VC-1322 · London & South East
Company AU
Account since 27 Apr 2021 · Watford · 5 branches · Buyer Paul Baxter
Sales, last 12 months
£131k
Gross profit
£36k
Orders placed
19
Days since last order
25
Returns rate
3.52%
Order frequency and value
Monthly orders and sales across the last 24 months.
Orders per month
1.6
Best month
£14k
Last 3 months trend
-8.1%
Category mix against similar installers
Share of the account's spend by category, benchmarked against the trade base average.
| Category | Sales LTM | Prior year | Change | Margin | Share of spend vs similar installers |
|---|---|---|---|---|---|
| CCTV | £52,384 | £59,679 | -12.2% | 22.4% | 39.9% peer 43.2% |
| Fire | £23,290 | £27,057 | -13.9% | 28.4% | 17.7% peer 15.8% |
| Intruder | £18,844 | £22,324 | -15.6% | 24.8% | 14.3% peer 14.9% |
| Access Control | £15,006 | £16,223 | -7.5% | 34.1% | 11.4% peer 7.8% |
| Accessories | £12,304 | £14,975 | -17.8% | 40.2% | 9.4% peer 8.6% |
| Emergency Lighting | £9,579 | £10,864 | -11.8% | 31.3% | 7.3% peer 9.6% |
Account activity and commercial position
Everything the platform holds about this account beyond order value, including where consent has — and has not — been recorded.
Branches & contacts
5 branches · 4 named contacts
Primary buyer: Paul Baxter, Contracts manager
Credit status
Good standing
£11,988 of £24,000 limit in use (50%)
Support enquiries
16 in the last 90 days
Technical support tickets raised by branch staff
Training attended
6 of 3 invitations
Product and installation training days
Returns rate
3.52%
Trade average is 2.1% of sales value
Installer Portal activity
2 designs · 4 proposals · 1 opportunities claimed
Last activity 9 Aug 2026
Marketing engagement
Low
5% average email open rate — shown only because consent is recorded
Account since
27 Apr 2021
London & South East · Watford
Contacts
Paul Baxter
Contracts manager
contact1@companyau.co.uk 01698 919185
Zoe Rowntree
Estimator
contact2@companyau.co.uk 01485 865755
Helen Doyle
Service manager
contact3@companyau.co.uk 01766 213912
Claire Oakes
Service manager
contact4@companyau.co.uk 01587 750430
Public activity and signals
The company's recent public activity, and the concrete actions it suggests. All of it is sample data, and none of it comes from an individual's personal profile.
Sample dataCompany-level public activity only, compiled from illustrative sources for this demonstration.
LinkedIn and social posts
The last 3 company posts. Company pages only, never an individual's profile.
- FacebookProject completed27 Sept 2026
Posted about a small retail CCTV refresh, the only installation update this quarter.
- LinkedInProduct post17 Aug 2026
Promoted a surveillance range that is understood to be supplied by a competing distributor.
- LinkedInEvent30 Jul 2026
Shared a post about a local trade event attended earlier in the year.
Roles advertised
Public job adverts from the company, with what each one usually signals.
- No roles advertised in the last twelve months, which is itself a signal.
Google reviews
Public review score for the company, with the six-month trend.
3.5
from 52 Google reviews
Recent reviews mention slow call-outs and delays waiting on spare parts.
Companies House
Recent register changes and filings for the company.
New director
1 Jun 2026A director resigned, leaving one active director on the register.
Charge registered
2 May 2026A charge was registered in favour of a secured lender.
Accounts filed
29 Oct 2025Accounts were filed showing turnover broadly flat on the prior year.
Latest website news
Items the company has published on its own news page.
Services page simplified
26 Apr 2026The services page was trimmed back to core installation work.
Trade counter hours updated
16 Jan 2026The only news item posted this year, confirming reduced Saturday opening.
AI signals
The public activity above turned into the actions worth taking, each with the reason it was raised.
Offer the service-tracker module and spares stock support
MediumGoogle reviews have slipped to 3.5 over six months, with comments about slow call-outs, so service support and spares availability are the pressure points.
Business development · Next 14 days
CCTV range review and price comparison for the Watford branch
HighA public post promotes a rival surveillance brand, so at least part of the CCTV range is being sourced elsewhere.
Category manager · This week
How this would work live. In a live version, company posts would come from an approved social data provider or the customer's own consent, alongside Google reviews, job advert data, Companies House and website news. Links and handles would come from the customer's account record in the ERP, or be picked up automatically from the links on the installer's own website. Personal profiles are never collected.
Open actions
What the rules are saying about this account today, with the evidence and the value at stake.
Nothing is open on this account today. No rule is firing.
Basket gaps
Spend by product family against the median for installers of the same size. Amber is spend going elsewhere.
An estimated £43,696 a year of spend in these families is going to another distributor, measured against the developing median. The marker is the peer median.
