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The sales process · Strategic plan

Most orders are lost in the hours between the enquiry and the reply.

Operational goals are the small numbers that decide whether the enquiries you paid for turn into conversations. How fast each one is answered, how many times it is followed up, and whether the pipeline still says what is true. GullySales sets three or four of these and reports them against the baseline.

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

A founder and sales adviser discuss a customer proposal

In one paragraph

Operational goals are the small numbers that decide whether the enquiries you paid for turn into conversations. How fast each one is answered, how many times it is followed up, and whether the pipeline still says what is true. GullySales sets three or four of these and reports them against the baseline.

Marketing goals came before this and financial goals come after. This page covers the middle of the machine, where an enquiry that already exists is either answered or quietly lost.

Three numbers cover most of it. How long until the first reply. How many attempts before an enquiry is given up on. What share of open deals carry a next action with a date against it.

None of this needs new software. A shared sheet holding the enquiry, the time it arrived, the time somebody replied and the attempts made will show you the leak inside a fortnight.

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

Every deal moves through a different process because nobody owns the process.

Read the revenue and sales operations page

The work

What this step is actually like.

  • “Reply time is counted from when it arrived, not from when it was seen”

    The WhatsApp at nine in the evening, the missed call during lunch, the form that lands in an inbox nobody owns. Measure from the buyer's clock, because that is the clock they compare you on.

  • “Nobody keeps a count of follow-ups”

    Ask your team how many times they chased the last quotation that went silent. The honest answer is once. Set the number of attempts, write it down, and make the final attempt a phone call rather than a message.

  • “Pipeline hygiene is a rule, not a virtue”

    Every open deal carries a next action, a date and one name. Anything missing all three is closed at month end. A pipeline nobody trusts is a spreadsheet with a login.

  • “A fortnight to measure, a season to change”

    Writing down times by hand for two weeks costs nothing and tells you most of it. Changing what people do afterwards is a management job, and no tool shortens it.

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. Three numbers, each with a target and a floor

    The target is what you are aiming at. The floor is the number below which somebody gets a phone call that same day.

    Result: A miss is noticed on the day instead of at the month-end review.

  2. The enquiry log

    Six columns: date and time in, source, who it went to, time of first reply, attempts made, outcome. A shared sheet is enough to begin with.

    Result: The leak becomes visible in a fortnight without buying anything.

  3. The pipeline rule, in one sentence

    Written down, circulated, and applied at the end of the first month even though it will empty half the pipeline.

    Result: A pipeline figure you would be willing to show your bank.

  4. A fifteen-minute Monday review

    The three numbers, last week's misses, and the deals with no next action against them. No presentations.

    Result: The numbers stay alive instead of being reported once and forgotten.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 0, foundation. 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
What is a good reply time?
Faster than whoever else received the same enquiry, which is usually another supplier the buyer messaged in the same minute. Measure yours for two weeks first, then set a floor you can hold on a busy day.
Do we need a CRM for this?
Not to start. A shared sheet will carry a small team for months, and it tells you whether your problem is the tool or the habit. Buy software once you know which one it is.
Who should own these numbers?
One person, by name, and not the owner. If the answer is the CRM, nothing will change, because software records behaviour rather than altering it.
Is this sales' job or marketing's?
The handover between them is exactly where it breaks. In our first conversation we ask what happens at that handover and whether the CRM can be trusted, because those two answers explain most of the enquiries that go nowhere.
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 strategic plan

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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