Lubricant sector

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The Buyer Revolution – Navigating the B2B lubricant landscape

In the dynamic B2B lubricant procurement, a transformative shift is underway. Consumer psychology in the corporate environment, especially in the context of deciding which lubricant supplier to buy from, is a multifaceted and complex topic. When making purchasing decisions, corporate buyers must consider several factors that go beyond just the product itself.

One important aspect is the relationship between the buyer and the supplier. Trust and reliability are crucial in the lubricant industry, as businesses need to be confident that their supplier will consistently deliver high-quality products and provide excellent service. Therefore, suppliers who can establish a reputation for dependability and integrity are more likely to attract corporate clients.

Another key consideration is the perceived value of the product. Corporate buyers are concerned not only with the price of the lubricant but also with its overall value proposition, including factors such as performance, durability, and environmental impact. Suppliers who can effectively communicate the value of their products and differentiate themselves from competitors are more likely to influence purchasing decisions.

Additionally, the influence of branding and marketing cannot be overlooked. Corporate buyers are often swayed by the reputation and visibility of a supplier’s brand. A strong brand image that conveys expertise, innovation and commitment to sustainability can have a significant impact on purchasing behaviour.

Understanding the psychology of corporate buyers in the lubricant industry involves recognising the importance of trust, value, and brand perception. By strategically addressing these factors, lubricant suppliers can better position themselves to appeal to corporate clients and gain a competitive edge in the marketplace.

Buyer behaviour in the sales process is changing. According to a recent McKinsey report, the consumerisation of the B2B sales process is complete. Buyers want an omnichannel experience backed by personalisation and delivered through a mix of traditional, hybrid and online channels.  

David Wright, Director General, UKLA explains the importance of The Buyer Revolution Project and your participation. ‘Previously sellers would have been approached once a need had been identified. Today, the buyer could have identified a need, undertaken their own research on you and your competitors, shortlisted some companies, identified some suitable products and even trialled or tested these using digital channels even before they pick up the phone or send an email.

Lube magazine, with the support of UKLA, has partnered with Plan Grow Do to better understand this new omnichannel, personalised and digitised sales process, the impact on buyers and sellers, and how companies can become more aware of the changing dynamic to adapt their sales processes to make the most of the opportunities in the fast changing and evolving lubricants market.

We would encourage you to take part in these short surveys for which participants will receive an anonymised and aggregated summary report on the responses.’

Over the coming months this comprehensive research project,  is designed to unravel the intricate layers of the B2B lubricant buyer experience.

Our focus centres on empowering the buyer within this evolving landscape, recognising their role as decision-makers and influencers.

Through a series of targeted surveys, we delve into critical aspects that define this revolution, each 10 question survey serving as a unique lens into the multifaceted world of B2B lubricant transactions.

Survey 1: Solve Your Own Problems

The journey begins with ‘Solve Your Own Problems’,  a survey crafted to align with the ethos of self-sufficiency and informed decision-making. Here, the buyer is at the forefront, invited to share their experiences in navigating the lubricant market independently. This survey seeks to understand how lubricant suppliers facilitate a self-service model, ensuring buyers access the insights they need before engaging with a sales representative.

The survey acts as a compass, guiding suppliers in aligning their strategies with the preferences of buyers in the era of self-guided decision-making.

Take the Solve Your Own Problems today (it only takes a few minutes to add your voice!)

Read more about empowering buyers in the lubricant market

Survey 2: Speed of Response

In the fast-paced landscape of B2B transactions, the ‘Speed of Response’ survey is aspotlight on the importance of timely and effective communication. Tailored for the buyer, this survey seeks to uncover the value inherent in the provision of information and the effectiveness of follow-up cadence from lubricant providers. By understanding the nuances of responsiveness, suppliers can optimise their communication mechanisms, ensuring buyers receive timely information precisely when needed.

Find the Speed Of Response Survey here to contribute!

Read more about how to enhance the buyers experience with improvements in your speed of response.

Survey 3: People or Brand?

The Buyer Revolution takes a nuanced turn with the ‘People or Brand?’ survey, acknowledging the dual influence of brand strength and personalisation. In this survey, the buyer’s perspective is sought on whether the power of a brand or the personal touch offered by individuals within a company holds more sway in their decision-making process. This survey becomes a channel for buyers to articulate their preferences, guiding lubricant providers in striking a delicate balance between established brand influence and personalised service.

People Or Brand – we need your perspective! Take the survey here.

Read more about understanding your buyer preferences in the lubricant sector

Survey 4: Your Day-to-Day Activities

Recognising the buyer’s daily activities as the heartbeat of their business, the ‘Your Day to Day Activities’ survey is an endeavour to respect and understand the intricacies of their working environment. Through 10 thought-provoking questions, the survey seeks insights into how lubricant providers can better align with the buyer’s practices, ensuring a seamless integration of lubricant solutions into their workflow. The survey emphasises a commitment to recognising and respecting the buyer’s unique working environment.

In just a few minutes you can make a meaningful contribution to the future of the lubricants industry. Just in here.

Understand more about buyer dynamics with this helpful article. 

Survey 5: The Sales Rep

The final piece in this comprehensive research program, ‘The Sales Rep / The Account Manager’ survey, places the spotlight on the crucial role of sales representatives in the B2B lubricant transaction. In this survey, the buyer is invited to share insights on what defines a good lubricant sales rep and the considerations that contribute to their effectiveness. The survey becomes a dynamic dialogue, enabling buyers to influence and shape the skills and approaches of sales representatives in alignment with their expectations.

Tell us what you want and require from your sales rep or account manager!

Learn more about elevating the buyers experience with an effective account management process.

Steve Knapp, CEO, Plan Grow Do expands on the importance of this data gathering and how it will be invaluable our industry.  ‘The Buyer Revolution is not merely a series of surveys; it is a collective endeavour to amplify the buyer’s voice, steering the course of B2B lubricant procurement. By providing a platform for buyers to share their experiences, preferences, and expectations, this research program aims to foster an industry that is not only responsive to change but anticipates and embraces it. The overarching goal is to empower buyers, guide suppliers, and cultivate a landscape where the symbiotic relationship between the two thrives in the era of the Buyer Revolution.’

To participate, visit The Buyer Revolution

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