30th ICIS World Base Oils and Lubricants Conference

Park Plaza Westminster Bridge, London, UK
Conference: 5-6 February 2026
Workshops & Training: 3-4 February 2026

The Buyer Revolution - Training Course
 

Transform how your teams sell lubricants - by learning how buyers really buy

In a changing lubricants market, success depends on more than product knowledge - it demands a deep understanding of buyer behaviour and how to turn market intelligence into sales results. The Buyer Revolution Training, created through the strategic collaboration between ICIS and Plan Grow Do (PGD), equips commercial teams with the tools to connect market data with buyer-validated sales practices.

This unique, data-enabled learning experience bridges market context with proven sales execution, helping suppliers and distributors move from information to action.

Why Attend?
 

  • Connect market signals to buyer decisions: Learn how pricing trends, supply - demand shifts and competitive dynamics influence purchasing behaviour.
  • Transform insight into execution: Turn ICIS data into day-to-day sales habits that drive measurable performance.
  • Reduce price-only conversations: Build shared language and buyer alignment to protect margin and accelerate time-to-value.
  • Gain decision-ready content: Go beyond theory - leave with practical tools, frameworks, and conversation strategies validated by buyers.
  • Enhance collaboration: Create consistent sales behaviours that align with real-world market conditions and internal objectives.

What you'll learn

Module 1: The Buyer Revolution
  • Understand the findings from PGD’s Buyer Revolution research — how buyers make decisions today and what has changed post-pandemic.
  • Identify the gap between how suppliers sell and how buyers prefer to buy.
  • Reframe sales conversations to align with buyer expectations and build trust faster.
Module 2: Turning Insight into Action
  • Integrate ICIS market intelligence into your commercial planning.
  • Use data-driven storytelling to differentiate beyond price.
  • Map buyer motivations against market pressures for more targeted engagement.
Module 3: Driving Sales Excellence
    • Embed new behaviours into your team’s daily workflow through PGD’s Sales Excellence methodology.
    • Learn coaching and reinforcement techniques to sustain behavioural change.
    • Align your internal teams - marketing, sales, and technical - around a shared customer-centric approach.

    Delivered by experts

    Gain insights from globally recognised experts with decades of experience in base oils refining, market strategy, and technical innovation. Learn from industry leaders shaping the future of the base oils sector.

    Steve Knapp – Co-founder, Plan Grow Do

    Steve Knapp is one of the UK’s most respected sales experts, known for redefining how organisations sell in today’s changing market. A best-selling author and acclaimed keynote speaker, Steve’s career includes leading global sales teams at Shell, where his methods became integral to one of the world’s largest brands.

    As co-founder of Plan Grow Do, Steve now focuses on the lubricants sector, spearheading The Buyer Revolution — research transforming how suppliers understand and engage modern buyers. Through his books Funnel Vision – Selling Made Easy and Modern Sales Leadership, he empowers teams to build confidence, structure, and lasting value through buyer-led selling.

    Rob Taylor – Co-founder, Plan Grow Do

    Rob Taylor is one of the UK’s most respected voices in digital transformation and sales enablement. With over two decades of experience guiding global organisations through change, Rob helps established brands align their marketing and sales strategies to meet the needs of modern buyers.

    Having partnered with Google to build a groundbreaking business transformation programme and collaborated with Amazon on its Dads in Business initiative, Rob has worked at the highest levels of digital innovation and leadership.

    As co-author of Modern Sales Leadership (2021) with Steve Knapp, Rob is redefining how the lubricants sector approaches digital engagement and customer experience. Through The Buyer Revolution, he helps organisations bridge the gap between marketing insight and commercial execution, empowering teams to respond to evolving buyer expectations with relevance, empathy, and digital confidence.

    Invest in your knowledge. Secure your spot today

    "The Buyer Revolution" Training Course

    £375 £499 (+applicable taxes)

    4 February 2026 | Park Plaza Westminster | London, UK

    Register now
     

    Book your place at the 30th ICIS World Base Oils and Lubricants Conference. The Super Early Bird rate starts at just £1,599 and includes access to all conference sessions, refreshments, lunches, and dinners and networking events. For more information on training courses, click here.

    The following group discounts are available for attendee bookings from the same company at the same time. 

    - 5% discount for 3-4 attendees
    - 10% discount for 5 or more attendees

    Super Early Bird Rate
    Expires 17 October 2025

    Starting from:

    £1,899 £1,599

    What's included?

    Access to all content sessions
    Access to all onsite networking activities
    Refreshments, lunches, and dinners