Point 1
Orders are 16 days late against their usual 5-day rhythm, with £45,802.20 a month on the line
“I noticed it's been 16 days since your last order with us, which is a bit outside your usual 5-day rhythm, is everything alright at your end?”
Back to the account
Call briefing · VC-1343 · South West
Company AX
Plymouth · Teresa Lockwood · prepared 9 November
Fictitious example · real build
Who they are
Company AX is a trade installer based in Plymouth, South West, operating 4 branches and buying from Long Lever Supply since 2 December 2019, with procurement lead Teresa Lockwood as the main contact. Sales over the last 12 months stand at £549,626.37, down 10.8% on the prior year's £616,201.23, and the account carries a health score of 56 with a declining flag. They buy steadily across CCTV, Intruder, Access Control, Fire, Accessories and Emergency Lighting, placing 72 orders in the last 12 months at an average of £7,633.70, with a typical rhythm of 6 orders a month every 5.07 days, though their last order was 16 days ago. They remain in good credit standing, using £80,954 of a £123,000 limit (65.82%), with a 1.6% returns rate.
How they buy
- Sales last 12 months £549,626.37, down 10.8% on the prior year's £616,201.23
- 72 orders in the last 12 months, average order value £7,633.70
- Typical rhythm 6 orders a month, 5.07 days apart, but 16 days since the last order
- Credit used 65.82% of a £123,000 limit (£80,954), good standing, returns rate 1.6%
What has changed
- CCTV down 13.27% to £227,502.70, from £262,299.44 a year ago
- Intruder down 10.03% to £89,956.60
- Accessories down 11.55% to £46,609.20, and Batteries down 66.75% to £295.74
- CCTV margin now 22.55% against 24.96% a year ago, a fall of 2.41 points
What they have done on the trade site
Searches, quotes and baskets that never reach the ERP.
- Searched not bought: Brand 4 8MP IP Bullet Camera, worth £2,315.46, 2 days ago
- Abandoned basket: 9 × Brand 5 16 Channel NVR Recorder left in the basket, worth £6,628.05, 6 days ago
Where the spend is going elsewhere
Against peers in the same size band, Company AX is under-spending by £41,381.17 in total, including a £35,270.58 gap on Sounders and beacons (spend £45,932.99 against a peer median of £81,203.57) and a £6,110.59 gap on Batteries (spend £295.74 against a peer median of £6,406.33). This spend is inferred to be going to another supplier rather than being unneeded.
Offer: Sounders and beacons + Cameras, led with Brand 19 Maintained Exit Sign, attached to the Cameras they already buy
Open actions on this account
- Call Company AX: orders are 16 days late against their usual 5-day rhythm, £45,802.20 per month at risk, owner H. Naylor, due Thu 12 Nov
- Call Company AX about the basket left on the website, £6,628.05 at stake, owner H. Naylor, due tomorrow
How previous actions went
- not enough data
Work coming up in their area
- No installers are currently tracked within 25 miles of this account's postcode in the data, though the wider local competition view flags Installer 25, a Bath CCTV installer that is hiring and growing and not supplied by Long Lever Supply, as a competitive threat worth tracking. In a live version this section would also list tenders and planning applications near their postcode.
Raise these three
Point 2
Abandoned basket of 9 × Brand 5 16 Channel NVR Recorder worth £6,628.05
“I saw you had 9 of the Brand 5 16 Channel NVR Recorders sitting in your basket, worth £6,628.05, shall I get those sorted for you now?”
Point 3
Sounders and beacons spend is £35,270.58 below the peer median for businesses your size
“Looking at similar-sized installers, you're spending £35,270.58 less than typical on Sounders and beacons, would it help if I put together a bundle with the Cameras you already buy?”
Watch out
Their Google reviews have slipped to 3.5 over six months with comments about slow call-outs and delays waiting on spare parts, and there have been 14 support enquiries in the last 90 days, so service frustration is the most likely thing to derail this 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.