Call briefing · VC-1259 · Midlands

Company AL

Birmingham · Zoe Farrell · prepared 9 November

Fictitious example · real build

Who they are

Company AL is a single-branch trade installer in Birmingham, Midlands, an account since 21 May 2015, with technical director Zoe Farrell as the named buyer and two contacts held on file. Over the last twelve months they spent £338,303.51 with Long Lever Supply across 104 orders, averaging £3,252.92 per order, down 3.6% on the £350,940.30 spent in the prior year. They order on a tight rhythm, roughly every 3.51 days and 8.67 times a month, with their last order placed 4 days ago, and sit in good credit standing with £41,501 drawn against a £54,000 limit (76.85% utilised). Their spend spans CCTV, Fire, Intruder, Emergency Lighting, Access Control and Accessories, with CCTV and Fire the two largest categories by value.

How they buy

Sales LTM £338,303.51, down 3.6% on £350,940.30 in the prior year.
104 orders at an average order value of £3,252.92, with gross margin at 29.27%.
Ordering rhythm of roughly every 3.51 days, 8.67 orders a month; last order placed 4 days ago.
Credit used £41,501 of a £54,000 limit (76.85%), in good standing.

What has changed

Sounders and beacons down 70.25% at £3,287.
Batteries down 43.33% at £157.
CCTV margin fell to 23.53% from 25.18% a year ago, a drop of 1.65 points.
Access Control margin fell to 33.9% from 35.8% a year ago, a drop of 1.9 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

Sounders and beacons spend is £3,286.95 against a peer median of £20,238.43, a gap of £16,951.48, and Batteries spend is £157.22 against a peer median of £1,755.53, a gap of £1,598.31. Together this totals £18,549.79 of likely spend going elsewhere within the same size band.

Offer: Sounders and beacons + Detectors, led by Brand 19 Maintained Exit Sign, attached to the Detectors they already buy.

Open actions on this account

No open actions currently recorded.

How previous actions went

Of two measured actions on this account, offering the product family bundle they buy elsewhere was won back and recovered £11,259.77, while a call about orders running behind rhythm produced no change. Overall this account has a 50% win-back rate with £11,259.77 recovered to date.

Work coming up in their area

No installers are currently tracked within 25 miles specifically for this account, but the wider Birmingham competitive set of 8 tracked installers shows 7 of 8 growing faster than Company AL's -3.6% year on year trend, and one, Installer 59 in Leicester, is hiring and growing outside Long Lever Supply's customer base. A live version of this platform would also surface tenders and planning applications near their postcode.

Raise these three

Point 1

Basket gap of £18,549.79 against peers, largely in Sounders and beacons (£16,951.48 gap).

“Your Sounders and beacons spend is £3,287 against a peer median of over £20,000, a gap of nearly £17,000, so shall we look at bundling that with the Detectors you already buy?”

Point 2

Fire category down 9.75% to £75,444.08, the largest decline of any category.

“I noticed your Fire spend is down 9.75% this year to £75,444, how are things going on the fire side of the business?”

Point 3

7 of 8 local installers tracked are growing faster than Company AL's -3.6% year on year.

“We're seeing most installers in your area growing faster than you right now, how's the pipeline looking for you at the moment?”

Watch out

Support enquiries have run at 18 in the last 90 days, alongside a returns rate of 2.69% against the 2.1% trade average, pointing to possible service friction that could surface during the call.

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