Why the Role of the Account Manager Still Matters in Sales
If buyers now research independently and arrive knowing what they want, it is fair to ask what the account manager is still for. This data set answered that, and the answer is not comfortable reading for anyone treating the role as relationship maintenance.
The account manager still decides the outcome. Just not in the way the job description usually assumes.
What buyers told us
feel disappointed when an account manager is unprepared
reach out to their incumbent supplier first
engage with sellers primarily for their product or application knowledge
see price as the least important reason to reach out to a seller
What this means for sellers
Go deeper
- 83% of lubricant buyers say sellers are less prepared
- If you are not adding value, you are adding noise
- Still not preparing for sales calls?
Part of The Buyer Revolution, our research programme with over 1,000 lubricant buyers across five global data sets and more than 25,000 individual data points.
Common questions
Our account managers know the customers well. Is preparation really the gap?
What does prepared actually mean to a buyer?
If price is not the reason they call, why do we talk about it so much?
Turn the findings into action
Two ways to build this into how your team sells.
The Buyer Revolution Workshop
A hands-on session that turns this research into a practical, buyer-led approach for your team.
Explore the workshopThe Buyer Revolution
Prefer to learn at your own pace? The self-study programme, online and on demand.
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Customer Centricity in Lubricants: The uncomfortable truth.
