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How Far Are Lubricant Buyers Through Their Journey Before They Reach Out?
One of the clearest findings from The Buyer Revolution is how far lubricant buyers progress before they ever speak to sales. In a market defined by risk management, specifications, and long supplier histories, the first live conversation is rarely “discovery”. It’s usually validation.
What the Buyer Revolution data tells us?
The insights below reflect the common themes and behavioural shifts observed across these five data sets:
- Solve Your Own Problems
Buyers do extensive self-research upfront: specifications, shortlists, benchmarks, peer checks, and internal trials. By the time they call, they’ve framed the problem and sketched a solution path.
- Speed of Response
Responsiveness is read as reliability. Clear, timely replies (and actioned promises) unlock the next step; slow or vague responses push buyers back to safer options.
- People or Brand
Buyers choose trusted people backed by a credible brand. Technical competence, straight talk, and context-rich guidance beat generic “better/cheaper” claims every time.
- Day-to-Day Activities
The basics matter most: preparation, following through, documenting next steps, and bringing relevant insight to routine interactions. (This is where the well-known preparedness gap shows: many buyers report turning up more prepared than sellers.)
- The Account Manager
Incumbents get the first call in most cases (your research points to ~85%). Relationship equity and delivery history carry weight, but incumbency is earned every day, not guaranteed.
So, how far through are lubricant buyers?
Putting these together, lubricant buyers are typically 65–75% through their buying journey before they reach out. Often 70–80% when contacting new suppliers (given the spec-driven, risk-averse nature of the sector), and a little earlier when contacting incumbents, who are expected to “fill in the blanks” rather than re-educate the buyer.
In SPANCOP terms, first contact often lands closer to Approach → Negotiate → Close than Suspect → Prospect.
What this means for lubricant sellers
- Solve Your Own Problems → Publish the answers buyers seek
Create application notes, decision guides, ROI calculators, and troubleshooting checklists that match real use-cases. If buyers self-serve, make sure they’re self-serving on you. - Speed of Response → Operationalise fast, complete follow-up
Aim for same-day replies with clear next steps, artefacts (data sheets, method statements), and owners. Consider simple internal SLAs for RFQs, samples, and technical queries. - People or Brand → Put credible humans in front
Elevate named technical sellers and AMs as visible experts (short explainer videos, lab notes, on-site case stories). Buyers follow people they trust, then validate the brand. - Day-to-Day Activities → Close the preparedness gap
Arrive with a point of view: site context, likely constraints, options with trade-offs, and a draft risk-reduction plan. Use WOPPA for every call: Why, Objectives, Premise, Plan, Anticipate. - The Account Manager → Protect incumbency by refreshing value
Don’t rely on history. Proactively review performance, flag improvements, and co-create the next 90-day plan. Incumbency wins the first call -but only execution wins the next one.
First-meeting checklist
- Open with the buyer’s Why and your Premise (what you already know and can evidence).
- Present two viable options with clear trade-offs (spec, risk, cost, implementation effort).
- Share a 1-page de-risk plan (trial design, success criteria, safety/quality steps, timeline).
- Agree next steps in writing (owners, dates, artefacts) before you leave the room.
The takeaway
In lubricants, the “first” meeting is rarely the start. The Buyer Revolution shows buyers have already done the work; they’re inviting you to validate, customise, and de-risk a path they’ve largely chosen. Shape the unseen 70% with useful content and visible experts.
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