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CRM, lead flow and sales techniques · Lead management

Score fit and interest apart, then take points away for junk.

Fit and interest scoring sorts open leads on two questions: is this the right customer, and are they ready now. Negative scoring takes points off spam, fake and gone-cold enquiries. The page ends in a call-order rule your team can apply to a morning list before the first dial.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Editorial illustration for Lead scoring

In one paragraph

Fit and interest scoring sorts open leads on two questions: is this the right customer, and are they ready now. Negative scoring takes points off spam, fake and gone-cold enquiries. The page ends in a call-order rule your team can apply to a morning list before the first dial.

Ravi at a modular kitchen showroom in Pune opens the day with sixty fresh enquiries from a marketplace and Instagram. Eleven are the same phone number under different names. Four are carpenters asking for work. Two asked for a quote in March and have not picked up since. Ravi starts at the top of the list and calls the carpenters first.

A single combined score hides the difference that matters. A flat owner with a possession date in six weeks is the right customer and ready. A student with a budget of nothing who clicks every ad is ready and wrong. A large builder asking about next year is right and not ready. Each gets a different call, or no call.

So keep two scores. Fit comes from facts that rarely change: city, budget band, product, business type. Interest comes from behaviour that changes weekly: replied, visited the showroom, asked for a quote, went silent. The sales head owns both scores and the marketing owner takes the nurture list that the low-interest, good-fit leads fall into.

This page is about the order of the calls. The points themselves come from close rates, covered on the neighbouring page, and who gets each call is the routing page.

Where this sits

Topic 7 of 13 in crm, lead flow and sales techniques: lead management. Segmenting, qualifying, nurturing, scoring, routing and measuring leads inside the CRM.

The topic before
Inbound selling: advise
The topic after
CRM setup and data

If you want this done for you

Give every enquiry a number that actually predicts whether it will close.

Read the lead scoring page

The work

What this is actually like.

  • “A grid beats a total”

    Put fit on one axis and interest on the other, high and low each. High fit, high interest is called now. High fit, low interest goes to nurture. Low fit, high interest gets one short qualifying call. Low fit, low interest waits. Four boxes are easier to run than a total out of a hundred.

  • “Fake and duplicate enquiries are not a nuisance, they are a cost”

    On marketplace and ad forms, repeat entries and invented numbers eat call time. A rep who dials six dead numbers before a real one learns to skip the list. Negative rules protect the habit of working the list in order.

  • “Silence needs a date”

    A lead who has not replied to three attempts is not the same as a lead who said no. Set a day count, agreed with the sales head, after which the lead loses interest points, and write it down. Otherwise cold leads sit in the top box because nobody demoted them.

  • “Negative rules should be few”

    Five or six clear rules (number invalid, duplicate within thirty days, job seeker, outside service area, competitor, spam keywords) catch the junk. A long list of fine rules gets argued about and ignored.

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.

  1. Fit and interest scorecard

    Two short tables. Fit: attribute, value, points. Interest: behaviour, points, days it stays valid. Filled by the sales head from the close-rate worksheet and from what reps say makes a lead warm.

    Result: Finished when two reps scoring the same ten leads land on the same box for at least eight of them.

  2. Negative rules list

    Each rule on one line with the action: subtract points, mark as duplicate and merge, or close as invalid. Names the person who may overrule a rule.

    Result: Finished when a new telecaller can apply every rule without asking.

  3. Call-order rule

    A single paragraph: calls start with the high-fit high-interest box, newest first, then the rest of that box, then the qualifying calls. Pasted at the top of the morning list.

    Result: Finished when the first ten calls of the day need no discussion.

  4. Nurture hand-off

    The list of good-fit, low-interest leads sent to marketing each month, with the reason and last contact date.

    Result: Finished when marketing can start a message to that list on the same day it arrives.

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.

Tell us what you needor call +91 80958 58589

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Do I need two scores, or is one enough?
One score is enough if your leads are all alike. If you sell in different cities or to different buyer types, two scores stop you wasting calls. Start with the grid on paper and add numbers only if reps need finer sorting inside a box.
How do I spot fake enquiries?
Look for invalid or repeated numbers, one-word names, emails that bounce, and a form filled in under a few seconds. Add a rule for each pattern you actually see in your own list, and review the rules when a new ad or marketplace goes live.
Should negative scoring delete leads?
No. Mark them and keep the row, because a deleted lead cannot be matched when the same number comes back. Merge duplicates, close invalid numbers, and keep the reason in a column.
Who decides what counts as warm?
The reps who talk to buyers, with the sales head signing off. Ask them what a buyer says or does in the call that tells them an order is near, then turn those answers into interest points.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts. For sales work it is mostly our time, with production only where scripts, decks or CRM setup need it.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
Fixes to reply time and follow-up are the quickest to show, because the enquiries already exist. Process, CRM and training changes show as the team uses them. Each one is tracked against the baseline.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
To start, last month's enquiries in any format and time with whoever handles them. After that, access to the accounts the work touches, such as the website, Google Business Profile or CRM.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

Where to go next

The work that carries this topic further.

Services

The rest of lead management

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.

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