CWE Crane Enterprises 

CWE Crane Enterprises is a privately held Canadian firm focused on acquiring and scaling essential service businesses, where trust, consistency, and operational execution drive long-term value.

We believe in building businesses that serve people, create livelihoods, and operate with integrity. Our mission is to lead with clarity, act with conviction, and steward each business with the long-term sustainability.

Current Portfolio:
1. Scaling Success: industrial sales training
2. Molly Maid: residential cleaning service 
3. Texas Ticket: online education service

President

Scaling Success

At Scaling Success™, we believe success compounds. It starts with education and ends with execution.

Our mission is simple: transform industrial sales reps and leaders into formidable sales professionals and 7-figure closers.

We don’t do generic fluff: We deploy proprietary frameworks — ARC5™, CICSR™, and PTR™ — built from years in the field, designed to help reps and teams close bigger deals with consistency.

Founder & President

MOLLY MAID Canada

At MOLLY MAID, we deliver premium, professional home cleaning services with a personal touch. As a franchise owner, I’m proud to lead a bonded, insured, and detail-oriented team committed to excellence, safety, and consistency.

Our crews arrive in branded vehicles, fully equipped with eco-friendly products as part of our Green Housekeeping Program. We operate Monday to Friday during daylight hours, supporting both family balance and professional service.

Backed by Canada’s most trusted name in residential cleaning since 1979, we combine proven systems with local care. Whether you’re a client or part of our growing team, you’re in good hands with us.

Franchise Owner

XCMG Canada

Led a national sales team and the development of a national dealer network, securing $12M in new revenue while traveling across Canada in 3 months.

Vice President of Sales

Naumann Hobbs Material Handling, Inc.

Led the development of a new forklift division, while overhauling the existing rental and used equipment departments.

Lonestar Forklift, Inc.

Led the growth & development of 4 sales branches, growing the total team size from 6 to 15 & leading revenue growth from $8M to $15M

General Manager

Leavitt Machinery

Led the development of a new sales department after acquisition, and grew the sales team from 0 to 10 and annual revenue from $4M to $12M.

Regional Sales Manager

Crown Lift Trucks

Managed a sales territory, growing market share from 9% to 33% and total revenue from 3M to 9M.

Territory Account Manager

The London Vocal Studio

Founder and Instructor of the #1 rated vocal teaching studio in London Ontario. Sold in 2020 to a large franchise.

Founder & Master Instructor

Ricoh Canada Inc.

Managed a sales territory, growing market share from 7% to 27% and revenue from 2M to 6M.

Territory Sales Representative

I write about sales, leadership & productivity to help you become a top sales performer. RSM at Lonestar Forklift | AIB MBA

Hey,

I’m Chris Crane, and my mission is simple: transforming industrial sales reps into formidable sales professionals.

Over my 15-year sales career, I’ve closed over $100 million in industrial equipment deals, trained more than 150 reps, and led industrial sales teams across Canada and the U.S.

I built the Scaling Success System™ to give industrial sales reps what no one else offers: a sales operating system specifically engineered for industrial sales. This system has taught over 150+ industrial sales reps to make over $250k+ per year consistently, and it can do the same for you. 

This isn’t theory. It’s a proven system designed to cut through the noise and turn conversations into conversions.

DM "sales" to learn more.

Chris Crane

Your quota isn’t just tied to skill. It’s tied to how much you learn. 

Most reps skim headlines.
They never finish the chapter.
They never build the habits that sharpen their advantage.

They celebrate small wins.
They stop improving after quota.
They forget that continuous learning is a must. 

Here’s what I know:
→ Books compound advantage.
→ They sharpen instincts reps overlook.
→ The best closers study strategy when others chase shortcuts.

Consider these takeaways: 
→ Stories create connection.
→ Urgency must be discovered, not forced.
→ Buyers need to feel like the decision is theirs.
→ Most reps pitch too early because they never uncover real pain.
→ Psychological leverage comes from trust built before the solution is ever shown.

