The sales process · Lead generation
Every rupee of dealer margin buys a salesperson you do not employ.
A channel sales partner is a dealer, distributor or reseller who sells your product to their own customers and keeps a margin for doing it. You trade margin for reach, and you give up some hold on the customer. GullySales works out the margin, the rules of engagement, and who owns the buyer afterwards.
In one paragraph
A channel sales partner is a dealer, distributor or reseller who sells your product to their own customers and keeps a margin for doing it. You trade margin for reach, and you give up some hold on the customer. GullySales works out the margin, the rules of engagement, and who owns the buyer afterwards.
Appointing a dealer feels like free sales capacity. It is not free. You pay in margin, on every order, for as long as the arrangement lasts. That is usually a sound trade, provided you know the number before you sign somebody in a hurry.
Three answers decide whether a channel works, and all three belong in writing before the first appointment. What the partner earns. What happens when your own salesperson walks into a customer the partner is already talking to. And who holds the customer's phone number the day the arrangement ends.
Word of mouth, the step before, brings you buyers who already trust somebody. A partner brings you a buyer who trusts them, which has to be earned again if the partner leaves. Webinars, the step after, are one of the few affordable ways to keep a scattered dealer network and their customers taught.
Where this sits
Stage 4 of 10, lead generation. The routes an enquiry can arrive by, and what each one costs in money or in time.
- The stage before
- Prospecting
- The stage after
- Sales enablement
If you want this done for you
Decide your direct versus distributor sales mix before you build a network around it.
The work
What this step is actually like.
“Work out the margin before you promise it”
The discount you quote is not the margin you give away. Write down your price to the partner and their price to the customer. Then add everything you keep paying for after the order: freight, the demo unit, the warranty visit, the credit period. Work it out this way and the comparison is plain: a Peenya fabricator can see what the channel costs against hiring one person for that territory.
“The conflict is with your own team”
Your rep and your dealer will eventually call on the same customer, and that is the day somebody discounts to win an argument inside your own company. Decide first which accounts stay direct, which belong to the partner, and where a website enquiry from the partner's town goes. Name those accounts in the agreement, not in a phone call.
“Who owns the customer”
If the dealer holds the phone number, the service history and the renewal, you are renting that territory. Agree what comes back to you with every order: the end customer's name and contact, the installation record, and the right to speak to them about service. A candidate who refuses all three has told you something useful.
“When a channel is the wrong answer”
A product that needs a two-day technical sale only you can make will not be sold by somebody else either. One product on thin margin leaves nothing to share. And appointing dealers to fix weak demand fails quietly, because the dealer was waiting for demand as well.
What we do
What you end up with.
The artefacts this step produces, what each one is for, and how you know it is finished.
The partner sheet
One page per partner type: territory, the products they may sell, your price to them, the minimum first order, credit terms, the support you provide, and the review date. This is what a candidate reads before anybody says the word exclusivity.
Result: A candidate works out their own earnings from the page without ringing you.
The rules of engagement
A short written note covering accounts that stay direct, how an incoming lead is allotted, and what happens when two partners chase one customer. Your sales head signs this one, because it changes their targets.
Result: The first conflict is settled by reading the note rather than by whoever shouts.
The customer record clause
The line in the agreement saying the end customer's name, contact and installation details reach you with every order. State alongside it who takes a warranty call and who pays for the visit.
Result: You can still reach the customer the day a partner stops representing you.
The standing review
A meeting on a fixed date with a fixed shape. Orders against the agreed minimum, stock lying with the partner, service complaints, and one action each side takes before the next one.
Result: A partner going quiet shows up early, while there is still time to ask why.
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 monthly 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 lock-in, no guarantees we cannot keep
Three to six months at a time. 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, within a few working days
- 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.
Should we give a partner exclusivity for a territory?
What happens when our salesperson and a dealer chase the same customer?
How long before a new partner produces orders?
Who in our company has to agree the partner policy?
How much does it cost?
How long is the contract?
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 step further.
The rest of lead generation
Or read the whole sales process in order.