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Gold and diamond buyers · Lead generation

Bring in sellers who arrive with jewellery in hand, not callers who only want a rate.

Lead generation for a gold and diamond buyer means reaching households, jewellers and diamond owners who have something to sell and a reason to trust your counter. GullySales works on the sources that bring in real sellers, and on recording each enquiry so none is lost.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Gold jewellery displayed on a neutral presentation surface

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 gold and diamond buyers

Sales and marketing for gold and diamond buyers, the overview.

Last updated 22 Oct 2026.

For gold and diamond buyers

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

  • “A rate caller and a seller are different leads”

    Someone asking the rate for a ring may be comparing five shops or may be sitting on a locker full of old chains. Without a note of what the caller owns and why they are selling, the team treats both the same and wins neither.

  • “The seller who needs money picks the shop that replied in writing”

    A family clearing a debt or paying a fee does not want a stranger's voice on a busy line. A written reply they can show a spouse, with the shop address and what to carry, wins over a better rate quoted aloud.

  • “Households, jewellers and diamond owners need different doors”

    A widow with inherited sets, a jeweller with scrap and a collector with a certified stone each start their search differently. One page for all three gives each of them a reason to try the shop two lanes away.

  • “A lead source nobody asks about is a lead source nobody can repeat”

    Sellers arrive from Google, a neighbour, a jeweller's referral or a passing sign. If the counter never asks how they heard of you, the shop keeps paying for the wrong thing and drops the right one by accident.

What we do

What we deliver for gold and diamond buyers.

The work available for this need. We agree the deliverables and responsibilities for your engagement in writing.

  1. Seller-type pages

    Separate pages for household sellers, jewellers with scrap and owners of certified stones, each describing how a sale works at your counter in plain words.

    Result: Each type of seller finds a page that speaks to their situation.

  2. A what-to-bring checklist

    A short list of what a seller should carry, such as the items, any bill or certificate, and identity documents your adviser says you must record.

    Result: Fewer wasted trips and fewer sellers surprised at the counter.

  3. Enquiry record with source

    A simple sheet or CRM entry for every call and message, noting the item, the source and whether they came in.

    Result: You can see which route brought each seller who sold.

  4. A counter question for every visitor

    One line your staff ask each seller, how did you hear of us, with a fixed list of answers to tick.

    Result: The source column fills from real conversations, not guesses.

  5. Referral route for jewellers

    A short note and contact route for jewellers who send scrap or old stock, kept separate from household enquiries.

    Result: Trade referrals are logged apart from walk-in sellers.

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

What to capture first

Note these at the counter and on the phone for every seller.

What the seller is bringing
Chain, bangles, coins, bar or a diamond piece, noted so the right person is ready and the item is not treated as scrap.
Hallmarked or not, and any certificate
Whether the pieces carry a hallmark or a stone certificate, since a certified solitaire is valued differently from melted gold.
Why the seller is selling
Upgrade, a family need or clearing old stock, recorded gently without pressing, so the reply fits the situation.
How the seller heard of the shop
Map, a jeweller's referral, a neighbour or a post, so the source sheet shows what brings sellers in and not just callers.
Preferred time to visit
A time given by the seller, so the weighing and testing are done unhurried and in view.

Who it is for

This is written for these gold and diamond buyers.

  • Walk-in old gold buying shops in market lanes and near jewellery streets
  • Cash-for-gold counters and franchise-style buying outlets
  • Jewellers who run an old-gold exchange and buyback desk beside new sales
  • Certified diamond and solitaire buyers who work from a certificate
  • Scrap and bullion buyers who deal with jewellers and manufacturers
  • Silver and coin buyers in temple-town and festival markets
  • Door-to-door and appointment-based buyers who visit the seller's home
  • Pawn brokers who also buy outright

Not for

It is not the right fit if.

  • Nobody at the counter can explain the test and weighing to a nervous seller, so more footfall would only lose them.
  • Your records of who walked in are blank, so a lead source would not be known for months.
  • You want sellers who ask only the rate, which no lead work can turn into a visit.

Before you decide

Agree the work. Know how to judge it.

Lead generation for gold and diamond buyers: use these checks to prepare, choose the scope, and review what changes.

Bring the right evidence

Define the organisations or buyers you can serve and the reasons they would consider a conversation. Bring examples of accepted and rejected prospects so the selection rule is visible.

Make the scope clear

Agree the research sources, contact approach, qualification rules, and handover. Clarify which meetings count as accepted and what happens to replies that are not ready to buy.

Check the work in use

Review why a prospect was selected and what was learned from the response. Count held, relevant conversations separately from contacts found, messages sent, or meetings booked.

Know when to change course

If the same objection appears repeatedly, adjust the offer or buyer group before increasing outreach. Respect a request to stop contact and keep the exclusion in the record.

These are discussion points, not a fixed package. GullySales confirms the deliverables, responsibilities, fee, and term in writing after reading your brief and speaking with you.

How it works

How the lead generation work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Requirements and capacity decision

    Send the requirements brief, then discuss your offer and available sales capacity with us. You receive the scope, fee, and term in writing before committing to the work.

  2. 2

    Source review and baseline approval

    We review available enquiry records and channel dashboards. You confirm the starting figures for enquiries by source, reply time, conversion, and cost per order, including gaps in the records.

  3. 3

    Offer and capture approval

    Your sales lead approves the audience and the questions needed before a call. Page copy and contact-use wording go through your internal review before publication.

  4. 4

    Test enquiry and sales handoff

    We test the agreed routes from submission to the shared record and first reply. The person responsible for sales checks that the record contains enough information to act.

  5. 5

    Launch and source decisions

    Traffic starts on the approved channels. We compare enquiry quality with the baseline and use your sales outcomes to decide which sources need changes or less spend.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Which type of seller should we chase first?
The one you already serve well and can handle on the day. Look at your own records of who sold last year, then build the first page for that seller before widening.
Can we advertise our rate to attract sellers?
That is your business decision, and rates move. We write about how the rate is stated and the weighing and testing at the counter. Check advertising and records rules with your own adviser.
What if a lead refuses to share details on the phone?
Respect it. Offer the shop address and the checklist in writing and let them come in. A seller who is pressed for details on the first call may decide the shop is not safe.
Should we ask for identity details on the first call?
No. Ask what the seller is bringing and when they can come, and leave identity checks for the counter. Take advice from your own adviser on what you must record and how long to keep it. Asking for documents by phone makes a nervous seller hang up.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, 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 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.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

More for gold and diamond buyers

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Also for gold and diamond buyers

Or start from the overview: sales and marketing for gold and diamond buyers.

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