If you’re not reading, you’re already losing ground.


P.S. This is just a sample of what I teach.

If you want to improve your selling ability right now, I created a FREE 5-day course to get you started: 👉 https://lnkd.in/gKGYmHUM

The $100M Closer | I install the Scaling Success System™ in your industrial sales organization. Your team gets a 5x return.

Most companies think they understand why the buyer buys, but they often fail here. 

They let buyers wander through stages.
They hope the prospect “moves forward.”
The the consumer decision-making process like a passive observation.

And that’s why deals drift, stall, and disappear.

If your a sales leader, here is what you need to consider:

Awareness doesn’t happen by luck.
→You establish authority, name the issue, and trigger the need.

Research isn’t random.
→Your questions expose the friction points the buyer didn’t see yet.

Consideration isn’t a comparison game.
→You redirect, clarify cost, and anchor your solution using their logic.

Conversion isn’t an emotional moment.
→It’s the natural result of controlled sequencing.

Re-purchase isn’t about satisfaction.
→It’s about systemized follow-up & expectation management

Here’s what happens when companies operationalize these stages with a unified system, like the Scaling Success System™

→ Objections decrease
→ Deal velocity increases
→ Repeat business multiplies
→ Forecasts become accurate

The buyer’s journey isn’t something you monitor, it’s something you command.

P.S. This is just a sample of what I teach

If you're ready to improve your sales team's outcomes and you want to install a proven system with proven frameworks, start here: 👉https://lnkd.in/g4t7DKmP

You can’t scale a team on hope.

Most leaders think they have a system.
They think their reps are following the process.
They think deal flow is healthy because the dashboard is green. 

Then quarter-end hits and everything falls apart.

The pipeline shrinks.
The “strong” opportunities melt under basic questions.
And the reps who sounded confident two weeks ago suddenly can’t defend a single number. 

The problem wasn’t effort.
The problem was structure.
And structure is where most companies quietly bleed.

So I installed the Scaling Success System™ inside a team that was missing quota for 6 straight quarters.

We rebuilt from the ground up using Canon Pillars and the integrated frameworks: CICSR™ for discovery, ARC5™ for objection control, and PTR™ for resistance handling. 

Here’s what changed:

→ Reps stopped “winging” discovery and started running CICSR™ with discipline.
→ Leadership stopped guessing and started inspecting using the 5 Core Pillars.
→ Deals stopped stalling because ARC5™ became the default cadence.

Here’s why it worked:

→ When a team has a unified operating system, performance compounds.
→ When reps follow a framework, conversations stop collapsing.
→ When leaders coach the same structure the reps execute, forecasting becomes real.

Teams don’t fail from a lack of effort. They fail from a lack of architecture.

P.S. This is just a sample of what I teach

If you're ready to improves your sales team's outcomes and you want to install a proven system with proven frameworks, start here: 👉https://lnkd.in/g4t7DKmP

Most sales leaders don’t coach their team.

They manage metrics.
They push for more activity.
They don’t build performance.

I’ve seen it too many times.

The pipeline stalls.
Good reps get stuck.
leadership has no clue why.

Here’s what I know:
→ Good leaders are good coaches
→ Good teams are properly coached
→ Good coaching provides clear guidance 

Consider these 8 tips: 
→ Be direct
→ Design actions
→ Set goals & follow up
→ Hold them accountable
→ Establish solid agreements
→ Create a trusted environment
→ Use powerful direct questioning 
→ Practice focused, active listening

Ask yourself: What could I be doing better than I am doing today as a leader? 

Want my full leadership framework? 

Comment "leadership" and I will send it over.

Stalled teams don’t need motivation. They need a system.

Most organizations...

Blame the rep.
Blame the market.
Blame “seasonality."

Then they wonder why performance keeps flat lining.

I was brought in to evaluate a team that hadn’t closed a meaningful deal in 90 days.

