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.
A 90-minute audit call and a written, scored report. Turnaround, reporting and term are agreed in writing after the audit.
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.
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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 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.
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.
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.
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.
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.
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.
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.
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
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.
Can we pay a CA or a dealer for sending clients?
How do we track which dealer sent which file?
May we tell a referrer how his friend's file is going?
Our past borrowers like us but never refer anyone. Why?
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 2026What healthcare buyers check before they choose youA patient, a referring doctor and a hospital purchase team each check something different before choosing a provider. This post lists what each one looks at and where a clinic, lab or supplier loses them.
- 5 min read · 6 Oct 2026How fleet operators fill vehicles that stand idleIdle hours differ by vehicle: school buses in holidays, employee cabs between shifts, tempo travellers in the monsoon. This post matches each kind of idle time to the buyer who can use it.
- 6 min read · 6 Oct 2026How eye hospitals keep opticians and physicians referringA referrer sends a patient, then waits to hear what happened. Here is how an eye hospital closes that loop with a short note, a clear contact and no payment for patients.
More for MSME and business finance providers
Everything else we would do for you.
- SEO for MSME and business finance providers
- Local SEO for MSME and business finance providers
- PPC for MSME and business finance providers
- Lead generation for MSME and business finance providers
- WhatsApp marketing for MSME and business finance providers
- Follow-up systems for MSME and business finance providers
- CRM for MSME and business finance providers
- Reputation management for MSME and business finance providers
- Content marketing for MSME and business finance providers
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.