80 %

Less time on sales prospecting

360

New customers (6 months)

5,000,000 €

Revenue potential of new customers
Cramo

Europe’s leading companies specializing in equipment rental services and rental of modular space

Cramo.com

Headquarters

Helsinki

Industry

Building

Personnel

500+

Cramo is one of Europe’s leading companies specializing in construction equipment rental services and the rental of modular space. Some time ago, Cramo sales organization was at a turning point. Old, unsystematic methods of doing sales were left behind and new, well-articulated, targets were set to make the company goals crystal clear. In addition, sales reps required better tools to make the growth possible.

At the beginning of 2018, Cramo's sales operations faced changes. All sales-related chaos was set to be minimized. The new way of doing things included clear targets for each team, with regards to the volume and the value of deals. The ultimate goal was to simply acquire more customers. To make new goals achievable, new tools were required. Cramo ended up choosing Vainu as the major tool for finding new customers.

Cramo Area Sales Manager Mikko Tervakangas thinks back on the time when he first heard of Vainu. "Iiro from Vainu contacted our sales director, who then asked me if I saw any added value from this tool. I went to see a Vainu-presentation and not before long, we signed up and were learning how to use it to support our sales at Cramo."

Before Vainu, finding new customers was based merely on third-party company listings. Tervakangas shows an old excel-file from his laptop and explains that he has already cleaned up several columns of useless information out of it. Still, it seems complicated. "This is really hard to make any sense of", Tervakangas sighs.

When inquiring whether the promises made during the initial Vainu-presentation have been met, Tervakangas is fast to reply: "Absolutely, and then some!"

Need to find every construction company there is

Cramo strives to contact every construction company in Finland. It's not an easy task. "There is a gargantuan amount of construction companies, even in a small country like Finland", Tervakangas says and verifies the current amount from Vainu. At the moment, that number's 59,773. Such a massive group is impossible to keep track of, even for an experienced sales rep. This is why salespeople at Cramo – Tervakangas included – use Vainu daily to find fitting new targets.

One time, an experienced sales rep assumed that a company was the customer of a competitor, because their logo was visible above the entranceway of the company. Later, a sales rep found this same company using Vainu, and gave them a call without knowing about the logo above the door. Eventually, Cramo closed a deal worth up to half a million euros from this company. Lesson is to never assume anything, if it's not based on data.

Along with finding new customers, Tervakangas is interested in current customers and what's happening with their business. He regularly goes through governmental construction-related public records from Vainu. These records often imply which companies will need Cramo's services in the future. It's essential to be the first to contact a company when a need arises, Tervakangas underlines. "We are helping the customer from the creation of the worksite until the building is ready. If we miss the project kickoff, we miss a lot of potential revenue."

""At the beginning of the year, we recruited three new sales reps to focus solely on customer acquisition, and they have closed new deals worth 5 million euros with the help of Vainu.""

Mikko Tervakangas
Mikko Tervakangas

Area Sales Manager

Expontential growth - supported by Vainu

Tervakangas reveals that the initial start with Vainu wasn't ambitious from Cramo's end. However, Vainu proved itself genuinely transformative in streamlining the sales process. One of the many Vainu features that make Cramoans happy is the possibility to draw areas on a map and get a list of all the potential customers in that area. "It's next to impossible to get that information by using Google", Tervakangas voices.

The transformation that was kicked off in early 2018 has been successful. Growth has been exponential, and revenue from new customers has doubled every month. Tervakangas reveals that during the first six months, Cramoans have found 360 new customers using Vainu, and of those, 136 are thanks to a new sales team: "At the beginning of the year, we recruited three new sales reps to focus solely on customer acquisition, and they have closed new deals worth 5 million euros with the help of Vainu."

Vainu also saves Cramo's reps a considerable amount of time. Tervakangas is happy with the results: "We only use a fifth of the time prospecting compared to before. It's essential for our success to have all the company-related information instantly at hand."

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