Point 1
Orders are 104 days late against a usual 8.11-day rhythm, worth £15,720.85 a month.
“I noticed we haven't had an order from you in 104 days, when you'd normally be ordering every 8 days or so, so I wanted to check in.”
Back to the account
Call briefing · VC-1350 · Scotland
Company AY
Aberdeen · Claire Ingram · prepared 9 November
Fictitious example · real build
Who they are
Company AY is a two-branch trade installer in Aberdeen, Scotland, an account since 21 July 2017, with Claire Ingram as procurement lead. On a rolling 12 months the account has spent £188,650.14 against £342,672.93 in the prior year, a fall of 44.95%. Their usual rhythm is 3.75 orders a month with a typical gap of 8.11 days between orders, but no order has been placed for 104 days. Credit standing is good, with 74.13% of a £44,000 limit in use.
How they buy
- Sales LTM £188,650.14 against £342,672.93 prior year, down 44.95%.
- 45 orders in the last 12 months at an average order value of £4,192.23.
- Typical gap between orders is 8.11 days and 3.75 orders a month, but the last order was 104 days ago.
- Credit used is £32,615 of a £44,000 limit (74.13%), in good standing, with a returns rate of 1.06%.
What has changed
- CCTV down 44.57% at £80,765 against £145,698 prior year.
- Fire down 43.73% at £40,653 against £72,252 prior year.
- Intruder margin has moved to 26.49% from 27.8% a year ago.
- Accessories margin has moved to 40.98% from 42.56% a year ago.
What they have done on the trade site
Searches, quotes and baskets that never reach the ERP.
- Quote VC-Q4260 for 17 x Brand 1 16 Channel NVR Recorder, worth £1,851.98, sent 12 days ago and not yet ordered.
- Zero result search for "maintained emergency exit sign" on 2026-11-06.
- Zero result search for "PoE injector 60W" on 2026-11-01.
Where the spend is going elsewhere
Spend on Brackets and mounts is £32.05 against a peer median of £2,970.16 for accounts of this size, a gap of £2,938.11. This sits alongside Cameras, a family they already buy, suggesting the brackets are being sourced elsewhere.
Offer: Offer a Brackets and mounts and Cameras bundle, led by Brand 27 Camera Mounting Bracket, attached to the Cameras they already buy.
Open actions on this account
- Call Company AY: orders are 104 days late against their usual 8-day rhythm, worth £15,720.85 per month, owned by H. Naylor, due tomorrow.
- Chase the open quote with Company AY, worth £1,851.98 at stake, owned by 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 and no hiring activity has been recorded. In a live version this section would also list tenders and planning applications near their postcode.
Raise these three
Point 2
Open quote VC-Q4260 for £1,851.98 has not yet converted.
“You've still got an open quote for the 16 channel NVR recorders worth £1,851.98, shall we get that moving?”
Point 3
Brackets and mounts spend is £32.05 against a peer median of £2,970.16, a gap of £2,938.11.
“I noticed you're buying cameras from us but hardly any mounting brackets, would it help to bundle those together?”
Watch out
Sixteen support enquiries in the last 90 days, alongside no order for 104 days, point to a service issue as the likely cause of the lapse, which is inference rather than confirmed fact.
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.