There are two things that drive counter professionals crazy. One is when a customer says, “It doesn’t matter. All parts are the same.”
The other is when a customer says, “Just give me the cheapest one.”
That’s because counter professionals know all parts are NOT the same. And through their experience, they’ve learned that basing your purchasing decision on price alone can be a risky proposition. Oil filters are no exception.
Today, domestic engines in mainstream vehicles are operating at levels of precision and complexity that once were exclusive to premium brands. More and more vehicles today are using direct injection and turbochargers to reduce fuel consumption and boost performance. And most late-model vehicles have oil-change intervals of 5,000, 7,500, 10,000 miles or even longer.
What that means for your customer is they need a high-quality synthetic or semi-synthetic motor oil that can go the distance, and a high-quality, high-capacity oil filter. Skimp on either one and they could be replacing an engine.
For most people, a vehicle is the second-biggest investment they’ll ever make. That’s why it’s so important that your customers avoid the trap of prioritizing price over quality when they’re looking for an oil filter.
