Point 1
Orders are 99 days overdue against a typical 17.37-day rhythm, worth £15,930.67 per month
“I noticed it's been 99 days since your last order with us, when you'd normally be ordering roughly every 17 days, is everything alright on your end?”
Back to the account
Call briefing · VC-1378 · Midlands
Company BC
Worcester · Emma Ingram · prepared 9 November
Fictitious example · real build
Who they are
Company BC is a trade installer based in Worcester, Midlands, trading since 7 January 2016 across 5 branches, with Emma Ingram as purchasing manager. Sales in the last 12 months are £191,168.02, down 41.66% from £327,654.03 the prior year. Their normal rhythm is an order every 17.37 days, with orders placed in 9 of the last 12 months, but it has now been 99 days since their last order. Credit status is Monitor, with 81.91% of their £57,000 limit in use.
How they buy
- 21 orders in the last 12 months, average order value £9,103.24
- Typical gap between orders is 17.37 days, but it has now been 99 days since the last one
- Gross margin 27.9% on gross profit of £53,335.09 over the last 12 months
- Credit used £46,690 of a £57,000 limit, 81.91%, status Monitor
What has changed
- CCTV, their largest category, down 39.53% to £94,600.97
- Fire down 40.48% to £32,554.56
- Intruder down 46.74% to £26,064.89
- Access Control margin down 2.09 points to 33.81%, from 35.9% 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
Company BC spent only £3.34 on Access hardware in the last 12 months against a peer median of £8,541.61, a gap of £8,538.27, and only £1.93 on Door entry against a peer median of £5,559.63, a gap of £5,557.70. Together these two families represent a total gap of £14,095.97 against installers of the same size band.
Offer: Offer a Access hardware and Cameras bundle, led by Brand 21 Turnstile Gate Controller, attached to the Cameras they already buy.
Open actions on this account
- Call Company BC: orders are 99 days late against their usual 17-day rhythm, worth £15,930.67 per month, owned by C. Rowe, due tomorrow
How previous actions went
- One action has been completed on this account to date, with no measured outcomes and £0 recovered. The most recent recorded action, a follow-up on Company BC's website basket on 17 October 2026, remains pending with no outcome value recorded.
Work coming up in their area
- No installers are currently tracked within 25 miles of this account and no hiring activity is recorded, though in a live version this section would also list tenders and planning applications near their postcode. Separately, local competition data flags Installer 66, a growing and hiring emergency lighting installer in Stoke-on-Trent not currently supplied by Long Lever Supply, as drawing share away from Company BC.
Raise these three
Point 2
Access hardware and door entry gap of £14,095.97 against peer spend
“We've noticed you're not buying any access hardware or door entry products from us, even though similar installers your size spend over £8,500 and £5,500 on these, shall we look at a bundle alongside the cameras you already take?”
Point 3
Sales down 41.66% year on year, from £327,654.03 to £191,168.02, while all 6 tracked local installers are growing faster
“Your spend with us has dropped by 41.66% this year to £191,168.02, and we're seeing other installers in your area growing, what's changed for you?”
Watch out
Credit status is Monitor with 81.91% of their £57,000 limit in use, alongside no order for 99 days, which may point to cash flow pressure rather than lost loyalty, so this needs careful handling on the 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.