Greasing the Wheels for Success

At Lubriplate, loyalty to the distributor network is paramount, and, says Executive Vice President and Chief Marketing Officer Jim Girard, the company never cuts the distributor out of a sale by selling direct to OEMs and manufacturing facilities. Focused on helping distributor sales reps make more sales, the company has about three dozen regional managers and specialists in the field.

Recognizing that product and application expertise cements customer trust and increases distributor share of wallet, the manufacturer has built an extensive distributor certification program called “Lubriplate University.” Launched in mid-2023, the educational offering now comprises 19 courses on industrial lubricants and their applications.

Lubriplate's color-tagging approach to matching machinery with correct lubricants almost completely eliminates the potential for lubricant misapplication.

“The purpose of the university is to get the distributor salespeople comfortable with our topics and also get them comfortable with us, the vendor,” Girard said.

Equipping distributors with the ability to solve customer problems, Lubriplate believes it was the first industrial lubricants company to create a color-coding system for end-users 10 years ago, according to Girard. Subverting language and other plant floor training barriers, the company’s color-tagging approach to matching machinery with correct lubricants almost completely eliminates the potential for lubricant misapplication.

“If you put gear oil in an air compressor or in a hydraulic system, they’re going to fail,” said Girard. “You need the right lubricant in the correct piece of machinery.”

Consolidating product features is a big selling point in the field, and Lubriplate gives distributors an edge by helping customers reduce their lubricant inventory. “If you call on a factory, you may see three or four different ISO grade 68 oils, which is also SAE 20,” he said. “But they may not need those four different oils – if you can offer one or two products against those four different oils, you’re saving them money. Some other products are either rust and oxidation inhibited or anti-wear fortified, but our company offers ISO 68 SAE 20 oils that are both rust and oxidation inhibited and anti-wear fortified. That inventory- and cost-savings is a great value-add for the distributor.”

REGULATORY ALERT

Alliance Distribution Partners has embarked on a regulatory awareness campaign, alerting distributors about an important new EPA ban affecting industrial distribution.

In a significant move to protect worker safety and environmental health, EPA officially banned the use of methylene chloride in numerous products, including its application as a base material in welding anti-spatters, says Troy Saylor, vice president, welding, at Alliance. The ban, set to take effect on February 3, compels the welding industry to innovate and adopt safer alternatives.

Whale Spray anti-spatters from Alliance Distribution Partners present several advantages over traditional formulations, including safety and compliance, improved efficiency, versatility, and ease of use.

“Alliance Distribution anticipated this shift and is ready with a range of Whale Spray branded non-methylene chloride-based anti-spatters that meet evolving customer needs,” Saylor said. “This is a complete replacement that includes biodegradable sprays that are silicone-free and available in water, oil and ceramic-based formulas. These products are engineered to deliver superior results and ensure welders can maintain high-quality output without exposure to harmful chemicals.”

SUSTAINABILITY, ENVIRONMENTAL RESPONSIBILITY

Sustainability efforts and environmental responsibility are profoundly influencing product development of lubricants and industrial chemicals, according to CRC Industries. Companies are increasingly prioritizing environmentally conscious formulations, incorporating bio-based, biodegradable, and non-hazardous materials to minimize environmental impact – and distributors can leverage these advances with their OEM customers that have pledged sustainability achievements in the coming decade.

Regulatory pressures, such as emissions standards and packaging and recycling policy programs, are pushing suppliers to innovate in areas like energy-efficient lubricants and lower environmental impact industrial additives.

CRC prioritizes industry-specific performance by incorporating targeted additives and advanced formulations that address precise challenges by business sector.

CRC Industries says it delivers high-quality products by integrating environmental and sustainability standards into product development and production processes. By addressing both regulatory demands and consumer preferences, CRC is helping to drive the shift toward solutions that enhance industrial efficiency while protecting the planet. The company has been awarded an EcoVadis Silver Medal in recognition of its continuous corporate social responsibility and sustainability efforts. This places CRC in the top 25% of companies rated by EcoVadis, the world’s largest and most trusted provider of business sustainability ratings.

CRC says it also supports industrial distributors by providing comprehensive research, technical and regulatory data, and performance insights to help them make informed decisions about product selection and application. By sharing detailed product specifications, case studies, and testing results, CRC ensures distributors have the knowledge they need to recommend solutions that align with their customers’ specific requirements.

ALL-PURPOSE LUBRICANT CLEANS, PREVENTS RUST, CORROSION

The L.S. Starrett Co. Offers M1 Industrial Quality All- Purpose Lubricant, ideal in a wide range of applications including on metal equipment such as rollers, racks, conveyors, chains and virtually any metal components found in highly corrosive environments such as marine, construction and more. Several features create selling advantages for distributors.

M1 is not soluble in water, so it gets under moisture to lift it away from the surface to be protected. It protects metal against rust and corrosion damage by providing a molecular shield that locks to the metal. It’s also free of silicone, making it an excellent lubricant to stand up to extreme temperatures for year-round use. Its deep-down penetration works quickly to free frozen nuts, bolts, and metal parts. M1 has instant lubrication properties that spread into hard-to-reach metal parts to stop squeaking and sticking, and it prevents short circuits in high moisture environments, halting electrical leakage from wet ignition wires.

M1 lubricant from The L.S. Starrett Co. is available in 53-gallon drums, one- and five-gallon containers, and 12-ounce aerosol cans.

INDUSTRIAL SUPPLY MAGAZINE

The January/February issue of Industrial Supply magazine features an in-depth cover story about MSC Industrial Supply. Plus, we're featuring articles by contributing writers Dr. Bharani Nagarathnam and Frank Hurtte, as well as interviews with numerous product and distribution industry experts.