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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.

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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.

Business development representatives research prospects and speak with customers

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 from the free audit.

    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

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
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.
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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Your next practical step

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

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