Lubricant Sales Training for Individuals and “Small Guys”
Share this article Facebook Twitter LinkedIn “You Do Nothing for the Small Guys” – Really? Not long ago, someone said to me: “All you do is fine, but you do nothing for the small guys or individuals.” If I’m honest, my first reaction was, jog on. My second thought was that this person was a […]
Five Buyer Shifts That Will Define Lubricant Selling in 2026
Share this article Facebook Twitter LinkedIn Five Buyer Shifts That Will Define Lubricant Selling in 2026 Everyone’s talking about market trends for 2026: sustainability, electrification, AI, data-driven reliability. All incredibly important. But if you sell lubricants, there’s another layer you can’t ignore: Buyer behaviour has changed faster than most sales teams have. This article looks […]
Why I Wrote Selling Lubricants Smarter
I’ve spent most of my working life in and around lubricants, carrying a bag, leading teams, consulting, training, and lately listening to buyers at scale. Along the way I’ve watched good people lose deals they should have won and win deals they didn’t expect, usually for reasons that had little to do with product and […]
Customer Centricity in Lubricants: The uncomfortable truth.
Share this article Facebook Twitter LinkedIn Customer Centricity in Lubricants: The uncomfortable truth. If you’re leading a lubricants business, from the C-suite, heading commercial, or driving sales strategy, this one’s for you. You probably believe your company is customer centric. Most do. Yet the data tells a different story. While your website promises “customer first,” […]
Standing Out or Just Blending In? Why Lubricant Messaging Often Misses the Mark
Share this article Facebook Twitter LinkedIn Standing Out or Just Blending In? Why Lubricant Messaging Often Misses the Mark Walk into any trade show hall, like I did at Lubricant Expo in Düsseldorf recently, and you’ll be greeted by a forest of banners, screens, and stand walls all competing for your attention. The challenge? Much […]
From Volume to Value: Building Long-Lasting Lubricant Commercial Relationships through Application-Led Conversations
Share this article Facebook Twitter LinkedIn From Volume to Value: Building Long-Lasting Lubricant Commercial Relationships through Application-Led Conversations Have you noticed the change? Buyers are more informed, empowered, and expectation-driven than ever before. They don’t just purchase oils or greases but they seek solutions that reduce downtime, extend equipment life, and optimise cost per operating […]
How Far Are Lubricant Buyers Through Their Journey Before They Reach Out?
Share this article Facebook Twitter LinkedIn 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 […]
83% of Lubricant Buyers Say Sellers Are Less Prepared: Why Sales Preparation Must Change
Share this article Facebook Twitter LinkedIn 83% of Lubricant Buyers Say Sellers Are Less Prepared: Why Sales Preparation Must Change In today’s B2B sales environment, buyers consistently feel that they are more prepared for meetings than sellers. This isn’t just a perception, it’s a reality backed by data. Our Buyer Revolution research found that 83% […]
Sales and Marketing in the Lubricants Industry: Why Alignment Matters More Than Ever
Share this article Facebook Twitter LinkedIn Sales and Marketing in the Lubricants Industry: Why Alignment Matters More Than Ever In the lubricants industry, the sales function has always carried the weight of customer engagement. Sales teams are often the visible face of the business, with account managers and reps forming direct relationships with buyers. Marketing, […]
Standards, Approvals, and the Real Drivers of Customer Choice in Lubricants
Share this article Facebook Twitter LinkedIn Standards, Approvals, and the Real Drivers of Customer Choice in Lubricants Just how important are standards and approvals in the lubricants buying decision? Answering questions asked from the UKLA Roadmap event in June 2025. When competing in the lubricant sector, it’s tempting to rely on technical standards and industry […]