Let buyers solve their own problems, then bring them to you
Buyers research, compare and decide long before they pick up the phone. The Product Selector turns that into your advantage: a buyer-first journey that helps people find the right lubricant in their own words, then hands a fully briefed enquiry straight to your team.
A quick look at the buyer-first Product Selector
Watch how it reframes lubricant buying around the person and their problem, not the datasheet.
The Smart Buyer's New Best Friend, a two-route product selector built for the lubricants industry.
Buyers have changed. Most of the industry has not.
Buyers are more informed and understand their own problems before they ever engage you. Most lubricant businesses can see it happening, yet carry on as before, and every held-back answer adds friction to the buying decision.
Better informed buyers
They self-educate and shortlist before contact, often knowing the problem better than the seller expects.
Fewer technical experts
Deep expertise is leaving the industry as buyers get younger, so the old advice-led model is harder to sustain.
A pull to self-serve
People want to explore and solve in their own time, the way they already buy in every other part of life.
Trust goes to who helps most
The business that makes buying easiest becomes the expert people return to, and recommend.
Help buyers become informed, show you understand their problem and can solve it, and you build real trust. That makes you the expert people come to, and it leads to better sales conversations and better outcomes. The Product Selector is how you show it.
Source: Plan Grow Do Buyer Revolution research (1,000+ lubricant buyers) and our AI in lubricants research.
Built around the buyer, not the datasheet
No jargon until it matters. Instead of thousands of products, the buyer answers a few simple questions in their own language, and gets three clear recommendations they can act on.
Describe the job
The kind of work, in plain terms. No part numbers, no specifications, just what they are actually doing.
Add the detail that matters
The operations, how the fluid is delivered, what they are working with. Not sure? Skip it, no pressure.
What is going wrong
They pick every symptom they recognise, in their words. This is where you show you truly understand their day.
What they run today
Their current product, their water, and how much they use, from a single machine to a whole site.
Three clear recommendations
Not thousands. Three, ranked, each with a plain-English reason it was chosen, powered by an AI engine.
Act, their way
Buy it there and then, or send a fully briefed enquiry to your team. The buyer stays in control.
Every enquiry arrives fully briefed
When a buyer chooses to talk, nothing is lost. The problem, the materials, the machine, the current product and the water are all handed over, so your team picks up with the full picture.
It routes itself by sector specialism and location, assigns a named rep instantly, and notifies them to get in touch. Fast, personal, and always with a real person in the loop, through a CRM or our Always On platform.
Join up how buyers buy with how you sell
Stand apart
Offer something most of the competition does not, and be the business that makes buying easiest.
Become the trusted expert
Demonstrate you understand the problem and can solve it, and trust follows.
Better conversations
Reps pick up warm, fully briefed enquiries and spend their time selling, not qualifying.
Joined-up commercial engine
Your digital presence, marketing and sales working as one, around the buyer.
Real market insight
See what buyers are actually searching and struggling with, and use it.
Powered by AI, built for you
Smart recommendations and reasoning, sitting on your existing website as your asset.
Every Product Selector is scoped to you, so the final investment depends on your product range, your sector, the integrations you need and whether you sell direct or hand enquiries to your team. The master-database option is the most accessible entry point; a full buyer-first build on your own catalogue sits higher. We will scope it with you and give you a clear, tailored quote.
Get a tailored quotePricing is indicative and for guidance only. Nothing here is a formal quotation.
The evidence, and the practical bits
How much does it cost?
As a guide, from £5,000. That is an indication to get started, not a fixed price. The final investment depends on your product range, your sector, the integrations you need and the scope of the build. The lighter master-database option is the most accessible entry point; a full buyer-first build on your own catalogue, with e-commerce and CRM handover, sits higher. We scope it with you and give you a clear, tailored quote.
Will buyers actually use a self-serve tool?
Yes. Our Buyer Revolution research with more than 1,000 lubricant buyers found 94.1% do independent online research before speaking to anyone, and 77.7% already know what they want by the time they engage a seller. The Product Selector meets them in that self-serve moment, on your website.
Does a self-serve tool undermine our reps?
The opposite. 76% of buyers say a personal connection outweighs the brand, and 96.6% say fast responses strengthen long-term relationships. The selector hands a fully briefed enquiry to a named rep, so the human relationship starts on the front foot rather than from scratch.
Is AI in buying just hype?
Not according to the industry. In our AI research, 85% already use AI at least occasionally and 72% expect it to significantly influence lubricant sales within three years. The selector puts AI to work where it helps the buyer most: in the recommendation and the plain-English reasoning behind it.
Do we need e-commerce to use it?
No. You can sell directly with a buy-now option and volume cut-offs if you want to, or simply hand every enquiry to a named rep. Many businesses start with the handover and add e-commerce later.
Whose products does it recommend?
Your choice. Option one is built entirely around your own product range. Option two searches a master database of more than 25,000 products from over 1,600 brands, and you decide which brands to make available.
Where does an enquiry go?
To a named person in your business, fully briefed with the buyer's problem, materials, machine, current product and water. It can route through your CRM or our Always On platform, and always keeps a human in the loop.
Is it really AI-powered?
Yes. The recommendations and the reasoning behind them are generated by an AI engine, so the buyer sees not just what to choose but why.
Where does it live?
On your existing website. It is built for you, sits inside your business, and becomes your asset.
Let's bring this to your business
Tell us the sector you work in and we will show you what a buyer-first Product Selector could look like for you.
