Lubricant Buyers Have Changed. Has Your Sales Team Kept Up?
Over 1,000 lubricant buyers told us what they want from their suppliers, and it’s not what most sales teams are doing. The Buyer Revolution turns these insights into the skills, tools, and strategies your team needs to win.
The Wake-Up Call
These insights reflect the common themes and behavioural shifts observed across five global data sets of lubricant buyers.
• 83.3% of buyers say they feel disappointed when an account manager is unprepared.
• 10 core behaviours will define the salesperson of the future – but most sellers are missing them today.
• Insights drawn from over 25,000 individual data points, representing voices from procurement, suppliers, R&D, and management roles across the lubricants supply chain.
Why This Matters
Your customers’ buying process has changed faster than most sales teams can adapt. Buyers expect:
• Immediate, relevant responses
• Sellers who understand their challenges before the first meeting
• Clear, jargon-free communication backed by data and evidence
• Fail to deliver, and you’re replaced – often without knowing why.
The 10 Behaviours of the Salesperson of the Future
From our Buyer Revolution research – over 1,000 lubricant buyers across the supply chain told us what they need from the sellers they choose to work with. These are the 10 behaviours they value most:
Be Highly Responsive and Reliable
Responsiveness is not optional; timely replies signal professionalism and commitment.
Balance Speed with Substance
Fast answers matter, but accuracy and context matter more.
Provide Insight, Not Just Information
Buyers already know the basics; the real value is in what you can add that they can’t find online.
Know Your Stuff
Product and application expertise is critical to credibility.
Personalise and Humanise the Engagement
Tailored outreach builds trust; generic messaging erodes it.
Build Trust through Action
Doing what you say you’ll do is the fastest route to credibility.
Respect the Buyer’s Time and Journey
Efficient, relevant touchpoints recognise that most buyers aren’t buying full-time.
Engage via the Buyer’s Preferred Channels
Adapt to where and how your buyer prefers to communicate.
Focus on Long-Term Value
The best reps stay engaged and add value long after the sale.
Embrace Digital, Stay Human
Leverage AI and digital tools, but keep human judgement and connection at the heart.
Your Training Options
Choose the delivery option that best fits your team and objectives:
Option 1 – The Buyer Revolution Online Course
(Ideal for individual learning and development) Learn at your own pace, from anywhere.
You’ll get:
• Master the skills buyers value most
• Turn every customer touchpoint into opportunity
• Bite-sized, high-impact lessons you can apply instantly
• Real-world industry examples from the lubricants sector
• Lifetime access to updates
Option 2 – The Buyer Revolution Workshop
Solution 1 – Standard Workshop Delivery
Investment: £4,800 total (2 days @ £2,400/day)
• Two consecutive days of live, in-person training.
• Covers all 5 Buyer Revolution research-based modules.
• Delivered “as is” – no pre-workshop analysis or customisation.
• Ideal when you want the programme delivered quickly to a wider team.
Option 2 – The Buyer Revolution Workshop
Solution 2 – Tailored Workshop + Assessment
Investment: £7,500 total (includes pre-work + 2-day delivery)
Everything in Option 1 plus:
Pre-workshop discovery & tailoring
• Review of your current sales approach and priorities
• Integration of your real customer scenarios into exercises
• Agenda aligned to your market and team capability
Capability Assessment (10 Behaviours Scorecard)
• Baseline team self-assessment and manager input (pre-workshop)
• Post-workshop re-test to track uplift
• Managers debrief and recommendations to embed habits
Who It’s For
We’ve designed this programme to speak directly to the four most influential buyer types in the lubricant supply chain:
• Procurement: who demand value and evidence
• Suppliers: who need partnership, not just product
• R&D: who want innovation aligned to technical needs
• Management: who look for strategic fit and long-term gains
Supporters of The Buyer Revolution
“Finally – a programme that starts with what buyers actually want and builds sales skills around it.”
Supported by:
The Buyer Revolution is already here. Will you lead it or be left behind?
Turn global buyer insights into your sales advantage today.
“Finally – a programme that starts with what buyers actually want and builds sales skills around it.”
“Finally – a programme that starts with what buyers actually want and builds sales skills around it.”
“Finally – a programme that starts with what buyers actually want and builds sales skills around it.”
