Point 1
Orders are 12 days late against the usual 4.74-day rhythm, worth £37,974.80 a month
“I noticed it's been 12 days since your last order, a bit longer than your usual rhythm of every 4.74 days, is everything running smoothly on site?”
Back to the account
Call briefing · VC-1007 · London & South East
Company B
Basildon · Nicola Pemberton · prepared 9 November
Fictitious example · real build
Who they are
Company B (VC-1007) is a two-branch trade installer in Basildon, part of the London & South East region, and a Long Lever Supply customer since April 2017. The main contact is Nicola Pemberton, contracts manager, one of three contacts held on file. Sales over the last twelve months reached £455,697.59, up 24.85% on the prior year's £364,993.70, built on a steady rhythm of 6.42 orders a month with a typical gap of 4.74 days between orders. Credit is in good standing, with £74,238 drawn against a £107,000 limit, 69.38% utilised.
How they buy
- Sales LTM £455,697.59 against £364,993.70 prior year, up 24.85%
- 77 orders LTM at an average order value of £5,918.15
- Orders per month 6.42, typical gap between orders 4.74 days
- Credit used £74,238 of £107,000 limit, 69.38%, good standing
What has changed
- Batteries down 27.5% at £412 spend LTM
- Fire margin 28.73% against 30.36% a year ago
- Access Control margin 35.3% against 37.02% a year ago
- Intruder margin 26.58% against 28.01% a year ago
What they have done on the trade site
Searches, quotes and baskets that never reach the ERP.
- Quote VC-Q4575 for 13 x Brand 3 Network Video Encoder, sent 13 days ago, not yet ordered, £3,629.21
- Brand 10 Addressable Fire Panel viewed on 6 separate days, £4,163.50 at stake
Where the spend is going elsewhere
Batteries spend sits at just £411.52 over the last twelve months against a peer median of £6,406.33 for accounts of the same size, a gap of £5,994.81. This spend is most likely going to another supplier (inference) while the account continues to buy Cameras from Long Lever Supply.
Offer: Offer a Batteries and Cameras bundle, led by Brand 27 Camera Mounting Bracket, attached to the Cameras they already buy.
Open actions on this account
- Call Company B: orders are 12 days late against their usual 5-day rhythm, worth £37,974.80 per month
- Call Company B: they keep viewing Brand 10 Addressable Fire Panel on 6 separate days without ordering, £4,163.50 at stake
How previous actions went
- not enough data
Work coming up in their area
- Local competition data shows 2 of the 5 installers tracked near Basildon are recruiting, and Installer 6, a Reading emergency lighting installer that is hiring and growing, is not currently supplied by Long Lever Supply. In a live version this section would also list tenders and planning applications near their postcode, which is not yet available here.
Raise these three
Point 2
Brand 10 Addressable Fire Panel viewed on 6 separate days without ordering, £4,163.50 at stake
“I see you've looked at the Brand 10 Addressable Fire Panel six times now, worth £4,163.50, would it help if I talked you through the spec?”
Point 3
Batteries spend gap of £5,994.81 against peers of the same size
“Your spend on batteries has dropped to just £411.52 this year against a typical £6,406.33 for similar firms, can we bundle those in with your camera orders?”
Watch out
Returns run at 2.93% against a 2.1% trade average, which is the clearest risk signal to raise carefully on the call.
Written from the account’s order history, product mix, trade-site activity and action log. Every figure was calculated by the platform before it was written up. Fictional demonstration data.