Call briefing · VC-1084 · East of England

Company M

Cambridge · Simon Kaur · prepared 9 November

Fictitious example · real build

Who they are

Company M (VC-1084) is a trade installer in Cambridge, East of England, operating 4 branches and buying from Long Lever Supply since March 2016, with Simon Kaur, Technical director, as the main buyer. They have grown sales to £329,659.94 in the last twelve months, up 18.83% on the £277,418.24 bought the prior year, at a gross margin of 26.65%. They order on a tight rhythm, averaging 5.5 orders a month with a typical gap of 5.53 days between orders, and placed their last order 7 days ago. The account is in good standing on credit, using £61,886 of a £96,000 limit, with a returns rate of 0.86% and no support enquiries in the last 90 days.

How they buy

Sales LTM of £329,659.94 against £277,418.24 prior year, up 18.83%.
66 orders in the last 12 months at an average order value of £4,994.85.
Orders placed in all 12 of the last 12 months, averaging 5.5 orders a month with a typical 5.53 days between orders.
Credit used stands at £61,886 of a £96,000 limit, 64.46%, in good standing.

What has changed

CCTV margin down 2.15 percentage points to 21.83% from 23.98% a year ago.
Fire margin down 1.34 percentage points to 28.01% from 29.35% a year ago.
Sounders and beacons spend down 74.34% to £2,061.
Door entry spend down 85.25% to £6.

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

Total identified basket gap against peers in the same size band is £32,247.07, driven by sounders and beacons (£18,177.80 gap), access hardware (£8,515.80 gap) and door entry (£5,553.47 gap). Company M spends just £2,060.63 a year on sounders and beacons against a peer median of £20,238.43, indicating this work is most likely going elsewhere.

Offer: Sounders and beacons + Cameras, led by Brand 19 Maintained Exit Sign, attached to the Cameras they already buy.

Open actions on this account

No open actions are currently recorded for this account.

How previous actions went

One basket-gap action has been completed and measured on this account: offering the product family bundle they buy elsewhere, closed on 2026-10-07 with a no-change outcome and £0 recovered. The win rate on basket-gap actions for this account is currently 0%.

Work coming up in their area

No installers are currently tracked within 25 miles of this account and no hiring activity has been recorded for this period, so there is not enough data to point to specific jobs nearby. In a live version this section would also list tenders and planning applications near their postcode.

Raise these three

Point 1

Basket gap of £18,177.80 in sounders and beacons against the peer median.

“I noticed you're spending £2,060.63 a year on sounders and beacons, well below the £20,238.43 peer median for your size band, shall we look at a bundle with the cameras you already buy from us?”

Point 2

CCTV margin has fallen 2.15 percentage points to 21.83% from 23.98% a year ago.

“Your CCTV margin has slipped from 23.98% to 21.83% over the past year, can we look together at your current CCTV range and pricing to protect that?”

Point 3

Installer 39 in Ipswich is hiring and growing, and is not currently supplied by Long Lever Supply.

“We're seeing a competitor, Installer 39 in Ipswich, growing and hiring in your area, I want to make sure we're giving you everything you need to stay ahead of them.”

Watch out

The previous basket-gap offer, closed on 2026-10-07, resulted in no change in spend, so repeating the same pitch without a new angle risks another no-change outcome.

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.

Long Lever Intelligence 360