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MSME and business finance providers · Referral marketing

When a CA sends you one client, he sends the next only if he hears what happened.

Referral marketing for an MSME and business finance provider is the work of earning introductions from chartered accountants, machinery dealers, association officers and borrowers who repaid, and making each one easy and safe to give. GullySales builds the introducer list, the introduction note and the record that shows which source sent which file.

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 Referral marketing

What referral marketing means

Referral marketing is asking an existing customer to recommend you to someone they know, usually with a reward for both sides. It differs from a loyalty scheme because it brings in a new customer rather than a repeat purchase. GullySales builds the ask and the reward into a point where a customer is already satisfied.

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 CA never hears what became of his client”

    He sends a file, the lender goes quiet and the owner tells him it was declined. He sends the next one elsewhere, and you never learn why you were dropped.

  • “Paying for a referral is regulated, so it is easy to get wrong”

    What may be paid to an introducer depends on your licence and the arrangement. A fee promised in a phone call and never written down turns into a dispute or a compliance finding.

  • “A repaid borrower does not know you take referrals”

    An owner who repaid on time is the best recommendation you have. Nobody asked him to mention you, and he does not know a friend's file would be welcome.

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. An introducer list with the real relationship

    CAs, dealers, association secretaries and past borrowers, each with who knows them, what they have sent and what became of it.

    Result: You can see who sends files that complete and who needs attention.

  2. A one-page note for introducers

    What you lend against, what you do not, how a file is handed over and what the introducer will be told, written so it can be forwarded.

    Result: An introducer can judge fit without a phone call.

  3. A feedback routine to every introducer

    A short note when a file is received, sanctioned, declined or stalled, with no detail of the owner's finances beyond what he has agreed to share.

    Result: Introducers hear what happened and keep sending.

  4. A written partner agreement

    Terms for each type of introducer, written with your compliance officer, covering what may be paid, when and how files are credited.

    Result: Nobody argues later about what was promised.

  5. A borrower referral request after repayment

    A call or message to owners who repaid cleanly, asking whether they know another owner who needs finance, with an easy way to pass on your number.

    Result: Good borrowers become a source and not only a record.

  6. Referral source recorded on every file

    The introducer's name and code written on the enquiry at the first touch, with files counted by source through to drawdown.

    Result: You can compare introducers by loans and not by goodwill.

How the result is measured

  • Referrals received
  • Referral conversion rate
  • Cost per referred customer

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

Read the full referral marketing page

How referrals reach a lender

Who sends business owners to a lender, what prompts them, and how to thank them within the rules.

The chartered accountant or GST practitioner
He sees an owner's turnover and cash squeeze first. Give him a one-page note and the name of one officer. Tell him what became of each file. Any fee depends on your licence, so ask compliance.
The machinery or equipment dealer
He sells the machine the loan will fund, so he wants the buyer's file to close. Give him a papers list for his counter, name an officer and tell him within your own routine when his customer's file moves.
The industrial association secretary
Owners ask him who lends. Offer a talk on how a lender reads GST returns and bank statements, with nothing sold. Give him a note he can hand out, and never ask for the member list.
The borrower who repaid on time
Ask at closure or renewal whether he knows another owner who needs finance. Make the introduction easy to pass on, and note the name only with his consent.
The banker who has to decline
A bank officer sometimes declines a client for want of collateral. Check what his employer allows before any arrangement, and never expect a fee-sharing deal. Record the outcome.
What never to do
Never pay or promise anything outside a written agreement, share a borrower's file with his introducer or name borrowers publicly without written consent. Check with compliance what your licence allows.

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 referral marketing work runs

  1. 1

    Understand your margin and customer relationship

    We agree what reward is genuinely sustainable and appropriate for your business and customer type.

  2. 2

    Audit existing informal referrals

    We check how much word of mouth already happens, to size expectations for the formal programme realistically.

  3. 3

    Design the offer and mechanism

    A specific reward and an easy sharing method are built and tested.

  4. 4

    Implement and promote

    The programme is surfaced at the right moments in your customer journey.

  5. 5

    Measure and adjust

    We track referrals and conversions, adjusting the reward or promotion if uptake is low.

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
Can we pay a CA or a dealer for sending clients?
It depends on your licence and what the arrangement is. A written agreement and your compliance officer's approval come first, and some professionals' own bodies restrict what they may accept. Ask the CA to check with his institute.
How do we track which dealer sent which file?
Give each dealer a code, and write it on the enquiry at the first touch. Ask the officer to confirm it when the owner says who sent him. If an owner says he found you himself, record that too.
May we tell a referrer how his friend's file is going?
Only what the owner has agreed to share. The usual answer is whether the file is with credit, sanctioned or declined, and the owner should say yes first. Never give amounts or reasons without his say.
Our past borrowers like us but never refer anyone. Why?
Nobody asked, and it is not clear what a referral would involve. Ask at renewal, give him one line to pass on and one officer's name, and thank him in person. Do not chase borrowers who are still repaying with difficulty.
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.

All articles

More for MSME and business finance providers

Everything else we would do for you.

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

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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