The Truth About Synthetics

by Ed Newman
AMSOIL Marketing & Advertising Manager
This article appeared in National Oil & Lube News, April 2004

One morning in January 2004 the subject of man's walk on the moon came up in our department at work. To my great surprise our web assistant stated that he did not believe Neil Armstrong and Buzz Aldrin walked on the moon, that it was a hoax. I was somewhat chagrined. I knew there were people who thought that way, but to meet one in person was a surprise. For me it's like stating that there is no such place as England or that Northern Lights are a hoax. These are simply facts.

This incident, and several more like it, led me to wonder what impact this kind of thinking has on today's world.

One survey in the early 1980's found that nearly 90% of all Americans believed that the government's account on the Kennedy Assassination, which determined that Lee Harvey Oswald acted alone, was false. Though distrust of our government did not begin with the Warren Commission, this was a fairly good indicator of the times.

What's disturbing is not just what people won't believe, it is amazing the things people do believe. Some people who do not believe the "lone gunman" theory are ready to believe that not only were there more gunmen, but also that the CIA, FBI, mafia and half the State of Texas including Vice President Johnson were involved.

AN AGE OF DOUBT AND DISTRUST

How strange our world is today. Modern people have been trained to question everything, yet they believe the most foolish things. Yes, I can understand why someone might not believe the moon walk. We live in an age of falsification. Images, stories, urban legends, and cleverly devised myths abound, along with photos that have been doctored, stories that have no basis in fact. It is an era of deliberate obfuscation, an age of spin, of falsifying perceptions.

"Don't believe everything you see," is advice given wisely, but at the same time it can also unsettle us. Uncertainty makes us anxious. We like things to be firm, solid.
Uncertainty leaves us feeling confused. When there are things at stake, we want to know what is true. But sometimes we simply can't know. We hear both sides of an issue and we don't know whom to trust.

These lyrics, from the song "Going Under" by a group called Evanescence, capture some of the emotions people might feel when they have doubt and uncertainty.

"Blurring and stirring the truth and the lies
So I don't know what's real and what's not
Always confusing the thoughts in my head
So I can't trust myself anymore."

IMPACT ON OUR CUSTOMERS

With all the mixed messages - oil companies promote a 3,000 mile oil change while automakers recommend longer intervals through oil change indicator lights and plain old 10,000 to 12,000 mile changes for European vehicles - there's bound to be confusion. The result of this confusion is a pervasive distrust.

Even after customers buy something they want, they can be anxious and wonder whether they made the right decision by upgrading to synthetics. This is why the best salespeople learn to anticipate "buyers remorse," and nip it in the bud with affirmations that support the decision that was made.

When it comes to synthetic motor oils, having a firm understanding of their benefits is invaluable. Every employee can and should feel confident about recommending synthetic motor oils. For those who need a refresher, here are eight truths about why synthetics are better for today's motorist and worth the extra money upfront cost.

1) They offer superior wear protection so that engines last longer.
2) They improve fuel economy so that vehicles get better mileage out of every tank of gas.
3) Due to their low pour points and cold weather pumpability, they make winter starts much easier.
4) By reducing friction they help engines run cooler.
5) By reducing deposits engines run cleaner and perform more efficiently.
6) Due to lower volatility they reduce oil consumption.
7) They have been proven to provide more horsepower.
8) Because they resist oxidation and breakdown, they reduce varnish and sludge which keeps valves and rings from sticking.

It's a "wow" type of list. This is good stuff to know, for you and your customers. When combined with extended drains, premium synthetic motor oils offer these additional benefits:

1) Synthetics save customers money while improving your profitability. Their overall life-cycle costs are less than petroleum products, and you earn more as well.
2) They save customers time. Consumer surveys have shown that they desire the convenience of extended drain intervals. Motorists will pay extra for this convenience.
3) They reduce waste. Not only is there less waste oil to deal with, there are also fewer empty containers to dispose of.

No question about it, the truth is powerful. By speaking the truth about synthetics we can put to rest the anxious concerns of our customers regarding one of their biggest investments, their vehicles. In the end we're respected, and their engines are protected.

Ed Newman is Marketing & Advertising Manager for AMSOIL INC.