CRM, lead flow and sales techniques · Frictionless selling
Try buying from your own business and write down every place you got stuck.
A buyer friction checklist tests how easy it is for a stranger to deal with your business at four points: finding you, reaching you, exploring what you offer and getting advice. It ends in a checklist of fixes. This page covers the mystery-shop, the questions to score and the payment and delivery checks.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
In one paragraph
A buyer friction checklist tests how easy it is for a stranger to deal with your business at four points: finding you, reaching you, exploring what you offer and getting advice. It ends in a checklist of fixes. This page covers the mystery-shop, the questions to score and the payment and delivery checks.
The owner of a dry-fruit wholesaler in Chandni Chowk asks a cousin in Pune to enquire about a 25 kg order, as a stranger. The cousin finds the shop on a map listing with the wrong closing time, calls twice with no answer, gets a WhatsApp reply the next morning and a price with no word on GST or freight. The cousin gives up and orders elsewhere. All of this was invisible to the owner.
A friction checklist is a mystery shop with a score sheet. Someone who is not part of your sales team goes through four steps as a buyer would: identify you, connect with you, explore what you sell and ask for advice. At each step they note how hard it was.
The owner and the sales head set the questions and read the result. A friend, a relative or a junior from another department does the shopping. Repeat the test every quarter, and also the moment buyers complain that reaching a rep or fixing a meeting is a struggle.
It is about the buyer's effort, not the rep's. Compare it with the friction map, which is about your own phases of selling, and the handover page, which is about what happens after the order.
Where this sits
Topic 10 of 13 in crm, lead flow and sales techniques: frictionless selling. Removing effort from reps and from buyers.
- The topic before
- Sales reporting and dashboards
- The topic after
- Content as a sales tool
If you want this done for you
Respond fast enough that the enquiry is still warm.
The work
What this is actually like.
“Listings are part of your shop front”
The first thing a buyer sees may be a map listing, a marketplace page or a college notice board. If the hours, the phone number or the address are wrong there, you lose the buyer before the first call. Check every place your name appears.
“A slow reply is an answer”
A buyer who waited a day for a reply has already written a conclusion about how you will handle the order. Time the shop from enquiry to first human answer, and time it at six in the evening, not only at eleven in the morning.
“Price questions should not need three calls”
If the buyer has to ask whether the figure includes GST, delivery or installation, they are choosing between you and someone who said so up front. Put the inclusions on the quote and in the first reply.
“Payment is a step in the sale, not the end of it”
Does the buyer know how to pay, to whom and when? A UPI request that arrives before the confirmation, or a bank detail on a photographed letterhead, makes people nervous. Include payment in the shop, down to the last rupee.
What we do
What you end up with.
The documents this topic produces, what each one is for, and how you know it is finished.
The mystery-shop brief
One page telling the shopper who to pretend to be, what to ask for, which channels to try and when. Includes the order size and the questions they must ask about price, GST, payment and delivery.
Result: Finished when the shopper can start without asking you anything.
The four-step score sheet
Rows for identify, connect, explore and advise. Under each, three to five questions answered yes or no, such as "phone answered within five rings" or "inclusions stated", plus a free-text note on how it felt.
Result: Finished when each row has a score and at least one sentence of evidence.
The payment and delivery check
A list the shopper ticks: payment methods offered, invoice with GST number, delivery date promised, who to call if late, return rule stated. Added because Indian buyers drop out at exactly these points.
Result: Finished when each item is a yes or has an owner assigned to fix it.
The friction checklist
A ranked list of fixes with the step, what went wrong, what the buyer would have needed and who fixes it. The top three go on the owner's wall.
Result: Finished when the list can be handed to the person who answers the phone and they know their part.
Why us
Why owners pick GullySales over an agency.
Marketing and sales, as one job
Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.
The person on the first call does the work
No account managers in between. You are never handed to someone you have not met.
A baseline before anything starts
Your numbers are written down on day one, so every later report compares against something honest.
The fee in writing, split three ways
Our time, your media spend and production on separate lines. You always see what goes to us.
No guarantees we cannot keep
The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.
One office, and we say so
Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.
#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.
Your brief
Tell us what you need, and we will read it before we call.
Eight short steps about your business, what you want and who decides. Most questions are a tap, and you can skip any you would rather answer on the call.
FAQ
Questions owners ask before they call.
Not here? More answers, or ask on WhatsApp.
Who should do the mystery shop?
Do we tell the team about the shop?
How is this different from customer feedback?
Can we do it ourselves?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
What if we are not happy with the work?
Where to go next
The work that carries this topic further.
The rest of frictionless selling
Or read all of crm, lead flow and sales techniques.
Your next practical step
Tell us what you are trying to grow, and we will read it before we call.
Eight short steps, mostly taps. Skip anything you would rather answer on the call.