This still doesn't make much sense to me, if its left to the client to arrange the supply of the cable then it really does suggest that the contractor is not used to doing this kind of work or using this size of cable.
What do you mean by a big reel? You're going to need to be careful how the cable is pulled in or laid as it is surprisingly easy to damage big armoured cable when doing this.
Cables can be damaged by pulling too hard on them and by incorrect attachment of the pulling rope, cable manufacturers will state the maximum pulling force and method of attaching the rope.
Are you aware that the cable needs to be laid in soft sand to avoid damage to the sheath, marker tape or tiles will need to be installed and sheath tests will need to be done to ensure that no damage has occurred to the sheath during laying the cable.