→ Pipeline looked full.
→ Nothing was moving.
→They blame the market.

The problem was obvious the moment I listened to three calls.

→ Discovery was shallow.
→ Objections were mishandled.
→ Deals were dying because nobody was controlling the rhythm.

So I installed the Scaling Success System™ 

→ CICSR™ for discovery flow.
→ ARC5™ for call control and objection sequencing.
→ PTR™ for categorizing the real resistance instead of fighting ghosts.

Within 30 days:
→ Conversion on second meetings doubled.
→ Deals stopped slipping into “next quarter.”
→ Reps finally understood why process beats personality.

Within 60 days:
→ Leaders could forecast accurately.
→ Reps stopped wasting time on dead opportunities.
→ High-stakes meetings became predictable instead of chaotic.

Within 90 days:
→ Revenue stabilized.
→ Momentum took over.
→ The team wasn’t guessing anymore

Here’s the truth:
→ Structure removes failure.
→ Systems remove hesitation.
→ Frameworks remove inconsistency.

When you replace hope with architecture, everything changes.

P.S. This is just a sample of what I teach

If you're ready to improves your sales team's outcomes and you want to install a proven system with proven frameworks, start here: 👉https://lnkd.in/g4t7DKmP

The first 90 days don’t determine your sales career, your first 900 do.

Everyone wants fast results.

But sales rewards those who stay.

Not those who hit early numbers.
Not those who get lucky with leads.
Not those who jump teams when it gets hard.

It rewards the reps who stay disciplined when it’s boring.

It rewards the ones who master the territory.

The ones who build relationships before they need them.

The ones who show up even when it feels like nothing’s working.

Most reps fail not from lack of talent.

They fail because they confuse discomfort with a sign to leave.

Top performers don’t chase momentum.

They create it, protect it, and compound it.

Great careers reward permanence, not panic.

900 days.

Mark it down. 

P.S. This is just a sample of what I teach

If you want to improve your selling ability right now, I created a FREE 5-day course to get you started: 👉https://lnkd.in/gF8aRNXf

Most teams don’t lose deals at the close, they lose them because they never lead the close.

Closing isn’t a mystery.
It isn’t “reading the room.”
It isn’t a special personality.

It’s structure.

It removes hesitation by anchoring to the next logical step.
It shifts the buyer from decision-making to decision-confirming.
It reinforces leadership, which is the core of every successful sales interaction.

Assumptive questions only land when the system behind them is solid because control isn’t created in the close, it’s created in the discovery and reinforced through ARC5™.

Here’s how each question maps to elite selling psychology:

→ “What method of payment would you like to use?”
Positions the deal as already aligned and moves the buyer into action mode.

→ “How quickly would you like the product delivered?”
Transitions from evaluation to implementation, a psychological shift buyers follow.

→ “Whose name do I make the invoice out to?”
Anchors administrative certainty and removes ambiguity.

→ “How many of these items do I need to put you down for?”
Frames quantity, not commitment, removing risk from the answer.

→ “What day do you want our technician to do the installation?”
Assumes forward motion and reinforces that the solution is the next step, not the question.

Here’s what organizations see when assumptive closes become standard:

→ Faster decision velocity
→ Stronger buyer confidence
→ Reduced last-minute resistance
→ Higher proposal-to-close conversion

Most reps try to “get the close right." Elite teams get the system right, and the close becomes automatic.

P.S. This is just a sample of what I teach

If you want to improve your selling ability right now, I created a FREE 5-day course to get you started: 👉https://lnkd.in/gaNEXimq

Most teams don’t realize how fragile their pipeline actually is.

They think more activity will fix it.
They think reps just need to “try harder.”
They think next quarter will magically look better.

It never does.

I worked with a team that looked strong on paper.

They had volume.
They had experience.
They had decent territory coverage.

But they had no system.

Every proposal looked different.
Every rep ran their own version of discovery.
Every close depended on whatever mood the rep was in that day.

