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From Product to Partnership: Why Transparency in Services Is Becoming Non-Negotiable
Buyers in the lubricants supply chain now assess suppliers digitally before starting a sales conversation, including the services offered beyond the product itself. Transparency around what services exist, who they are for, and how they create value helps buyers self-select and build confidence earlier. Clear service positioning supports trust, improves alignment and leads to more productive commercial relationships.
- Buyers want clarity on services before engaging sales
- Transparency helps the right accounts engage in the right way
- Clear service frameworks support trust rather than weaken it
I was pleased to take part in a panel discussion at the ICIS World Base Oils Conference in London, where much of the conversation focused on how buyer behaviour is changing across the lubricants and base oils supply chain.
One question in particular generated strong discussion from the audience and I wanted to take some time to answer it in detail:
If buyers are researching online and deciding whether to start a discussion with a seller, how should sellers manage the range of added services they offer beyond product to different accounts? Is more transparency inevitable?
This is an important question for producers, blenders and distributors alike, because it gets to the heart of how value is now assessed before sales engagement even begins.
Buyers now evaluate services before speaking to sales
In many lubricant organisations, services have traditionally been positioned as part of the sales relationship. Technical support, audits, condition monitoring, training or optimisation initiatives are often introduced once a commercial relationship is established.
Buyers no longer wait for that stage.
Today, buyers research suppliers online to understand not only product capability, but also the level of support they can expect. This includes how services are described, how accessible they appear, and whether they feel relevant to their situation.
McKinsey research shows that B2B buyers prefer suppliers who offer clarity and transparency throughout the buying journey, particularly where complex services are involved. Buyers increasingly want to understand value before committing time to a conversation.
For lubricant buyers managing uptime, risk and cost, services are often as important as the product itself.
The challenge of service complexity in lubricants
The lubricants supply chain offers a wide range of services, but not every service is relevant to every account. This creates a natural tension.
Suppliers worry that being transparent about services may create expectations that are difficult to scale. Buyers, on the other hand, want to understand what support exists and whether it applies to them.
When services are poorly explained or hidden behind sales conversations, buyers are left to guess. That uncertainty often leads to disengagement rather than deeper discussion.
Buyer Revolution research consistently shows that buyers value suppliers who help them understand what is available and what is appropriate for their situation, without pressure or ambiguity.
Transparency helps buyers self-select
Transparency does not mean offering everything to everyone.
It means clearly outlining:
- What services exist
- What problems they are designed to solve
- Which types of customers they are best suited to
- What level of commitment or collaboration is required
This allows buyers to self-select into the right conversations.
Research from Gartner shows that buyers are more confident engaging suppliers when expectations are clear and value is easy to interpret early in the journey. Transparency reduces friction and builds trust before sales interaction begins.
In lubricants, this is particularly relevant where services require data sharing, site access or long-term collaboration.
Services signal partnership, not just support
How services are positioned sends a strong signal about how a supplier sees its role.
When services are framed clearly as part of a broader partnership approach, buyers are more likely to view the supplier as a long-term collaborator rather than a transactional vendor.
This aligns with what we see in practice across the lubricants market. Buyers who engage with service-led suppliers often expect:
- Proactive insight rather than reactive support
- Shared responsibility for outcomes
- A clearer understanding of value beyond price
Plan Grow Do research shows that buyers increasingly judge suppliers on how well they help them solve problems independently before engaging sales, including through service clarity and supporting content.
Managing services across different accounts
One concern raised during the ICIS panel was how sellers manage services across accounts of different size, maturity and value.
The answer lies in structure rather than discretion alone.
Clear service tiers or frameworks help buyers understand:
- What is included as standard
- What is available through deeper engagement
- What requires shared investment
This approach avoids over-promising and supports more balanced conversations. It also helps sales teams focus effort where services create the most value.
Transparency supports better conversations
When buyers understand services in advance, sales conversations change.
Discussions move more quickly to:
- Fit and relevance
- Outcomes and expectations
- Practical next steps
Rather than spending time explaining what exists, sellers can focus on how services might apply to a specific situation.
This leads to more productive conversations and stronger alignment.
A shift that is already happening
The move towards greater transparency is not a future trend. It is already shaping buyer expectations.
Buyers who research online expect to see clear service positioning alongside product capability. Suppliers who provide that clarity are more likely to be shortlisted and trusted.
Transparency in services is becoming non-negotiable not because buyers demand more, but because they want to understand more before engaging.
See more about the changing buyer with our exclusive lubricants focussed Buyer Revolution programme and resources.
Be sure also to check out Selling Lubricants Smarter that takes the best of the Buyer Revolution data and goes on a journey with our lubricants sales professional from crisis to success!
