Call briefing · VC-1245 · London & South East

Company AJ

Guildford · Paul Tremaine · prepared 9 November

Fictitious example · real build

Who they are

Company AJ (ref VC-1245) is a two-branch trade installer in Guildford, part of the London & South East region, and has been an account since 6 May 2024. Over the last twelve months they have spent £745,294.27 with Long Lever Supply, up 5% on the prior year's £709,820.48, buying across CCTV, Fire, Intruder, Emergency Lighting and Access Control. They order on a tight rhythm, averaging 8.92 orders a month with a typical gap of 3.41 days between orders, but the last order was placed 17 days ago. The account is in good standing, using 47.81% of a £211,000 credit limit, with a gross margin of 29.89% on these sales.

How they buy

Sales LTM £745,294.27, up 5% on prior year's £709,820.48.
107 orders in the last 12 months, average order value £6,965.37.
Typical gap between orders is 3.41 days; it has now been 17 days since the last order.
Credit used is £100,882 of a £211,000 limit (47.81%), with a 1.45% returns rate.

What has changed

Fire margin has fallen to 28.93% from 30.19% a year ago, a drop of 1.26 points.
CCTV margin is down 0.86 points to 24.49% from 25.35%.
Emergency Lighting margin is down 0.97 points to 30.72% from 31.69%.
Access hardware spend is up 28.85% to £65,045.65, the fastest-growing product family on the account.

What they have done on the trade site

Searches, quotes and baskets that never reach the ERP.

Abandoned basket worth £9,862.15 left on 30 October, 11 days ago: 9 x Brand 1 Network Video Encoder and 4 x Brand 15 Dual Technology Detector.

Where the spend is going elsewhere

The basket gap analysis against peers of the same size band shows no identified gaps, with a total gap value of £0. There is no evidence in the supplied data of spend on comparable products going to another supplier.

Offer: not enough data

Open actions on this account

Call Company AJ: orders behind their usual rhythm, £15,178.55 value at stake, owner A. Baxter, due 15 Aug.
Call Company AJ: orders are 17 days late against their usual 3-day rhythm, £62,107.86 per month, owner A. Baxter, due Thu 12 Nov.
Call Company AJ about the basket left on the website, £9,862.15 at stake, owner A. Baxter, due tomorrow.

How previous actions went

One action has been completed and measured on this account: pushing supplier volume through Company AJ to reach the next rebate tier, closed on 17 October 2026. It was won back in full, recovering £45,266.58 for a 100% win rate.

Work coming up in their area

No installers are currently tracked within 25 miles of this account and no hiring signals are recorded, so there is not enough data to point to specific upcoming projects. In a live version this section would also list tenders and planning applications near their postcode.

Raise these three

Point 1

Orders are 17 days overdue against the usual 3.41-day rhythm, with £62,107.86 per month at stake.

“I noticed it's been 17 days since your last order, which is longer than your usual rhythm of about every 3 days, is everything okay with stock or project timing?”

Point 2

A basket worth £9,862.15 (9 Brand 1 Network Video Encoders, 4 Brand 15 Dual Technology Detectors) was abandoned on 30 October.

“I saw you had a basket worth £9,862.15 sitting on the website with the encoders and detectors, shall we get that over the line for you?”

Point 3

CCTV share of spend is 38.28% against a peer benchmark of 43.19%, with margin down 0.86 points to 24.49%.

“Your CCTV spend share sits at 38.28%, below similar customers at 43.19%, is there a specific camera range we're missing from your list?”

Watch out

The account has logged 10 support enquiries in the past 90 days, which could surface as a service complaint before the rep gets to the growth conversation.

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