Cramo is one of Europe’s leading rental companies for machinery equipment, with around 85% of their business in the construction industry.

Cramo’s rental solutions are essentially similar to their competitors. They rent out the same types of machines at about the same price, with rental offices in the same basic locations.

How does Cramo differentiate themselves and get potential customers to prefer them over other suppliers? The solution is in getting the customer to think correctly in two steps – first by making the selection of a supplier seem more important, and then by rewarding the right choice.