The sales process · Strategic plan
Know what an order costs you to win before you argue about the ad budget.
Financial goals for sales and marketing are the cost side of the same arithmetic. What you will pay for an enquiry, what an order costs to win once salaries are counted, and how the money splits between the two functions. GullySales records cost per order before work starts and reports it monthly.
In one paragraph
Financial goals for sales and marketing are the cost side of the same arithmetic. What you will pay for an enquiry, what an order costs to win once salaries are counted, and how the money splits between the two functions. GullySales records cost per order before work starts and reports it monthly.
Operational goals came before this and people goals come after. The numbers here are the ones your accountant will ask for, and most owners can answer only the first of them.
Cost per enquiry is everything spent to bring enquiries in during a month, divided by the enquiries. Cost per order is the same total divided by the orders won. The second number decides things and the first only describes them.
Then compare the cost per order with what a customer is worth across the whole relationship, not on the first invoice. A dealer who reorders every month and a one-time installation are two different businesses on the same sheet.
Where this sits
Stage 1 of 10, strategic plan. What the business is for, what it is aiming at this year, and the numbers that say whether it got there.
- The stage after
- Customer research
If you want this done for you
Stop marketing and sales from competing for the same rupee of budget.
The work
What this step is actually like.
“Count the salaries, or the number is fiction”
Ad spend, the agency fee, the salesperson's time, and the hours of whoever answers the phone. Leave the people out and you will congratulate yourself on a cost per enquiry that was never real.
“Payback is the question the bank asks”
How many months before an order returns what it cost to win. In a business running on an overdraft this decides the whole plan, and your CA will tell you what the business can carry.
“The split between sales and marketing is a decision”
Not a leftover after salaries are paid. Decide in advance what goes to bringing enquiries in, what goes to converting them, and what goes to work that pays back slowly. Then say out loud which one you would cut first.
“One average across everything hides the answer”
Split the cost by source and by product. A figure that looks acceptable as an average is usually one cheap source carrying three expensive ones.
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.
A cost sheet by source
Six columns: the source, the spend, enquiries, orders, cost per enquiry, cost per order. One row per source, one sheet per month.
Result: You stop a source that is not working in week three instead of at year end.
A ceiling per source, agreed before the money goes out
The most you are willing to pay for an enquiry from each source, and what happens when it is breached.
Result: A decision made calmly rather than in the middle of a bad month.
What a customer is worth over the relationship
First order, expected repeats, and how long a customer usually stays with you. Your accountant already holds most of this.
Result: A cost per order you can judge instead of merely know.
The payback line
One sentence stating how many months of trading it takes to recover what you spent to win an order.
Result: You can answer the cash question before your bank manager asks it.
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.
What percentage of revenue should we spend on marketing?
What counts as spend?
Our cost per order is high. Should we cut the budget?
How is your own fee budgeted?
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 step further.
The rest of strategic plan
Or read the whole sales process in order.