Call briefing · VC-1231 · Yorkshire & North East

Company AH

Newcastle · Andrew Hutchings · prepared 9 November

Fictitious example · real build

Who they are

Company AH (reference VC-1231) is a 5-branch trade installer in Newcastle, part of the Yorkshire & North East region, and has been an account since 6 August 2018. The main contact is Andrew Hutchings, Operations director, one of 4 contacts held on file. Sales over the last twelve months are £1,174,041.94, down 3.89% against the prior year's £1,221,550.10, though the account still orders on a tight 2.5-day rhythm with 12.17 orders per month on average. Credit is in good standing at 62.41% of a £331,000 limit, but the last order was placed 18 days ago, well outside their usual pattern.

How they buy

Sales LTM £1,174,041.94, down 3.89% versus prior year £1,221,550.10
146 orders LTM at an average order value of £8,041.38, gross margin 27.6%
Typical gap between orders is 2.5 days; last order was 18 days ago
Credit used £206,566 of a £331,000 limit (62.41%), returns rate 0.7%

What has changed

Networking spend down 48.82% to £1,226
Batteries spend down 38.43% to £636
Door entry spend down 72.33% to £64
Fire margin fell to 27.3% from 29.29% a year ago, a drop of 1.99 points

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

The platform estimates a total basket gap of £110,595.65 against peers in the same size band. The largest single gap is in Access hardware, where spend of £171.52 compares to a peer median of £57,399.74, a shortfall of £57,228.22.

Offer: Offer a 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 AH: orders are 18 days late against their usual 2-day rhythm, worth £97,836.83 per month, owned by C. Rowe, due Thu 12 Nov

How previous actions went

One action has been completed and measured on this account, a follow-up on their website basket, which resulted in a partial win recovering £1,106.10. On the single measured type (website signal), the win rate stands at 100%.

Work coming up in their area

The platform currently has no installers tracked within 25 miles and no hiring activity recorded for this account's area. In a live version this section would also list tenders and planning applications near their postcode.

Raise these three

Point 1

Orders are 18 days overdue against a usual 2.5-day rhythm, worth £97,836.83 per month

“I noticed it's been 18 days since your last order, which is well outside your usual rhythm of ordering every 2.5 days, so I wanted to check everything's running smoothly.”

Point 2

Fire margin has slipped to 27.3% from 29.29% a year ago

“Your fire category margin has moved from 29.29% to 27.3% over the past year, so let's look at whether the current product mix is still working for you.”

Point 3

Total basket gap of £110,595.65, led by Access hardware at a £57,228.22 shortfall

“We're seeing peers of your size spending significantly more on access hardware alongside their camera orders, roughly £57,228.22 more in your case, so let me show you a bundle built around the Brand 21 Turnstile Gate Controller.”

Watch out

The order rhythm has broken down, with 18 days since the last order against a typical 2.5-day gap, which is the clearest signal in the data that this account may be slipping away.

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