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The sales process · Lead generation

The only list worth sending to is one you can explain, address by address.

Email marketing is sending planned messages to people who gave you their address, from a list the business owns and can account for. The list is the asset. Bought lists fail because nobody on them ever asked to hear from you. GullySales builds the list, records where each address came from, and writes what goes out.

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

Business development representatives research prospects and speak with customers

In one paragraph

Email marketing is sending planned messages to people who gave you their address, from a list the business owns and can account for. The list is the asset. Bought lists fail because nobody on them ever asked to hear from you. GullySales builds the list, records where each address came from, and writes what goes out.

Most businesses already have a list and have not noticed. It sits in the invoice book, the enquiry register, the exhibition visitor forms in a drawer. Pulling all that into one file is a dull week, and it is most of the job.

A bought list looks like a shortcut and behaves like a liability. The addresses are stale, the people never asked, and the complaints land on the domain your quotations and invoices also go out from. Once that domain is treated as a nuisance sender, ordinary business email starts disappearing too.

Indian buyers expect to be told how you got their address, and the rules on unsolicited messages here have tightened over the years. Do not take a settled position from a website, this one included. Your lawyer will tell you what applies to your list. Until then, write every send as though the recipient is about to ask.

Quora marketing, the step before, earns an address from a stranger who found an answer useful. Pinterest marketing, the step after, asks for the same patience from a much narrower set of trades.

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

Send emails written for the person on your list, not everyone on it.

Read the email marketing page

The work

What this step is actually like.

  • “Where an address came from is a column, not a memory”

    Every row needs a source and a date: the enquiry form on the pricing page, the visitor book at the January trade fair, the order placed in March. If nobody can say where a row came from, delete it. That one column is the difference between a list and a pile of addresses.

  • “Why bought lists fail”

    Nobody on a bought list is waiting to hear from you, so hardly anyone opens it and a few mark it as unwanted. The addresses are old, half the names belong to people who left, and the good ones get more of these than they read. You pay for the list, then pay again in deliverability.

  • “One address, one person, one reason”

    A past customer, a live enquiry and somebody who downloaded a guide are three different people, and they know it. Send all three the same message and everybody learns to ignore you. A Chickpet wholesaler keeping retailers on one list and walk-in buyers on another is already halfway there. One split is enough to start with. Put the people who have paid you on one side, and everybody else on the other.

  • “When email is the wrong channel”

    Plenty of Indian buyers do not read email. A kirana owner, a site contractor and a farmer answer WhatsApp and leave the inbox to their accountant. Look at your last fifty enquiries. If the address field is half empty or full of nonsense, this is not your channel.

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.

  1. The list file

    One spreadsheet, owned by the business rather than by one laptop, with columns for name, company, email, source, date added, what they asked about, last sent, and unsubscribed. The source and date columns are your consent record.

    Result: Any row can be explained to the person sitting in it.

  2. The unsubscribe rule

    One line in writing: how somebody gets off the list, who takes them off, and by when. An unsubscribe honoured the same week costs nothing and saves a complaint later.

    Result: Nobody has to ask twice to be left alone.

  3. The sending calendar

    Three months of dates with the subject of each send and who writes it. Choose a rhythm you can hold in a busy month, because a long gap makes the next email a surprise.

    Result: The list hears from you before it forgets who you are.

  4. A reply-to that a human reads

    An address somebody checks, rather than one that starts with the word noreply. The replies are where this channel's enquiries actually arrive, and a dead inbox throws them away.

    Result: The best lead from an email arrives as a reply, and somebody answers it.

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
Can we buy an email list to get started faster?
No. A bought list contains nobody who asked to hear from you, and the complaints damage the domain your quotations go out from. Building from your own invoices, enquiries and forms is slower, and it is the only version that works.
What do Indian rules say about emailing people who never asked?
Enough that you should ask your own lawyer rather than take a rule from a web page. What buyers here expect is simple: tell them how you got the address, and let them leave in one click. Keep the source and date against every row so you can answer if somebody does ask.
How often should we send without annoying people?
At a rhythm you can hold through your busiest month and your quietest one. Monthly suits most small businesses. A weekly email nobody has time to write properly does more damage than one good one a month.
Who in the company owns the list?
The business, not the person who built it, so the file sits somewhere two people can reach. Accounts holds the most accurate addresses, and whoever answers the phone hears the corrections first. Agree who updates it, or it rots quietly.
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. For sales work it is mostly our time, with production only where scripts, decks or CRM setup need it.
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?
Fixes to reply time and follow-up are the quickest to show, because the enquiries already exist. Process, CRM and training changes show as the team uses them. Each one is tracked against the baseline.
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?
To start, last month's enquiries in any format and time with whoever handles them. After that, access to the accounts the work touches, such as the website, Google Business Profile or CRM.
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.

Where to go next

The work that carries this step further.

Services

The rest of lead generation

Or read the whole sales process in order.

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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