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Call briefing · VC-1168 · London & South East

Company Y

Croydon · Gareth Rowntree · prepared 9 November

Fictitious example · real build

Who they are

Company Y (ref VC-1168) is a 5-branch trade installer in Croydon, London & South East, a Long Lever Supply customer since 3 March 2021, buying through contracts manager Gareth Rowntree. Sales over the last twelve months are £1,527,830.87, up 10.56% on the prior year's £1,381,951.95, with a gross margin of 28.81%. Historically they order roughly every 1.99 days (15.25 orders a month across 183 orders LTM), but it has now been 22 days since their last order. They are in good credit standing, using £161,100 of a £403,000 limit (39.98%), with a returns rate of 1.9%.

How they buy

  • Sales LTM £1,527,830.87, up 10.56% year on year from £1,381,951.95
  • 183 orders LTM at an average order value of £8,348.80, gross profit LTM £440,129.91 at 28.81% margin
  • Typical rhythm is an order every 1.99 days, but it is now 22 days since the last order
  • Credit used is £161,100 of a £403,000 limit (39.98%), good standing, returns rate 1.9%, 5 support enquiries in the last 90 days

What has changed

  • Cabling spend down 81.98% to £1,989
  • Door entry spend down 28.87% to £111
  • Emergency Lighting margin down 1.22 points to 31% from 32.22% a year ago
  • Fire margin down 0.43 points to 29.98% 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 28 Power Supply Unit 5A viewed on 6 separate days, value £592.26, logged 2026-11-05 (5 days ago)

Where the spend is going elsewhere

The platform's peer comparison for this size band shows a total basket gap of £114,336.84 across families this account barely buys. The largest single gap is Access hardware, where spend is £157.48 against a peer median of £57,399.74, a gap of £57,242.26, followed by Door entry (gap £35,916.28) and Cabling (gap £21,178.30).

Offer: Offer an Access hardware and Cameras bundle, led by Brand 21 Turnstile Gate Controller, attached to the Cameras they already buy.

Open actions on this account

  • Call Company Y: orders are 22 days late against their usual 2-day rhythm, worth £127,319.24 per month, owner A. Baxter, due Thu 12 Nov
  • Call Company Y: repeat viewing of Brand 28 Power Supply Unit 5A on 6 separate days without ordering, £592.26 at stake, owner A. Baxter, due tomorrow

How previous actions went

  • Only one action on this account has been completed and measured so far. A push to drive supplier volume through Company Y to reach the next rebate tier, closed on 27 October 2026, resulted in no change and £0 recovered.

Work coming up in their area

  • The platform currently tracks 0 installers hiring within 25 miles of this account, so there is not enough data on nearby tenders or planning activity. In a live version this section would also list tenders and planning applications near their postcode.

Raise these three

Point 1

Orders are 22 days overdue against a typical 1.99-day rhythm, worth £127,319.24 a month

“I noticed it's been 22 days since your last order with us, which is well outside your usual pattern of ordering every couple of days, is everything alright on your side?”

Point 2

A £114,336.84 basket gap against peers, led by a £57,242.26 shortfall in access hardware

“Looking at what similar installers your size buy from us, there's a clear gap in access hardware, would it help if I put together a bundle with the turnstile gate controller alongside the cameras you already order?”

Point 3

Installer 11, a Croydon CCTV installer not supplied by Long Lever Supply, is growing and hiring while Company Y is one of the local accounts growing more slowly

“We're seeing some strong growth from other installers in the Croydon area, I wanted to check in and make sure we're giving you everything you need to keep pace.”

Watch out

The 22-day gap since their last order, against a typical rhythm of 1.99 days between orders, is the clearest risk signal this week and may indicate the account is slipping to a competitor, though this is inference rather than confirmed cause.

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 · Fictitious example, real build. A demonstration of a platform we’ve built, shown with entirely fictional sample data under the Long Lever name. Every company, person, brand and figure is invented: customers are shown as Company A, Company B and so on, and no real business’s details have been used. No live data is read from any ERP, trade website or integration layer.