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Government tender and B2G suppliers · Referral marketing

Earn the introduction without giving anyone a reason to refuse it.

Referral marketing for a government supplier is how a performance letter, a consultant's mention or a fellow supplier's introduction brings you to a new department. GullySales builds a clean, recorded routine for asking, and keeps it inside what government conduct and procurement rules allow.

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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 government tender and B2G suppliers

Sales and marketing for government tender and B2G suppliers, the overview.

Last updated 11 Oct 2026.

For government tender and B2G suppliers

Where it usually goes wrong, and what we would do.

  • “Government staff cannot accept anything in return”

    Conduct rules restrict gifts and favours, so a thank-you that suits a private customer can put an officer in difficulty.

  • “Referrals come but are never traced”

    A new department calls because an officer in another office recommended you, and nobody asks or records who.

  • “Fellow suppliers are treated as rivals only”

    A supplier who cannot take a tender in your area could pass it to you, but the relationship does not exist.

What we do

What we deliver for government tender and B2G suppliers.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. A performance letter request

    A polite standard request, sent after each completed supply, for a letter on supply, quality and delivery.

    Result: Your reference file grows with each order.

  2. A list of referral sources

    Past departments, consultants, architects, associations and fellow suppliers, each with what they could introduce and how they should be approached.

    Result: You know who might send work.

  3. Plain thank-you wording

    A message of thanks that gives nothing of value and states the work done, written to sit inside a department's conduct rules.

    Result: Nobody is embarrassed by being helpful.

  4. A source field in every enquiry

    A required question at entry on how the enquirer heard of you, filled in the CRM.

    Result: You can trace orders to introductions.

  5. A supplier exchange arrangement

    A clear, written understanding with a few non-competing suppliers on passing on tenders outside each other's products or areas.

    Result: Notices you cannot bid on become help to a friend, and the favour returns.

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 work in this trade

Where a government supplier's referrals come from, and how to handle each within the rules.

Past departments and officers
A performance letter and a mention to a colleague in another office are the main referrals. Ask once after a clean supply, and never link the request to any favour.
Consultants, architects and engineers who draft specifications
They are professionals, not officers. Share data sheets and offer technical help. Record any project they bring you, and keep the relationship about the product.
Fellow suppliers and dealers
Agree in writing which notices each will pass on and what happens if a bid is won. Keep rates and bid information of live tenders out of the conversation.
Trade and industry associations
Members share news of departments' habits and payment times. Take part in the meetings, and record each introduction you get through them.
Manufacturers and OEMs
An OEM that lists you as an authorised dealer sends enquiries from departments. Keep authorisation letters current and ask the OEM how it passes on leads.
What never to do
Never offer an officer a gift, a commission or a favour for an introduction or an order. It may breach the law and will end your name in that department. Check the conduct rules with your adviser.

Who it is for

This is written for these government tender and B2G suppliers.

  • Furniture, stationery and office equipment suppliers
  • Medical equipment, consumables and laboratory suppliers
  • Civil, electrical and maintenance contractors
  • IT hardware, software and managed service providers
  • Uniform, textile, food and canteen suppliers
  • Vehicle hire, security and housekeeping service firms
  • Printing, signage and publicity contractors
  • Manufacturers and authorised dealers supplying through GeM and state portals

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

    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

    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

    The fix we agreed to start with is put in place and measured against the baseline, whether that is reply time, a follow-up sequence, the page buyers land on 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 reward an officer who recommends us?
No. Officers are bound by conduct rules and cannot accept gifts or favours linked to their work. A courteous thank-you note is enough. Anything more risks the officer and your standing, and can cause a bid to be rejected.
How do we track who sent whom?
Ask every new enquirer how they heard of you and record the answer in the CRM. For officers, note the office rather than only a name, since postings change. Review the sources once a year.
Can we ask a consultant for a referral fee arrangement?
Be careful. A fee for a professional's own work is one thing, and a payment tied to a specification or an award is another and may be unlawful. Ask your own adviser before agreeing anything with a consultant.
How often can we ask a department for a letter?
Once for each completed supply, after acceptance and payment are clear. Asking while a bill is pending can look like pressure. Keep letters on the department's letterhead, signed by the person with the authority.
Can marketing help us win a tender that goes to the lowest bidder?
Not directly, because the lowest qualified rate wins. Marketing helps earlier: being known to the user department, shaping what the specification asks for and arriving with a complete file. It cannot change the rule.
Do you submit our bids for us?
No. Bids carry your signature, digital certificate and legal responsibility, so they must be filed by you or your authorised person. We organise the library and the follow-up, and your team checks every document.
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.

More for government tender and B2G suppliers

Everything else we would do for you.

Closest to this: customers after the sale

Also for government tender and B2G suppliers

Or start from the overview: sales and marketing for government tender and B2G suppliers.

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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