Sales management · Sales force design
Decide which customers get a visit and which get a call, one segment at a time.
Sales coverage is the decision about which customers get a rep who visits and which get a phone call or a WhatsApp message. This page covers a five-question fit test for each product or segment and the cost of a contact in each mode. It ends in a coverage table the owner signs off.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
In one paragraph
Sales coverage is the decision about which customers get a rep who visits and which get a phone call or a WhatsApp message. This page covers a five-question fit test for each product or segment and the cost of a contact in each mode. It ends in a coverage table the owner signs off.
A spares dealer in Peenya has four reps on two-wheelers. Two of them lose a whole morning riding to a workshop in Tumkur that buys a few filters a month and would happily order on WhatsApp. Meanwhile a machine-shop owner who wants a full line of tooling has been waiting nine days for someone to turn up with samples.
Coverage is the rule that matches a customer to a way of being sold to. Outside means the rep goes to the customer. Inside means the customer is sold to from your desk, by phone, WhatsApp and email. Hybrid puts one of each on the same account: the call keeps the reorder warm, and the visit happens when the order is large or the terms need negotiating.
The owner and the sales manager sign this off together, because it decides who is hired next and which rep loses a route. It replaces the habit of covering every customer the way the oldest customer was covered. The sales org and reporting map shows who does the reaching; this page decides how each customer is reached.
If you have two reps and thirty customers, you already know the answer. Write the table in an hour and move on. The work pays when the customer list has outgrown what the owner remembers.
Where this sits
Topic 3 of 14 in sales management: sales force design. Who does what in selling, how the team is organised and how big it should be.
- The topic before
- Sales planning and goals
- The topic after
- Recruitment and selection
If you want this done for you
Sell by phone and video as well as your best rep sells sitting across the table.
The work
What this is actually like.
“Cost per contact is the number nobody has”
Take what a field rep costs in a month: pay, fuel, phone, daily allowance. Divide by visits actually completed, not planned. Do the same for a telecaller and connected calls. The gap between the two figures is wide, and it settles the argument about where the next hire should sit.
“Inside selling in India is a WhatsApp job”
Reorders arrive as a photo of a handwritten list. An inside rep needs a catalogue the customer can open, a current price list and a stock answer on the same day. Without those, the telecaller is a reminder service and the customer goes back to whoever replies faster.
“A visit has to be earned by the product”
Ask five things of each segment: is the product complex, does it need service after the sale, is the ticket large, are terms negotiated, is the buyer close to deciding. A segment that scores one yes does not need a rider. A segment that scores four does, and a call will not replace it.
“Hybrid fails when two people own the account”
The rep assumes the telecaller called. The telecaller assumes the rep visited. Name one owner per account and make the other a support role with a written trigger, such as the rep visits when a single order crosses a figure you set.
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.
Segment table
One row per customer segment, such as workshops, dealers, hospitals or households. Columns: average order, orders a year, product complexity, service need after sale, whether terms are negotiated, number of buyers. The sales manager fills it from last year's invoices.
Result: Finished when every active customer fits exactly one row.
Cost per contact sheet
Monthly cost of a field rep, visits completed, monthly cost of a telecaller, connected calls, and the division. Put your own figures in, not an estimate from somewhere else.
Result: Finished when you can say in rupees what one visit and one call cost.
Coverage table
Segment, mode (outside, inside or hybrid), account owner, support person, and the trigger that moves an account from one mode to the other.
Result: Finished when a new rep can read the table and know which customers they visit.
WhatsApp ordering kit
For inside segments: the catalogue link, the price list, a message format for placing an order, and a standard reply for stock and dispatch. The telecaller owns it.
Result: Finished when a repeat customer can place an order from a phone without calling back to ask a price.
A sixty-day trial
Move one segment to inside cover and write its order count next to the figure for the period before. The owner reads the two numbers together before changing anything else.
Result: Finished when the before and after counts sit side by side on one sheet.
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.
Can a small business afford inside sales?
Which customers should stay with a field rep?
Do we need a CRM to run inside sales?
What if our reps resist losing customers to a telecaller?
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 sales force design
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.