You can’t scale chaos.

So we rebuilt everything through the Scaling Success System™.

→ We rebuilt discovery using CICSR so reps finally exposed real cost.
→ We rebuilt objection handling using PTR so stalls got categorized instead of feared.
→ And we rebuilt deal flow with ARC5 so reps controlled rhythm instead of losing momentum.

Three weeks later the shift was obvious.

→ Deals moved faster.
→ Customer confidence spiked.
→ And reps who were “average” suddenly looked elite.

Here’s the truth: systems outperform talent because systems don’t collapse under pressure.

P.S. This is just a sample of what I teach

If you're ready to improves your sales team's outcomes and you want to install a proven system with proven frameworks, start here: 👉https://lnkd.in/g4t7DKmP

You don’t fix a rep’s confidence by giving them more motivation.

They think their issue is mindset.
They think they just need “to believe.”
They think confidence shows up before competence.

But every stalled rep I’ve coached followed the same pattern.

They avoided real discovery.
They softened their questions.
They hid behind “relationship building” instead of leading the call.

Here’s where deals died:

They never took the buyer deep enough.
They never quantified the cost.
They never created the urgency the deal required.

So I taught them CICSR the way it’s meant to be used — with pressure, sequence, and control.
→ Context to ground the conversation in reality.
→ Issue to expose the friction they kept glossing over.
→ Cost to make the buyer say their own pain out loud.
→ Solution to co-create the future instead of pitching features.
→ Resistance to surface the objections early so nothing blindsided them later. 

→  The shift was immediate.
→ Their questions sharpened.
→ Their confidence finally came from evidence, not hope.

Your confidence doesn’t grow before the work. It grows because of the work.

P.S. This is just a sample of what I teach

If you want to improve your selling ability right now, I created a FREE 5-day course to get you started: 👉https://lnkd.in/gaNEXimq

The deal almost died because I broke my own rule: never accept the first answer.

The timeline sounded “set.”
The buyer sounded confident.
The numbers sounded reasonable.

But something was off.

The answers were too clean.
The logic didn’t match the pain.
The urgency didn’t match the cost.

I stopped the drift and shifted into ARC5.

→ First, I aligned — calm, steady, zero resistance.
→ Then I redirected — “Walk me through what’s actually causing the slowdown.”
→ Then I clarified — and that’s where everything cracked open.

→ The “minor delay” was costing them six figures a quarter.
→ The “non-urgent project” was stalling three other initiatives.
→ The “we’ll revisit next month” was actually fear of making the wrong call.

So I reframed using their own admissions.

“You said the delays hit revenue, correct? And because they hit revenue, the cost stacks every week, correct?”

I tied the issue to the consequence, the consequence to the math, and the math to the solution.

Once the logic was undeniable, closing was a formality.

→ The hesitation vanished.
→ The timeline moved forward.
→ The deal locked in that afternoon.

Control isn’t force. Control is sequence.

P.S. This is just a sample of what I teach

If you want to improve your selling ability right now, I created a FREE 5-day course to get you started: 👉https://lnkd.in/gaNEXimq

Most reps don’t follow a sales process, they follow their emotions. 

They panic during objections.
They forget what they already uncovered.
They rush to close without setting the stage.

Here’s what I know:

→ They use structure to create control.
→ Great reps don’t “wing it” in critical conversations.
→ They follow a sequence that leads the buyer, not chases them.

Most sales reps skip the steps that build trust.

They push too early.
They misread the buyer’s resistance.
They never anchor their solution to the real pain.

Here’s how elite reps use the ARC5™ sequence to run a world-class sales process:

→ Align: Start by agreeing with the buyer’s concern to lower resistance.
→ Redirect: Guide the conversation back to what really matters, their pain.
→ Clarify: Dig into the issue, quantify the cost, and confirm what’s at stake.
→ Reframe: Position your solution as the logical fix, backed by ROI.
→ Close: Affirm the outcome, set the timeline, and secure the next step.

