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MSME and business finance providers · Lead generation

A business loan enquiry comes through a CA, a DSA, a dealer or an app, so write down who sent it first.

Lead generation for an MSME and business finance provider means bringing in owners who run a real business, need money and fit a product you lend on, and recording where each one came from. GullySales sets up the sources, the first-screen questions and the source codes, then counts files that complete and not forms that arrive.

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 Demand and lead generation

What lead generation means

Lead generation is the combined work of every channel that brings in a new enquiry, whether from search, adverts, referrals or a stall at an exhibition. GullySales runs these channels together and reports the number of enquiries each one produced, not the activity behind it.

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 same business arrives three times from three sources”

    A CA sends him, a comparison site sends him and he walks in. If nobody notices, the officers fight over the file and the partner who deserved credit gets none.

  • “Leads bought from a comparison site were sold to several lenders”

    The owner has had calls from others before yours. The lender who rings first with the right papers list wins, and the rest paid for a name that no longer answers.

  • “A form fill is counted as a lead, a business is not checked”

    A person with no GST number, a salaried borrower and a student all fill the same form. Whether a lead is real is a credit-policy question, and the first screen must put it as one.

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 source list with a code for each channel

    CA introductions, dealers, DSAs, comparison sites, ads, the website, walk-ins and field visits, each with a code written on the enquiry from the first touch.

    Result: Every file can be traced back to the person or page that sent it.

  2. A first-screen question set from your credit policy

    Six or seven questions on business type, GST registration, age of the business, the need and the existing loans, agreed with your credit head.

    Result: Officers stop spending a day on a file that was never going to qualify.

  3. An application form that asks what the first call needs

    Business name, GST number, product wanted and best time to call, with the papers asked for after the first conversation and not in the form.

    Result: More owners finish a form on a phone.

  4. A duplicate rule for partner payouts

    A written rule on who owns a file that arrives from two sources, and for how long, so partners are paid fairly and disputes stop.

    Result: Partners know where they stand before the file is lost.

  5. A partner file intake sheet

    One sheet every DSA and CA fills: business, product, papers sent, papers pending and the owner's consent to be contacted.

    Result: An incomplete file goes back with a list instead of sitting in a queue.

  6. Enquiries counted to drawdown, by source

    Every source followed through papers complete, credit decision and drawdown against the baseline taken before the work starts.

    Result: You can compare sources by loans, not by volume.

How the result is measured

  • Enquiries generated
  • Cost per enquiry
  • Enquiries by source

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

Read the full demand and lead generation page

Where enquiries come from

Where an MSME lender hears from business owners, and what to write down for each.

CA or tax practitioner introduction
Record the CA, the client's business, the product and the date. Tell the CA the file has arrived on the day it does, and tell him what became of it. A professional who hears nothing stops sending.
DSA or loan consultant file
Log the partner code, the papers received and the papers missing. Give the partner the list the same day so he can chase his client, and check that the owner knows your company name.
Machinery or equipment dealer
Record the dealer, the machine and the quotation date. Ring the buyer when the dealer sends the name, tell the dealer you did, and write down which financier the buyer was also talking to.
Comparison site or marketplace lead
Record the source and the time it arrived, and ring first. Ask whether other lenders have called already. Note the business, and drop the file if no GST number exists.
Website form, ad click or WhatsApp
Write the page or ad that sent the owner, plus GST number and the need. Where the form was a half-fill, ring the number given and ask what stopped him.
Existing borrower asking for a top-up
Link the enquiry to the earlier loan, note the original product and why more money is needed. A repayment record already exists, so the file should need fewer papers than a new one.

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 lead generation work runs

  1. 1

    Understand your capacity

    We agree how many enquiries your sales team can actually handle well, so the system is not built to overwhelm it.

  2. 2

    Audit current sources

    We check what already brings in enquiries today, even informally, before adding anything new.

  3. 3

    Strategise the channel mix

    Content, search and paid channels are chosen based on where your buyers already look.

  4. 4

    Implement capture and follow-up

    Pages, forms and a follow-up process are built and connected end to end.

  5. 5

    Measure and optimise

    We track enquiry volume and quality and adjust the channel mix to match.

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
Is it worth buying leads from comparison sites?
Sometimes, as a test, with the cost counted per sanctioned loan and not per lead. Ask whether the same lead is sold to others, who owns the consent and what you may do with the number. Stop if files stop completing.
What counts as a qualified lead for a business loan?
A real business, GST or other registration where the product needs it, enough age, a stated need and no known reason the product cannot lend. Your credit head sets the line. Write it down so officers apply the same one.
Two partners send the same business. Who gets credit?
The partner whose file reached you first with the owner's consent, unless your agreement says otherwise. Write the rule before it is needed. Ask both partners for the owner's consent record if it is disputed.
Do walks-ins and field visits count as lead generation?
Yes. A field officer visiting an industrial estate or a market is a source, and his visits need a code like any other channel. Without one, the best-performing officer cannot be told from the one who only visits.
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.
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.

From the blog

Further reading for MSME and business finance providers.

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Everything else we would do for you.

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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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