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If You’re Not Adding Value, You’re Adding Noise — What Buyers Really Want From Account Managers
Picture this: a prospective customer visits your website, downloads a whitepaper, and before they’ve even finished skimming the first few pages — their phone rings. It’s a sales rep asking for a site visit.
Sound familiar?
Now flip the script: you’re the buyer, working through a dozen priorities. You’ve shown
some interest, maybe. But now, you’re on the receiving end of a call that doesn’t reflect your
intent, your stage in the journey, or your actual problem. This is the world many lubricant buyers live in — one where too many account managers
confuse access with opportunity. And in doing so, they become part of the noise.
But here’s the upside: our latest research into lubricant buying behaviour shows exactly what
buyers do want — and how sales professionals can win by changing the way they show up.
The Landscape Is Changing — Fast
The lubricants market has long been driven by relationships, face-to-face meetings, and
technical expertise. That hasn’t changed — but buyer behaviour has.
In our conversations with buyers, a majority are clear: they want their relationships with
account managers to evolve into value-adding partnerships, not just transactions.
We also know that most buyers do extensive online research before ever speaking to a sales
professional. Many prefer digital channels to initiate contact — and they’re increasingly
selective about who earns their time and trust.
So if you’re still leading with a cold call or a pitch deck, you’re probably showing up too soon, with too little.
What 'Adding Value' Really Means
Let’s cut through the buzzword.
‘Value’ isn’t just a nicer price or a faster delivery. In the eyes of lubricant buyers, value is
defined by how well you understand their world — and whether you help them navigate it.
Here’s what that looks like in practice:
1. Insight, Not Information
Sharing data sheets is easy. Explaining how your solution helps avoid unplanned downtime or meet sustainability goals?
That’s value.
A large portion of buyers say they want more than just product details — they want insight that helps them make better, faster decisions.
2. Preparedness Matters
It may sound basic, but coming to a meeting unprepared still happens — and it leaves a poor
impression.
We know that buyers feel frustrated, under-valued, or even disrespected when reps turn up without context or understanding.
Doing your homework isn’t a bonus — it’s the minimum.
3. Relevance & Timing
Buyers want to be engaged on their terms, not yours.
Many prefer virtual or email-based contact in the early stages of supplier research. Face-to-
face? That’s often reserved for later, when trust is built or complexity requires it.
Showing up too early — or too forcefully — doesn’t build momentum. It builds resistance.
The Cost of Being ‘Noise’
Let’s be blunt: noise kills deals.
When salespeople get it wrong, buyers aren’t just indifferent — they’re actively turned off.
We’ve heard feedback like:
“It felt like pressure.”
“They didn’t listen — they just launched into a pitch.”
“Why are they calling me before I’ve even asked a question?”
We also know that response time is a big deal. A slow reply, a missed follow-up, or a vague
email can quickly erode trust — no matter how strong the product.
And if a buyer doesn’t trust that you understand them, they’ll simply go elsewhere.
How to Be the Account Manager Buyers Actually Want
If the traditional approach isn’t working, what should you do instead?
✅ 1. Start With Research
Before every meeting, check what they’ve engaged with. What’s happening in their sector?
What might be keeping them up at night?
Be curious — not just informed.
✅ 2. Offer Value Before You Ask for Time
Share a relevant article. A customer story. A technical insight that might solve a known
challenge. Be helpful before being commercial.
Think: “Here’s something that might help,” not “Can I get 30 minutes?”
✅ 3. Be Fast — and Thoughtful
Response time matters — but don’t rush just to reply. Follow up quickly and add substance.
A balance of speed and quality is what buyers value.
✅ 4. Personalise Every Interaction
Buyers don’t want to be BCC’d into a marketing email. They want to feel seen — their
sector, their goals, their language.
Even in B2B, people still buy from people.
✅ 5. Think Beyond the Transaction
Don’t just try to close the deal. Help them navigate their market. Support them through
change. Be someone they look forward to hearing from — not someone they dodge.
Final Thought: Silence the Noise, Amplify the Value
There’s never been more competition for your buyer’s attention. And in the lubricant
industry, where products can feel similar and margins are tight, the how you sell often matters more than what you sell.
So here’s the challenge: Stop interrupting. Start enabling.
If you’re not adding value — real, relevant, human value — you’re adding noise. And the
market’s getting louder.
The Buyer Revolution – the changing shape of buying in the lubricants industry
There’s still time to add your voice and the voice of your buyers to this industry
leading research. For more information and context of the Buyer Revolution work,
be sure to hop on to the page below.
