Communicating the hidden R&D value in lubricants – Lubrizol introduces its new online lubricant sales courses

Citation

(2005), "Communicating the hidden R&D value in lubricants – Lubrizol introduces its new online lubricant sales courses", Industrial Lubrication and Tribology, Vol. 57 No. 1. https://doi.org/10.1108/ilt.2005.01857aab.003

Communicating the hidden R&D value in lubricants – Lubrizol introduces its new online lubricant sales courses

Communicating the hidden R&D value in lubricants – Lubrizol introduces its new online lubricant sales courses

Keywords: Lubrizol, Lubricants, Training

Today's lubrication technology is more highly advanced than ever before – due in part, to major investments in research and development (R&D). Although R&D remains such a cornerstone of innovation and fuels long-term economic growth in the technology sector, most end-users place the value of lubricants on a par or below with that of a well-branded bottle of mineral water.

With today's rapid pace of innovation, it is critically important for companies to increase efficiencies and reduce the time within which an idea is transformed into a finished product and taken to market, not to mention it is crucial to help customers see the work and innovation that went into developing these products throughout every step of the value chain. While this may be readily apparent to the minds behind the technology, painting a value picture for the customer is easier said than done.

Many enterprising organizations are leveraging training technology as a basis for operating and distributing value- added goods and services throughout the entire value chain. One of the most effective methods of helping end-users to benefit from R&D investments is to transfer R&D knowledge in the form of better technical product information via the learning function – specifically, e-learning. What better use of R&D knowledge would then help your end-customer to be more successful in the rapidly evolving global marketplace.

Leveraging the power of e-learning

Customised e-learning solutions are designed to execute business strategies, drive improved field performance and achieve tangible sales success. E-learning is no longer simply an educational and training tool. It has become a cornerstone of the knowledge economy and a lifelong learning process that aims to develop a skilled work force.

In general, the benefits of e-learning as an integrated-solutions function include:

• •

  improved learning effectiveness;

• •

  reduced travel time/costs (by an average of 35-45 per cent and 50-80 per cent, respectively);

• •

  ability to meet the needs of geographically-dispersed employees;

• •

  consistency of knowledge and skills delivery;

• •

  cost-effective individualized instruction for employees;

• •

  instantly available ongoing support;

• •

  accelerated speed-to-profit through rapid deployment of learning; and

• •

  effective sales-force development resulting in heightened performance levels

Lubrizol Knowledge to Market (K²M)

To expand the market's understanding of lubrication developments and the value they bring to businesses, Lubrizol has recently introduced a new Web- based e-learning tool called Knowledge 2 Market (K²M). The program is designed to equip field sales staff with the technical information and selling skills they need to serve their customers better. The objective of the e-learning process is to demonstrate a product's true value and in doing so, to help the marketers and end-users of lubricants increase their profitability by learning the fine points of lubrication technology from the experts.

This approach provides information on how to use the lubrication technology R&D generates by translating technical terminology into user-friendly terms to solve customer problems. The first wave of 22 courses provide a comprehensive curriculum of fundamental knowledge in the field of lubricants. They are:

1. 1.

   Basics of Lubricant Additives

2. 2.

   Basics of Viscosity

3. 3.

   Basics of Base Oils

4. 4.

   What is Used Oil Analysis?

5. 5.

   Attributes of Diesel Engine Oil

6. 6.

   Operation of a Gasoline Engine

7. 7.

   Operation of a Diesel Engine

8. 8.

   Operation of an Automatic Transmission

9. 9.

   Basics of Grease

10. 10.

    Proper Grease Application

11. 11.

    Basics of Gear Operation

12. 12.

    Preventing Failure with Correct Gear Oil Selection

13. 13.

    Off-highway Diesel Engines

14. 14.

    Synthetic Oils for Passenger Cars

15. 15.

    PCMO: Moving to the ILSAC GF-4 Specification

16. 16.

    EGR Engines

17. 17.

    ATVs: Two-Stroke vs Four-Stroke

18. 18.

    ATF Specifications

19. 19.

    Operation of a Hydraulic System

20. 20.

    Fluid Recommendations for Hydraulic Pumps

21. 21.

    Hydraulic Fluid Incompatibilities

22. 22.

    Contamination Leads to Hydraulic Problems

Through the use of interactive, online, lubricant selling scenarios that mimic real life situations, these courses exploit the expertise of field and laboratory lubrication specialists by transferring their knowledge to field reps. In each course you are in front of a virtual customer who asks questions which you must answer. You need to choose the best responses to progress the sale and in doing so you learn about the product. The web site (www.lubrizolk2m.com) also houses an expansive current library of supporting technical reference materials that can be accessed and printed by category for field use. Students can also ask questions or get further information from company experts via phone or e-mail support as well as through online discussion groups.

Fully accredited by the International Association of Continuing Education and Training (IACET), the K²M system's online courses blend technical knowledge with the virtual selling situations to assist salespeople, marketing professionals, distributors and installers in knowing their products and closing sales based on the product's “real” value to the customer.

For more information on Lubrizol K²M contact: E-mail: K2M@lubrizol.com; web site: http://www.lubrizol.com/k2m