Call briefing · VC-1154 · Yorkshire & North East

Company W

Newcastle · Laura Hutchings · prepared 9 November

Fictitious example · real build

Who they are

Company W is a Newcastle-based trade installer buying across CCTV, fire, intruder, emergency lighting and access control, operating from 3 branches with the account held since 22 February 2013. Sales over the last twelve months reached £778,958.89, up 1.95% on the £764,059.32 recorded the year before, at a gross margin of 28.76%. The account typically orders every 2.2 days and placed 166 orders in the period at an average order value of £4,692.52, but it has now gone 20 days without an order. Credit is in good standing, with £50,381 drawn against a £173,000 limit, 29.12% utilisation.

How they buy

Sales £778,958.89 last twelve months, up 1.95% on £764,059.32 prior year, at 28.76% gross margin.
166 orders placed LTM at an average order value of £4,692.52, typically every 2.2 days.
Strongest month was July 2026: 17 orders worth £79,234.40.
Credit used £50,381 of a £173,000 limit (29.12%), status good standing.

What has changed

Sounders and beacons down 92.9% to £1,421.
Power supplies down 58.98% to £485.
Accessories margin down to 40.79% from 43.13% a year ago, a fall of 2.34 points.
Recorders spend down 8.5% to £125,907.57 from £137,610.50.

What they have done on the trade site

Searches, quotes and baskets that never reach the ERP.

Abandoned basket on 30 October 2026, 11 days ago, worth £3,756.26, containing 5 x Brand 24 Turnstile Gate Controller and 1 x Brand 3 4MP Varifocal Dome Camera.

Where the spend is going elsewhere

Company W spends just £1,420.71 on sounders and beacons and £485.39 on power supplies, against a peer median of £81,203.57 and £8,651.56 respectively for installers of the same size, a combined gap of £87,949.03. The largest single gap, £79,782.86, is in sounders and beacons, a category the account has almost stopped buying from Long Lever Supply.

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

Open actions on this account

Call Company W: orders are 20 days late against their usual 2-day rhythm, worth £64,913.24 per month, owner C. Rowe, due Thu 12 Nov.
Call Company W about the basket left on the website, £3,756.26 at stake, owner C. Rowe, due tomorrow.

How previous actions went

not enough data

Work coming up in their area

No installers are currently tracked within 25 miles of this account and no hiring activity has been detected in the platform's data, so no specific nearby projects can be identified this week. In a live version this section would also list tenders and planning applications near their postcode.

Raise these three

Point 1

Order rhythm has slipped to 20 days since the last order against a typical 2.2 day cycle, with £64,913.24 per month on the line.

“I noticed it's been 20 days since your last order with us, which is well outside your usual rhythm of around every 2.2 days, is everything alright on site?”

Point 2

Sounders and beacons spend has fallen to £1,420.71 against a peer median of £81,203.57, a gap of £79,782.86.

“I can see you've almost stopped buying sounders and beacons from us, can we put together a bundle alongside the cameras you're already ordering?”

Point 3

A basket worth £3,756.26 was left on the website on 30 October with turnstile gate controllers and a varifocal dome camera.

“I saw you had a basket on our website worth £3,756.26, including turnstile gate controllers and a varifocal dome camera, did you want a hand finishing that order?”

Watch out

Google reviews have slipped to 4.5 in November, with recent comments about slow call-outs and delays waiting on spare parts, which could surface as a service complaint during the 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.

Long Lever Intelligence 360