Cramo is one of Europe's leading companies in machine equipment rental. About 85% of the leasing is to construction companies. Cramo's offering is rationally similar to that of its competitors. You rent the same type of machines at about the same price and the depots are in about the same places. How do you make a difference and get the potential customers to prefer Cramo over other suppliers? The solution lies in getting customers to think right in two steps - first by making the choice of supplier more important, and then by rewarding the right choice.
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