Below you will find a list of the Educational Marketing articles currently available for download, along with abstracts for each article. To request an article, click the "Request Article" link. You will be asked to fill out a brief registration form, after which you will be directed to the article download area. Thank you for your interest in Lubrizol K2M.
- Overview of Lubricant Components for Health and Safety Professionals, March 2009
A simple description clarifies the composition of typical lubricants
This simple and informative overview will help EH&S professionals understand the typical chemical composition of common lubricants. This overview is not a replacement for reviewing the MSDS information of all chemicals used in your facility. However, it will put the detailed MSDS information on the lubricants used in your facilities in perspective. Request article
- Training - 10 Tips on Effective Online Learning - Tribology & Lubrication Technology, November 2007
Lubrizol's K2M program provides online learning in the lubricant industry and is considered a leader in education marketing. The organization's education professionals have learned a great deal about the way people learn, the information they really want, what helps them succeed and how to effectively reach them. This valuable insight can be found by clicking the request article link. Request article
- Who's Teaching Your Customers About Lubrication? - Lubrizol Fluidline, June 2008
Over 4,300 times a day potential customers use online searches to find equipment lubrication information. Where do your customers learn about lubrication? A new study yields a number of surprising results.
At the 2008 STLE Annual Meeting, Holly Fitzgerald, , presented results of recent research about how lubricant customers search for information online, what they find and how marketers can be seen more often. This article summarizes the key findings. Request article
- Competing on Value - Surviving and Thriving in Today's Competitive Market - Compoundings, October 2004
Does it all come down to price? Can your customers see the value in your products and services? If not, it is time to learn how to compete on value. In the following article, Holly Fitzgerald, Business Manager for Lubrizol K2M's online sales development program, explains three key steps to maintaining market share and protecting margins by capturing the value of products, services and relationships.
Learn how to target customers with an ideal profile. Spend time finding situations where you have a unique product or service to meet customer needs. And learn the value of enabling your sales teams. Help them to differentiate your products and be able to communicate the value of those differences.
To view this and other helpful articles, click the request article link and provide your name, company and email address on the simple registration form. Request article
- What Does Your Future Look Like? - Compoundings, April 2005
Proactive steps to help your business thrive in a competitive market.
In order to compete in an ever-changing market place, ILMAs need to stay one step ahead. The competitive pressures are intense, so what can you do to prepare for the future? There are three key steps. First, understand your business's strengths and how to use them to your advantage. Second, evaluate your options - mergers, different product offerings, or maintaining the status quo? And finally, don't leave your future to chance. Define a path that will allow you to survive in an increasingly competitive market. Request article
- Commodity Vendor or Value Added Partner? - Compoundings, July 2005
Not surprisingly, most companies would prefer to be considered a value added partner rather than a commodity vendor. But how do you become a value added partner, and what do you want to accomplish for your business by becoming a value added partner. Are you focused on your clients' business goals? Can your products and services help customers meet those goals? What are your sources of value? And how can you communicate your value through sales and marketing efforts? Learn what questions a company must answer to succeed in becoming a value added partner. Request article
- Helping End-Users See Hidden R&D Value in Lubricants - Machinery Lubrication, March - April 2005
Taking a new idea from conception to reality can be the key to a company's continued success. The value of research and development can only be realized if it is coupled with the expertise of sales and marketing teams. Innovative learning technologies such as Lubrizol's K2M can support sales teams as they bring new technology to market, and help them become valuable resources for customers. K2M was developed to teach advanced lubricant technology, provide virtual selling scenarios and provide sales teams with vital knowledge on lubricant products and the equipment that utilizes the technology. Learn how K2M can help end-customers be more successful in the rapidly changing global market. Request article
- Practical Applications - Lubricants: The Perceived Value Gap - Tribology & Lubrication Technology, June 2004
Nobody values what they do not understand. Lubricant manufacturers have to work harder than ever to communicate product value up and down the value chain. Ultimately, it is distributors and end users that determine a product's value. The more information they have about how a product can meet their needs, the more value they assign to it. Competing in today's challenging marketplace means segmenting and communicating - hitting the right target with the right message. Learn how distributor and end-user education is the key to building and maintaining value. Request article
- Practical Applications - The New Marketing War Chest - Tribology & Lubrication Technology, July 2004
Your marketing plan is in place; well crafted messages differentiate your products and help create value. Targeting end-users means passing those messages along your marketing channels and value chain. What your distributors, partners, dealers and others are saying about your product may be more important than any other marketing tool you have in place. So what can you do to make the most out of these opportunities? How do you identify value links - places along your distribution channel where interactions take place that can enhance or diminish value? Once you've identified these key links, how do you prepare them to deliver your message in a credible and effective way? Learn how to motivate your distribution channels and ultimately differentiate your product in a crowded marketplace. Request article
- Practical Applications - What Separates Sales Stars from the Pack? - Tribology & Lubrication Technology, August 2004
Why are some sales people so successful while others struggle? Knowing what separates sales stars from the pack can be vital to a company's success and even its survival in a competitive market. Research findings and experience illustrate that there are six specific abilities that set them apart from the average sales professional. Learn why knowledge, high value actions, relationships, leveraging resources and other skills are vital to sales success. Request article
- Practical Applications - Performance-based Learning for Sales Success - Tribology & Lubrication Technology, September 2004
What exactly do you want to accomplish? This simple question is the philosophy behind performance-based learning. Performance-based learning is designed to meet a very specific goal. For instance, launch a new product. The content of the training is developed with that goal in mind. The goal is to provide the knowledge needed to be successful in that situation - and nothing more. Setting measurable objectives early on in the process is also vital to success. To learn more about performance-based learning and how it can be an essential element in sales success click the request article link. Request article
- Practical Applications - The Performance Promise - Tribology & Lubrication Technology, June 2005
How can a certification program help your company and individual employees? An effective certification program can verify standards of excellence, recognize industry leadership or help individuals obtain career building skills and expertise. Learn how industry certifications such as STLE's Certified Lubrication Specialist can benefit your company and build credibility among customers. Also learn how companies can create their own certification programs through the development of performance standards, training, recognition and incentives. Request article
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