Point 1
Orders are 18 days overdue against a typical 2.45-day rhythm, worth £104,613.85 a month.
“I noticed your last order was 18 days ago, which is well outside your usual two to three day pattern, is everything alright at your end?”
Back to the account
Call briefing · VC-1119 · Midlands
Company R
Birmingham · Rachel Farrell · prepared 9 November
Fictitious example · real build
Who they are
Company R is a 4-branch trade installer based in Birmingham, Midlands, an account since December 2023, buying through Rachel Farrell, Technical director. Over the last 12 months they have spent £1,255,366.21 with Long Lever Supply, up 3.64% on the £1,211,284.93 spent in the prior year, at a gross margin of 28.3%. They order on a tight rhythm, typically every 2.45 days and 12.42 times a month, producing 149 orders at an average order value of £8,425.28, but it has now been 18 days since their last order. They remain in good standing on credit, using £126,142 of their £225,000 limit, 56.06%.
How they buy
- LTM sales £1,255,366.21, up 3.64% year on year from £1,211,284.93.
- 149 orders in the last 12 months at an average order value of £8,425.28.
- Typical gap between orders is 2.45 days; it has now been 18 days since the last order.
- Credit used £126,142 of a £225,000 limit (56.06%), in good standing, with a returns rate of 0.89%.
What has changed
- Sounders and beacons down 77.56% to £6,797.
- Cabling down 43.44% to £1,618.
- Batteries down 87.99% to £196.
- Accessories margin fell to 40.94% from 42.67% 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
Against peers of the same size, Company R is under-spending across three families, leaving a total basket gap of £202,336.53. The largest gap is sounders and beacons, where they spend £6,796.99 against a peer median of £179,429.33, a gap of £172,632.34.
Offer: Offer a Sounders and beacons and Cameras bundle, led by Brand 19 Maintained Exit Sign, attached to the Cameras they already buy.
Open actions on this account
- Call Company R: orders are 18 days late against their usual 2-day rhythm, worth £104,613.85 per month, owned by D. Ferreira, due Thu 12 Nov.
How previous actions went
- The one measured action on this account, pushing supplier volume to reach the next rebate tier, achieved a partial outcome worth £16,846.24 on 24 September 2026. That is the only completed and measured action on record, giving a 100% won-back rate from 1 completed action.
Work coming up in their area
- No installers are tracked within 25 miles of this account and no hiring activity is recorded, 0 installers and 0 hiring. In a live version this section would also list tenders and planning applications near their postcode.
Raise these three
Point 2
Total basket gap of £202,336.53, led by sounders and beacons at £172,632.34 below the peer median.
“You're spending £6,797 a year on sounders and beacons against a typical £179,429 for similar firms, shall we bundle that in with the cameras you already buy from us?”
Point 3
3 of 5 local installers are growing faster than Company R's 3.64% year on year, including Installer 56 in Coventry, who is not supplied by Long Lever Supply.
“We're seeing other installers in your area growing faster than you right now, including one in Coventry expanding quickly, how are you thinking about staying ahead locally?”
Watch out
Orders are now 18 days overdue against a typical 2.45-day rhythm, putting £104,613.85 of monthly value at risk of lapsing.
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.