A Lifetime in Cranes: Wally Jones on Relationships, Innovation, and the Enduring Values of the Crane Industry

30 Second Takeaway

With a career spanning more than five decades, Wally Jones has witnessed nearly every major shift in the crane industry from international equipment sales and cross-border logistics to the introduction of the internet as a tool for crane marketing. As a leader at Atlantic Coast Cranes, his approach has always centered on trust, long-term relationships, and values-driven leadership. In this conversation, Wally reflects on how the industry has evolved, what has been lost along the way, and why relationships remain the foundation of successful crane businesses.

Staying Grounded in a Changing Industry

For Wally Jones, staying current in the crane industry has always meant staying connected.

Through long-standing membership with industry associations like the Specialized Carriers & Rigging Association (SCRA), regular engagement with trade publications, and continuous involvement with peers, he has remained closely tied to market trends, equipment developments, and regulatory changes.

While technology and communication have evolved, Wally believes the most important knowledge still comes from relationships within the industry and the shared experience of working alongside others who understand the business.

Trust First, Sales Second

When asked about building long-term client relationships, Wally is direct.

“Ninety percent of selling cranes is establishing credibility and trust with your client.”

For him, sales has never been about pressure or persuasion. Once trust is earned, the transaction becomes secondary.

“After you earn that, selling is easy.”

This philosophy has guided decades of customer relationships and reflects a broader belief that the crane industry, at its best, is a people-driven business built on integrity and mutual respect.

A Global Perspective on Crane Transactions

Wally Jones’ experience extends well beyond domestic crane sales. Beginning in the 1970s with projects connected to Aramco, he has been involved in importing and exporting cranes and heavy equipment across borders for decades.

Navigating customs, legal requirements, and international logistics, he emphasizes the importance of working with reputable freight forwarders and trusted partners — a practice that has allowed complex transactions to run smoothly long before global crane trading became commonplace.

Witnessing and Shaping Industry Change

Looking back, Wally identifies one transformation that fundamentally altered the crane business: the arrival of the internet.

In 1994, long before digital marketing became standard, a former IT specialist for the State of Virginia introduced him to a personal computer and the concept of a “home page.” At the time, the idea was being used to display baseball player statistics for the Richmond Braves during the Major League Baseball strike.

Wally immediately saw the potential.

“I asked him if I could put photos of cranes and specs in the same format.”

Within days, Atlantic Coast Cranes had what would become one of the first crane websites in the United States. At the time, Yahoo was the only known search engine, and searches for “cranes” returned nearly all references to birds except one.

“As far as I knew, we may have had the first website for cranes in the U.S.”

That early adoption reflects Wally’s ability to embrace innovation while staying rooted in the fundamentals of the business.

Leadership Built on Values

Over time, Wally’s leadership style has evolved, particularly as younger teams and new technologies entered the industry. Yet the foundation has remained constant.

“Leadership tempered with Christian principles has been the major reason our business has been a winning strategy throughout my career.”

He believes that treating people with respect, fairness, and integrity creates stronger teams and healthier businesses regardless of how tools or technology change.

What’s Been Lost Along the Way

While Wally appreciates progress and innovation, he acknowledges that not all change has been positive. He points to the consolidation of crane companies into large corporate structures as a shift that has altered the industry’s character.

“The family-owned, relationship-oriented business model is slowly being taken away.”

In his view, something intangible has been lost a sense of care, connection, and enjoyment that once defined how business was done.

“It’s not as caring or as fun an atmosphere as it was previously.”

Advice for the Next Generation

Despite these concerns, Wally Jones remains optimistic about the future of the crane industry.His advice to those entering the business whether in operations, sales, or management is simple and sincere.

“I would strongly urge the younger generation to consider the crane industry as a career, due to the wonderful people and great relationships you make in it.”

For Wally, those relationships have been the most enduring reward of a lifetime in cranes.

About Atlantic Coast Cranes

Atlantic Coast Cranes (ACC) is a trusted provider of crane sales and equipment solutions with decades of experience serving the global lifting industry. Known for its relationship-driven approach, ACC has been involved in domestic and international crane transactions since the 1970s, offering expertise grounded in integrity, industry knowledge, and long-term partnerships. The company was among the early adopters of digital marketing in the crane sector and continues to balance innovation with the values of family-owned, relationship-focused business.

Website www.accrance.com