless of miles driven.

Start a business conversation

Some Dealers want to know how to approach large fleets. Dealers know that fleets often use oil analysis and want to impress the fleet manager with the opportunity to prove their performance claims. In my experience, fleet managers hear lots of claims, but pay more attention to someone with a plan to support those claims. If the fleet manager is interested in saving money (usually the best motivation for change) he may be convinced to try new lubricants in a small number of vehicles. Taking samples from these test units and a similar number of existing units provides the opportunity to see a difference in oil performance. When comparing existing protection levels and drain intervals to the units using AMSOIL synthetic lubricants, oil analysis provides hard numbers so managers can calculate the advantages. Even a small advantage can be considerable when multiplied by a large number of units.

Oil Analyzers Inc. offers additional advantages. For one, we are more familiar with AMSOIL products than any other facility. The samples are tested at an independent facility, but we have more information for the interpretation of the results than anywhere else.

There is also the convenience of receiving oil analysis reports by mail, email or fax. Most people want their reports by email since time is valuable, even when the report reveals everything is OK. When the report shows something is wrong, time becomes even more important.

Submitting sample information is also an area we’re expanding to increase customer convenience. New customers submit oil samples with vehicle or equipment information written on the form that comes with the sample kit. This is how the lab acquires the information to set-up a new account and enters each vehicle or piece of equipment. However, once the component exists in our system, customers can submit information for future oil samples online, speeding the process. This also eliminates the potential for errors from reading written information. We all know how frustrating it is to read some people’s handwriting. We also have apps available so oil sample information can be sent with your smartphone.

Regardless of the size of your Dealership or your experience, oil analysis can help earn new customers and grow sales. For more information, check the Oil Analyzers Inc. website at www.oaitesting.com or call us at 877-458-3315.