The crane industry is no stranger to ups and downs – just like, well, a crane. But with demand currently sagging lower than a dropped load (don’t worry, we won’t tell WorkSafe), it’s time to think smarter, work leaner, and stay positive.
Here’s your guide to keeping business (and morale) elevated while the market is feeling a little… grounded.
1. Hustle Harder: Finding work in lean times
When jobs aren’t rolling in like they used to, it’s time to go hunting. Expand your client base by networking with construction companies, engineering firms, and even event organisers who might need a lift. Consider:
• Tapping into new sectors – Agriculture, film production, and renewable energy all use cranes more than you’d think.
• Building stronger relationships – Keep in touch with past clients and remind them you exist (without sounding desperate).
• Marketing like a boss – A little digital marketing, a fresh website, or even some good old-fashioned word-of-mouth can go a long way.
2. Trim the fat, but keep the muscle
Cutting costs doesn’t mean cutting corners. Take a hard look at expenses and make sure you’re running as efficiently as possible. That could mean:
• Optimising fleet maintenance – Preventative care keeps your cranes running longer and avoids costly breakdowns.
• Revisiting contracts and suppliers – Are you getting the best deals? Now’s the time to negotiate.
• Smarter scheduling – Maximise uptime by ensuring your cranes are in use as much as possible.
3. Keep your team tight and motivated
Low demand doesn’t mean morale has to hit rock bottom. Keeping your crew engaged and motivated is crucial. Try:
• Upskilling and training – Use the downtime to get additional certifications or train in new crane technology.
• Open communication – Be upfront about the challenges but also share the wins. Transparency builds trust.
• A bit of fun – A team barbecue or a friendly “who can balance a spanner on their nose the longest” competition (don’t worry, insurance should cover it) can lighten the mood.
4. Stay calm and carry on (literally)
Running a business in a downturn is stressful, and stress doesn’t lift loads –it just weighs you down. Keep your head in the game by:
• Taking care of yourself – Get enough sleep, eat right, and maybe swap that fourth coffee for a glass of water.
• Talking to others – Whether it’s industry mates or professional advisors, a problem shared is a problem halved.
• Remembering it’s a cycle – The industry has bounced back before, and it will again. Keep your business in fighting shape so you’re ready when things pick up.
5. Innovate and adapt
Now might be the perfect time to look at diversification. Could you offer additional lifting services? Rent out equipment? Get into training? If necessity is the mother of invention, then a slow market is the weird uncle who forces you to think outside the box.
The Bottom Line
Yes, things are tough, but tough times don’t last – tough crane operators do. With a mix of smart strategy, cost management, and a healthy dose of humour, you can weather this downturn and come out even stronger on the other side. So, keep your boom high and your spirits higher–better days are on the horizon!