Point 1
Orders are 24 days late against their usual 1-day rhythm, worth £151,105.11 per month.
“I noticed it's been 24 days since your last order with us, which is well outside your usual rhythm, is everything alright on your side?”
Back to the account
Call briefing · VC-1098 · London & South East
Company O
Watford · Kevin Mercer · prepared 9 November
Fictitious example · real build
Who they are
Company O (VC-1098) is a single-branch trade installer in Watford, part of the London & South East region, trading with Long Lever Supply since April 2020 under procurement lead Kevin Mercer. They are a sizeable account, with sales of £1,813,261.27 in the last twelve months against £1,711,757.56 the year before, up 5.93%. Historically they order on a near-daily rhythm, 530 orders in the last 12 months at a typical gap of 0.69 days between orders, with an average order value of £3,421.25. Credit is in good standing, using 34.25% of a £312,000 limit (£106,852), but it has now been 24 days since their last order.
How they buy
- Gross profit of £538,133.62 at a 29.68% margin across the last 12 months.
- 530 orders placed at an average of £3,421.25, running at 44.17 orders per month.
- Typical gap between orders is 0.69 days, but it has now been 24 days since the last order.
- Credit used stands at £106,852, 34.25% of a £312,000 limit, in good standing.
What has changed
- Brackets and mounts spend down 51.08% to £2,688.
- Fire category margin fell to 28.8% from 30.17% a year ago, a drop of 1.37 points.
- Monthly sales have slipped from a peak of £178,794.21 in April 2026 to £118,715.26 in November 2026.
- Cameras spend up 25.86% to £557,560.64, the strongest growing product family.
What they have done on the trade site
Searches, quotes and baskets that never reach the ERP.
- Quote VC-Q4960 for 18 x Brand 5 Network Video Encoder, worth £9,986.22, sent 4 days ago and not yet ordered.
Where the spend is going elsewhere
Company O spends just £2,687.88 on Brackets and mounts against a peer median of £12,818.08, a gap of £10,130.20. They continue to buy Cameras regularly, so this related spend is most likely going to another supplier.
Offer: Brackets and mounts + Cameras, led by Brand 27 Camera Mounting Bracket.
Open actions on this account
- Call Company O: orders are 24 days late against their usual 1-day rhythm, worth £151,105.11 per month, due Thu 12 Nov (A. Baxter).
- Chase the open quote with Company O, £9,986.22 at stake, due tomorrow (A. Baxter).
How previous actions went
- The one completed and measured action on this account, a call about lapsing orders, achieved a 100% win rate and recovered £35,547.25 on 21 September 2026. There is no further history beyond this single outcome.
Work coming up in their area
- No installers are currently tracked within 25 miles of Company O and no hiring signals have been identified. In a live version this section would also list tenders and planning applications near their postcode.
Raise these three
Point 2
Open quote VC-Q4960 for 18 x Brand 5 Network Video Encoder, worth £9,986.22, still not converted.
“You've still got that quote for the 18 Brand 5 encoders sitting open at £9,986.22, shall we get that turned into an order?”
Point 3
Brackets and mounts spend is £10,130.20 below the peer median despite steady camera purchases.
“Given how much you're buying in cameras, I think we could save you some hassle by bundling in the Brand 27 camera mounting bracket, you're currently well below what similar installers spend there.”
Watch out
Returns run at 3.32% against a 2.1% trade average, which is the clearest risk signal to raise carefully on this 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.