Sales management · Performance evaluation
Ask your key accounts two questions and call them yourself.
A customer loyalty pulse is a short, regular call to your biggest accounts that asks what share of their buying they give you, and whether they would recommend you. This page covers the two questions, who should call, how to record the answers, and how rep names get into the notes.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
In one paragraph
A customer loyalty pulse is a short, regular call to your biggest accounts that asks what share of their buying they give you, and whether they would recommend you. This page covers the two questions, who should call, how to record the answers, and how rep names get into the notes.
A paint distributor in Surat has a retailer who has bought from the distributor for eleven years. The orders are steady. On a Tuesday call the owner learns that the retailer now gets half of the tinting stock from a rival who visits twice a week. Nobody had asked.
The pulse is two questions, repeated each quarter to the accounts that matter most. First, out of everything you buy in this line, what share comes to us? Second, how likely are you to tell another business to buy from us, and why?
The owner or a senior manager makes the calls, not the rep who handles the account. It takes five minutes per customer and replaces the annual feedback form that dealers leave blank.
It follows the Pareto work, because that tells you which accounts to ring, and it feeds the rep review, because customers also say how each rep treats them.
Where this sits
Topic 12 of 14 in sales management: performance evaluation. Judging reps and the business fairly and regularly.
- The topic before
- Territory management
- The topic after
- Legal and ethical issues
If you want this done for you
Ask customers how it is going before they tell you by leaving.
The work
What this is actually like.
“Share of wallet tells you more than satisfaction”
A customer can be happy and give you a fifth of their business. Ask for the share, and ask what would move it. The gap between what they buy from you and what they could is your real growth in that account.
“A call in their own language beats a form”
Dealers and retailers will tell you in Kannada, Tamil or Hindi over the phone what they would never write in an English form. Make the call, take two lines of notes, and write the answer in their words.
“Who calls changes what you hear”
If the account's own rep calls, they hear compliments. If the owner or a manager from another team calls, they hear the truth. Rotate callers, and tell the rep beforehand so there are no surprises.
“A low score is a gift only if someone acts”
A customer who says six out of ten and nobody contacts them again learns that the question was a formality. Set a rule that every score below seven gets a visit or call within a few days from a named person.
What we do
What you end up with.
The documents this topic produces, what each one is for, and how you know it is finished.
The call list
The top accounts from your Pareto sheet, with the contact name, language, the account's rep and the last call date. Maintained by the sales manager.
Result: Finished when every account on the list has a contact who is willing to take a call.
The two-question script
The two questions, one follow-up for each, and a closing line. Written in each language your customers use, and read once by a native speaker.
Result: Finished when a caller can run it from memory without sounding like a survey.
The pulse log
One row per call: date, account, share of wallet, recommendation score, reason in the customer's words, rep, and follow-up action.
Result: Finished when every row with a score below seven has an action and an owner.
The rep feedback summary
For each rep, the lines customers said about them, grouped as praise and problems, with the account names removed where the customer asked for it.
Result: Finished when the rep has read their own summary before their next review.
The quarter-on-quarter view
A chart or table of share of wallet by account across the last several rounds.
Result: Finished when you can name the three accounts whose share fell and what you did.
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.
FAQ
Questions owners ask before they call.
Not here? More answers, or ask on WhatsApp.
How many accounts should I call?
What if the customer will not tell me their share?
Can I send it on WhatsApp instead?
Does this replace a customer satisfaction survey?
How much does it cost?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
What if we are not happy with the work?
Where to go next
The work that carries this topic further.
The rest of performance evaluation
Or read all of sales management.
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.