Point 1
CCTV margin has slipped from 25.33% to 23.46% over the year.
“I noticed your CCTV margin has moved from 25.33% to 23.46% over the past year, can we take a look at the mix together?”
Back to the account
Call briefing · VC-1112 · Midlands
Company Q
Stoke-on-Trent · Claire Ingram · prepared 9 November
Fictitious example · real build
Who they are
Company Q is a Midlands-based, trade-only installer in Stoke-on-Trent, operating 3 branches and buying from Long Lever Supply since 2021-06-05, with Claire Ingram, Operations director, as the lead buyer. Over the last twelve months they have spent £832,292.41, down 0.22% on the £834,092.49 spent in the prior year, generating gross profit of £232,038.93 at a margin of 27.88%. They order with high frequency, placing 223 orders at an average order value of £3,732.25, with orders landing roughly every 1.64 days and an order recorded in all of the last 12 months, the most recent just 2 days ago. Their credit status is currently flagged 'Monitor', with 81.91% of a £277,000 limit in use.
How they buy
- 223 orders in the last 12 months, averaging £3,732.25 per order.
- Orders placed roughly every 1.64 days, with activity in all 12 of the last 12 months.
- Strongest month was December 2025, with £81,394.65 in sales across 22 orders.
- Credit used stands at 81.91% of a £277,000 limit, status 'Monitor'.
What has changed
- Sales are down 0.22% year on year, from £834,092.49 to £832,292.41.
- Power supplies spend has fallen 71.9% to £917.
- CCTV margin has fallen 1.87 points, from 25.33% to 23.46%.
- Access Control margin has fallen 1.85 points, from 37.1% to 35.25%.
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
Spend on power supplies has fallen to just £917.01 against a peer median of £8,651.56 for installers in the same size band, leaving a gap of £7,734.55. This spend is likely going to another supplier, inference, while cameras remain a core and steady part of the basket.
Offer: Power supplies + Cameras, led by the Brand 27 Camera Mounting Bracket.
Open actions on this account
- No open actions currently recorded.
How previous actions went
- Of the 2 completed and measured actions on this account, 1 was won, giving a 50% win rate and recovering £2,332.74 overall. The margin leak action taken on 2026-10-23 produced a partial outcome worth £2,332.74, while a website basket follow-up on 2026-09-17 produced no change.
Work coming up in their area
- No installers are currently tracked within 25 miles and no hiring activity has been identified in this account's immediate area, so there are no specific local project leads to flag this week. In a live version, this section would also list tenders and planning applications near their postcode.
Raise these three
Point 2
Power supplies spend is £7,734.55 below the peer median for accounts your size.
“You're spending just £917.01 on power supplies against a peer median of £8,651.56, shall we bundle those in with your camera orders?”
Point 3
Five of the eight local installers tracked are growing faster than Company Q's -0.22% year on year.
“Five of the eight installers we track locally are growing faster than you this year, while you're down 0.22%, let's make sure we're backing you properly.”
Watch out
The most immediate risk is credit exposure, with status 'Monitor' and 81.91% of a £277,000 limit in use, alongside a returns rate of 2.7% against a 2.1% trade average and 17 support enquiries in the last 90 days.
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.