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Call briefing · VC-1413 · Wales

Company BH

Wrexham · Daniel Lockwood · prepared 9 November

Fictitious example · real build

Who they are

Company BH is a single-branch trade installer in Wrexham, Wales, an account with Long Lever Supply since 30 January 2019, managed through procurement lead Daniel Lockwood. Sales over the last twelve months stand at £91,578.32 against £174,385.23 the year before, a fall of 47.49%. Ordering rhythm has collapsed from a typical 33.16 days between orders to 106 days since the last order, with only 9 of the last 12 months showing any order at all. The account remains in good standing on credit, using £8,876 of a £24,000 limit (36.98%), but the health score has dropped to 26 and the account is flagged as declining and at risk.

How they buy

  • Sales last twelve months £91,578.32, down 47.49% on the prior year's £174,385.23.
  • 11 orders placed in the last twelve months, average order value £8,325.30.
  • Gross margin running at 29.98%, gross profit £27,454.26 for the period.
  • Typical gap between orders is 33.16 days; it is now 106 days since the last order.

What has changed

  • Every category has fallen by a similar proportion: CCTV down 47.93% to £31,659, Fire down 47.19% to £19,233, Access Control down 46.26% to £15,182.
  • Intruder down 47.95% to £8,962 and Accessories down 48.08% to £6,290, the two steepest percentage falls.
  • Access Control margin has slipped 1.11 points to 34.67%, against 35.78% a year ago.
  • Recorders spend down 52.27% to £11,701, the sharpest fall of any product family.

What they have done on the trade site

Searches, quotes and baskets that never reach the ERP.

  • Abandoned basket on 5 November 2026 worth £1,447.68, containing Brand 21 Access Management Software Licence and Brand 4 ANPR Capture Camera.
  • Searched but did not buy a Brand 5 Thermal Imaging Camera on 3 November 2026, priced at £9,738.36.

Where the spend is going elsewhere

Across Cameras, Recorders and Detectors, this account's spend sits well below the peer median for installers of the same size, with a combined gap of £85,275.56 likely going to other suppliers. The largest single gap is in Cameras, where spend of £20,328.63 compares with a peer median of £56,507.58, a gap of £36,178.95.

Offer: Offer a Cameras and Detectors bundle, led by Brand 3 Thermal Imaging Camera, attached to the Detectors they already buy.

Open actions on this account

  • Call about the Brand 5 Thermal Imaging Camera priced on the website, £9,738.36 at stake, due tomorrow.
  • Call on the lapsing account: orders are 106 days late against their usual 33-day rhythm, worth £7,631.53 per month, due tomorrow.

How previous actions went

  • One action on this account has been completed and measured: offering the product family bundle they buy elsewhere, which produced a partial result recovering £1,140.35 on 25 August 2026. On basket gap actions specifically, the win rate recorded is 100% from 1 completed and measured case.

Work coming up in their area

  • Not enough data on tenders or planning applications near their postcode; the platform notes a live version would include this. Locally, 8 of 8 tracked installers are growing faster than Company BH's -47.49% year on year, and Installer 122, a growing Newport CCTV installer not supplied by Long Lever Supply, is named as taking ground from this account.

Raise these three

Point 1

Orders are 106 days overdue against a normal 33.16-day rhythm, worth £7,631.53 a month.

“I noticed it's been 106 days since your last order, well outside your usual rhythm of around every 33 days, so I wanted to check everything's alright and see what's come up.”

Point 2

A Brand 5 Thermal Imaging Camera worth £9,738.36 was searched but not bought on 3 November.

“I saw you were looking at the Brand 5 Thermal Imaging Camera recently, priced around £9,738.36, is that something you're still considering for a job?”

Point 3

Cameras spend is £36,178.95 below the peer median, the largest basket gap identified.

“Looking at camera spend, you're running well below similar installers, so I'd like to put together a Cameras and Detectors bundle led by the Brand 3 Thermal Imaging Camera to close that gap.”

Watch out

The combination of 17 support enquiries in 90 days, returns running at 3.69% against a 2.1% trade average, and reviews slipping to 3.1 with comments on slow call-outs suggests service issues may be behind the drop in orders, so the call should address this before pushing new spend.

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.