Cramo is one of Europe’s leading companies specializing in construction equipment rental services and the rental of modular space. At the beginning of 2018, the Cramo sales organization was at a turning point: All sales-related chaos was set to be minimized. Old, unsystematic methods of doing sales were left behind, and new, well-articulated targets were set to make the company goals crystal clear. The new way of doing things included crystal clear targets for each team with regard to the volume and the value of deals. The ultimate goal was to simply acquire more customers. To make new goals achievable, sales reps required better tools to make the growth possible. 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 inquired whether the promises made during the initial Vainu-presentation have been met, Tervakangas is fast to reply: "Absolutely!"
Need to find every construction company there is
Cramo strives to contact every construction company in Finland. It's not an easy task. "There's 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 is 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. The 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're 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."
Exponential 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 says.
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've closed new deals worth 5M 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 in sales prospecting than before Vainu. It's essential for our success to have all the company-related information instantly at hand."
Vainu has made us see the value of unique data points that help us be more relevant than our competitors. We already know how we add value for our customers, but the timing has been a hard nut to crack–that’s where Vainu comes in and gives us good prospects to contact at the right time.
Vainu is clearly the best comparable software I've ever used. In less than one month our investment reached positive ROI, and in less than 9 months we gained 350 new customers – all of them practically from Vainu.
We were impressed by the Vainu playbook and the atmosphere at the Academy. We listened carefully, and think it was an excellent idea to take part in this.
Vainu has been the right solution for us. What Vainu excels at is consolidating all the necessary company information in one place.
Our transformation was about establishing a crystal clear goal and a routine for our sales. The insights provided by Vainu's data are inseparable from our sales process and fundamental for the team's success every day.
By enriching the company profiles directly in our CRM, we are now able to put real-time information directly in the hands of the salesperson. Vainu helps us prioritize our activities and to be more productive.
When we get a scent of a customer, we are fast to react and use the data from Vainu to tailor an offer to fit the particular customer and their current situation.
All our sales prospecting in Finland, Sweden and Norway is done through Vainu and our employees are nuts about it! Everyone uses Vainu and it is a part of the onboarding process of every new salesperson.
Previously our salespeople could spend a whole day on prospecting. Now all that's needed to get the same job done is one search in Vainu. We find better prospects while spending a staggering 90 percent less time on prospecting.
At the beginning of the year we recruited three new sales reps to solely search for new business and they have closed new deals worth 5 million euros with the help of Vainu.
Earlier I could have spent a whole afternoon finding a list of 100 prospects. With Vainu, I'm able to get the list instantaneously with a few clicks.
We've grown 300% year-to-year so far, and without Vainu, it would have impossible to do that.
I think it's fantastic that Vainu develops continuously and I think there are many ways of using Vainu that neither party has yet realized.
Vainu is a genuinely useful tool. I've recommended it to many colleagues in other companies, and many of them have chosen Vainu.
Soon after starting to use Vainu, we won a public tender which translated into a large deal. The fact that we were even involved in a deal like this gave us enough reason to count the yearly investment of Vainu as profitable. We would never have been part of this deal without Vainu.
When we're managing a significant customer portfolio either in terms of the number of customers or the value, Vainu helps us prioritize them and focus our efforts on the ones that matter the most right now. Vainu's notifications help us find new opportunities to do business.
Vainu enables us to use our time and energy more wisely. Our business figures are heading in a positive direction, and Vainu supports our journey.
Our first call resolution has gone up from 75% to around 90%. Also, our contact volume has gone down about 20%, and our net benefit can be counted in millions by the end of the year. And we’re just getting started.
When data moves automatically between different systems without manual work, it does not only make our work easier but improves our sales results.
I've acquired several new accounts by simply following the reports of new companies from Vainu. In this business, being the first is being the winner!"
Our time spent on prospecting has decreased by 67% from what it was before Vainu. It is now extremely easy to identify the companies with many open positions who are already using other SaaS technologies.
What's really good about Vainu, is that you can find companies that aren't that visible everywhere - hidden gems! Those are also easier to close because they haven't been contacted that heavily. For 95% of prospects that we're looking for it's much much faster with Vainu.
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