Point 1
Orders are 10 days late against a usual 1.32-day rhythm, worth £120,978.52 per month.
“I noticed it's been 10 days since your last order, which is unusual for you given you normally order every day or so, is everything alright on your end?”
Back to the account
Call briefing · VC-1126 · South West
Company S
Bath · Kevin Mercer · prepared 9 November
Fictitious example · real build
Who they are
Company S is a four-branch trade installer based in Bath, trading with Long Lever Supply since December 2015, with procurement led by Kevin Mercer. Sales over the last twelve months were £1,451,742.27, up 0.21% on the prior year, built from 277 orders at an average order value of £5,240.95. They order in a tight rhythm, with orders placed in all 12 of the last 12 months and a typical gap of only 1.32 days between orders, though the account is currently 10 days since its last order. Credit is in good standing, with 49.34% of a £480,000 limit in use.
How they buy
- Sales LTM £1,451,742.27, up 0.21% year on year, with gross profit of £409,785.15 at a 28.23% margin.
- 277 orders in the last 12 months at an average order value of £5,240.95.
- Ordering rhythm of 23.08 orders per month and a typical 1.32 days between orders, but 10 days have passed since the last order.
- Credit used stands at 49.34% of a £480,000 limit, with a returns rate of 1.05%.
What has changed
- Access hardware spend down 60.32% to £122.
- Door entry spend down 52.06% to £69.
- CCTV margin fallen to 24.68% from 26.5% a year ago.
- Fire margin fallen to 28.37% from 30.41% a year ago.
What they have done on the trade site
Searches, quotes and baskets that never reach the ERP.
- Repeat product view: Brand 17 IP65 Emergency Luminaire viewed on 5 separate days, valued at £436.85, last seen 1 day ago.
Where the spend is going elsewhere
Access hardware spend is just £121.63 against a peer median of £57,399.74, and door entry spend is £69.29 against a peer median of £36,027.17, leaving a combined gap of £93,235.99 that is going to other suppliers.
Offer: Offer an access hardware and cameras bundle, led by the Brand 21 Turnstile Gate Controller, attached to the cameras they already buy.
Open actions on this account
- Call Company S: orders are 10 days late against their usual 1-day rhythm, worth £120,978.52 per month, owned by D. Ferreira, due Thu 12 Nov.
- Call Company S: repeat viewing of Brand 17 IP65 Emergency Luminaire on 5 separate days without ordering, £436.85 at stake, due tomorrow.
How previous actions went
- not enough data
Work coming up in their area
- The platform currently tracks no installer hiring or activity within 25 miles of this account, and notes that in a live version this section would also list tenders and planning applications near their postcode. Separately, local competition data flags Installer 20, a growing Plymouth access control installer not supplied by Long Lever Supply, as a threat to this account's position.
Raise these three
Point 2
Access hardware and door entry spend gap of £93,235.99 against peers of the same size.
“We've noticed you're spending very little on access hardware and door entry compared to similar installers, can I put together a bundle with the Brand 21 Turnstile Gate Controller against the cameras you already buy?”
Point 3
Repeat website view of Brand 17 IP65 Emergency Luminaire, £436.85, across 5 separate days without an order.
“I saw you've looked at the Brand 17 IP65 Emergency Luminaire five times on our site, shall I get a quote or stock check over to you today?”
Watch out
The ten day gap since the last order against a usual 1.32-day rhythm is the clearest sign of risk, with £120,978.52 per month of trade at stake if the pattern has genuinely broken.
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.