Call briefing · VC-1364 · Wales

Company BA

Bangor · Rachel Chamberlain · prepared 9 November

Fictitious example · real build

Who they are

Company BA is a trade installer based in Bangor, Wales, trading across 4 branches and an account holder with Long Lever Supply since 26 December 2018. The account is now flagged as declining and at risk, with a health score of 35. Sales over the last twelve months were £337,741.49, down 41.06% on the prior year's £572,984.49, even though the account's typical ordering rhythm is roughly every 7.44 days. Credit standing remains good, with £22,136 drawn against a £56,000 limit (39.53% utilised).

How they buy

Sales LTM £337,741.49, down 41.06% against £572,984.49 the prior year
Gross profit LTM £91,397.68 at a gross margin of 27.06%
49 orders LTM, average order value £6,892.68, typical gap between orders 7.44 days, but no order placed for 71 days
Credit used £22,136 of a £56,000 limit (39.53%), good standing, returns rate 1.15%

What has changed

CCTV spend down 41.17% to £144,272 against £245,219 a year ago
Fire spend down 37.3% to £57,713 against £92,039 a year ago
Emergency Lighting margin fell to 29.63% from 31.22% a year ago, a drop of 1.59 points
Accessories margin fell to 37.86% from 40.8% a year ago, a drop of 2.94 points

What they have done on the trade site

Searches, quotes and baskets that never reach the ERP.

Zero result search for "addressable fire panel 2 loop" on 2026-11-08, 2 days ago, no matching product found

Where the spend is going elsewhere

Company BA is leaving an estimated £26,250.94 of spend in related product families to other suppliers, against the same size peer band. The largest single gap is in Sounders and beacons, where LTM spend of £1,079.89 compares with a peer median of £20,238.43, a gap of £19,158.54.

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

Open actions on this account

Call Company BA: orders are 71 days late against their usual 7-day rhythm, worth £28,145.12 per month, owned by D. Ferreira, due Thu 12 Nov

How previous actions went

Of 2 completed and measured actions on this account, 50% were won back, recovering £2,297.18 in total. The website signal action achieved a 100% win rate and recovered £2,297.18, while the lapsing account action recorded no recovery.

Work coming up in their area

No installers are currently tracked within 25 miles of Company BA and no hiring activity has been recorded for the area. In a live version, this section would also list tenders and planning applications near their postcode.

Raise these three

Point 1

No order for 71 days against a usual 7.44 day rhythm, worth £28,145.12 per month

“I noticed it's been 71 days since your last order with us, which is well outside your usual pattern of ordering roughly every week, is everything alright on your side?”

Point 2

CCTV spend down 41.17% to £144,272 against £245,219 a year ago

“Your CCTV spend with us has dropped by over 41% this year, down to £144,272, I wanted to understand what's changed on that side of your business.”

Point 3

Basket gap of £26,250.94 across sounders and beacons, cabling and power supplies

“We've noticed you're buying far less sounders, beacons, cabling and power supplies from us than similar-sized installers, around £26,250.94 less, would it help if we bundled those with the cameras you already buy?”

Watch out

The combination of no order for 71 days against a usual 7.44 day rhythm and a recent zero-result search for an addressable fire panel 2 loop suggests, as inference, that the installer may already be sourcing elsewhere for jobs the catalogue did not immediately answer.

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