Call briefing · VC-1175 · South West

Company Z

Plymouth · Mark Gibbons · prepared 9 November

Fictitious example · real build

Who they are

Company Z is a trade installer based in Plymouth, South West, operating across 5 branches and an account holder since July 2015. Sales over the last twelve months reached £637,514.53, up 8.26% on the prior year's £588,865.05, with a buying rhythm that has averaged 12.92 orders per month and typically only 2.35 days between orders. The account holds a credit limit of £197,000 and is currently using 59.45% of it, sitting in good standing. The buyer is Mark Gibbons, purchasing manager, one of 4 contacts held on file.

How they buy

Sales LTM £637,514.53, up 8.26% year on year from £588,865.05
Gross margin 29.38% on gross profit of £187,283.81
155 orders in the last 12 months, average order value £4,113
Typical gap between orders is 2.35 days, but it has now been 22 days since the last order

What has changed

Batteries spend down 75.45% to £164
Intruder margin now 26.56%, against 27.98% a year ago, a fall of 1.42 points
CCTV margin now 24.07%, against 25.05% a year ago, a fall of 0.98 points
Accessories margin down 0.62 points, from 42.59% to 41.97%

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

Company Z spends only £163.53 on batteries over the last 12 months against a peer median of £6,406.33 for installers of the same size, a gap of £6,242.80. This spend is most likely going to another supplier given the strength of their camera purchasing in the same period.

Offer: Offer a Batteries and Cameras bundle, led by Brand 27 Camera Mounting Bracket, attached to the Cameras they already buy.

Open actions on this account

Call Company Z: orders are 22 days late against their usual 2-day rhythm, worth £53,126.21 per month, owned by A. Baxter, due Thu 12 Nov

How previous actions went

not enough data

Work coming up in their area

There are no installers tracked within 25 miles of this account and no hiring signals recorded in the data supplied. 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 usual 2.35-day rhythm, with £53,126.21 per month at stake

“I noticed it's been 22 days since your last order with us, when you'd normally be ordering every couple of days, so I wanted to check everything's alright.”

Point 2

Batteries spend has fallen to £163.53 against a peer median of £6,406.33, a gap of £6,242.80

“I've noticed your battery spend with us has dropped right off, so I'd like to put together a batteries and cameras bundle alongside the camera brackets you're already buying.”

Point 3

Installer 30 in Exeter, a growing access control installer not supplied by Long Lever Supply, is taking local share

“We're seeing a competitor over in Exeter picking up growth in access control work, so I wanted to make sure we're fully covering what you need before that becomes a problem.”

Watch out

Eleven support enquiries in the last 90 days, alongside recurring review comments on stock availability and counter service, are the most likely issue to surface and could overshadow the conversation about the order gap.

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