Lubricant Buyers
Have Changed.
Have You?
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.
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.
83.3% of buyers say they feel disappointed when an account manager is unprepared.
This is not theory - it’s based on real feedback from industry buyers who told us what actually matters in today’s market
In this course you’ll learn how to:
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Be visible during their self-research, before they reach out
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Respond in ways they expect, not just when it suits you
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Combine personal credibility with brand trust to stand out
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Engage buyers in their world - amid complexity, ambiguity, and competing roles
You’ll no longer be a pitch - they’ll choose you because you’ve shown up authentically.
This is your chance to lead the revolution.
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The Buyer Revolution
In the world of 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. With data collected from a research project in collaboration with Lube Magazine, the No 1 European lubricant magazine and official journal of the UEIL and ILMA – The Independent Lubricant Manufacturers Association.
We now bring you the online training course that helps take the results of this research and turn it's insight to action and results.
Learn moreIntroducing The Buyer Revolution: The Online CourseÂ
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- 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
What you will learn:Â Â
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Module 1: Solve your own Problems
- Understand the key buying motivations and behaviours of lubricant customers.
- Analyse practical implications of the dataset for your sales and marketing strategies.
- Develop actionable plans to improve customer engagement and retention.
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Module 2: Speed of ResponseÂ
- Understand the critical role of response speed in influencing buyer decisions and maintaining relationships.
- Explore the balance between speed and quality of responses in customer interactions.
- Develop practical strategies to improve response times while ensuring accuracy and value.
Module 3: People or brand?
- Leave with actionable steps to optimise personalisation in line with buyer preferences.
- Understand preferences between company and corporate messaging and the personal touch.
- Develop strategies for embracing the opportunity for personalisation and communication.
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Module 4:Â Day to Day Activities
- Understand buyer behaviours and time allocation to better align sales efforts.
- Develop strategies for engaging buyers during their preferred times and methods.
- Leave with actionable steps to optimise daily sales activities for maximum impact.
Module 5: The Account Manager
- Highlight key areas of opportunity for your sales and commercial teams to promote maximum efficiency and effectiveness.
- Explore the key data and how this impacts the role and behaviours of the modern sales rep and account manager.
- Challenge the norm and identify new opportunities to explore for better account management.
This is a self-paced course. You get immediate access to all modules.
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Each lesson is short, focused, and backed by real data
Every video includes actions you can apply today
You’ll get a downloadable journal to track your revolution
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Lifetime access.
No recurring fees.
Downloadable resources included.
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You might be wondering: “What makes this different?”
Fair question.
This isn’t another digital sales course full of generic advice and buzzwords.
This was built by experts in the lubricant sector in response to real world buyer input from across the lubricant chain.
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It’s practical, relevant, and instantly usable.
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You’ll learn the exact strategies top-performing salespeople are using right now to stay ahead of changing buyer behaviour and how to make it your edge.
Who’s this for?
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 Ideal for individual learning and development
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
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 Learn at your own pace, from anywhere.Â
What our customers say
Get instant Access to
The Buyer Revolution
Your investment: £299 GBP / $399 USD/ €349 EUR
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Ready to become the seller your buyer actually wants to talk to?
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Because the buyer revolution isn’t coming... It’s already here.
Meet Your Instructors Â
Steve Knapp
Steve Knapp is one of the UK's most celebrated and influential sales experts. A best-selling author and highly sought-after keynote speaker, Steve's inspirational selling techniques remain a cornerstone of Shell, one of the world's biggest brands.
Steve rose through the ranks of the multinational to lead global sales teams, and now brings that insight to the evolving challenges of the lubricants sector.
Read moreRob Taylor
Rob Taylor has been at the forefront of digital transformation and marketing innovation for over two decades.
A trusted partner to global tech giants, Rob worked with Google to build a pioneering programme that empowered businesses to embrace emerging technologies and transform their growth strategies. He also played a leading role in Amazon's 'Dads in Business' initiative, delivering impactful seminars to teams across the globe.
Read more
Andy Kaye
Andy Kaye is a leadership development consultant with more than 18 years of learning and development expertise and 9 years of line leadership experience. An accredited facilitator in Blanchard SLII®, MBTI®, PRISM and Strength Deployment Inventory, Andy blends practical coaching with proven frameworks to help professionals translate insight into action. He delivers the main lessons in this programme, guiding sales and service teams in the lubricants industry to apply Buyer Revolution insights directly to their day-to-day roles.
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