Selling Lubricants Smarter
A lubricant seller’s journey from crisis to success.
In a world where buyers research, compare, and decide before you ever call, the old playbook fails. This book shows how to sell the modern way, validating what buyers already know, adding a useful insight, moving faster, and de-risking the decision.
Backed by The Buyer Revolution research project. Insights that reflect the common themes and behavioural shifts observed across these five data sets: Solve Your Own Problems, Speed of Response, People or Brand, Day-to-Day Activities, The Account Manager.
Who this book is for
If you sell base oils, finished lubricants, additives, filtration or reliability services, and you want cleaner deals, shorter cycles, and happier accounts – this is for you. Sales leaders will also find team-ready tools and language you can use tomorrow.
What you’ll learn (benefits, not fluff)
👉 How to validate, then elevate – start from what’s already true, then add one insight that changes the decision.
👉 The rhythm of speed with substance – quick acknowledgement, accurate follow-up, clear next step.
👉 A visible, disciplined pipeline using SPANCOP – no leaks between stages, no “hope deals”.
👉 How to prove, not pitch – real outcomes, peer references, and a plan to reduce risk.
👉 Turning repeat business into the growth engine – timely, helpful recommendations that grow share of wallet.
Validate, then elevate
Buyers have done the homework – prove you understand, then add one thing they’ve missed.
Speed with substance
Move quickly, but never shallow: fast reply, relevant detail, clear next step.
Process is power (SPANCOP)
From Suspect to Pay – clarity at each stage and no silent stall points.
Proof over pitch
Less slide deck, more evidence: a one-page result, a peer reference, and a plan to de-risk implementation – not just the price.
Make repeat business your growth engine
Spot the next-logical product and help the buyer buy again, with less friction.
Inside the book
Part I – The Collapse
Dan Wilder’s reliable habits fall apart in a post-COVID, digital-first market.
Part II – The Reset
From assumptions to evidence: buyer-led conversations, SPANCOP discipline, and time-to-reply as a differentiator.
Part III – The Rebuild
Proof over pitch, co-creating value, and growing accounts on purpose.
Practical extras:
👉 End-of-chapter Key Takeaways & Actions (apply it the same day)
👉 WOPPA pre-call planner and SPANCOP pipeline prompts woven into the narrative
👉 Simple templates you can mirror in your CRM
Why it works
It’s story + system. You’ll recognise the situations Dan faces, then get the tool or tactic that fixes them, so it sticks. No buzzwords. No “be more strategic” vagueness. Just language and moves sellers actually use.
Steve Knapp
Rob Taylor
About the authors
Steve Knapp and Rob Taylor, co-founders of Plan Grow Do, blends decades in global lubricants with three years of The Buyer Revolution research. The book turns field-tested practice into a simple, modern way to sell that respects how buyers buy.
Formats & buying options
• Paperback & Kindle (Amazon)
• Signed author copies (direct)
• Bulk orders for teams (invoice available)
Join the waitlist
FAQs
Is this just for big oil brands?
No. If you sell into industrial, automotive or energy applications, OEM, distributor or service provider – the models fit.
Is it theory or practical?
Practical. Each chapter ends with actions you can use today.
Do I need to know SPANCOP or WOPPA already?
No. The book teaches both, simply, and shows where they fit in your week.
Will this help my team?
Yes. Use the chapter actions as weekly coaching prompts; they’re written for managers and sellers.