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Call briefing · VC-1329 · London & South East

Company AV

Basildon · Helen Naylor · prepared 9 November

Fictitious example · real build

Who they are

Company AV (ref VC-1329) is a 3-branch trade installer in Basildon, part of the London & South East region, buying from Long Lever Supply since 25 October 2023 through buyer Helen Naylor, Technical director. Sales over the last 12 months stand at £427,275.50, down 14.59% on the prior year's £500,258.70, and the account carries a health score of 58 with a declining flag. They order roughly every 4.8 days (6.33 orders a month) and have placed an order in all 12 of the last 12 months, but credit is in good standing at 47.31% of a £125,000 limit.

How they buy

  • Sales LTM £427,275.50, down 14.59% year on year from £500,258.70.
  • Gross margin 28.38%, gross profit £121,266.73 on 76 orders.
  • Average order value £5,622.05; typical gap between orders is 4.8 days.
  • Last order was 10 days ago, against that 4.8-day rhythm.

What has changed

  • CCTV down 12.33% to £176,188.14, with margin down 0.58 points to 22.77%.
  • Access Control down 15.13% to £68,505.95, though margin rose 0.26 points to 34.73%.
  • Door entry down 26.74% to £25,659.09 and Cabling down 35.37% to £12,603.43.
  • Sounders and beacons down 90.08% to £1,229.03, the sharpest fall of any line.

What they have done on the trade site

Searches, quotes and baskets that never reach the ERP.

  • Searched not bought: Brand 15 Dual Technology Detector, £1,525.92, 2 days ago.
  • Abandoned basket: 7 x Brand 6 8MP IP Bullet Camera and 1 x Brand 20 Four Door Controller, £4,928.22, 10 days ago.

Where the spend is going elsewhere

Across three families the platform calculates a total spend gap of £156,953.89 against peers in the same size band, with the largest single gap in Sounders and beacons at £79,974.54 (spend of £1,229.03 versus a peer median of £81,203.57). Detectors and Panels show further gaps of £46,620.98 and £30,358.37 respectively, both against the Cameras the account already buys.

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

Open actions on this account

  • Call Company AV: orders are 10 days late against their usual 5-day rhythm, worth £35,606.29 per month.
  • Call Company AV about the basket left on the website, £4,928.22 at stake.

How previous actions went

  • Only one action on this account has been completed and measured: a call on 19 October 2026 about orders running behind their usual rhythm, which resulted in no change and £0 recovered. The won-back rate for lapsing actions on this account stands at 0%.

Work coming up in their area

  • The platform tracks no installers hiring within 25 miles for this account specifically, but the local competition data flags Installer 11, a Croydon CCTV installer that is hiring and growing and not currently supplied by Long Lever Supply. In a live version this section would also list tenders and planning applications near Basildon.

Raise these three

Point 1

Orders are 10 days late against a 4.8-day typical rhythm, worth £35,606.29 a month.

“I noticed it's been 10 days since your last order, which is longer than your usual gap of around 4.8 days, is everything running to plan on site?”

Point 2

A basket worth £4,928.22 was left unfinished on the website 10 days ago.

“You had 7 of the Brand 6 8MP IP Bullet Cameras and a Brand 20 Four Door Controller sitting in your basket, shall I get that order moving for you?”

Point 3

Sounders and beacons spend has fallen 90.08% to £1,229.03, a £79,974.54 gap against peers of the same size.

“Given how much you're buying in cameras, would it help to bundle in sounders and beacons, starting with the Brand 19 Maintained Exit Sign?”

Watch out

Google reviews have slipped from 4.4 in June to 4.0 in November, with recent comments about slow call-outs and delays waiting on spare parts, which may be affecting how receptive the buyer is to a growth conversation today.

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 · Fictitious example, real build. A demonstration of a platform we’ve built, shown with entirely fictional sample data under the Long Lever name. Every company, person, brand and figure is invented: customers are shown as Company A, Company B and so on, and no real business’s details have been used. No live data is read from any ERP, trade website or integration layer.