It’s not just a framework.
It’s a cheat code for closing high-value deals.
It’s how top 1% reps stay in control of every conversation.

Sales isn’t just personality, it’s about process.

P.S. This is just a sample of what I teach.

DM "sales" if you want to learn more.

EXA MP

A firm with 250+ employees, ~€200M in Total Income, and clients like Kering, Louis Vuitton, Nike and Primark.

Functional Expertise:
• Led a team of 6 for a ~€89M Primark construction project lasting 4 months, achieving timely completion and exceeding client expectations. Managed the development of the project from inception to successful delivery.
• Proficiently navigated complex negotiations and resolved conflicts amid an intricate network of 60 stakeholders during the Primark project. Aligned divergent interests, preserving the project's trajectory.
• Exhibited adeptness in troubleshooting by promptly identifying and effectively tackling unforeseen complexities in all the projects. Devised inventive resolutions, encompassing timeline adaptations and engagement of specialized expertise.
• Furnished technical support for 10 operational stores in 2023, elevating operational standards, and rendering exhaustive quality assurance reinforcement to established stores.

Previous role - Cost Controller

• Lead budget analysis and resource optimization efforts to ensure efficient cost management and project success.
• Strategically resolved cost-related obstacles across various projects, ensuring financial targets were met while maintaining quality standards.
• Achieved a 10% cost reduction at the end of a high-profile project, optimizing resource allocation without compromising project integrity.

Project Manager

Design Campus Unifi

Organization of innovative resources within a University dedicated to nurturing young designers, aiding them in their creative journey, and gaining international recognition.

Functional Expertise:
• Actively participated in brainstorming sessions aimed at enhancing the creative workflow and refining object creation within the Interior Design LAB III.
• Orchestrated lectures and curated student exhibitions as part of the University program, fostering an engaging learning environment.
• Spearheaded the design and production of posters and brochures to promote university events, seamlessly collaborating within a team of 20 individuals.

Graphic Designer

ARX | Progettazione e consulenza

Integrated expertise in architecture design, engineering and project management, combining creativity, research, and excellence.

Functional Expertise:
• Skillfully resolved conflicts that emerged between architectural design teams and supervisory authorities, showcasing the ability to mediate divergent viewpoints and facilitate constructive resolutions to uphold project cohesion.
• Led and coordinated design teams of 5 individuals, fostering a collaborative environment that facilitated efficient achievement of project objectives.

Architect

University of Florence

An university known for its strong emphasis on architecture education and research. Its comprehensive programs and renowned faculty provide students with a solid foundation in design, construction, and urban planning. 

Functional Expertise:
• Deftly tackled instructional challenges, developing innovative approaches that enhanced project quality and enriched the educational journey for students.
• Collaborated with fellow educators to oversee student design teams, nurturing a collaborative atmosphere that cultivated effective teamwork and facilitated successful project outcomes.

Design Education Specialist

ISI Florence

Study program in Florence, Italy, that provides an outstanding educational experience for U.S. college students (150-250 students per term).

Functional Expertise:
• Demonstrating adeptness in assimilating within a diverse academic environment, effectively engaging and relating to American students.
• Presented a lesson related to radical architecture in reference to the exhibition “Radical Utopias” at Palazzo Strozzi, 2017 (FI).

Tutor

Ciao, I’m Giulio Scolari. 

I specialize in the hands-on execution of complex projects for international clients in luxury retail and hospitality; coordinating stakeholders, managing resources, and ensuring top-quality results on tight timelines.

When I’m not immersed in project details, I’m passionate about sparking new ideas and driving innovation. Through Pensa, I share practical frameworks that help individuals and organizations unlock their potential and transform fresh concepts into real-world impact.

Want to learn more? Check out my Featured section for tools and insights; and let’s connect!

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The Battle

Chris Crane

Giulio Scolari

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