The Buyer Revolution

ILMA
ILMA

Navigating the B2B Lubricant Landscape

In the dynamic arena of B2B lubricant procurement, a transformative shift is underway—the Buyer Revolution. This comprehensive research program, aptly named “The Buyer Revolution,” 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. A collaboration with Lube Magazine, the No 1 European lubricant magazine and official journal of the UEIL. Together we will be delving into critical aspects that define this revolution, each survey serving as a unique lens into the multifaceted world of B2B lubricant transactions.

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People or Brand?
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The Account
Manager

David Wright
Director General
www.ukla.org.uk

“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.   

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.”

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