Point 1
Orders are 18 days late against their usual 5.7-day rhythm, worth £42,796.11 per month
“I noticed it's been a bit longer than usual since your last order, is everything running smoothly on site at the moment?”
Back to the account
Call briefing · VC-1063 · East of England
Company J
Peterborough · Joanne Doyle · prepared 9 November
Fictitious example · real build
Who they are
Company J (ref VC-1063) is a single-branch trade installer in Peterborough, East of England, and a Long Lever Supply customer since December 2015, bought via contracts manager Joanne Doyle. Sales over the last twelve months reached £513,553.34, up 25.15% on the prior year's £410,351.51, with orders placed in every one of the last 12 months at a typical rhythm of 5.7 days between orders. The account is in good standing, with 61.71% of its £86,000 credit limit used and a returns rate of 1.03%.
How they buy
- Sales LTM £513,553.34, up 25.15% on prior year £410,351.51
- 64 orders LTM, average order value £8,024.27, gross margin 27.91%
- Orders placed in all 12 of the last 12 months, typical gap between orders 5.7 days
- Credit used 61.71% of £86,000 limit, good standing, returns rate 1.03%
What has changed
- Networking spend down 68.46% to £458
- Batteries spend down 26.78% to £357
- Access hardware spend down 43.62% to £33
- Intruder margin now 27.15% against 29.11% a year ago; Accessories margin now 41.87% against 43.34% a year ago
What they have done on the trade site
Searches, quotes and baskets that never reach the ERP.
- not enough data
Where the spend is going elsewhere
Peer comparison shows a total basket gap of £77,666.21 against installers of the same size band, led by Access hardware (gap £38,886.06 against a peer median of £38,918.59) and Door entry (gap £25,478.98 against a peer median of £25,499.90), with Networking also well below peer median by £13,301.17. These are categories Company J already has adjacent spend in via Cameras, suggesting the gap is attachable rather than a new category to introduce.
Offer: Access hardware + Cameras, led with the Brand 21 Turnstile Gate Controller, attached to the Cameras they already buy.
Open actions on this account
- Call Company J: orders are 18 days late against their usual rhythm, worth £42,796.11 per month, owned by D. Ferreira, due Thu 12 Nov
How previous actions went
- not enough data
Work coming up in their area
- Long Lever Supply currently supplies 4 of 8 installers tracked around Peterborough, an estimated 76% of local equipment spend, and 3 of 7 local installers are recruiting. Separately, inference only: Installer 52, a Luton CCTV installer not supplied by Long Lever Supply, is noted as growing and hiring, which the data flags as a risk to this account's local position; a live version of this platform would also show tenders and planning applications near their postcode.
Raise these three
Point 2
A basket gap of £77,666.21 against peers of the same size, mainly in access hardware and door entry
“Given the cameras you're already running through us, have you thought about pulling your access hardware and door entry through the same supplier?”
Point 3
Intruder margin has moved to 27.15% from 29.11% a year ago
“I wanted to flag that your intruder pricing has shifted a touch over the year, shall we take a look at that together?”
Watch out
The account is 18 days past its usual 5.7-day ordering rhythm on a value of £42,796.11 per month, which is the clearest sign something may have slowed down on their side and the most likely thing to derail the call if not addressed early.
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.