Too often when we talk with dealers these days we hear them say they don't want to advertise conventional oil. Some of the dealers we talk to don't even carry it in their stores! What's the reason? They say things like, "all of the new cars use synthetic".
Did you know that on average, 56% of the vehicles within a 20 mile radius of your store are 11-15 years old? You can't forget about these folks that are more than likely using conventional oil. When they call Goodyear, Firestone ,etc. and ask for an oil change price, they will instantly perceive that you charge too much because they'll be comparing your synthetic price to their conventional price. Fight the competition by advertising every-day, low prices for conventional oil changes - then up-sell your customers to synthetic on the drive.