Recent website signals
What this account has been looking at, pricing and leaving behind on the trade website.
- Quote not convertedQuote VC-Q4964: 17 × Brand 9 Heat Detector, sent 5 days ago and not yet ordered£4,9242026-11-09
- Abandoned basket9 × Brand 26 Power Supply Unit 5A left in the basket£1,8422026-10-29
Basket, quote, search and product-view events from the trade website. None of this appears in the ERP reports.
Local competition
Other installers working the same area and trades, how this account compares with them, and where the next conversation should start. All sample data, from public business sources in a live version.
Sample data8 other installers in the same area and trades, from the fictional installer base.
Long Lever Supply share of this area
2 of 9 installers in and around Watford buy from Long Lever Supply.
7 of the installers tracked locally are not supplied by Long Lever Supply.
This account against its local peers
Google rating
3.5
local average 3.9
Below the local average
Growth, year on year
-13.0%
local average +11.0%
Growing more slowly than the area
Hiring now
No
local 3 of 8
3 of 8 local peers are recruiting
| Company | Town and distance | Trades | Accreditations | Engineers | Hiring now | Recent public signal | Status | ||
|---|---|---|---|---|---|---|---|---|---|
| Installer 11 | Croydon1.1 miles away | CCTV, Fire, Intruder | SSAIB | 3.6170 reviews | 39 | Yes | Hiring field engineers and posting new contract wins. | Prospect | |
| Installer 3 | Sutton14.11 miles away | Fire, Intruder | BAFENSISSAIB | 3.9146 reviews | 37 | No | Steady activity: occasional project posts and maintenance offers. | Prospect | |
| Installer 15 | Basildon14.45 miles away | Access Control, CCTV, Intruder | NSISSAIB | 3.9157 reviews | 39 | Yes | Recruiting engineers, consistent with a fuller order book. | Prospect | |
| Installer 13 | Basildon14.88 miles away | Fire, Intruder | BAFENSISSAIB | 3.255 reviews | 10 | No | Steady activity: occasional project posts and maintenance offers. | Prospect | |
| Installer 10 | Sutton14.88 miles away | Fire, Intruder | NSI | 3.618 reviews | 48 | Yes | Recruiting engineers, consistent with a fuller order book. | Long Lever Supply customer | Already supplied |
| Installer 16 | Reading15.63 miles away | Access Control, Intruder | BAFE | 4.1214 reviews | 22 | No | Steady activity: occasional project posts and maintenance offers. | Prospect | |
| Installer 17 | Watford16.16 miles away | Access Control, Emergency Lighting, Fire | BAFENSISSAIB | 4.9155 reviews | 34 | No | Little public activity this year and no roles advertised. | Prospect | |
| Installer 4 | Reading16.34 miles away | Emergency Lighting, Fire | BAFESSAIB | 4.049 reviews | 38 | No | Steady activity: occasional project posts and maintenance offers. | Prospect |
AI insights
- Company AU is losing ground to Installer 11, a Croydon CCTV installer that is hiring, growing and not supplied by Long Lever Supply: protect the account with a review call and add Installer 11 to the prospect list.
- Long Lever Supply supplies 2 of the 9 installers tracked in and around Watford, an estimated 25% of local equipment spend.
- 8 of 8 local installers are growing faster than this account at -13.04% year on year.
How this would work live. In a live version this would use public business data only: Companies House filings filtered by security installation SIC codes, Google business listings, and the NSI, SSAIB and BAFE public registers of approved companies. Company level only, never personal profiles.
Preferred brands and ranges
Where this account's spend sits across the manufacturer ranges.
Brand 2
CCTV
Brand 3
CCTV
Brand 11
Fire
Brand 8
Fire
Brand 12
Intruder
Brand 13
Intruder
AI account assessment
Interpretation of the movements above, the possible causes, and the actions the sales team should take.
AI account assessment
Company AU is a developing trade account in London & South East, buying predominantly CCTV and Fire. Over the last 12 months they placed 19 orders worth £131k at 27.4% gross margin (-13.0% year on year). CCTV purchases are down 12.2% year on year, while fire and intruder spend held broadly steady — the surveillance range looks to have moved to another distributor rather than the account closing. No immediate intervention is required, though the range mix is worth a conversation at the next review.
Possible causes
CCTV purchases are down 12.2% year on year, while fire and intruder spend held broadly steady — the surveillance range looks to have moved to another distributor rather than the account closing.
Returns at 3.5% sit above the 2.1% trade average, which can point to specification or installation issues on recent jobs.
Prioritised action plan
CCTV range review and price comparison against the incumbent
HighCategory manager · Next 14 days
Re-onboard the design team to the Installer Portal
MediumDigital team · Next 30 days
Invite to the next product training day
LowTraining team · Next training cycle