Recorded at: Lubricant Expo, Düsseldorf September 2025
Panel Guests:
• Lisanne Hoolwerf – Head of Marketing at Olyslager
• Daniel Tait – Managing Director at Oil Store
• Jade Thompson – Business Development Manager at SKF RecondOil
• Elisa Swanson-Parbäck – Business Development Director – Sustainable Lubricants at Perstorp Group
Hosted by: Rob Taylor and Steve Knapp (Plan Grow Do)
🎧 Episode Overview:
In this special Beyond the Blend LIVE edition from Lubricant Expo in Düsseldorf, we bring together a powerhouse panel of lubricant industry professionals to explore the findings of the Buyer Revolution, the largest-ever research into lubricant buyer behaviour with over 25,000 data points from five essential surveys.
We dive deep into what buyers really want, what frustrates them, and how commercial teams must adapt. From speed of response and solving your own problems to managing for long-term value instead of quarterly targets. This episode is full of hard truths, lightbulb moments, and actionable insights.
Key Takeaways:
1. Speed vs Relevance: Stop Replying Fast, Start Responding Well
58% of buyers are frustrated with response times - but even when a reply comes, nearly half say it lacks relevance. The panel explores how sellers must focus on both speed and substance and why perception is everything. Being “fast” in your eyes might still feel like a delay to the buyer.
2. Solve Your Own Problems – Then Get Out of the Way
71% of buyers define their needs before contacting suppliers. But two-thirds feel their input is ignored. Buyers don’t want a re-education, they want validation. As Daniel Tait shared: “Don’t put roadblocks in the way of a buyer who knows what they want.”
3. The New Account Manager Must Add Real Insight
81% of buyers rated proactive insight as the #1 trait in an account manager, yet only 22% experience it. Technical knowledge, curiosity, and empathy are the differentiators. As Jade Thompson explained, “If I turn up without application knowledge, I’m no use to the customer.”
4. It’s Time to Lead with Application Knowledge, Not Product Brochures
Product features alone won’t win trust. Understanding the customer’s processes, the actual application, and operational challenges is what truly delivers value, especially when buyers are already well-researched.
5. Think Long-Term: Sales Targets Aren’t the Buyer’s Problem
Elisa Swanson-Parbäck offered a powerful analogy: “Be the Alfred to your buyer’s Batman. Your job is to help them succeed.” Her call for account managers to prioritise customer lifetime value over quarterly pressure hit home.
6. Sales Has a Listening Problem – And It’s Costing Us
From ego-driven pitching to ‘coffee catch-up’ calls that add no value, buyers are frustrated by time-wasting. The panel’s final rapid-fire round made it clear: Talk less, ask better questions, and stop dropping in without purpose.
🔗 Links:
🌐 Buyer Revolution Research: plangrowdo.com/the-buyer-revolution
🎧 More Episodes of Beyond the Blend: Spotify | Apple Podcasts
📍 Lubricant Expo Info: lubricantexpo.com
Why Listen?
Whether you’re a seller, marketeer, or manager in the lubricants industry this panel episode delivers unfiltered insight into what buyers really think about your approach. You’ll walk away with practical takeaways, human stories, and renewed urgency to evolve.
👂 Listen to this episode if you want to close the gap between buyer expectations and seller behaviour - and build trust that lasts.