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.
A 90-minute audit call and a written, scored report. Turnaround, reporting and term are agreed in writing after the audit.
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.
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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.
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.
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.
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.
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.
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.
Follow-up results counted
Calls made, papers received after each call and files moved, by officer and by source, against the baseline from the audit.
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.
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
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.
First
Free audit call
90 minutes with whoever handles your enquiries: how they arrive, how fast they are answered, where they are lost.
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.
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.
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.
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.
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
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
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
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
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
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.
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%
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%
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.
FAQ
Questions owners ask before they call.
Not here? More answers, or ask on WhatsApp.
Will repeated calls annoy a busy owner?
Who should follow up when a DSA sent the file?
Is WhatsApp or a call better for a business loan file?
When do we stop chasing an owner who has gone quiet?
Can we advertise an interest rate or a loan amount?
Will your team speak to our applicants about their loans?
How much does it cost?
How long is the contract?
How soon will we see results?
Who will actually do the work?
From the blog
Further reading for MSME and business finance providers.
- 6 min read · 6 Oct 2026How MSME lenders stop loan files dying at the papers stageA small business owner stops answering when the paper list keeps growing. How a lender can write the checklist down once, keep one person on the file and call back the owner who went quiet.
- 6 min read · 6 Oct 2026How buyers decide which lender or adviser to trustPeople choosing a bank, lender, insurance agent, adviser or payment company start from a name someone gave them, then check you before they call. This post sets out what they look for and where firms lose them.
- 6 min read · 6 Oct 2026Why power buyers hire the firm that explained the billHomes, societies and factories rarely plan to buy solar, a generator or an audit. This post shows how each buyer chooses between energy and utilities firms, and what the winner did first.
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- Reputation management for MSME and business finance providers
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Or start from the overview: sales and marketing for MSME and business finance providers.
Your next practical step
Get a free audit of how you sell, and a scored report of where the work is.
90 minutes. A written, scored report. No invoice and no obligation.