Point 1
Sales down 16.63% year on year, from £103,800.12 to £86,540.64
“I noticed your spend with us is down 16.63% on last year, from £103,800.12 to £86,540.64 - can you talk me through what's changed on your side?”
Back to the account
Call briefing · VC-1301 · London & South East
Company AR
Watford · Simon Jarvis · prepared 9 November
Fictitious example · real build
Who they are
Company AR is a single branch, trade-only installer based in Watford, operating in the London & South East region and an account with Long Lever Supply since 23 August 2015. Their buyer is Simon Jarvis, Operations director, and they buy across CCTV, Intruder, Fire, Access Control, Accessories and Emergency Lighting with 12 orders placed in the last 12 months averaging £7,211.72 each. Sales have fallen 16.63% year on year, from £103,800.12 to £86,540.64, although ordering rhythm remains intact at roughly one order every 30.4 days, with the last order placed 4 days ago. They sit in good credit standing, using £7,196 of a £21,000 limit (34.27%), with a low 0.66% returns rate.
How they buy
- 12 orders in the last 12 months, averaging £7,211.72 each, with the last order placed 4 days ago.
- Orders have landed in all 12 of the last 12 months, roughly every 30.4 days.
- Gross margin is 27.71%, giving £23,978.89 gross profit on £86,540.64 of sales.
- Credit used is £7,196 of a £21,000 limit (34.27%), good standing, with a 0.66% returns rate.
What has changed
- CCTV spend down 16.27% to £32,442.06, the largest category by value.
- Detectors spend down 20.72% to £18,793.31, the steepest fall among product families.
- Cabling down 25.76% to £1,765.03 and brackets and mounts down 30.34% to £836.
- Accessories margin has slipped to 40.46% from 41.68% a year ago.
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
Peer installers in the same size band spend substantially more on Cameras, Recorders and Detectors than Company AR, with a combined basket gap of £81,459.81 across these three families. The largest single gap is in Cameras, where their £18,075.53 spend compares to a peer median of £56,507.58, a shortfall of £38,432.05.
Offer: Cameras + Detectors bundle, led by Brand 3 Thermal Imaging Camera, attached to the Detectors they already buy.
Open actions on this account
- No open actions currently logged for this account.
How previous actions went
- not enough data
Work coming up in their area
- No installers are currently tracked within 25 miles of this account and no hiring activity has been identified (0 and 0 respectively). A live version of this platform would also list tenders and planning applications near their postcode, which is not yet available for this account.
Raise these three
Point 2
£81,459.81 basket gap against peers in Cameras, Recorders and Detectors
“Installers your size are typically spending £56,507.58 on cameras alone against your £18,075.53 - there's a Cameras and Detectors bundle led by the Brand 3 Thermal Imaging Camera that could help close that gap.”
Point 3
Long Lever Supply holds an estimated 59% of local equipment spend across 3 of 7 tracked Watford installers, with Installer 11 in Croydon growing and not currently supplied by us
“We're tracking a Croydon installer, Installer 11, that's hiring and growing fast and isn't currently buying from us - worth talking through how we keep you ahead locally.”
Watch out
Reviews have slipped to an average of 4 over six months with comments about slow call-outs, alongside 14 support enquiries in the last 90 days, which together point to service issues that could be contributing to the 16.63% sales decline and should be raised before any upsell 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.