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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.

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A 90-minute audit call and a written, scored report. Turnaround, reporting and term are agreed in writing after the audit.

Colleagues review customer records and a sales pipeline on a monitor

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 from the free audit.

    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

Not for

It is not the right fit if.

  • You want a guaranteed Google ranking or a guaranteed number of leads. Nobody honest can promise either.
  • You need enquiries by next week and have nobody to answer them.
  • You want posts and reach reported, not enquiries and orders.

How it works

From your first message to the first report.

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

  1. First

    Free audit call

    90 minutes with whoever handles your enquiries: how they arrive, how fast they are answered, where they are lost.

  2. After the call

    Written, scored report

    Six areas scored, fixes ranked by return and cost. If you want our help, the scope, the fee and the reporting come with it, in writing.

  3. Before work starts

    Baseline recorded

    Enquiries by source, reply time, conversion and cost per order, written down so every later report has an honest comparison.

  4. After the baseline

    The first fix goes live

    Usually the cheapest one on the report: reply time, a follow-up sequence or the marketing-to-sales handover.

  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 work runs for MSME and business finance providers

  1. 1

    Assess

    In the free audit we trace how last year's enquiries arrived, by source and partner, and how many stopped at papers, at credit or after sanction, with how many declined owners were ever called again.

  2. 2

    Set the first screen

    A product page, a papers checklist and a short set of questions for each loan, agreed with your credit head so the first conversation matches the credit policy.

  3. 3

    Build the partner routes

    The introduction kit for CAs and dealers, the agreement and codes for DSAs, and a note back to every introducer when a file closes.

  4. 4

    Run the seasons

    Campaigns timed to financial year-end, the festival stock-up and machinery buying periods, with wording compliance has read before launch.

  5. 5

    Measure to drawdown

    Enquiries, papers complete, sanctioned and drawn down, counted by source against the baseline, so you can see which channel brings loans and not only files.

Proof

What happened when owners fixed this.

Real clients, the work we did, and the result as it was recorded. Where no number was recorded, none is claimed.

All case studies

  • Chord Road Hospital

    Situation
    Patients who knew the hospital trusted it. Patients who searched for a department or a treatment in the area did not find it.
    What we did
    • Website rebuilt around patient needs
    • Search visibility
    • Social media on a schedule
    • Review management
    Result
    • Organic traffic increased 60% within six months
    • Online appointment bookings increased 40%
    • Social following grew 45%, and engagement on it rose 70%
    Read the case study

  • Hotel Felicity Inn

    Situation
    A traveller compares three hotels on a phone and books one. The website was not built for that.
    What we did
    • The site rebuilt around booking
    • Photography and one look
    • Search work for destination searches
    • Content a traveller reads
    Result
    • Online bookings increased 35%
    • Organic traffic increased 50% within six months
    • Positive reviews on Google and TripAdvisor increased 30%
    Read the case study

Also worked with

Curtain Label · Difesa Security Services · Hands On CSR · Implevista · Kambar Group · Kalessi · Kerur Pain Clinic · LL Trust · Lucky Deals · Natural Gases · NavaShakthi Souhardha · NewCom Logistics · Proton Technical Services · SB Engineering · Shakthi Foundation · Shakthi Group · Urbanest · Insyde Studio · Venkateshwara Laser Tech · Vivara Studios

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.

The offer

Start with a free audit of how you sell.

It is useful on its own, whether or not you hire us.

What you receive

  • A 90-minute call with the person who will do the work
  • A written, scored report on the six places orders leak
  • Every fix ranked by what it returns and what it costs
  • The one thing to do first, and why
  • An honest line on whether you need outside help at all
  • If you do, the scope and the fee in writing

No invoice. No obligation. No sales script.

How the audit scores you: the Order Leak Framework

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FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Book the free audit
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.
Can we advertise an interest rate or a loan amount?
Only if the figure is current, the conditions travel with it and your compliance officer has approved how it is shown. Rates move with the borrower's profile, so many lenders show how pricing is decided and let the first call give the figure.
Will your team speak to our applicants about their loans?
No. We write the reply wording, set up the records and train your staff. Anything about a borrower's eligibility, offer or repayment is said by your team, because the licence and the credit decision are yours.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped in the free audit 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 the audit, 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, follow-up and your Google Business Profile are the quickest to show, because the enquiries already exist. Ads can follow soon after follow-up is in place. SEO and content take longer. How long each takes depends on your business, and the audit tells you which applies to you. Nothing here is guaranteed.
Who will actually do the work?
The person you meet on the audit call. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.

From the blog

Further reading for MSME and business finance providers.

All articles

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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.

Your next practical step

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90 minutes. A written, scored report. No invoice and no obligation.

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