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83% of Lubricant Buyers Say Sellers Are Less Prepared: Why Sales Preparation Must Change
In today’s B2B sales environment, buyers consistently feel that they are more prepared for meetings than sellers.
This isn’t just a perception, it’s a reality backed by data. Our Buyer Revolution research found that 83% of lubricant buyers believe sellers arrive underprepared.
This is more than a number; it reflects a fundamental disconnect between buyer expectations and sales behaviours.
Why Buyers Feel More Prepared
Over the past month alone, we’ve seen this play out repeatedly. In messages from buyers, in classrooms we’ve taught, and in training sessions we’ve delivered. The same theme comes up every time: buyers feel like sellers are not matching their level of preparation.
Too many sellers fall into the trap of selective preparation:
- Preparing only for meetings they personally deem important.
- Relying on past experience or gut feel for the rest.
This behaviour has consequences. It means some customers get your best effort while others don’t. Buyers notice this inconsistency and it erodes trust.
The Real Issue: Failing to Meet the Buyer Where They Are
The bigger challenge lies in process. Many sellers still approach meetings as though their role is simply to sell. That mindset often results in:
- A rush to qualify: focusing immediately on volumes, grades, and prices.
- A script-driven checklist: interrogating the buyer rather than listening.
But buyers don’t want this. By the time they request a meeting, they have already researched potential solutions, compared options, and narrowed their focus. They see the seller as a potential partner who can validate their thinking and help solve a specific challenge.
When a seller ignores this and launches into pitching or qualification, they miss the moment to build value. The result? The buyer leaves with the impression that the seller is unprepared.
A Practical Solution: The WOPPA Framework
Preparation doesn’t need to be complicate, but it must be consistent. One of the most effective tools we use in our training programmes is WOPPA, a simple yet powerful framework for structuring sales preparation.
Why – The reason for the conversation, centred on the buyer.
Objectives – What you want to achieve from the meeting today.
Premise – What you already know about the buyer’s situation, based on evidence not assumption.
Plan – The clear step you will take to reach your objectives.
Anticipate – The risks, objections, or challenges that could arise and how you will address them.
Using WOPPA before every call or meeting ensures that you show up prepared, aligned, and ready to add value. It moves you away from “pitching” and towards guiding and validating exactly what buyers expect today.
Why This Matters Now
The sales process is changing rapidly:
- Buyers are completing more of their decision-making independently.
- Sales cycles are lengthening and becoming more complex.
- Buyers want validation and problem-solving, not generic pitches.
In this context, preparation is no longer optional. It’s the difference between being perceived as a trusted advisor or just another unprepared seller.
Key Takeaway
When 83% of buyers believe they are more prepared than sellers, we can no longer dismiss this as exaggeration. The data, combined with real-world experiences across classrooms and client sessions, makes it clear: sellers must raise their game.
The solution is discipline, consistency, and alignment with the buyer’s journey. Frameworks like WOPPA make this achievable.
Preparation is not about luck or instinct. It’s about respecting the buyer’s time and meeting them exactly where they are.
Join the Buyer Revolution and sell how your buyer likes to buy. Take The Buyer Revolution online training course
