Point 1
Orders are 14 days late against a 1.12 day rhythm, worth £100,333.97 per month.
“I noticed it's been 14 days since your last order, which is a bit outside your usual rhythm, is everything alright on your end?”
Back to the account
Call briefing · VC-1210 · Yorkshire & North East
Company AE
Middlesbrough · Yusuf Ellison · prepared 9 November
Fictitious example · real build
Who they are
Company AE (VC-1210) is a 4-branch trade installer based in Middlesbrough, in the Yorkshire & North East region, and has been a Long Lever Supply account since 13 April 2020. Technical director Yusuf Ellison is the lead buyer across 4 recorded contacts. Sales over the last twelve months were £1,204,007.66, down 6.34% on the prior year's £1,285,550.44, built from 325 orders at an average order value of £3,704.64. The account typically orders every 1.12 days but has now gone 14 days since its last order, while credit remains in good standing at 44.17% of a £337,000 limit.
How they buy
- Sales LTM £1,204,007.66, down 6.34% year on year from £1,285,550.44.
- 325 orders in the last 12 months at an average order value of £3,704.64, gross margin 27.19%.
- Typical rhythm is an order every 1.12 days (27.08 orders per month), but it has now been 14 days since the last order.
- Credit used £148,840 of a £337,000 limit (44.17%), in good standing, with a 1.75% returns rate.
What has changed
- Access hardware spend down 62.16% to £143.
- Door entry spend down 87.86% to £23.
- Emergency Lighting margin fell to 31.06% from 33.09% a year ago, a drop of 2.03 points.
- Recorders spend down 16.43% to £258,307.93 and Detectors down 13.05% to £181,180.56.
What they have done on the trade site
Searches, quotes and baskets that never reach the ERP.
- Searched for Brand 7 Beam Smoke Detector but did not buy, 6 days ago, value at stake £19,892.43.
- Zero-result search for 'hybrid intruder alarm panel' 11 days ago, indicating a catalogue gap.
Where the spend is going elsewhere
Access hardware spend is just £142.61 against a peer median of £57,399.74, a gap of £57,257.13, and Door entry spend is £22.88 against a peer median of £36,027.17, a gap of £36,004.29. Together these represent £93,261.42 of spend likely going to another supplier.
Offer: Access hardware + Cameras, led by Brand 21 Turnstile Gate Controller, attached to the Cameras they already buy.
Open actions on this account
- Call re lapsing account: orders 14 days late against the usual 1-day rhythm, £100,333.97 per month at stake, due Thu 12 Nov.
- Call about the Brand 7 Beam Smoke Detector priced on the website, £19,892.43 at stake, due tomorrow.
How previous actions went
- not enough data
Work coming up in their area
- No installers, hiring activity or examples are currently tracked within 25 miles of this account. In a live version this section would also list tenders and planning applications near their postcode.
Raise these three
Point 2
Website search for Brand 7 Beam Smoke Detector, £19,892.43, not yet converted to an order.
“I saw you'd been looking at the Brand 7 Beam Smoke Detector on the site, worth about £19,892.43, would it help if I got you a quote today?”
Point 3
Access hardware and Door entry spend is £93,261.42 below the peer median, an opportunity to bundle with Cameras.
“Given how much you already spend with us on cameras, would it help to bundle in access hardware, starting with the Brand 21 Turnstile Gate Controller?”
Watch out
The combination of 16 support enquiries in the last 90 days and a 14 day gap since the last order, against a usual 1.12 day rhythm, is the clearest signal of friction that could derail this call, though the underlying cause is inference rather than confirmed fact.
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.