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MSME and business finance providers · Follow up systems

The owner said he would send the GST returns tomorrow, and the file has sat open since.

A follow-up system for an MSME and business finance provider decides who rings an owner when papers are missing, a file is with credit, a sanction is not drawn down or an enquiry was declined, and what is written after each call. GullySales builds the routine and the records, and your officers make the calls.

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 Lead response and follow-up

What follow up systems means

A follow-up system is the set routine for calling, messaging or emailing an enquiry more than once, since most buyers do not decide on the first conversation. GullySales sets the number and timing of follow-ups so an undecided buyer keeps hearing from you until they decide either way.

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 papers promise that nobody checks”

    I will send it tomorrow is the commonest answer an owner gives, and a file with no next-call date goes cold while the owner moves on to the lender who rang back.

  • “Credit takes time and the owner hears nothing”

    A file waiting for the credit team looks to the owner like a file ignored. Officers who say nothing until there is news lose the owner to anyone who calls.

  • “Sanctioned and never drawn down”

    A machine is delayed or a purchase falls through, and the sanction lapses unnoticed. Nobody called to ask whether the owner still needed the money.

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. A next-call date on every open file

    No enquiry closed without a written date and a person for the next call, kept in the record the whole team can see.

    Result: No file is open and unowned.

  2. A papers-pending routine

    A message listing exactly what is missing, a call the next working day after the owner's promised date, and a record of the new date he gave.

    Result: A missing bank statement becomes a call, not a silence.

  3. A status update during credit

    A short note to the owner when the file reaches credit and when a query comes back, written by the relationship officer.

    Result: The owner is told where his file is before he asks.

  4. A check on sanctions not drawn down

    A list of sanctioned files with no drawdown and a call asking whether the need has changed, with the answer written down.

    Result: Lapsed sanctions are found by you and not by the owner.

  5. A declined-file revisit list

    Each declined owner with the reason in plain words and the date the answer might differ.

    Result: A no today is a call on the right date later.

  6. Follow-up results counted

    Calls made, papers received after each call and files moved, by officer and by source, against the baseline taken before the work starts.

    Result: You see which routine moves files.

How the result is measured

  • Follow-up completion rate
  • Average number of follow-ups before close
  • Enquiries closed after repeat follow-up

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

Read the full lead response and follow-up page

Follow-up routine for lenders

Each open MSME enquiry has a person, a channel and a next step written down.

Enquiry received, no one has answered yet
The relationship officer rings the number on the form during business hours, and if there is no answer, sends one WhatsApp note with the papers list. Record each attempt and the outcome.
Owner promised to send papers
Note the date he gave, and ring the next working day if the papers have not arrived. Ask whether something is missing at his end, such as a return not filed. Write down the new date.
File is with the credit team
The officer tells the owner when the file went in, what credit may ask and who will call. When a query comes back, ring the owner first and write what was asked.
Sanctioned, but no drawdown
Ring and ask whether the purchase or the invoice is ready, and what is holding it up. Record the reason, and note whether the sanction will need renewing.
Declined, with a reason that can change
Say the reason plainly, say what would change it and ask whether he wants a call when it does. Record the answer and the date. Do not promise that the answer will then differ.
Repaid, and a year on
Ring the borrower who repaid in full and ask how the business is doing. If he needs finance, start the top-up file. If he does not, ask who else could use a lender and note it.

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 follow up systems work runs

  1. 1

    Measure today's reply time

    From last month's enquiries, we measure how long each waited for a first reply and how many follow-ups it got.

  2. 2

    Agree targets and the sequence

    We set reply targets and the follow-up sequence with your team, based on its real hours and workload.

  3. 3

    Set up templates, tasks and ownership

    Templates, first-call questions, CRM tasks and named owners go live, with cover for leave and weekends.

  4. 4

    Track and adjust every month

    Reply time and follow-up completion are reported against the baseline, and the routine is changed where it is not kept.

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
Will repeated calls annoy a busy owner?
They will if every call asks the same thing. Ring with one purpose, say what it is, and agree the next date at the end. Avoid the days around GST filing and the last days of the month, when the owner is with his accountant.
Who should follow up when a DSA sent the file?
Agree this in the partner agreement. Many lenders let the partner chase papers and the lender's own officer call about status and credit. The owner should know your officer's name and number either way.
Is WhatsApp or a call better for a business loan file?
A call for the first contact and for anything about credit. WhatsApp for the papers list, a reminder and a status line. Many owners answer a message at night that they would never answer on the phone at noon.
When do we stop chasing an owner who has gone quiet?
Decide a rule for each stage and write it down: how many attempts, on which channels, then one last message saying the file is closed and how to reopen it. Record the reason as no response, not as declined.
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

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Everything else we would do for you.

Closest to this: leads and follow-up

Also for MSME and business finance providers

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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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