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MSME and business finance providers · CRM

Know which CA, dealer or DSA sent the file, and where it is stuck, without opening the loan system.

A CRM for an MSME and business finance provider holds the stage before the loan: who enquired, who sent them, what they need, which papers are in, where the file is stuck and when someone calls next. The loan system stays with credit and operations. GullySales sets up those fields, links the two by file number and trains your officers to use them.

Tell us what you needor call +91 80958 58589

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

Editorial illustration for CRM implementation and customisation

What CRM means

A CRM is the record where every enquiry, call and quote is kept against a customer, replacing separate notebooks, spreadsheets and memory. GullySales sets up or cleans an existing CRM and reports from it by enquiry outcome rather than by activity logged.

Also for MSME and business finance providers

Sales and marketing for MSME and business finance providers, the overview.

Last updated 6 Oct 2026. Rules for this trade differ by state and professional body, and they change. We describe restrictions in general terms, so check the current position with your own council or adviser before you publish anything.

For MSME and business finance providers

Where it usually goes wrong, and what we would do.

  • “The loan system starts after the file, not before it”

    Your origination system knows a sanctioned file. It does not know the owner who enquired three times, the CA who sent him or why he dropped out in week one.

  • “A partner's files sit in his own sheet”

    DSAs send files by email and keep their own tracker. When two partners claim the same owner, nobody can say who reached you first.

  • “Field officers update the record when they remember”

    A visit to an estate is written in a diary or a WhatsApp message to a manager. The enquiry reaches the system days after the owner's attention has moved on.

What we do

What we deliver for MSME and business finance providers.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. Fields for what a lender needs to know

    Business type, GST number, product asked for, the need, existing loans, papers received and missing, source and consent, agreed with your credit head.

    Result: The first call and the credit team start from the same facts.

  2. A source and partner code on every enquiry

    The CA, dealer, DSA or ad that sent each owner, recorded at the first touch and not reconstructed when the loan is paid.

    Result: Partner payouts and introducer notes come from the record.

  3. Stages that match how a file really moves

    Enquiry, papers pending, with credit, sanctioned, drawn down, declined and revisit date, with an owner at every stage.

    Result: You can see where files stall and for how long.

  4. A link to the loan system by file number

    A shared file number so credit, operations and the sales team find the same owner, while holdings and repayment stay in the loan system.

    Result: Two systems, one owner, no copy of sensitive data.

  5. Officer and partner training on the record

    A short session for the team and for the main partners on what to write after each call and what not to put in free text.

    Result: Notes written the same way are notes someone can use.

  6. Reports on files, not on activity

    Files by source, by product and by stage, and declined owners due for a call, against the baseline taken before the work starts.

    Result: You see which sources bring loans and where files die.

How the result is measured

  • Enquiries logged in the CRM
  • Data completeness
  • Reports generated from CRM data

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full CRM implementation and customisation page

What to record, and when

What a business finance provider should record on every enquiry, and whether software is needed yet.

Business, constitution and GST number
Write the trade name, whether it is a proprietorship, partnership or company, and the GST number at the first call. It is the key you will use to find the owner again.
Source, introducer and consent to contact
Record who sent the owner, with the partner code, and the date he agreed to be called. A file with no consent record is a risk the day someone complains about calls.
What the money is for
Note whether the need is stock, a machine, unpaid invoices or a property purchase, and which product it points to. It is the first thing a credit officer asks and the owner changes it as the file goes on.
Papers received and missing, with dates
Keep a short list of what has come, what has not and the date the owner promised it. It stops a second officer asking for the same paper twice.
Stage, decision and the reason in plain words
Record where the file stands and, if it stopped, why, in the owner's words and the credit team's. Add a date to look again if the reason can change.
Do you need software yet?
A shared sheet with one owner per file is enough for a small team with one product. Move to a CRM when several officers and partners touch the same owners, or when callbacks are missed.

Who it is for

This is written for these MSME and business finance providers.

  • NBFCs lending to small businesses
  • Fintech lenders working with partner NBFCs
  • Invoice discounting and factoring platforms
  • Machinery and equipment finance companies
  • Loan against property lenders for business owners
  • Supply chain finance for dealers and vendors
  • Business loan consultants and DSAs
  • MSME desks of small finance banks and cooperative banks

How it works

From your first message to the first report.

No open-ended retainer. Every step gives you something in writing.

  1. First

    Your brief

    You tell us what you need in a few short steps: your business, what you want, where enquiries come from and how they are handled.

  2. After the brief

    A conversation and a written scope

    We read it, then talk with whoever handles your enquiries. If you want our help, the scope, the fee and the reporting come in writing, and nothing starts before you have read them.

  3. Before work starts

    Baseline recorded

    The numbers this work is meant to move, such as enquiries, quotations, orders, visits or renewals, written down so every later report has an honest comparison.

  4. After the baseline

    The first fix goes live

    The fix we agreed to start with is put in place and measured against the baseline, whether that is a reply, a follow-up, a page, a listing or the handover between marketing and sales.

  5. As agreed

    Report against the baseline

    What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.

  6. At renewal

    Renew on the numbers

    The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.

How the CRM work runs

  1. 1

    Map the sales process

    We record how a deal actually moves from enquiry to close in your business today.

  2. 2

    Configure stages and fields

    The CRM's pipeline and fields are built to match that process exactly, not a generic template.

  3. 3

    Set up automations

    Reminders, assignment rules and follow-up triggers are configured so routine steps happen without manual effort.

  4. 4

    Test with real deals

    We run the configuration against actual current deals to catch gaps before the whole team relies on it.

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
Our loan origination system already tracks files. Why a CRM?
Because the loan system starts when a file is formally opened. The CRM covers the owners who enquired and never applied, the source of each enquiry and the declined owners due a call. The two are linked by file number.
Our field officers will not update anything. What then?
Make the record the only way a file moves, and keep it short: five fields after a call. Check it in the sales review rather than asking officers to promise. If a visit is not in the record, it did not happen as far as the manager is concerned.
What do we do with the chats owners send on WhatsApp?
Note the outcome in the record and move any papers to your secure store. Do not paste chat text with statements or KYC into the CRM. Ask the owner to use the secure link for documents from the first message.
Who owns the data when a DSA stops working with us?
Your agreement should say that enquiries sent to you are in your record, and that you may contact the owner if he agreed to it. The partner's own list belongs to him. Check the wording with a lawyer and your compliance officer.
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, split into our time, your media spend and production.
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?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
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?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.

From the blog

Further reading for MSME and business finance providers.

All articles

More for MSME and business finance providers

Everything else we would do for you.

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Or start from the overview: sales and marketing for MSME and business finance providers.

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